1. Rotary Leadership Institute
Future Vision Plan Update, Nov 2008
Rotary Leadership Institute
Part III
Public Image
And
Public Relations
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2. Future Vision Plan Update, Nov 2008
Rotary Leadership Institute – Part III Public Image and Public Relations
Public relations efforts are vital to Rotary’s continued growth and service.
Creating a positive image for Rotary is the responsibility of every Rotarian, both locally and globally
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3. - Paul Harris in 1935 (Peregrinations, vol II)
Future Vision Plan Update, Nov 2008
Rotary Leadership Institute – Part III Public Image and Public Relations
"In the promotion of understanding, it is important to reach large numbers, non- Rotarians as well as Rotarians, and you cannot reach large numbers privately.“
- Paul Harris in 1935 (Peregrinations, vol II)
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4. WHY PUBLIC IMAGE AND PUBLIC RELATIONS?
Future Vision Plan Update, Nov 2008
Rotary Leadership Institute – Part III Public Image and Public Relations
WHY PUBLIC IMAGE AND PUBLIC RELATIONS?
From the new PR Committee Manual (226c-en) :
Having strong public relations ensures that communities around the world know that Rotary is a credible organization that meets real needs.
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5. The role of your club’s PR committee is:
Future Vision Plan Update, Nov 2008
Rotary Leadership Institute – Part III Public Image and Public Relations
From the new PR Committee Manual:
The role of your club’s PR committee is:
to create and implement a plan
to tell Rotary’s story to the public and
to promote the club’s projects and
activities.
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6. When your Rotary Club has a positive public image:
Future Vision Plan Update, Nov 2008
Rotary Leadership Institute – Part III Public Image and Public Relations
When your Rotary Club has a positive public image:
your current members are motivated to be active
AND
prospective members are eager to join your club.
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7. Future Vision Plan Update, Nov 2008
Rotary Leadership Institute – Part III Public Image and Public Relations
As we go through this session, here is what I hope we can accomplish, together
Discuss Public Image and Publicity as it relates to Rotary and to your Rotary club
Explore how your club can benefit from having a PR Strategy or Plan
Identify your club’s target audiences and how you can effectively reach them and discover what resources are available to you
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8. Future Vision Plan Update, Nov 2008
Rotary Leadership Institute – Part III Public Image and Public Relations
This powerpoint presentation can be seen on the District website
Go to the “PUBLIC IMAGE” tab at the top of the page
Scroll down and click on the tab “Public Relations and Public Image Presentation”
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9. Future Vision Plan Update, Nov 2008
RESOURCE MATERIALS
Before we get started, I want to show you some of the resource materials that I really want you to look at when you go home.
These resources really are the “nuts and bolts” of creating a positive Public Image for Rotary, and your Rotary Club.
All available online, there are 5 Rotary resources that will help your club carry out EFFECTIVE Public Relations practices
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10. Downloadable from the rotary.org website. google “rotary 226c-en”
Future Vision Plan Update, Nov 2008
RESOURCE 1: Lead Your Club – Public Relations Committee: Edition c-EN
Downloadable from the rotary.org website.
google “rotary 226c-en”
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11. COMMITTEE RESPONSIBILITIES:
Future Vision Plan Update, Nov 2008
RESOURCE 1: Lead Your Club – Public Relations Committee: Edition c-EN
COMMITTEE RESPONSIBILITIES:
1. Create awareness of club activities and projects
among club members, media, and the community
2. Support the work of the membership committee
3. Learn key points for talking about Rotary and use
them when speaking in public
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12. 4. Use social media to promote awareness of Rotary
Future Vision Plan Update, Nov 2008
RESOURCE 1: Lead Your Club – Public Relations Committee: Edition c-EN
4. Use social media to promote awareness of Rotary
and your club in the community
5. Make sure your club’s image is in line with Rotary’s
public image
6. Share your club’s Rotary stories with the local
media
7. Become familiar with Rotary’s public relations
resources
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13. Downloadable from the rotary.org website.
Future Vision Plan Update, Nov 2008
RESOURCE 2: New from RI in August 2013 : Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians A-EN
Downloadable from the rotary.org website.
New Aug 2013 and already updated in January and reprinted May 2014 and again in July 2015 and in September 2016
Or google :
rotary voice and visual identity guide
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14. Future Vision Plan Update, Nov 2008
RESOURCE 2: New from RI in August 2013 : Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians EN
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15. RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide
Future Vision Plan Update, Nov 2008
RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide
For Rotarians EN
We have a powerful story to tell
It’s up to all of us to protect, promote, and deliver our message in all of our interactions.
By speaking, writing, and designing in a unified voice and look, we ensure that our communications are unmistakably Rotary.
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16. RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide
Future Vision Plan Update, Nov 2008
RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide
For Rotarians A-EN
Applying a consistent and clear Rotary style in all of our communications is vital to:
strengthening our image
and enhancing our reputation as a world-class organization.
The downloadable resources and guidelines allow each club and district to work independently while maintaining a consistent identity throughout the organization.
