STRENGTHENING ROTARY | 1 2013 Governors-elect Training Seminar
Promoting a PositivePublic Image
DGM Chapter 6
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Rotary Public Image CoordinatorsRotary Public Image Coordinators
2012 Governors-elect Training Seminar
Peggy HebdenZone 24 East
Dave Clifton Zone 32
Penny OfferZone 24 West
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RPIC Assistants Zone 24 EastRPIC Assistants Zone 24 East
2012 Governors-elect Training Seminar
Tanya WolffZone 24 EastSouth Western
ON
Guy BissonnetteZone 24 East
Quebec
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RPIC Assistants Zone 32RPIC Assistants Zone 32
2012 Governors-elect Training Seminar
George Camp Joe Clancy
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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
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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
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What to Consider When Promoting EventsWhat to Consider When Promoting Events
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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
2012 Governors-elect Training Seminar
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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?
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SUCCESSFUL PUBLIC IMAGE GRANTSSUCCESSFUL PUBLIC IMAGE GRANTS
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Public Image GrantsPublic Image Grants
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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?
2012 Governors-elect Training Seminar
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CREATING A PUBLIC CREATING A PUBLIC RELATIONS PLANRELATIONS PLAN
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Traditional Media
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Social Media PlansSocial Media Plans
Target the appropriate audience
Follow and share stories
Foster online relationships
Appeal to non-Rotarians
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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?
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Discussion PointsDiscussion 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 PointsDiscussion 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 ROTARYTelling Rotary’s Story Through Our Messages, Voice, and Visual IdentityJuly 2013
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Never Heard
of Rotary
Know Name Only
SomeSomeFamiliarityFamiliarity
SURVEYS SHOWSURVEYS SHOW SURVEYS SHOWSURVEYS SHOW
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Not earning full credit for our good work
IT’S HARDER TO REACH OUR FULL POTENTIAL
STRENGTHENING ROTARY STRENGTHENING ROTARY
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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
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STRATEGY: OUR SIGNATURE AND MARK OF EXCELLENCESTRATEGY: OUR SIGNATURE AND MARK OF EXCELLENCE
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PARTNERSHIPS & INTERNAL CAMPAIGNSPARTNERSHIPS & INTERNAL CAMPAIGNS
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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
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BE A
ROTARYCHAMPION
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Key PR ResourcesKey PR Resources
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Thank you!
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Questions?Questions?