PUBLIC RELATIONS - UPDATE

April 12, 2023

Public Relations - UpdatePublic Relations - Update

Public relations efforts are vital to Rotary’s continued growth and service.

Creating a positive image for Rotary is the responsibility of every Rotarian, both locally and globally

April 12, 2023

Paul Harris said…..Paul Harris said…..

“ In the promotion of understanding, it is important to reach large numbers, non Rotarians as well as Rotarians, and you cannot reach large numbers privately.”

- Paul Harris

April 12, 2023

District 7070 PR CommitteeDistrict 7070 PR Committee

Chairman: Dave Andrews, Oshawa – Parkwood

Members: Jamie Maynard, Past PR Chair – Woodbridge Joanne Ashley, RADAR – Whitby - Sunrise PDG Bill Patchett, PDG – Cobourg Sum Cheung, District 7070 Webmaster – Toronto Eglinton Amy Doyle – Belleville Arnel Schiratti – Oshawa Jean Baker-Pearce – Alliston Darryl Patterson – East York

April 12, 2023

Our Goal TodayOur Goal Today

Our Goal today is to: Share your “best PR practices from your Rotary

club with all of us Update you on the PR Grant Application Show you a PR Checklist for your Club Provide some PR do’s and don’t’s Remind you to

Use the District 7070 Website Distribute The New District 7070 Newsletter.

Let’s Twitter – The Rotary Way with Darryl Patterson

April 12, 2023

Our Goal TodayOur Goal Today

Time does not permit us to go through our entire presentation

It will be available to you on the www.rotary7070.org website on Monday , October 19, 2009

So sit back, relax, and join in the fun as we travel through Rotary and Public Relations

April 12, 2023April 12, 2023 District Conference - 7070

Best PR PracticesBest PR Practices

We want to hear from you:

What has worked for your club so far this year? Any success stories?

What has not worked for your club so far this year?

April 12, 2023April 12, 2023 District Conference - 7070

District 7070 PR grant for 2009-2010District 7070 PR grant for 2009-2010

The Rotary International Board of Directors has approved the continuation of Public Relations (PR) Grants in 2009-2010.

PR Grants are designed to assist districts to reach the general public by promoting Rotary and improving Rotary’s public image.

Grants are awarded to districts worldwide on a competitive basis.

April 12, 2023April 12, 2023 District Conference - 7070

District 7070 PR grant for 2009-2010District 7070 PR grant for 2009-2010

PR Grants enable districts to place: television and radio public service

announcements (PSAs) billboards banners ads newspaper supplements in their communities.

Districts are strongly encouraged to utilize pre-produced Humanity in motion materials to help promote a consistent message. (available on the Rotary.org website).

April 12, 2023April 12, 2023 District Conference - 7070

District 7070 PR grant detailsDistrict 7070 PR grant details

Only districts are eligible to apply. One application will be considered per district.

Grants of up to US$10,000 per district will be available until funds are depleted.

Districts must contribute a minimum of one-third of the total grant amount requested.

Funds are awarded on a competitive basis based on the quality of the application and to ensure an equitable spread of Rotary promotion worldwide.

April 12, 2023April 12, 2023 District Conference - 7070

District 7070 PR grant details District 7070 PR grant details

PR Grant applications was signed and approved by District Governor Doug Byers and sent to RI Headquarters before the July 15, 2009 deadline. Here is what we hope to get: CTV Television Network in Canada will air the 30 - second

Humanity In Motion PSA in 48 spots (some in prime time) on their recently acquired A Channel television station in Southern Ontario to more than 1.3 million viewers, targeting adults, 35 years of age and older .

The PSA will be simulcast on The A Channel (Law & Order, The Tonight Show with Conan O’Brian, The Daily Show and The Ellen Degeneris Show) It will also be on Monk, and

Law & Order SVU.   Broadcast Dates : November 2009 

April 12, 2023April 12, 2023 District Assembly - 7070

District 7070 PR grant details District 7070 PR grant details

Humanity In Motion V Public Television Service Announcement entitled “The Missing Piece”…. It goes like this …..