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17. RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide
Future Vision Plan Update, Nov 2008
RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide
For Rotarians A-EN
The new guide:
Defines who we are
Defines our “look”
Provides a visual toolkit: with logos,
masterbrand, imagery, icons, graphics
Contains ideas on where we can use our new
identity
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18. WHY Despite over 100 years of impact on our communities,
Future Vision Plan Update, Nov 2008
RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians A-EN
WHY
Despite over 100 years of impact on our communities,
Rotary does not get the recognition it deserves
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19. Future Vision Plan Update, Nov 2008
RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians A-EN
WHY
Worldwide, more than 2 million nonprofits compete for limited volunteer hours, donor money, and other resources.
Rotary has a great story to tell, but we need to tell it more simply and consistently.
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20. Future Vision Plan Update, Nov 2008
RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians A-EN
WHY
Our research has taught us better ways to frame our strengths and bring our core values to life.
By providing a clear, consistent image of Rotary, we offer prospective members, donors, and volunteers a strong vision of what it means to engage with us.
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21. In 2011 , Rotary started a multi year initiative to:
Future Vision Plan Update, Nov 2008
RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians A-EN
In 2011 , Rotary started a multi year initiative to:
Strengthen our image
Expand public understanding of What Rotary does
Motivate, engage, and inspire current and prospective members, donors, partners and staff
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22. From the Siegel + Gale website:
Future Vision Plan Update, Nov 2008
RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians A-EN
Google: rotary siegel and gale
From the Siegel + Gale website:
Siegel+Gale: “ We brought a 100-year-old international service organization into the digital age.”
extensive research - inputs representing audiences (Rotarian and non-Rotarian) in 167 countries,
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23. Future Vision Plan Update, Nov 2008
RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians A-EN
From the Siegel + Gale website:
Rotary was not effectively communicating its approach and impact in terms relevant to external audiences.
S +G created a brand architecture framework that clearly signaled how anyone could engage with Rotary— join clubs, exchange ideas and take action.
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24. S + G overhauled Rotary’s digital presence
Future Vision Plan Update, Nov 2008
RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians A-EN
S + G overhauled Rotary’s digital presence
They recognized that the member and non-member digital experiences needed to be drastically simplified and dramatically amplified both on the web and for mobile .
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25. S + G overhauled Rotary’s digital presence,
Future Vision Plan Update, Nov 2008
RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians A-EN
S + G overhauled Rotary’s digital presence,
two sites: My Rotary, a personalized experience for members
and Rotary.org, an engaging experience for non- members
digital solution delivered on our “simple is smart” philosophy creating two sites that use the new voice, and streamline content.
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26. S + G ultimately positioned the organization to: increase membership
Future Vision Plan Update, Nov 2008
RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians A-EN
Google: rotary siegel and gale
S + G ultimately positioned the organization to:
increase membership
and foster collaboration and participation.
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27. Future Vision Plan Update, Nov 2008
RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians A-EN
Three core ideas provide the clarity and focus to help
every Rotary member answer the question,
“What is Rotary?”
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28. Future Vision Plan Update, Nov 2008
RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians A-EN
Three core ideas
Rotary joins leaders from all continents, cultures, and
occupations.
Rotary exchanges ideas, bringing our expertise and diverse perspectives to help solve some of the world’s toughest problems.
Rotary takes action to bring lasting change to communities around the world.
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29. Our story hasn’t changed.
Future Vision Plan Update, Nov 2008
RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians A-EN
Our story hasn’t changed.
But how we share it with the world is vital to our future.
Through a unified Rotary look and clear and compelling voice, we are enhancing our legacy as one of the most widely recognized and respected organizations in the world.
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30. We are Rotary, and we have a great story to tell
Future Vision Plan Update, Nov 2008
RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians A-EN
We are Rotary, and we have a great story to tell
Be sure to get a copy and learn first hand how to tell Rotary’s story and
Google” rotary siegel and gale
Rotary Foundation District Grants provide simplicity, flexibility, and opportunities for innovation. Clubs and their district will work together to fund smaller educational and humanitarian activities and these projects can be conducted either locally or internationally. The District Simplified Grants that we are familiar with already in the Rotary Foundation are a model of how “District Grants” will work in the future. These projects and activities should support the mission of the Rotary Foundation, allowing a broad range of choices for clubs and districts. The funding will come from the Rotary Foundation, but be administered at the district level providing a funding mechanism for the smaller projects that clubs and districts wish to undertake either in their local area or internationally.
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31. Just one example -our new Rotary Logo:
Future Vision Plan Update, Nov 2008
RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians A-EN
Just one example -our new Rotary Logo:
For many years, our Rotary wheel stood alone as our logo on signage and communications materials.
Although the words Rotary International were embedded in the wheel, they were hard to read from a distance.
As a result, the general public did not always recognize Rotary’s involvement in a project or activity.
