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Public Image

Public Image. Telling Your Club’s Story, Increasing Your Awareness, Improving Your Image. Andrew Ballard, District 5030. Introductions. Assistant Governor Support Lynell Smith – 5030 / Seattle International, WA Facilitator Andrew Ballard – 5030 / Lynnwood, WA

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Public Image

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  1. Public Image Telling Your Club’s Story, Increasing Your Awareness, Improving Your Image. Andrew Ballard, District 5030

  2. Introductions • Assistant Governor Support • Lynell Smith – 5030 / Seattle International, WA • Facilitator • Andrew Ballard – 5030 / Lynnwood, WA • Introduce yourself to your table team • Name, Club, years in Rotary

  3. You only need to dofour things right.. to be widely successful in public relations

  4. Learning Objectives(Use Planning Guide in Workbook p. 107) • Role public perception plays in creating club image • The key misperceptions of Rotary • How PR can strengthen your Club’s perceptions • A 7-step plan for your club’s PR effort • The role of club president & your story • Public Image resources available through RI

  5. PR Resources – p. 108 Club President’s Manual Club Public Relations Committee Manual Sample PR Plan pg. 126 in PETS Workbook Humanity in Motion PSA (TV spot) Free

  6. Public Relations & Public Image • Public Relations: • Informs the community about your club activities, events, and services…builds awareness and credibility • Public Image: • What your Club stands for and how you are perceived…your clubs image • PR can strengthen the perception of your club • Brand awareness, recognition and relevance

  7. Perception of Rotary Is Perception Reality?

  8. Club PR Plan • Use your worksheet to take notes – p. 109 • 7-Steps for an Effective Club PR Plan: • Getting in place you PR committee (first step?) • Evaluate what your club is doing now • Define your campaign (audiences and messages) • Include a Call-To-Action in every press release • Funding and club resources to execute your PR plan • PR tactics and tools that work in your community • Develop your Club’s PR calendar

  9. 1. Getting PR Committee in Place • First Step? • PR Committee Chair • Who would you ask to be on your PR Committee? • Who should do the asking?

  10. 2. Evaluate What your Doing • Who should do the evaluation? • A small group of Rotarians and non Rotarians • What should you evaluate? • Club’s website • Brochures or any other materials or media • Review past press releases • Do your current efforts reflect the image you want?

  11. 3. Building Your Campaign • First, identify your target audiences • Second, identify a relevant message or story • What are the five “W’s” of a press release • Who, what, where, when, why • Effective Club PR

  12. 3. Building Your Campaign • First, identify your target audiences • Second, identify a relevant message or story • What are the five “W’s” of a press release • Who, what, where, when, why • Effective Club PR • What is more compelling: event or service stories? • Include photos, audio, video

  13. 4. Call to Action • In your PR, what could you use as a Call to Action? • Exciting community service project • Prestigious speaker • After hours social • Like Us on Facebook

  14. 5. Funding and Resources Human capital can be more impactful than financial Does your club have a budget line item for PR? Do you have an updated website? Do you incorporate social media?

  15. 6. PR Tactics and Tools • What media outlets can you target? • Sample outlets: • Newspapers • Business journals • Community Blogs • Local TV/Radio • Club and member social media • Your club’s You Tube channel • Your club’s website • Your club’s e-newsletter

  16. 7. PR Calendar • What would you put on your PR calendar? • Look at your events and service projects for the year • World Polio Day • Rotarians at work day • Transition of leadership • Local community or vocational service projects • Review Sample PR calendar p. 112-113

  17. Small Group Exercise • Each Table will take Group Task pg. 110 • You will act as a single club • Read your scenario and come up with a solution • Report solution to larger group • State your scenario & and then one solution

  18. Role of Club President • Your responsibilities? • Appoint an appropriate PR chair • Include a PR line item in your budget • Serve as the Club’s spokesperson • Have your PR chair download the PR Manual on Rotary.org • Have your own Rotary story to share

  19. Your Rotary Story • Take notes on discussion, p. 111 • 4 story telling questions? • Who is Rotary and what does Rotary Do? • Why did you get involved/engaged (personal story)? • How can others get involved (call-to-action)? • Where can you tell you Rotary Story?

  20. Key Takeaways from Session What will you take back to implement?

  21. Wrap Up • Review Learning Objectives: • Role public perception plays in creating Club image • The key misperceptions of Rotary • How PR can strengthen your Club’s perception • A 7-step plan for Rotary Club PR effort • Club President’s role and telling your story • PR resources available • WOW Factor • Evaluations

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