“Making the world a better place is an intricate puzzle and piece by piece , the women and men of Rotary have worked hard to fight hunger, promote literacy, and move the world toward peace. But there is still much to be done, still some missing pieces, and one of those missing pieces is you. Learn how you can help Rotary put together a better world at Rotary.org…Rotary… Humanity in Motion.”

Be sure to go to the rotary.org website . Click on Humanity In Motion V and look at the television public service announcements, and see the one called “The Missing Piece”

The PSA asks the viewer to: go to rotary.org to learn more about Rotary challenges them to join Rotary.

April 12, 2023April 12, 2023 District Conference - 7070

District 7070 PR Grant Roll Out PlanDistrict 7070 PR Grant Roll Out Plan

Roll Out Plan: If We get The PR Grant… Notify all Club Presidents with the broadcast times and dates. Ask Presidents to

Inform all of their club members with the broadcast schedule.

Encourage the Club members to see the Humanity In Motion V Public Service Announcement. They must be familiar with the PSA in case they get questions from their friends and family and the general public.

Ensure that ALL club members to have a good well-informed

answer to the question “What Is Rotary” . They will be asked that question as a direct result of the general public who has just seen the PSA on TV.

April 12, 2023April 12, 2023 District Conference - 7070

District 7070 PR Grant Roll Out PlanDistrict 7070 PR Grant Roll Out Plan

Roll Out Plan: Insert into the District 7070 Website the broadcast schedule for the

general public to view the PSA. Encourage website viewers to go to rotary.org to learn more

about Rotary. This really becomes an invitation to ask about becoming a

member of a Rotary club in their area.

Encourage Club Presidents to put a special link on their Club Website, which is directed to the general public and encourages their website visitors to: view the PSA go to rotary.org to learn more about Rotary Encourage them to join Rotary

April 12, 2023

A PR checklist for your clubA PR checklist for your club

PR Checklist:1. The importance of getting Rotary's image out to the

public.

2. Does your club have a Public Relations Chair?

3. Do you know the media in your area?

4. Do you send out press releases?

5. News media as members of your club?

6. News Media Theme Week at a weekly Rotary meeting?

7. Who are our publics? Who are your audiences?

8. Tools of the trade 

April 12, 2023

1. Getting Rotary’s image to the public1. Getting Rotary’s image to the public

Public Relations informs communities around the world that Rotary is a credible organization that meets real needs.

When your Rotary club has a positive public image, your members are motivated to be active and to be looking for prospective members to join your club.

April 12, 2023

2. PR chair for your club2. PR chair for your club

Does your Club have a Public Relations Chair? Does your Club have a Public Relations

Committee? Do you have the Club PR Manual?

http://www.rotary.org/RIdocuments/en_pdf/26c_en.pdf

Has The PR Committee read the Club PR Manual?

Has The PR Committee met?

April 12, 2023

Club PR committee roleClub PR committee role

Your PR committee’s role in your club: Develop a plan to provide the public with

information: about Rotary about your club’s service projects and

activities

April 12, 2023

Clubs’ PR committee responsibilitiesClubs’ PR committee responsibilities

1. Achieve your PR Goals for the upcoming year

2. Familiarize yourself with RI Resources (see Public Relations Resources in the Club PR Manual for details)

3. Create awareness of your club activities among your members, the media, and the general public (see Key Rotary Messages in the Club PR Manual for details)

4. Enhance projects and activities to make them more appealing to the media (see this component of Public Relations in the Club PR Manual for details)

5. Help create a public image conductive to membership development (see Developing Membership through Public Relations in the Club PR Manual for details)

April 12, 2023

Work with your club committeesWork with your club committees

1. Service Projects – Be aware of upcoming projects that would be of interest to the media

2. Membership – Tailor your efforts to target potential members of your community

3. Rotary Foundation – Be aware of upcoming Humanitarian Grants projects or visiting scholarship recipients

4. Club Administration – Notify the media, in advance, of who is on the weekly program AND to help design your club’s website so that it will appeal to the media and the general public

5. Assign a member of your PR Committee to be a liaison with each of these 4 Committees. Make sure your PR Committee is up to date with ALL club activities.

April 12, 2023

3. Know your media in your area3. Know your media in your area

Print – Daily, Weekly, Monthly, Regional, SNAP Radio – Local Stations TV – Local, National, Cable

Do you know the news editors at each media location?