Rotary Foundation District Grants provide simplicity, flexibility, and opportunities for innovation. Clubs and their district will work together to fund smaller educational and humanitarian activities and these projects can be conducted either locally or internationally. The District Simplified Grants that we are familiar with already in the Rotary Foundation are a model of how “District Grants” will work in the future. These projects and activities should support the mission of the Rotary Foundation, allowing a broad range of choices for clubs and districts. The funding will come from the Rotary Foundation, but be administered at the district level providing a funding mechanism for the smaller projects that clubs and districts wish to undertake either in their local area or internationally.
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32. Future Vision Plan Update, Nov 2008
RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians A-EN
That’s why we decided to expand our official logo to include the word “Rotary” next to the wheel.
This is our official logo and our masterbrand signature, which should be used whenever possible.
Our logo has recently evolved to include our wordmark, which is one word “Rotary” and our emblem, the Rotary Wheel
Rotary Foundation District Grants provide simplicity, flexibility, and opportunities for innovation. Clubs and their district will work together to fund smaller educational and humanitarian activities and these projects can be conducted either locally or internationally. The District Simplified Grants that we are familiar with already in the Rotary Foundation are a model of how “District Grants” will work in the future. These projects and activities should support the mission of the Rotary Foundation, allowing a broad range of choices for clubs and districts. The funding will come from the Rotary Foundation, but be administered at the district level providing a funding mechanism for the smaller projects that clubs and districts wish to undertake either in their local area or internationally.
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33. Future Vision Plan Update, Nov 2008
RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians A-EN
Rotary Foundation District Grants provide simplicity, flexibility, and opportunities for innovation. Clubs and their district will work together to fund smaller educational and humanitarian activities and these projects can be conducted either locally or internationally. The District Simplified Grants that we are familiar with already in the Rotary Foundation are a model of how “District Grants” will work in the future. These projects and activities should support the mission of the Rotary Foundation, allowing a broad range of choices for clubs and districts. The funding will come from the Rotary Foundation, but be administered at the district level providing a funding mechanism for the smaller projects that clubs and districts wish to undertake either in their local area or internationally.
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34. The mark of excellence (the Rotary wheel) should not appear alone
Future Vision Plan Update, Nov 2008
RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians A-EN
The word “Rotary” always appears before our emblem in all of our signatures
This official logo is our masterbrand signature, which should be used wherever possible.
The mark of excellence (the Rotary wheel) should not appear alone
Rotary Foundation District Grants provide simplicity, flexibility, and opportunities for innovation. Clubs and their district will work together to fund smaller educational and humanitarian activities and these projects can be conducted either locally or internationally. The District Simplified Grants that we are familiar with already in the Rotary Foundation are a model of how “District Grants” will work in the future. These projects and activities should support the mission of the Rotary Foundation, allowing a broad range of choices for clubs and districts. The funding will come from the Rotary Foundation, but be administered at the district level providing a funding mechanism for the smaller projects that clubs and districts wish to undertake either in their local area or internationally.
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35. Future Vision Plan Update, Nov 2008
RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians A-EN
Rotary has created a special signature system to allow you to identify each club, district or zone
Rotary Foundation District Grants provide simplicity, flexibility, and opportunities for innovation. Clubs and their district will work together to fund smaller educational and humanitarian activities and these projects can be conducted either locally or internationally. The District Simplified Grants that we are familiar with already in the Rotary Foundation are a model of how “District Grants” will work in the future. These projects and activities should support the mission of the Rotary Foundation, allowing a broad range of choices for clubs and districts. The funding will come from the Rotary Foundation, but be administered at the district level providing a funding mechanism for the smaller projects that clubs and districts wish to undertake either in their local area or internationally.
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36. RESOURCE 2A: The Rotary Brand Center
Future Vision Plan Update, Nov 2008
RESOURCE 2A: The Rotary Brand Center
WELCOME TO THE BRAND CENTER
Rotary Foundation District Grants provide simplicity, flexibility, and opportunities for innovation. Clubs and their district will work together to fund smaller educational and humanitarian activities and these projects can be conducted either locally or internationally. The District Simplified Grants that we are familiar with already in the Rotary Foundation are a model of how “District Grants” will work in the future. These projects and activities should support the mission of the Rotary Foundation, allowing a broad range of choices for clubs and districts. The funding will come from the Rotary Foundation, but be administered at the district level providing a funding mechanism for the smaller projects that clubs and districts wish to undertake either in their local area or internationally.
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37. RESOURCE 2A: The Rotary Brand Center
Future Vision Plan Update, Nov 2008
RESOURCE 2A: The Rotary Brand Center
It’s now easier than ever to strengthen Rotary’s image in your community with the materials and resources available in the  Rotary Brand Center.
Google: rotary brand center and sign in to My Rotary
Rotary Foundation District Grants provide simplicity, flexibility, and opportunities for innovation. Clubs and their district will work together to fund smaller educational and humanitarian activities and these projects can be conducted either locally or internationally. The District Simplified Grants that we are familiar with already in the Rotary Foundation are a model of how “District Grants” will work in the future. These projects and activities should support the mission of the Rotary Foundation, allowing a broad range of choices for clubs and districts. The funding will come from the Rotary Foundation, but be administered at the district level providing a funding mechanism for the smaller projects that clubs and districts wish to undertake either in their local area or internationally.
