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District 5790 Public Relations

Learn to spread Rotary messages effectively and find PR resources. Understand newsworthiness, media tips, and audience engagement. Improve your PR strategy now!

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District 5790 Public Relations

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  1. District 5790 Public Relations To view this PowerPoint show, hit your F5 button or tell PowerPoint to Play Show. Use enter, space bar or your right arrow key to move to the next slide.

  2. District 5790 Public Relations Spreading our Message A special how-to with tips and resources for clubs Rotary District 7590 * www.rotary5790.org

  3. This show is meant to give tips on spreading your Rotary messages and resources to help you find answers to questions. About this show Space bar or hit enter to progress to next slide. Hyperlinks and bookmarks should be active. You will need to view the PowerPoint in “show mode” (hit F5) for them to work. Use your mouse to click on them.

  4. Quick Links Been through the show before and need to find a particular page? Jump to a section using the links below. Newsworthiness Writing a News Release Media List Experts and Sources Planning Your PR Rotary District 7590 * www.rotary5790.org

  5. Public Relations - Everyone’s Job Spreading Rotary’s message is everyone’s job Rotary District 7590 * www.rotary5790.org

  6. What is Public Relations? Public Relations is • Developing and spreading your message • Maintaining goodwill & understanding with your audiences Rotary District 7590 * www.rotary5790.org

  7. Not the Enemy • Our area journalists are not the enemy • Media outlets are looking for stories for their audiences • Newsworthy vs. noteworthy Rotary District 7590 * www.rotary5790.org

  8. Is it News? Adage about media perspective: Making our news their news “It’s not news if a dog bites a man, but it is news if a man bites a dog.” Rotary District 7590 * www.rotary5790.org

  9. What makes something newsworthy How media outlets determine newsworthiness Journalists make judgments about what is newsworthy and what is not for their readers and viewers. There is a limited amount of time and space for the news. The more newsworthy your story is, the better chance it has of making the news. Rotary District 7590 * www.rotary5790.org

  10. What makes something newsworthy Qualities of Newsworthiness Proximity – story happens in media outlets’ reach Example: An Abilene Rotary club’s activities won’t normally make the Fort Worth Star-Telegram Rotary Example: It’s hard to get your local media to cover a Rotary event in India unless people from your area were at the event. Media outlets look for ways to “localize” news. Rotary District 7590 * www.rotary5790.org

  11. What makes something newsworthy Qualities of Newsworthiness Timeliness/Immediacy - the story happens now or soon. You don’t want to wait weeks after the 4-way test speech contest to pitch a story about it to the media. Example: An event two weeks ago is way too old for most media outlets. They would prefer to look ahead (preview) than review a story. Rotary Example: You’d want to pitch a story about your RYLA participants before the June conference.

  12. What makes something newsworthy Qualities of Newsworthiness Prominence - a prominent person or place is included in the story Example: Your doctor’s report doesn’t make the news, but your country’s president’s does. It’s only because of prominence that the story is reported. Rotary Example: If the mayor or other local prominent people (like your club’s president) are involved in programs, you have an element of prominence.

  13. What makes something newsworthy Qualities of Newsworthiness Impact/Consequences - the larger the impact or potential impact of a story, the more newsworthy it is. How many people will your story affect? The media outlet needs to see how your story impacts readers. Example: A snow storm that shuts down most of America and leaves millions without heat is more newsworthy than a storm that shuts down your neighborhood pool. Rotary Example: A district-wide Polio effort has more than 3,000 Rotarians behind it. Polio efforts themselves impact millions.

  14. What makes something newsworthy Qualities of Newsworthiness Conflict/Controversy - a story might have an element of conflict or controversy Example: Look at the front page of today’s newspaper or news website. Media outlets are drawn to conflict. Rotary Example: Your water drilling team can’t travel to Mexico because of bandits at the border. Rotary District 7590 * www.rotary5790.org

  15. What makes something newsworthy Qualities of Newsworthiness Human Interest/Emotional Appeal - a story has heart or talks about individuals and their lives Example: A personality profile about your mayor and her struggles with polio as a child. Rotary Example: A feature story about your Ambassadorial Scholar and why he chose to study social work in America Rotary District 7590 * www.rotary5790.org

  16. What makes something newsworthy Qualities of Newsworthiness Unusual/Bizarre/Singularity- a story is bizarre or unusual or unexpected. It could also be a first or historical kind of story. Example: Long lost sisters find each other at the local supermarket because of a billing error. Rotary Example: Your club is the only one in the world chosen to conduct a special pilot program.

  17. Is it News? Making our news their news Telling our story in their terms, with newsworthiness Rotary District 7590 * www.rotary5790.org

  18. Is it News? - Practice After you decide which column the story idea will fall into, hit the space bar for the answer Making our news their news X X

  19. So you have news. What now? This will be covered in the next PowerPoint show called PR201. It outlines how to create a news release and how to contact media outlets.

  20. District 5790 PR Network • Connecting club public relations chairs and others to share ideas, successes, etc. • Public relations chairs are encouraged to join the network • Simply send an e-mail to Rotary5790PR-subscribe@yahoogroups.com (use “Subscribe “as your subject line) Rotary District 7590 * www.rotary5790.org

  21. Great Resource for Your Club Effective Public Relations is a book available through Rotary.org. Rotary District 7590 * www.rotary5790.org

  22. Resources for Your Club • Rotary International site: www.rotary.org • RI Public Service Ads/Announcements • District site: www.rotary5790.org • PR Network for District 5790: Rotary5790PR@yahoogroups.com • PR Tips e-mail: through www.rotary.org • Jeff Crilley’s e-newsletter: www.realnewspr.com • Effective Public Relations: a book from Rotary

  23. Concluding Thoughts • ALL of us are responsible for spreading our message • Journalists are not the enemy • You CAN spread Rotary’s message • Think newsworthy, not noteworthy • District PR Committee is here to help Rotary District 7590 * www.rotary5790.org

  24. Sources & Contact • Images and logos from Rotary.org • Effective Public Relations: A Guide for Rotary Clubs (pr@rotary.org) • Inside Reporting by Tim Harrower • The PR Style Guide by Barbara Diggs-Brown • Sarah Maben, Rotary Club of FW SouthDistrict 5790 PR Chair, 817-291-1997 mabens@charter.net, http://www.rcfws.org Rotary District 7590 * www.rotary5790.org

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