Promoting a Positive
Public Image
DGM Chapter 6
2013 Governors-elect Training Seminar
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Rotary Public Image Coordinators
Peggy Hebden
Zone 24 East
Dave Clifton
Zone 32
2012 Governors-elect Training Seminar
Penny Offer
Zone 24 West
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RPIC Assistants Zone 24 East
Tanya Wolff
Zone 24 East
South Western
ON
2012 Governors-elect Training Seminar
Guy
Bissonnette
Zone 24 East
Quebec
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RPIC Assistants Zone 32
George Camp
2012 Governors-elect Training Seminar
Joe Clancy
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Learning Objectives
Motivate the district and clubs to create
public relations plans for traditional and
social media
Develop strategies for promoting events at
the club and district levels
Discuss ways to develop successful Public
Image grants for the district
Update clubs on the Strengthening
Rotary’s Brand initiative
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PROMOTING ACTIVITIES & EVENTS
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Newsworthy Stories
 Outstanding volunteers
 Projects with a local
connection
 Program participants
 Scholarship recipients
 Individuals who benefited from
Rotary service
 PolioPlus activities
What to Consider When Promoting Events
Goal of
Project
Target
Audience
Role of Rotarians and
Community in Project
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Key Messages
for Target
Audience
Type of
Outreach
Used
Marketing
Approach
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Key Rotary Messages
Rotary is an International humanitarian
organization
Rotary’s top goal is to eradicate polio
worldwide
Rotary is on the forefront of tackling major
humanitarian issues facing the world
Rotary invests in people to generate
sustainable economic growth
Rotary builds peace and international
understanding through education
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Activity 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?
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SUCCESSFUL PUBLIC IMAGE GRANTS
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Public Image Grants
Available to districts, up to US$15,000
Districts must match at least one-third of the
amount they request
US$1,000 bonus for districts participating in
multidistrict grants
Apply for grants on www.rotary.org (search for
“Public Image grants”)
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Public 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?
2012 Governors-elect Training Seminar
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CREATING A PUBLIC RELATIONS PLAN
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Traditional Media
Television, radio,
and print ads
Billboards
Newspaper
articles
Radio
announcements
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Social Media Plans




Target the appropriate
audience
Follow and share stories
Foster online
relationships
Appeal to non-Rotarians
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Discussion 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?
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Discussion Points
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?
•
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Discussion Points
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?
•
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STRENGTHENING ROTARY
Telling Rotary’s Story Through Our Messages, Voice, and Visual Identity
July 2013
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SURVEYS SHOW
Never Heard
of Rotary
Know
Name Only
Some
Familiarity
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STRENGTHENING ROTARY
IT’S HARDER TO REACH
OUR FULL POTENTIAL
Not earning full credit for our
good work
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RESEARCH
Conducted
160+ interviews
Analyzed
20,162 surveys
Participated in
Reviewed
400+
documents
5
Zone
Institutes
Visited
20 clubs
and attended the
2012
International
Convention
Obtained comprehensive feedback from
Rotarians & prospects in
167 countries
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STRATEGY: OUR SIGNATURE AND MARK OF EXCELLENCE
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PARTNERSHIPS & INTERNAL CAMPAIGNS
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THE END RESULTS—WHAT ARE WE ACHIEVING?
Increased understanding of Rotary
Increased membership
Increased impact in communities
Increased donor support
Increased partnerships
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BE A
ROTARY
CHAMPION
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Key PR Resources
Rotary Media Center:
www.rotary.org/mediacenter
Effective Public Relations: A Guide for Rotary
Clubs
Rotary public image coordinators
(RPICs)
PR writing
www.rotary.org: Working with media
Public Image grants
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Thank you!
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Questions?
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