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38. RESOURCE 2A: The Rotary Brand Center
Future Vision Plan Update, Nov 2008
RESOURCE 2A: The Rotary Brand Center
Page One says:
“Welcome to The Brand Center:
Strengthen Rotary’s image by delivering a clear and compelling message that conveys what we do and how people can engage with us”
Rotary Foundation District Grants provide simplicity, flexibility, and opportunities for innovation. Clubs and their district will work together to fund smaller educational and humanitarian activities and these projects can be conducted either locally or internationally. The District Simplified Grants that we are familiar with already in the Rotary Foundation are a model of how “District Grants” will work in the future. These projects and activities should support the mission of the Rotary Foundation, allowing a broad range of choices for clubs and districts. The funding will come from the Rotary Foundation, but be administered at the district level providing a funding mechanism for the smaller projects that clubs and districts wish to undertake either in their local area or internationally.
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39. RESOURCE 2A: The Rotary Brand Center
Future Vision Plan Update, Nov 2008
RESOURCE 2A: The Rotary Brand Center
The Rotary Brand Center:
offers a simple and intuitive way to customize your club logo,
create a marketing brochure for your Club,
or give your newsletter AND WEBSITE a fresh look.
You’ll also find guidelines and answers to frequently asked questions as well as information about why telling our story is important.
Rotary Foundation District Grants provide simplicity, flexibility, and opportunities for innovation. Clubs and their district will work together to fund smaller educational and humanitarian activities and these projects can be conducted either locally or internationally. The District Simplified Grants that we are familiar with already in the Rotary Foundation are a model of how “District Grants” will work in the future. These projects and activities should support the mission of the Rotary Foundation, allowing a broad range of choices for clubs and districts. The funding will come from the Rotary Foundation, but be administered at the district level providing a funding mechanism for the smaller projects that clubs and districts wish to undertake either in their local area or internationally.
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40. RESOURCE 3: MEDIA CRISIS HANDBOOK 515-EN
Future Vision Plan Update, Nov 2008
RESOURCE 3: MEDIA CRISIS HANDBOOK 515-EN
Downloadable from the rotary.org
Just type in 515-EN into the search box and press enter
Rotary Foundation District Grants provide simplicity, flexibility, and opportunities for innovation. Clubs and their district will work together to fund smaller educational and humanitarian activities and these projects can be conducted either locally or internationally. The District Simplified Grants that we are familiar with already in the Rotary Foundation are a model of how “District Grants” will work in the future. These projects and activities should support the mission of the Rotary Foundation, allowing a broad range of choices for clubs and districts. The funding will come from the Rotary Foundation, but be administered at the district level providing a funding mechanism for the smaller projects that clubs and districts wish to undertake either in their local area or internationally.
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41. RESOURCE 3: MEDIA CRISIS HANDBOOK 515-EN
Future Vision Plan Update, Nov 2008
RESOURCE 3: MEDIA CRISIS HANDBOOK 515-EN
An effective media crisis plan is based , first and foremost, on the principles of truth, transparency, and sincerity
Nothing in your club’s media crisis plan should compromise, or appear to compromise these key principles
Rotary Foundation District Grants provide simplicity, flexibility, and opportunities for innovation. Clubs and their district will work together to fund smaller educational and humanitarian activities and these projects can be conducted either locally or internationally. The District Simplified Grants that we are familiar with already in the Rotary Foundation are a model of how “District Grants” will work in the future. These projects and activities should support the mission of the Rotary Foundation, allowing a broad range of choices for clubs and districts. The funding will come from the Rotary Foundation, but be administered at the district level providing a funding mechanism for the smaller projects that clubs and districts wish to undertake either in their local area or internationally.
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42. RESOURCE 3: MEDIA CRISIS HANDBOOK 515-EN
Future Vision Plan Update, Nov 2008
RESOURCE 3: MEDIA CRISIS HANDBOOK 515-EN
It is a “How To” guide of what to do:
What to Do When Reporters Call
What to Do If A Crisis Develops
What To Do When the Media Contact You
Rotary Foundation District Grants provide simplicity, flexibility, and opportunities for innovation. Clubs and their district will work together to fund smaller educational and humanitarian activities and these projects can be conducted either locally or internationally. The District Simplified Grants that we are familiar with already in the Rotary Foundation are a model of how “District Grants” will work in the future. These projects and activities should support the mission of the Rotary Foundation, allowing a broad range of choices for clubs and districts. The funding will come from the Rotary Foundation, but be administered at the district level providing a funding mechanism for the smaller projects that clubs and districts wish to undertake either in their local area or internationally.
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43. RESOURCE 3: MEDIA CRISIS HANDBOOK 515-EN
Future Vision Plan Update, Nov 2008
RESOURCE 3: MEDIA CRISIS HANDBOOK 515-EN
How to Maintain The Proper Attitude During Interviews
What Mistakes To Avoid
How Actions Speak Volumes
How To Obtain Media Assistance From RI’s PR & Media Relations Staff
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44. Resource 4: Rotary Media Centre
Future Vision Plan Update, Nov 2008
Resource 4: Rotary Media Centre
Go to The Rotary Media Centre on the rotary.org website and take a look
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45. RESOURCE 4: “ROTARY MEDIA CENTRE ” ON THE ROTARY.ORG WEBSITE
Future Vision Plan Update, Nov 2008
RESOURCE 4: “ROTARY MEDIA CENTRE ” ON THE ROTARY.ORG WEBSITE
Viewable on the rotary.org website.
