rotary leadership institute

Rotary Leadership Institute

Part III

Public Image And

Public Relations

Rotary Leadership Institute – Part IIIPublic 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


• "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

Rotary Leadership Institute – Part III Public Image and Public Relations

• WHY PUBLIC IMAGE AND PUBLIC RELATIONS?

• From the PR Committee Manual:– Having strong public relations ensures that

communities around the world know that Rotary is a credible organization that meets real needs.


• From the PR Committee Manual:

– The role of your club’s PR committee is:

• to inform the public about Rotary

• and to promote your club’s service projects and activities


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.


• As we go through this session, here is what I hope we can accomplish, together

– Discuss Public Image and Publicity and how it relates to your club

– Find ways how your club can benefit from a PR Strategy

– Identify your club’s target audience and how you can effectively reach it and discover what resources are available to you


• Before we get started, take a look at page 1 at some of the 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. It is PR 1.01

• All available online, there are 5 Rotary resources that will help your club carry out EFFECTIVE Public Relations practices

RESOURCE 1: EFFECTIVE PUBLIC RELATIONS:

A GUIDE FOR ROTARY CLUBS 257-EN

• Downloadable from the rotary.org website. – google “rotary 257 en”



• This Guide really is PR In Action – The guide helps you:

• Develop and use traditional and non-traditional PR materials and methods

• Work with the media



• The guide helps you:

• Develop cooperative relationships with non-Rotary organizations

• Evaluate and measure the success of your PR efforts



• The guide helps you understand what PR entails

»and

• helps break it down into separate components:



• PR components:• Understanding What Is “News”

• PR Writing

• Media Relations

• External Relations

• Nontraditional Media

RESOURCE 2: New from RI in August 2013 : Tell Rotary’s Story -

Voice & Visual Identity Guide For Rotarians 547-EN

• Downloadable from the rotary.org website.

• New Aug 2013

– Or google :

– rotary voice and visual identity guide



• The Guide shows us how to Tell Rotary’s Story:

– Why we are strengthening our image

– What we have done

– What we need to do



– Who we are

– Our look

– A visual toolkit, logos, masterbrand, imagery, icons, graphics

– And ideas on where we can use our new identity

RESOURCE 3: MEDIA CRISIS HANDBOOK

515-EN

• Downloadable from the rotary.org

– Just type in 515-EN into the search box and press

enter


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


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

RESOURCE 4: “ROTARY MEDIA CENTRE ”

ON THE ROTARY.ORG WEBSITE

• Viewable on the rotary.org website.

– Go to News & Features and then to Rotary Media Centre

– Great Background material for you- Press releases- Fact Sheets- Media resources (stories, photos, video)- Rotary Public Service Announcements

RESOURCE 5: “Public Relations”

ON THE ROTARY.ORG WEBSITE

• Just type in PUBLIC RELATIONS the search box and press enter

– 1,240 items to review

– And go to “My Rotary” and view all of the Learning & Reference materials available to you in the PR field

Publicity, Public Relations, and Public Image

What is the difference?PUBLICITY – the act of creating a good opinion among people

about your Rotary Club » OR

– creating info that make people notice your Rotary Club


What is the difference?

PUBLIC RELATIONS – the relationship between your Rotary Club

and the public


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

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, would they know what Rotary is?

– Would they know what Rotary does?

– Let’s Discuss

What is the image of Rotary in your community?

– Focus on your “Rotary Club” and not on your particular members

– Would they know there is a Rotary Club in your community?

– Would they know what your Rotary Club does in your community and beyond?

– Let’s Discuss

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

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

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


• The survey concluded that Rotary is still being seen as a male-dominated organization.

• Work needs to be directed toward communicating opportunities for women to join.


• 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


• The survey included a cross section of each country's population by:– age,

– gender,

– income level,

– and education level.


• 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.

–


• 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.


• CONCLUSION:

– Clubs may need to gain a better understanding of what would increase interest among younger professionals.


• Pauline Leung, Rotary’s Public Image general coordinator says:

• 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.


• Boosting awareness alone will not be enough:

– to get the public to readily associate Rotary with good works

OR– to generate greater community involvement.

RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide

For Rotarians 547-EN

• WHY

– Despite over 100 years of impact on our communities,

– Rotary does not get the recognition it deserves



• We need to re-think how we tell our story so people everywhere understand:

– What Rotary stands for

– How we are different

– Why it matters



• 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



• What we have done:

– to tell our story better, we need to define our story



• What we have done:– Based on global research:

• We defined our essence• Brought our values to life• Established our voice• Clarified how we present• Refreshed our visual identity



• What we need to do:

– bring our story to life

• it is up to all of us to protect, promote, and deliver on that story in all of our interactions

• Be sure to get a copy and learn first hand how to tell Rotary’s story

How can our clubs do better at Public Relations?

• In many communities, very few people even know a Rotary Club exists.

• How can our clubs do better at Public Relations?


– Visibie, sustainable hallmark projects

– Promoting club activities and programs in the press

– Signage


– Web presence

– Individual Rotarians keeping Rotary in the forefront of their personal & business life

Your Club’s PR Checklist

Check your PR Checklist• Do your members realize the importance

of getting Rotary's positive image out to the public.

• Does your club have a Public Relations Chair and Committee?


