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CREATING A PUBLIC RELATIONS PLAN

CREATING A PUBLIC RELATIONS PLAN. Marketing Rotary with PEOPLE OF ACTION Campaign Resources Linda Peterson, Regional Public Image Coordinator 2018-20. LEARNING OBJECTIVES. Plan communications strategies to achieve public image goals Create external communications

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CREATING A PUBLIC RELATIONS PLAN

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  1. CREATING A PUBLIC RELATIONS PLAN Marketing Rotary with PEOPLE OF ACTION Campaign Resources Linda Peterson, Regional Public Image Coordinator 2018-20

  2. LEARNING OBJECTIVES • Plan communications strategies to achieve public image goals • Create external communications • Use the public image resources on the Brand Center for general community awareness and promotion of club events

  3. WHY CREATE A PUBLIC RELATIONS PLAN? When is the appropriate time to create a PR Plan for your club? Who should be included in the planning for your PR Plan? Can we have an effective plan without a budget?

  4. Partnerships and support for local projects Increased membership and contributions Increased visibility Engaged members BENEFITS OF PUBLIC IMAGE People of Action is more than an advertising campaign Raising public image relies on clubs telling their stories

  5. Objective and Strategy for a Public Image Campaign Objective: Narrow the gap between awareness and understanding in members and public Strategy: • Define Rotary - who we are, our impact in community • Bring the campaign to life with actual photos/data at the local level • Position Rotarians as PEOPLE OF ACTION

  6. ELEVATING ROTARY’S PUBLIC IMAGE LOCALLY • Engage fellow members, community partners and thought leaders to develop lasting solutions • Incorporate People of Action throughout club communication • Take advantage of resources and guidance at rotary.org/brandcenter

  7. SELECTING A PUBLIC IMAGE COMMITTEE What are some other important qualities to look for in public image committee members? What challenges could you encounter if your selected members don’t have the right skills and knowledge? Have members with a variety of skill sets!

  8. Excellent speaking, presentation, and writing skills Thorough knowledge of club history and activities Effectively conveys the essence of Rotary Knowledge of media and communications Relationships with media professionals Professional background SELECTING A PUBLIC IMAGE COMMITTEE

  9. WHAT TYPES OF MEDIA MIGHT YOU CONSIDER? » Social Media - Facebook, Twitter, Instagram, YouTube » TV - cable, local networks, PBS » Radio - local stations, NPR channels » Billboards - static and electronic » Theatre advertising » Newspaper - especially local for clubs » Visual Assets -banners, signage » Club Assets - brochures, posters, display items

  10. CREATE CONNECTIONS WITH THE MEDIA What can you and your team do to cultivate a relationship with local media? • Talk to media sales reps and editors to build relationships before you need them • Use member resources and skills • Ask for PSA spots at low or no cost • Corporate media sharing • Sponsorships

  11. SOCIAL MEDIA PLANNING • How do you use social media to promote your club activities? • How often are your social media pages and website updated? • How do you communicate with your target groups? • How can Rotaractors and scholars/program alumni assist with your social media campaign? • What messages do you convey through social media?

  12. Social Media process • Target the appropriate audience • Follow and share stories • Foster online relationships • Friend/Like and link club pages to District/Zone/RI leaders and groups • Appeal to non-Rotarians

  13. MAXIMIZE YOUR ONLINE PRESENCE • Website • Is contact information easy to find? • Is it free of Rotary jargon? • Are there action-oriented pictures? • Are there distinct sections for members and non-members? • Do you refresh your content regularly? • Link to Facebook page

  14. Maximize your Facebook page • Facebook • Cover photo should appeal to nonmembers • Create Facebook events to promote projects • Link your page to multiple Rotary Fb pages Motivate Members with internal communications and training showing we are People of Action.