Give them a call. Invite them to a Rotary Meeting

April 12, 2023

4. Press releases4. Press releases

Do you currently do your own press releases?

• Can you send out press releases if the District 7070 PR Committee gives you a template?

Do you use information from the RI (RI News Weekly Updates and PR Tips) and our District Website for Rotary Information?

Are your press releases being published?

April 12, 2023

5. News media as club members5. News media as club members

Do you have any News media as members of your club?

Are they on your PR Committee?

Are you actively searching for one to become a Rotarian?

April 12, 2023

6. “News Media Day” Rotary meeting6. “News Media Day” Rotary meeting

Do you have a News Media Theme at one of your regular weekly Rotary meetings ?

Once a year? 

Do you ask one of the media to be your guest speaker?

April 12, 2023

7. Who are your publics or audiences?7. Who are your publics or audiences?

Rotarians General public Potential members Potential organizations or people who may

become good sources for fundraising Potential organizations or people you have

helped or may need Rotary’s help.

April 12, 2023

8. Some Tools of the trade8. Some Tools of the trade

News Releases The New District 7070 Newsletter Websites:

Rotary International District 7070 Your Club’s website

Electronic Media: Twitter, Blogs, Facebook, You Tube …. and beyond

April 12, 2023

Public Image Resource GroupPublic Image Resource Group

Appointed by the RI president, the Public Image Resource Group provides information and support to Rotary clubs and districts to help them promote projects, share success stories, and explain what Rotary is and does through the media.

It also works to improve Rotary’s overall public image, a priority outlined in the RI Strategic Plan 2007-10

April 12, 2023

Zone 24 Public Image Resource GroupZone 24 Public Image Resource Group

The role of Rotary’s Public Image Resource Group for Zone 24 & 32 (Canada, Alaska, and part of Russia, St.Pierre and Miquelon, and a portion of New England) is to liaise with Rotary International on behalf of all of

the Districts in our zone and pass that information to each of the District PR Committees

Rotary’s Public Image Resource Group for Zone 24 & 32 Representative is Brian Torsney of The Rotary Club of Burlington, Ontario

April 12, 2023

Some AdviceSome Advice

CELEBRATE THE SUCCESSES WITH “ROTARY DAY” Rotary is in the news EVERYDAY Rotary has a great brand that took over a 100 years to

build: Let’s leverage and improve on it…..NOT change it Let’s celebrate and brag about our successes. Rotary clubs and districts are encouraged to select a day

to highlight Rotary’s involvement in the local and global community.

ROTARY DAY : Any day can be a Rotary day in your community. The key is planning a high-visibility service project or event that helps communicate what Rotary is and does

April 12, 2023

Job of a JournalistJob of a Journalist

To inform To entertain To provoke discussion To inquire and investigate To report “the truth” To attract audiences (that attract advertisers) To be the government/business watchdog (the fifth

estate)

April 12, 2023

Job of a JournalistJob of a Journalist

NOT: To support Rotary To make the world a better place To sell products or fund raising tickets

Journalists report “The Bad News:” Good news doesn’t sell well with the media

OUR JOB: How to package the story into an interesting news item

April 12, 2023

What media needWhat media need

Newsworthy Stories : Breaking “hard news” (e.g. results, “this just in!”) Trends (e.g. “Are service clubs still relevant”) Rankings (e.g. Top 10 myths about Rotary) Human Element (puppies and babies i.e. Habitat for

Humanity - mom opens door to her new home)

April 12, 2023

What media needWhat media need

Local angle for local media (e.g. “Local celebrity in town for movie opening” or local boy makes good – Wilf Wilkinson press)

National perspective for national media (e.g. “Canadians ranked as world’s most…” Canadians vs. US)

Unique angles (e.g. “Building an AIDS orphanage….. On your family vacation”)

April 12, 2023

What media don’t needWhat media don’t need

Another bingo/fundraiser function• Focus on who you are helping – is there a child

that can be interviewed/personal story• Ask yourself: “Why would I care?” - Put yourself

in the viewer’s home, watching TV or reading the paper, or on the internet

Another handing over a cheque• Tell the story of the Rotarian – why did he/she

care about the cause; what were the challenges

April 12, 2023

What media needWhat media need

Colourful Quotes• The ‘inside scope’ that will inform their audiences• Sound bites that drive a point home

Creative Visuals• Pictures, images and film that will interest readers

and viewers• Take your own photos and send them with your

story

April 12, 2023

Different types of mediaDifferent types of media

How they package the news: TV -- looks for short, uncomplicated stories and

great visuals Radio -- lots of time to fill with interesting people,

experts and local stories. Get your Club President on a Talk Show.