Go to the rotary.org website
Get into My Rotary
Go to the “News and Media” scroll bar
Scroll down to Media Centre Or
just google: rotary media center
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46. RESOURCE 4: “ROTARY MEDIA CENTRE ” ON THE ROTARY.ORG WEBSITE
Future Vision Plan Update, Nov 2008
RESOURCE 4: “ROTARY MEDIA CENTRE ” ON THE ROTARY.ORG WEBSITE
MEDIA CENTER
Press Releases, Rotary In The News, Video, Facts Sheets, Brand Center, Media Inquiries, Member News, Images for the Media & Rotary Images, Tweets, Rotary Club Headlines
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47. RESOURCE 4: “ROTARY MEDIA CENTRE ” ON THE ROTARY.ORG WEBSITE
Future Vision Plan Update, Nov 2008
RESOURCE 4: “ROTARY MEDIA CENTRE ” ON THE ROTARY.ORG WEBSITE
Great Background material for you
Press releases
Fact Sheets
Rotary at a glance
Rotary and Polio
Media resources (stories, photos, video)
Rotary Public Service Announcements
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48. RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
Future Vision Plan Update, Nov 2008
RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
log in to “My Rotary” on the rotary.org website
Go to the “Learning & Reference” on the scroll bar
Go to “Learn By Topic” and Hit: “Public Relations”
reference/learn-topic/public-relations
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49. RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
Future Vision Plan Update, Nov 2008
RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
Promoting Rotary to the general public can be as simple as wearing your Rotary pin or as elaborate as organizing an integrated marketing campaign.
By increasing the public's understanding of Rotary, we're strengthening our ability to make an impact in communities around the world.
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50. RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
Future Vision Plan Update, Nov 2008
RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
Include a public relations component in your club's service project plan:
It will help ensure your club’s projects and events get the attention and support they deserve.
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51. RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
Future Vision Plan Update, Nov 2008
RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
The following ideas can help you create a successful campaign.
Know your local media
Write a press release that journalists want to read
More ideas for promoting Rotary
Excellent Resources and references
Tools
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52. RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
Future Vision Plan Update, Nov 2008
RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
Know your local media
Before sending stories to a journalist, get to know your audience.
Read your local newspaper
listen to the evening news
follow Facebook and Twitter
to identify where a Rotary story might fit.
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53. RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
Future Vision Plan Update, Nov 2008
RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
Know your local media
Consider inviting a local journalist to speak to your club about how to work with the media Or
invite them to join a service project so they can see first-hand how your club is improving your community
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54. RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
Future Vision Plan Update, Nov 2008
RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
Know your local media
Develop a media list and keep it current.
Get to know local journalists by inviting them to learn more about Rotary, your club, or a specific project.
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55. RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
Future Vision Plan Update, Nov 2008
RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
Know your local media
Contact the media with newsworthy story ideas, being sure to:
Know your story and anticipate questions.
Send background materials immediately following contact.
Be persuasive, persistent, and friendly, but not aggressive.
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56. RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
Future Vision Plan Update, Nov 2008
RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
Write a press release that journalists want to read
Once you've developed a relationship with your local reporter, help them remember you through regular contact.
Share news about your club projects, fundraising events, or the arrival of Youth Exchange students with a press release.
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57. RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
Future Vision Plan Update, Nov 2008
RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
Write a press release that journalists want to read
Develop your “news hook,” a persuasive reason for the news media to pursue a story
Include the five Ws in the opening paragraph of your press release: who, what, where, when, and why
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58. RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
Future Vision Plan Update, Nov 2008
RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
Write a press release that journalists want to read
Keep it concise
limit the press release to one page
and paste into the body of your rather than sending it as an attachment
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59. RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
Future Vision Plan Update, Nov 2008
RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
Write a press release that journalists want to read
Decide who will respond to media inquiries and include their contact information
Include visuals when you send to TV stations
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60. RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
Future Vision Plan Update, Nov 2008
RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
More ideas for promoting Rotary
hold a special event
start a Facebook page
place a billboard ad
Advertise on cable and public access TV
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61. RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
Future Vision Plan Update, Nov 2008
RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE
More ideas for promoting Rotary
Create a public service announcement
Write op-eds and letters to the editor
Distribute club brochures, media kits, and fact sheets
Post on your club website and social media outlets, including blogs, Facebook, Twitter, YouTube
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62. Publicity, Public Relations, and Public Image
Future Vision Plan Update, Nov 2008
Publicity, Public Relations, and Public Image
What is the difference?
