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Rotary Leadership Institute

Rotary Leadership Institute. Part III Public Image And Public Relations. Slide 1. Rotary Leadership Institute – Part III Public Image and Public Relations. Public relations efforts are vital to Rotary’s continued growth and service.

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Rotary Leadership Institute

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  1. Rotary Leadership Institute Part III Public Image And Public Relations Slide 1

  2. 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 Slide 2

  3. Rotary Leadership Institute – Part IIIPublic Image and Public Relations "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 Slide 3

  4. 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. Slide 4

  5. Rotary Leadership Institute – Part III Public Image and Public Relations 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 Slide 5

  6. Rotary Leadership Institute – Part III Public Image and Public Relations 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. Slide 6

  7. Rotary Leadership Institute – Part III Public Image and Public Relations 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 Slide 7

  8. Rotary Leadership Institute – Part IIIPublic Image and Public Relations 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 Slide 8

  9. RESOURCE 1: EFFECTIVE PUBLIC RELATIONS: A GUIDE FOR ROTARY CLUBS 257-EN Downloadable from the rotary.org website. google “rotary 257 en” Slide 9

  10. RESOURCE 1: EFFECTIVE PUBLIC RELATIONS: A GUIDE FOR ROTARY CLUBS 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 Slide 10

  11. RESOURCE 1: EFFECTIVE PUBLIC RELATIONS: A GUIDE FOR ROTARY CLUBS 257-EN The guide helps you: Develop cooperative relationships with non-Rotary organizations Evaluate and measure the success of your PR efforts Slide 11

  12. RESOURCE 1: EFFECTIVE PUBLIC RELATIONS: A GUIDE FOR ROTARY CLUBS 257-EN The guide helps you understand what PR entails and helps break it down into separate components: Slide 12

  13. RESOURCE 1: EFFECTIVE PUBLIC RELATIONS: A GUIDE FOR ROTARY CLUBS 257-EN PR components: Understanding What Is “News” PR Writing Media Relations External Relations Nontraditional Media Slide 13

  14. 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 Slide 14

  15. RESOURCE 2: New from RI in August 2013 : Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547-EN 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 Slide 15

  16. RESOURCE 2: New from RI in August 2013 : Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547-EN Who we are Our look A visual toolkit, logos, masterbrand, imagery, icons, graphics And ideas on where we can use our new identity Slide 16

  17. RESOURCE 3: MEDIA CRISIS HANDBOOK 515-EN Downloadable from the rotary.org Just type in 515-EN into the search box and press enter Slide 17

  18. RESOURCE 3: MEDIA CRISIS HANDBOOK 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 Slide 18

  19. RESOURCE 3: MEDIA CRISIS HANDBOOK 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 Slide 19

  20. 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 Slide 20

  21. 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 Slide 21

  22. 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 Slide 22

  23. Publicity, Public Relations, and Public Image What is the difference? PUBLIC RELATIONS the relationship between your Rotary Club and the public Slide 23

  24. Publicity, Public Relations, and Public Image 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 Slide 24

  25. 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 Slide 25

  26. 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 Slide 26

  27. 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 Slide 27

  28. 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 Slide 28

  29. 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 Slide 29

  30. Who Knows What About Rotary – From Jan 2012 The Rotarian 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. Slide 30

  31. Who Knows What About Rotary – From Jan 2012 The Rotarian 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 Slide 31

  32. Who Knows What About Rotary – From Jan 2012 The Rotarian The survey included a cross section of each country's population by: age, gender, income level, and education level. Slide 32

  33. Who Knows What About Rotary – From Jan 2012 The Rotarian 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. Slide 33

  34. Who Knows What About Rotary – From Jan 2012 The Rotarian 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. Slide 34

  35. Who Knows What About Rotary – From Jan 2012 The Rotarian CONCLUSION: Clubs may need to gain a better understanding of what would increase interest among younger professionals. Slide 35

  36. Who Knows What About Rotary – From Jan 2012 The Rotarian 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. Slide 36

  37. Who Knows What About Rotary – From Jan 2012 The Rotarian Boosting awareness alone will not be enough: to get the public to readily associate Rotary with good works OR to generate greater community involvement. Slide 37

  38. 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 Slide 38

  39. RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547-EN 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 Slide 39

  40. RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547-EN 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 Slide 40

  41. RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547-EN What we have done: to tell our story better, we need to define our story Slide 41

  42. RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547-EN 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 Slide 42

  43. RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547-EN 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 Slide 43

  44. 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? Slide 44

  45. How can our clubs do better at Public Relations? Visibie, sustainable hallmark projects Promoting club activities and programs in the press Signage Slide 45

  46. How can our clubs do better at Public Relations? Web presence Individual Rotarians keeping Rotary in the forefront of their personal & business life Slide 46

  47. 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? Slide 47

  48. Your Club’s PR Checklist 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 Slide 48

  49. Your Club’s PR Checklist 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? Slide 49

  50. Your Club’s PR Checklist Who are your publics? Who are your audiences? Tools of the trade Slide 50

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