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PUBLIC RELATIONS

Learn the importance of sharing Rotary's story to grow membership, increase loyalty, leverage power, and build partnerships and services. Discover how to create a PR plan, target activities, consider newsworthy efforts, and promote Rotary projects effectively. Dive into target marketing, calendar planning, budgeting, and utilizing various media for maximum impact. Be redundant in your efforts and seek help from resources provided by Rotary International. Get practical tips and a sample event idea to increase visibility and membership. Don't forget key steps for hosting a successful press conference and engaging the community in Rotary initiatives.

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PUBLIC RELATIONS

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  1. PUBLIC RELATIONS Rotary Shares July 2007 Gretchen Cochran, Rotary District 6360 cochranpr@acd.net, district 6360@cablespeed.com

  2. Why share Rotary’s story ? • Grow membership • Increase loyalty • Leverage power • Partnerships • Services • Money

  3. Where to begin ? • First step: make a p.r. plan • Base plan on club objectives for year • Then target activities, based on those objectives • If you don’t have a website, get one. Print it on everything

  4. Create a p.r. calendar • Consider most-newsworthy efforts • Put dates on a calendar • Consider media news cycle • September school starts, UN International Literacy Day Sept. 8 • Promote Rotary literacy project

  5. What is news? • Making grants to the community. • Group study exchange visit • Think in terms of outcomes, benefits: Hundreds of Dowagiac families will enjoy dining in the park, thanks to a $1,000 Rotary donation for picnic tables.

  6. Target marketing • Get the right people rather than more people. • Who do you want to reach? • How do you reach them?

  7. Calendar entire year • Budgets manpower, media attention • Work backwards to plan workload • Assign tasks • Designate club photographer with a digital camera

  8. Be redundant • It takes 7 to 13 impressions to get someone off his or her couch to do something • People respond differently to different media. Use all forms at once.

  9. Get Help • Go to rotary.org • Click on Club-District Support • Scroll listing for Effective Public Relations • Check menu bar at left for tools • See right hand box to subscribe to bi-weekly PR Tips newsletter • E-mail Gretchen Cochran, cochranpr@acd.net • Check District6360@cablespeed.com for tips

  10. A sample event: LiteracyDo Dah • Does it meet one of Club’s objectives for year (Increase visibility to increase membership) • Leverage partnership • Make a deal with the school administration, include what it will do in return for what you will do

  11. Hosting a press conference • Commonly forgotten: • Prepare a press packet • Have Rotary logo prominently displayed • Rotarians identified wearing ID • Designate spokesperson • Create a catchy slogan, e.g. “Readers are Leaders”

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