PUBLICITY
the activity of creating a good opinion among people about your Rotary Club OR
creating information that make people notice your Rotary Club
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63. Publicity, Public Relations, and Public Image
Future Vision Plan Update, Nov 2008
Publicity, Public Relations, and Public Image
What is the difference?
PUBLIC RELATIONS
the relationship between your Rotary Club and the public
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64. Publicity, Public Relations, and Public Image
Future Vision Plan Update, Nov 2008
Publicity, Public Relations, and Public Image
What is the difference?
PUBLIC IMAGE
is the concept that the ideas and the opinions that the public have about your Rotary Club may or may not be what they really are
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65. What is the image of Rotary in your community?
Future Vision Plan Update, Nov 2008
What is the image of Rotary in your community?
Focus on “Rotary” - not on your club and not on your particular members
If you asked someone on the street IN YOUR COMMUNITY:
What would they say Rotary is?
What would they say Rotary does?
Any thoughts?
Let’s Discuss
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66. What is the image of Rotary in your community?
Future Vision Plan Update, Nov 2008
What is the image of Rotary in your community?
Focus on “Your Rotary Club” and not on your particular members
If you asked someone on the street:
Would they know there is a Rotary Club in your community?
Would they know it is YOUR Rotary Club?
Would they know what your Rotary Club does in your community and beyond?
Let’s Discuss .
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67. Every 4 years, RI surveys 1,000 people in each of 6 countries
Future Vision Plan Update, Nov 2008
Who Knows What About Rotary – From Jan 2012 The Rotarian Magazine – page 53
Every 4 years, RI surveys 1,000 people in each of 6 countries
In 2010: Argentina, Australia, Germany, Japan, South Africa, USA:
To gauge the general public’s awareness and perception of Rotary
The results are consistent with those found in 2006
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68. 62% of the non-Rotarians recognize the Rotary name,
Future Vision Plan Update, Nov 2008
Who Knows What About Rotary – From Jan 2012 The Rotarian Magazine – page 53
62% of the non-Rotarians recognize the Rotary name,
but of those, only 37% have some familiarity with WHAT ROTARY DOES
In other words, while respondents had heard of Rotary, they knew little about its activities
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69. Who Knows What About Rotary – From Jan 2012 The Rotarian
Future Vision Plan Update, Nov 2008
Who Knows What About Rotary – From Jan 2012 The Rotarian
When asked to describe Rotarians, 65% answered “charitable, respected, and caring”
But only 26% described them as women and men
and 50% described them as men only .
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70. Who Knows What About Rotary – From Jan 2012 The Rotarian
Future Vision Plan Update, Nov 2008
Who Knows What About Rotary – From Jan 2012 The Rotarian
The public’s interest in joining a Rotary Club is low
16% of the respondents said they would likely join a Rotary Club
60% said they would be unlikely to join
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71. Who Knows What About Rotary – From Jan 2012 The Rotarian
Future Vision Plan Update, Nov 2008
Who Knows What About Rotary – From Jan 2012 The Rotarian
The survey included a cross section of each country's population by:
age,
gender,
income level,
and education level. .
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72. Who Knows What About Rotary – From Jan 2012 The Rotarian
Future Vision Plan Update, Nov 2008
Who Knows What About Rotary – From Jan 2012 The Rotarian
In Japan,
67 percent of respondents, age 40 or older, said they had heard of Rotary,
compared to only 38 percent of those younger than 40.
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73. Who Knows What About Rotary – From Jan 2012 The Rotarian
Future Vision Plan Update, Nov 2008
Who Knows What About Rotary – From Jan 2012 The Rotarian
In Argentina,
63 percent of the highest income bracket had heard of Rotary,
while only 20 percent of the lowest income bracket had heard of Rotary.
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74. Who Knows What About Rotary – From Jan 2012 The Rotarian
Future Vision Plan Update, Nov 2008
Who Knows What About Rotary – From Jan 2012 The Rotarian
Awareness and familiarity may seem similar, but the difference between them is significant.
Awareness is recognition of the Rotary name
Familiarity is the ability to describe what the name
means
High awareness does not equal high familiarity
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75. Who Knows What About Rotary – From Jan 2012 The Rotarian
Future Vision Plan Update, Nov 2008
Who Knows What About Rotary – From Jan 2012 The Rotarian
Pauline Leung, Rotary’s Public Image general coordinator, at the time said:
Building familiarity is not easy
We must have consistency when promoting the image of Rotary.
Rotarians should receive training so they can clearly express our position, our vision, our values, and our areas of focus.
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76. NewRotary Brand Centre New Logo
Future Vision Plan Update, Nov 2008
What were the results?
New Rotary.org website
NewRotary Brand Centre
New Logo
New Rotary Voice and Visual Identity Guide
New Rotary Media Centre
Has your club changed?
Have you changed?
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77. How can our clubs do better at Public Relations?
Future Vision Plan Update, Nov 2008
How can our clubs do better at Public Relations?
In many communities, very few people even know a Rotary Club exists.
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78. How can our clubs do better at Public Relations?
Future Vision Plan Update, Nov 2008
How can our clubs do better at Public Relations?
Visibie, sustainable hallmark projects
Promoting club activities and programs in the press
Signage
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79. How can our clubs do better at Public Relations?
