Promoting a Positive Public Image

STRENGTHENING ROTARY | 1 2013 Governors-elect Training Seminar

Promoting a PositivePublic Image

DGM Chapter 6

STRENGTHENING ROTARY | 2

Rotary Public Image CoordinatorsRotary Public Image Coordinators

2012 Governors-elect Training Seminar

Peggy HebdenZone 24 East

Dave Clifton Zone 32

Penny OfferZone 24 West


RPIC Assistants Zone 24 EastRPIC Assistants Zone 24 East


Tanya WolffZone 24 EastSouth Western

ON

Guy BissonnetteZone 24 East

Quebec


RPIC Assistants Zone 32RPIC Assistants Zone 32


George Camp Joe Clancy

STRENGTHENING ROTARY | 5 2013 Governors-elect Training Seminar | 5

Learning ObjectivesLearning Objectives

Motivate the district and clubs to create public relations plans for traditional and social mediaDevelop strategies for promoting events at the club and district levelsDiscuss ways to develop successful Public Image grants for the districtUpdate clubs on the Strengthening Rotary’s Brand initiative


PROMOTING ACTIVITIES & EVENTSPROMOTING ACTIVITIES & EVENTS

Newsworthy StoriesNewsworthy StoriesNewsworthy StoriesNewsworthy Stories

Outstanding volunteersOutstanding volunteers Projects with a local Projects with a local

connectionconnection Program participantsProgram participants Scholarship recipientsScholarship recipients Individuals who benefited from Individuals who benefited from

Rotary serviceRotary service PolioPlus activitiesPolioPlus activities


What to Consider When Promoting EventsWhat to Consider When Promoting Events


Key Rotary MessagesKey Rotary MessagesRotary is an International humanitarian organizationRotary’s top goal is to eradicate polio worldwideRotary is on the forefront of tackling major humanitarian issues facing the worldRotary invests in people to generate sustainable economic growthRotary builds peace and international understanding through education



Activity QuestionsActivity Questions

What challenges did you face in promoting the activity?

How were those challenges overcome? What types of traditional media were

used? How was social media used? Did the event attract prospective

members? What benefits did promoting the

activity bring?


SUCCESSFUL PUBLIC IMAGE GRANTSSUCCESSFUL PUBLIC IMAGE GRANTS


Public Image GrantsPublic Image Grants


Public Image GrantsPublic Image Grants

Whose district has participated in the PI Grants Program? What was the grant used for?What was the process for using the grant money?How have you worked with other districts on a grant project?What impact has your PI Grant had on membership?How are you measuring the effectiveness of your PI grant?



CREATING A PUBLIC CREATING A PUBLIC RELATIONS PLANRELATIONS PLAN


Traditional Media


Social Media PlansSocial Media Plans

Target the appropriate audience

Follow and share stories

Foster online relationships

Appeal to non-Rotarians


Discussion PointsDiscussion Points

Public relations planning•What club or district activities might be newsworthy?•What public relations activities do you budget for in your district?•How do you plan for the promotion of events in your district?•Which activities work well? What will you do differently?



Social media planning•How have you used social media to promote your club or district activities? •How often are your social media pages and district website updated?•How do you communicate online with your target groups?•How can Rotaractors and New Generations program alumni assist with your social media campaign?•What messages are you trying to convey through social media?•



Evaluation•What kind of impact has your campaign had on prospective members, donations, and friends or family of Rotary in the past year?•How will you evaluate the success of your public relations efforts?•Has anyone used online analytics, such as Google Analytics, to measure page views? If so, what did you learn?•


STRENGTHENING ROTARYTelling Rotary’s Story Through Our Messages, Voice, and Visual IdentityJuly 2013


Never Heard

of Rotary

Know Name Only

SomeSomeFamiliarityFamiliarity

SURVEYS SHOWSURVEYS SHOW SURVEYS SHOWSURVEYS SHOW


Not earning full credit for our good work

IT’S HARDER TO REACH OUR FULL POTENTIAL

STRENGTHENING ROTARY STRENGTHENING ROTARY


RESEARCH RESEARCH

Conducted

160+ interviews

Analyzed 20,162 surveysVisited

20 clubsand attended the

2012

International

Convention Reviewed

400+ documents

5Participated in

Zone Institutes

Obtained comprehensive feedback from

Rotarians & prospects in 167 countries


STRATEGY: OUR SIGNATURE AND MARK OF EXCELLENCESTRATEGY: OUR SIGNATURE AND MARK OF EXCELLENCE


PARTNERSHIPS & INTERNAL CAMPAIGNSPARTNERSHIPS & INTERNAL CAMPAIGNS


THE END RESULTS—WHAT ARE WE ACHIEVING?THE END RESULTS—WHAT ARE WE ACHIEVING?

Increased understanding of RotaryIncreased membershipIncreased impact in communitiesIncreased donor supportIncreased partnerships


BE A

ROTARYCHAMPION


Key PR ResourcesKey PR Resources


Thank you!


Questions?Questions?

Documents

Promoting a Positive Public Image