  15. Public Image tab on Zones 25B-29 website

  16. Billboards Digital Outdoor Traditional Media Newspaper articles Television, radio, and print ads Radio announcements

  17. Update club logo Update brochures - use the template on RI website Update banners and posters Update outdoor signage Replace name badges when needed CLUB BROCHURES AND FLYERS

  18. SIGNAGE

  19. Street, indoor and outdoor banners

  20. OTHER THINGS TO CONSIDER… • Attend District Training for Public Image Chairs • Recruit Facebook and web editors • Be a Rotary visual identity “Champion” • Promote the Rotary “Trilogy” to your members: Membership, Foundation, and Public Image Every Rotarian is a Brand Ambassador!

  21. LEGACY Rotary Messages • Rotary is an International humanitarian organization • Rotary’s top goal is to eradicate polio worldwide • Rotary is on the forefront of tackling major humanitarian issues facing the world • Rotary invests in people to generate sustainable economic growth • Rotary builds peace and international understanding through education

  22. RI ESSENCE STATEMENT Rotary joins leadersfrom allcontinents, cultures and occupations to exchange ideasand take actionfor communities around the world.

  23. RI VISION STATEMENT “Together, we see a world where people unite and take action to create lasting change — across the globe, in our communities, and in ourselves.”

  24. PEOPLE OF ACTION CAMPAIGN NARRATIVE • Highlight Rotarians as People of Action • Where others see problems, Rotarians see solutions, possibilities for their community • Share vision with fellow members and community partners and experts to exchange ideas about potential, lasting solutions • Mobilize others to take action to bring those ideas to life

  25. Guidelines, FAQs, Fact Sheets Videos, Radio spots Print & Outdoor ads Social media graphics and templates Roll-up banners Photo library Success stories/examples, tips Templates for clubs to create your own ads CAMPAIGN RESOURCES

  26. Social Media ad created on Brand Center

  27. Template available has stock photos and 10 verbs to choose from! Ad layout worksheet in your packet. Access the Brand Center to create your own graphics. Many graphics are ready to use for billboard, social media, and TV and radio spots.

  28. https://www.endpolio.org/world-polio-day Download event planning materials, messages for media, and proclamations. Watch live. Post your event online.

  29. PROMOTING A CLUB EVENT • Start planning at least 6 months in advance • Gather all details about the event and create/update the club manual • Establish a budget for promotion • Contact the appropriate media to get PSAs • Use your club Facebook page to post Events, members share to invite community • Create updated flyers and materials using the new Rotary brand, People of Action campaign

  30. Discussion Points What club activities might be newsworthy? What public relations activities do you budget for in your club? How do you plan for the promotion of events in your club? Which activities work well? What will you do differently?

  31. TO BE CONSIDERED FOR YOUR PR PLAN • Goal of Project/Event/Media reach • Target Audience • Role of Rotarians and Community in Project • Media Budget • Key Messages for Target Audience • Type of Outreach Used • Marketing Approach • Measure responses Inform Public with external communications by telling and showing who we are and what we do.

  32. CREATE YOUR OWN TOOLKIT • Up-to-date facts and figures • Select promotional channels • Timelines schedule • Key messages • Sample posts • Graphics & Infographics • Videos & Photos • Templates ready to use

  33. Evaluate the Message • Is it personal? • Does it address the needs of your audience? • Is there a call to action? • How does your audience want to receive this message? • How will you evaluate the success of your public relations efforts? • What kind of impact has your campaign had on prospective members, donations, and friends or family of Rotary in the past year?

  34. MEASURING SUCCESS Evaluate your plans to ensure goals reached and tactics are effective. Measure your PI activities success by: • Counting member gain • Evaluating media coverage received • Counting how many people reach the message • Calculating total funds raised • How many people benefitted from this activity • Analyzing social media insights (Google Analytics) Send your District Public Image Chair copies of your media activities!

  35. People of Action campaign materials • Working with media tips on Zone Links • Photos and Videos on RI Brand Center Key PR Resources • Rotary Brand Center • Rotary public image coordinators (RPICs) • Manuals and resources online

  36. Questions? Thank you! Linda Peterson, Regional Public Image Coordinator Linda4Rotary@me.com 605-341-5006

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