Session 1:Role and Responsibilities

Club Public Relations Committee

Bob Conner, President – RC of MindenPaul Kiser, D5190 PR Chair, Reno

Sunrise

Learning Objectives• Understand the role of Club Public

Relations• Identify the role of the Public

Relations Committee• Select appropriate committee

members

FEB 2010 D5190 PAK PR 1.02

What is Public Relations?

• Publicity• Public image• Other?

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What message does your Club want to send?

• To the public• To the Rotary Family• To Rotarians

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What tools does the Club have to send the

message?• Externally• Internally

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What is the goal of Club Public Relations?

Establishing and promoting a favorable relationship with the local community*

(*including Rotarians and their families)

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What Message Does This Send?

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What is the role of Club PR Committee

Create a coordinated communications effort of the

internal and external messages for your club.

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What are the responsibilities of the PR

Committee?• Identify how PR can assist Club*

goals• Determine internal message needs• Determine external message needs• Develop internal and external

message goals • Quarterly evaluate PR success• Know the resources available from

RI and District(NOTE: Club goals, not just PR goals)FEB 2010 D5190 PAK

PR 1.09

How do you make your Club ‘PR Smart’?

• Be aware of District and RI news sources/information

• Know the media people in your community

• Updated and dynamic Club website• Encourage members to wear their lapel

pin and purchase Rotary license plate holders

• Encourage members to be aware of his/her personal PR impact/image

FEB 2010 D5190 PAK PR 1.10

How does the Club prepare for a media

interaction?• Know the facts of the story you

wish to promote. • Designate your spokespeople.• Prepare fact sheets.• Write a news release.

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Who affects the Club message?

• Internally?• Externally?

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Who should be on the Club PR committee?

FEB 2010 D5190 PAK PR 1.13

Did We Do It?• Understand the role of Club Public

Relations• Identify the role of the public

relations committee• Select appropriate committee

members

FEB 2010 D5190 PAK PR 1.14

Session 2:Developing Goals

Club Public Relations Committee

Learning Objectives

• How to establish Club PR goals• How to build an Action Plan• How to establish a follow through

plan for Club PR goals

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How Can Club PR Help….

• Membership?• Recruitment?• Retention?

• Community Service?• The Rotary Foundation?• Vocational Service?• International Service?

FEB 2010 D5190 PAK PR 2.17

How can the PR Committee Assess Club

needs?• For what is your Club known? (Club

reputation?)• What areas would your Club like to

improve?• What PR tools does your Club use?• What PR tools does your Club want to

develop?

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What PR resources does the Club have available?

• Internal Expertise• Area Resources• District Resources• Rotary International Resources

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What are the key elements of effective

goals?• Shared• Measurable• Challenging• Achievable• Time specific

FEB 2010 D5190 PAK PR 2.20

What should be done at the first Club PR meeting?• Decide who to include in planning process• Assess current PR tools• Discuss other PR tools• Discuss Club goals and needs• Determine PR message goals• Determine the Action Plan• Determine evaluation methods

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What are the elements of each PR Goal?

• Who will be responsible?• Time frame needed to complete it?• What resources will be needed?• How can it be evaluated?

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How often should PR goals be set/re-evaluated?

• Short Range – Quarterly/Monthly• Constant Monitoring/Review

• Annual: July 1 to June 30• Reviewed at least quarterly

• Long-Range: 3 to 5 years• Reviewed at least annually

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Goal Example #1

• Club Goal – Attract Younger Members• PR Goal – Use new Social Media for

additional club information outlet• Facebook, Yahoo Group, Twitter,

LinkedIn, Blogging, Other?

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What steps of action can the PR Committee take?

1. Research Resources

2. Contact Resources

3. Report and Decide

4. Establish Plan for Implementation

5. Take action

6. Evaluate effectiveness

FEB 2010 D5190 PAK PR 2.25

What resources should be researched?

• In-club Social Media (SM) expert?• Other Area Clubs SM expert?• Search each SM for “Rotary”• District Public Relations resources• RI information• Google search

FEB 2010 D5190 PAK PR 2.26

What are the elements of an Action Plan?

• Determine Research Assignments• Determine Contact Assignments• Set a ‘Report Results’ meeting• Determine plan for implementation• Determine evaluation methods• Set a Goal Evaluation meeting • Act• Evaluate

FEB 2010 D5190 PAK PR 2.27

What goal setting issues have we missed?

• Does the goal need funding?• Funding sources?

FEB 2010 D5190 PAK PR 2.28

Did We Do It?

• How to establish Club PR goals• How to build an Action Plan• How to establish a follow through

plan for Club PR goals

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Session 3:Case Study Exercises

Club Public Relations Committee

Learning Objectives

• Identify challenges and solve problems that your committee may face

• Practice problem solving Public Relations issues

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Case Study ONE

• Rotary Club of West Pine Membership

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What did you learn?

• What solutions did your group find?

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Case Study TWO

• A Reporter Calls

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What did you learn?

• What did the Club President do well?• What could be improved?• What did you learn?

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Did We Do It?

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• Identify challenges and solve problems that your committee may face

• Practice problem solving Public Relations issues

What’s Next?

• Complete the Session Evaluation• Meet with Club Leadership this afternoon• Create your Club PR Committee• Schedule your first Quarterly Club PR

Committee meeting

FEB 2010 D5190 PAK PR 3.37

Questions?

Paul Kiser

District Public Relations Chair

pakiser@sbcglobal.net

775.224.2228

FEB 2010 D5190 PAK PR 3.38

District Contact