Future Vision Plan Update, Nov 2008
How can our clubs do better at Public Relations?
Web presence
Individual Rotarians keeping Rotary in the forefront of their personal & business life
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80. Common Misconceptions
Future Vision Plan Update, Nov 2008
Common Misconceptions
1. Everyone has heard of Rotary. – “No they have not!”
2. Everyone knows what Rotary involves. – “They think we are a charity organization!”
3. Just because YOU know you’re in Rotary, YOU assume everyone else does too! “wear that pin!”
4. If someone really wanted to be in Rotary, they’d ask you about joining your club. “Really - is it that simple”? .
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81. Common Misconceptions
Future Vision Plan Update, Nov 2008
Common Misconceptions
5. Service Clubs are no longer dominant forces.-True!
6. NGO’s, Business, Social networks, and Charities are all getting into philanthropy. – True!
7. Do we think: “We have always done it like this!”
8. TIME TO CHANGE! – TRUE!
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82. Who Are Your Publics? Who are your publics? Who are your audiences?
Future Vision Plan Update, Nov 2008
Who Are Your Publics?
Who are your publics? Who are your audiences?
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83. Public Relations In Action – Role of your Rotary Club
Future Vision Plan Update, Nov 2008
Public Relations In Action – Role of your Rotary Club
All Rotary clubs have audiences with whom they should communicate:
the media
local government officials
the business community
civic leaders and other organizations
qualified prospective members
Your current members
people directly affected by Rotary service projects.
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84. Public Relations In Action – Role of your Rotary Club
Future Vision Plan Update, Nov 2008
Public Relations In Action – Role of your Rotary Club
Public Relations in Action is :
Developing a message for these audiences
finding an appropriate way to deliver it
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85. News Releases and Club Bulletins Your District Newsletter Websites:
Future Vision Plan Update, Nov 2008
Tools of The Trade
News Releases and Club Bulletins
Your District Newsletter
Websites:
Rotary International
District Website
Your Club’s website
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86. Tools of The Trade Electronic Media:
Future Vision Plan Update, Nov 2008
Tools of The Trade
Electronic Media:
Does Your Club have a Twitter Account, Blogs, a Facebook Page
Do you send videos to You Tube
Is your Rotary Club LinkedIn? .
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87. Humanity In Motion Humanity In Motion - Public Service Announcements
Future Vision Plan Update, Nov 2008
Humanity In Motion
Humanity In Motion - Public Service Announcements
Radio TV
Billboards
Do you use them?
Take a look in the Rotary Brand Center and Rotary Media Center
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88. Future Vision Plan Update, Nov 2008
Humanity In Motion
Humanity In Motion Television Public Service Announcement entitled “The Missing Piece”….
It was used on TV for our 2012, 2103 and 2014 Rotary Public Image Grants across 5 Districts in Ontario, eastern Michigan, and northeastern New York State
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89. Humanity In Motion It goes like this …..
Future Vision Plan Update, Nov 2008
Humanity In Motion
It goes like this …..
“Making the world a better place is an intricate puzzle and piece by piece , the women and men of Rotary have worked hard to fight hunger, promote literacy, and move the world toward peace. But there is still much to be done, still some missing pieces, and one of those missing pieces is you. Learn how you can help Rotary put together a better world at Rotary.org…Rotary… Humanity in Motion.”
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90. Future Vision Plan Update, Nov 2008
Humanity In Motion
Be sure to go to the rotary.org website . Click on Humanity In Motion and look at the television public service announcements, and see the one called “The Missing Piece”
The PSA asks the viewer to:
go to rotary.org to learn more about Rotary
challenges them to join Rotary.
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91. Future Vision Plan Update, Nov 2008
Humanity In Motion
Does your club use the “Humanity In Motion” and “This Close” Public Service Announcements?:
ARE YOU USING THE ANNOUNCEMENTS:
ON YOUR WEBSITE,
ON YOUR FACEBOOK PAGE
IN YOUR BULLETIN
IN THE LOCAL PAPER,
ON RADIO,
ON TV?
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92. Your club media plan It’s APRIL 22, 2017.
Future Vision Plan Update, Nov 2008
Your club media plan
It’s APRIL 22, 2017.
Has your club put together Your Club’s MEDIA Plan for THIS AND NEXT Rotary Year?
Consider the following factors:
Newspaper
Internet TV
Radio
Billboards
Other Media – Facebook, Twitter, LinkedIn, etc
Club Brochure
Fundraisers
Feature Articles in your local media
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93. Public Relations Writing
Future Vision Plan Update, Nov 2008
Public Relations Writing
The ability to write easily, logically, and succinctly is vital in public relations.
The object of most PR writing is to grab the reader’s attention.
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94. Public Relations Writing – PIPR-2
Future Vision Plan Update, Nov 2008
Public Relations Writing – PIPR-2
Most press releases and other written communications for the media use an inverted-pyramid style:
the most important and relevant information at the top (THE LEAD) followed by gradually less important information.
