Public Relations: Roles, Rewards, and Rotary

1. Public Relations Roles, rewards and Rotary Barb Wachtman March 20, 2015

2. Public relations: A definition What is Public Relations? “Strategic communication process that builds mutually beneficial relationships between organizations and their publics.”– Public Relations Society of America

3. Public relations: Its value Value of PR • Tells your club’s story • Builds pride, loyalty • Attracts members

4. Public relations: Its message SERVICE is the MESSAGE “The Why”

5. Public relations: Audience PR Audience • “Usual suspects:” electronic/print media • Civic, business leaders

6. Public relations: Audience PR Audience cont. • Prospective members • Club members • Targeted groups as appropriate • Your community

7. Public relations: Responsibilities Responsibilities of your PR chair, committee • PR editorial calendar for year • Press releases • Digital photo library

8. Public relations: Responsibilities Responsibilities of your PR chair, committee cont. • Media toolkit • Collateral assistance • Social media, blogging • Website

9. Public relations: Responsibilities Responsibilities of your PR chair, committee cont. • Internal PR • Special events assistance: branding, messages • Nontraditional PR • Local and RI Branding champion and guard

10. Public relations: Responsibilities Press releases • Work with press, electronic media to tell your story in headlines and newscasts • Few things surpass earned media in impact

11. Public relations: Traditional PR “If a young man tells his date how handsome, smart and successful he is – that’s advertising. If the young man tells his date she’s intelligent, looks lovely, and is a great conversationalist, he’s saying the right things to the right person and that’s marketing. If someone else tells the young woman how handsome, smart and successful her date is – that’s PR.” - S. H. Simmons

12. Public relations: Responsibilities RELAX!Most items interconnected Takes time It’s a process…

13. Public relations: Traditional PR PR Calendar • Review events of coming year • Ask executive team/board to “keep in you in the loop" • Look for “spike times” • Will you need special fact sheet?

14. Public relations: Traditional PR PR Calendar cont. • Use RI resources • Update calendar early and often

15. Public relations: Traditional PR • Press releases: When to use • Special events, fundraisers • Help media by sending stuff early • Outline details – especially THE WHY • Noteworthy upcoming speakers

16. Public relations: Traditional PR • Press releases: cont. • New board, officers • Coattails of RI • RI’s recent 110th anniversary • 30-year anniversary of polio eradication goal

17. Public relations: Traditional PR Press releases: cont. • Strong visuals – electronic, social media • Succinct – and complete • Use templates to gather information • Always emphasize THE WHY

18. Public relations: Traditional PR Spokesperson • Assign spokesperson • Prepare key messages • Emphasize “The WHY”

19. Public relations: Traditional PR Digital photo library • Takes diligence – big payoff • Strict naming protocol • Year – Date – Event – Name • Year – Name – office • Drop box, cloud storage

20. Public relations: Traditional PR Media toolkit • Current contact list - local media • Boilerplate for press releases • Club Fact Sheet • Fact sheet for major projects

21. Public relations: Traditional PR Collateral • Key messages • Often done by subject expert • Advance club/RI brand • Send media for background, details

22. Public relations: Social media Facebook Page • Set goals • Primary, secondary audience • Editorial calendar

23. Public relations: Social media Facebook Page cont. • Members “friends” • Post photos of meetings, events • “Check-in” at meetings, events

24. Public relations: Social media LinkedIN • Club information, history • Membership info, app • Recent programs, handouts …

25. Public relations: Social media LinkedIN cont. • Club information, history • Membership info, app • Recent programs, handouts …

26. Public relations: Social media Twitter, Instagram, Blogging • Maintain Twitter! • Blogging • Have something to say • Editorial calendar • Members, friends post, vibrant

27. Public relations: Social media Keep it vibrant • Your energy and passion shows • Your commitment shows • Your sense of play shows • Your joy of Rotary and life shows

28. Public relations: Website On your website • Post press releases • Link to articles, TV coverage • Tell club story and history

29. Public relations: Website On your website cont. • Summarize meetings • Advance your brand • Photos!

30. Public relations: Website Special events • Fact sheets for guests • Tell The WHY • Press release if needed • Make it fun

31. Public relations: Nontraditional PR Nontraditional PR • PSAs in program books of events involving members • PSAs in community directories • Posters/flyers for public displays • Wear the brand!

32. Public relations: Branding and Rotary International The RI Brand • Strong, vibrant brand • Review RI brand guidelines • Use “My Rotary”

33. Public relations: Branding and Rotary International The RI Brand cont. • Powerhouse of PR aids • “Effective Public Relations: A Guide for Rotary Clubs” • Photos, stories from 6 areas of focus

34. Public relations: Processes Processes and PR • Processes imperative • Templates • Delegate and share - especially social media

35. Public relations "If I was down to the last dollar of my marketing budget I'd spend it on PR!" – Bill Gates