Check your PR Checklist• Do you know the media in your area?

– Editors, reporters names, phone numbers, email addresses?

• Do you send out press releases? How often?

– Rotary Theme Months, Rotary Theme Days


• Are there News media as members of your club?

• Do you have a “News Media” Theme Week

– at a weekly Rotary meeting? – Ask a news media member to be your

speaker?


• Who are your publics? Who are your audiences?

• Tools of the trade

Who Are Your Publics?

• Who are your publics? Who are your audiences?

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.

Public Relations In Action – Role of your Rotary Club

• Public Relations in Action:

• Developing a message for these audiences

• finding an appropriate way to deliver it

Tools of The Trade

News Releases and Club Bulletins

Your District Newsletter

Websites: Rotary International District Website Your Club’s website

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?

Public Image Grants

• Public Image Grants were designed to assist districts to reach the general public by promoting Rotary and improving Rotary’s public image.

• Grants were awarded to districts worldwide on a competitive basis

Public Image Grant

• Public Image Grants enable districts to place:

– television and radio public service announcements (PSAs)

– billboards– banners– ads– newspaper supplements in their

communities.

Public Image Grant and Humanity In Motion

• Districts are strongly encouraged to utilize pre-produced Humanity In Motion materials to help promote a consistent message.

• available on the Rotary.org website and can be customized to suit your District .

http://www.rotary.org/en/Members/RunningAClub/InformingTheCommunity/Pages/HumanityinMotionPSAs.aspx

Public Image Grants

• Only districts are eligible to apply. One application will be considered per district.

• Grants of up to US$15,000 per district will be available until funds are depleted.

• Districts must contribute a minimum of one-third of the total grant amount requested.

• Funds are awarded on a competitive basis based on the quality of the application and to ensure an equitable spread of Rotary promotion worldwide.

PR Grant and Humanity In Motion

• 2013-2014 Multi District Grant Application:– Rotary Districts: 7070 and 7080 (south central Ontario)– $17,000– Same Public Service Announcement to air in Mid Jan thru mid

Feb 2014– CTV Television Network in Canada aired the 30 - second

Rotary Humanity In Motion Public Service Announcement “You Are The Missing Piece” (many spots in prime time)

– on CTV and CTV Two– Coverage: most of Ontario– to more than 3 million viewers, targeting adults, 30 to 54 years

of age.– We got this grant


• Humanity In Motion Television Public Service Announcement entitled “The Missing Piece”…. 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.”


• 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.


• 2014 -2015

• ?????

Humanity In Motion

• Does your club use the “Humanity In Motion” and “This Close” Public Service Announcements?:

• ARE YOU USING THE ADS:– ON YOUR WEBSITE, – ON YOUR FACEBOOK PAGE – IN YOUR BULLETIN– IN THE LOCAL PAPER, – ON RADIO, – ON TV?

Rotary Media Centre

• Go to The Rotary Media Centre on the rotary.org website and take a look

• It is a one stop location to view and download :– multimedia content– Humanity In Motion and This Close materials for

TV, radio, print, internet, and billboard ads that focus on Rotary volunteer efforts

• A consistent message designed to promote Rotary to the general public

Your club media plan

• It’s April 19, 2014 and you are Incoming President. It’s time to put together Your Club’s MEDIA Plan for your year as President:

• Your task: DEVELOP A CLUB MEDIA PLAN • Consider the following factors:

– Newspaper

– Internet

– TV

– Radio

– Billboards

– Other Media

– Club Brochure

– Fundraisers

– Feature Articles in your local

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.

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.

LeadMost Important Information

Additional Facts

Background


• 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.


• 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


• 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, e-mail address and phone number in the upper-left corner.

– If your club Web site is current, also include the Web address.


• 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.


• 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 www.rotary.org.

http://www.rotary.org/


• The Last Paragraph :• Here is one that I often use:

• Rotary is an a global network of community volunteers , business and professional men and women, united worldwide, with more than 1.2 million members in over 200 countries. We provide humanitarian service, and build goodwill and peace in the world. The Rotary Club of Oshawa-Parkwood has been serving the Durham Region for over 37 years through various local and world community projects. If you would like to learn more about Rotary or become a member, please call Rotary Club Director Lennis Trotter at 905-576-6869 or visit our website at www.rotaryoshawa-parkwood.org

Public Relations Writing• Let’s go to PIPR-2 and let’s do a Headline and The Lead paragraph for

the Etobicoke Guardian newspaper,

• Here are the facts:– Rotary Club of Etobicoke is holding the Toronto Ribfest 2014 on June

27 - July 1 at Centennial Park in Etobicoke

– Lots of entertainment, food, drinks, etc

– Free parking and bus shuttle

– Proceeds go to various Rotary projects in the community and world wide

• 10 minutes, in groups, select one spokesperson to read your paragraph

PIPR-3: 44 PR Resources & Ideas

• Let’s look at PIPR-3 : 44 PR Resources and Ideas:

• As we look at them, think of what your club is doing now and the new resources and ideas that it can do and use from this list of 44 (A Very Powerful Tool)

• Here is a GOAL:– What if your club could adopt one new idea or use one new

resource per month for the next 44 months


• We have just skimmed the surface of Public Image and Public Relations

• If you would like a copy of this presentation, just send me an email and I will email you a copy.

• [email protected]

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