Lead
Most Important Information
Additional Facts
Background
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95. Public Relations Writing
Future Vision Plan Update, Nov 2008
Public Relations Writing
The headline and the first sentence are the two most important parts of a press release.
Make sure they are compelling enough to draw the editor or reporter in.
Use active verbs in headlines, making them brief and to the point.
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96. Public Relations Writing
Future Vision Plan Update, Nov 2008
Public Relations Writing
LEAD PARAGRAPH:
Include the five Ws in your first paragraph, ideally in the first sentence:
• Who? The main focus of your story — a person or group of people that is the essential element of the story
• What? The event or project with which your club is involved
• Where? The location of the event, including a street address
• When? The time, day, and date of an event or the time period involved for a person or project
• Why? The reason this event, person, or project is significant to the general public
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97. Public Relations Writing
Future Vision Plan Update, Nov 2008
Public Relations Writing
SOME TIPS ON NEW RELEASES:
Develop a well-thought-out “news hook,” a persuasive reason for the news media to pursue a story. The news hook provides direction to the rest of the release.
Always define Rotary as “a global network of community volunteers” in the release.
Determine who will be the contact person for media inquiries, and place that person’s name, address and phone number in the upper-left corner.
If your club Web site is current, also include the Web address.
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98. Public Relations Writing
Future Vision Plan Update, Nov 2008
Public Relations Writing
SOME TIPS ON NEW RELEASES:
Keep your release concise. State opinions in quotes from club leaders, project beneficiaries, or person being featured or honored.
Decide what information is necessary and then focus on one or two main points.
Limit the release to one page.
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99. Public Relations Writing
Future Vision Plan Update, Nov 2008
Public Relations Writing
The Last Paragraph :
Rotary Fact Sheet:
A fact sheet provides details about Rotary programs to ensure journalists have accurate background information.
You can download Rotary fact sheets, on many Rotary topics and themes, from the Public Relations section at
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100. Public Relations Writing
Future Vision Plan Update, Nov 2008
Public Relations Writing
The Last Paragraphs :
Here are ones that I use :
Rotary is a leadership organization. We’re made up of local business, professional and civic leaders. We meet regularly, get to know each other, form friendships, & through that, we’re able to get things done in this community.
We are 1.2 million neighbors, friends, and community leaders who come together to create positive, lasting change in our communities and around the world. Our differing occupations, cultures, and countries give us a unique perspective. Our shared passion for service helps us accomplish the remarkable. Our work impacts lives both at the local and international levels, from helping families in need, right here in Oshawa, to working toward a polio-free world.
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101. Public Relations Writing
Future Vision Plan Update, Nov 2008
Public Relations Writing
The Last Paragraph :
Here is one that I used last month:
The Rotary Club of Oshawa-Parkwood has been serving the Durham Region for over 40 years through various fund raising endeavors. If you would like to learn more about Rotary or become a member please call President Dave Andrews at or Membership Director Lennis Trotter at
Look for us at and like us on Facebook Rotary Club of Oshawa-Parkwood,
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102. Public Relations Writing
Future Vision Plan Update, Nov 2008
Public Relations Writing
Let’s go to PIPR-2
Let’s do a Headline and The Lead paragraph for the Scarborough Mirror newspaper,
10 minutes, in groups, select one spokesperson to read your paragraph
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103. Public Relations Writing
Future Vision Plan Update, Nov 2008
Public Relations Writing
Here are the facts:
Rotary Club of Scarborough is holding the Scarborough Rotary
Ribfest on August 12 to 14 at Thomson Memorial Park
(Corner of Lawrence Ave. & Brimley Rd.)
Lots of entertainment, food, drinks, etc
Lots of Free parking
Proceeds go to various Rotary projects in the community and world wide
Club President: Gerard Baribeau
Don Hall - Ribfest Event Chair
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104. Future Vision Plan Update, Nov 2008
Rotary Leadership Institute – Part III Public Image and Public Relations
ROTARY CLUBS OF OSHAWA AND OSHAWA-PARKWOOD
ROTARY INTERNATIONAL DISTRICT 7070
NEWS RELEASE
FOR IMMEDIATE RELEASE
The City of Oshawa proclaims World Polio Day in Oshawa on October 24, 2016
OSHAWA, ONTARIO - October 17, In honor of World Polio Day 2016, which is widely recognized on October 24, the Rotary Clubs of Oshawa and Oshawa-Parkwood received proclamations from The City of Oshawa on Monday, October 17, 2016, at the noon hour meeting of the Rotary Club of Oshawa, at the Jubilee Pavillion, it was announced today, by Margaret Wallace, President of the Rotary Club of Oshawa.
Oshawa Mayor John Henry (who is also a long-time member of the Oshawa Rotary Club) presented the Proclamations to Margaret Wallace, President of the Oshawa Rotary Club and to David Andrews, President of the Oshawa-Parkwood Rotary Club.
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105. Future Vision Plan Update, Nov 2008
Rotary Leadership Institute – Part III Public Image and Public Relations
We have just skimmed the surface of Public Image and Public Relations
If you would like a copy of this presentation, look on the District website under the Public Image tab.
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