Newspapers -- look for a good mix of news, analysis, photos, quotes, local stories

Magazines -- typically focus on a sector or geographic region, feature vs. news-based

April 12, 2023

Media relations overviewMedia relations overview

Rotarians….. Here are some Do’s: Get to know which reporters cover which beats Call at the right time of day Condense your story into a 15-second “pitch” Put yourself in the reporter’s shoes and make

your story newsworthy (useful information, topical theme, not too commercial)

Give the media lots of notice before events Take “no” for answer, find out why and adjust

April 12, 2023

Media relations overviewMedia relations overview

Rotarians……Here are some Don’ts…. Assume your story will be considered “big news” Assume you’ll get news coverage because you’re

nice or because you advertise Waste journalists’ time with unimportant details Lie…about anything! Bother journalists at deadline time Hound journalists endlessly

April 12, 2023

Rotary’s challengesRotary’s challenges

Misconceptions: religious organization, purple fez hats, old guys, stuffy club, etc.

No perception = no visibility Good news story vs. seedy, lurid,

scandalous, sexy story….which one gets published?

“Rotary week” and the mayor gets shot Is your Rotary News story relevant?

April 12, 2023

Rotary’s opportunitiesRotary’s opportunities

Rotary Clubs are shrouded in mystery: what happens behind closed doors

Accessible elitism attracts members/media Where the ‘big shots’ go to speak…. Media know this Cool projects: Habitat for Humanity, Partners In

Service, Trump Aids, Gift of Life Neat members who are prominent in the community,

who act like ‘clowns’ on the weekends, etc. And yes…we are helping people

April 12, 2023

How to get press coverage for RotaryHow to get press coverage for Rotary

Top 5 ways how you can get press coverage for Rotary

1. Speakers’ media advisories Negotiate with speakers about joint media

announcements Contact target media

Globe & Mail/Star/Post Toronto.com or other local websites TV Community News Calendar Community newspapers

April 12, 2023

How to get press coverage for RotaryHow to get press coverage for Rotary

2. Public Service Announcements Call your TV/radio station Ask who you can send your PSA to Fill out request from Rotary International on the

RI Website, and get the video PSA (Humanity In Motion III, IV and V)

These announcements are already canned for you

April 12, 2023

How to get press coverage for RotaryHow to get press coverage for Rotary

3. Be a little thought provoking Are service clubs relevant to our society? What would happen if service clubs

disappeared? Shall Rotary take on the AIDS issue?

April 12, 2023

How to get press coverage for RotaryHow to get press coverage for Rotary

4. Wilf Wilkinson is a great Canadian story – Last Year, This Year and Next year too

Small town Canadian accountant rises to become the top Rotarian in the World

If he’s in town, offer the journalists an interview Use the invitation, bios, press releases that

already exist and adapt locally And our own Bob Scott as Past Chairman of

The Rotary Foundation is another great opportunity to tell The Rotary Story

April 12, 2023

How to get press coverage for RotaryHow to get press coverage for Rotary

5. CALL When you send a press release…. follow-up Are you sending it to the right person? Explain to the reporter or News Editor why you

think it would be a good story for the publication /show

Ask what kind of stories they are interested And call again next time

April 12, 2023

How do we package this?How do we package this?

Press Releases: Cover Your Club’s Committees’ News

Needs to be: visual for TV thought provoking for radio “new” or “timely” for newspapers

Huge magazine/website opportunities:• Has to have local appeal for community• Stories about children for parents/women

magazines• Business angle

April 12, 2023

How do we package this?How do we package this?

Feature Articles Face of Rotary is changing (diversity) Branding angle for service clubs Rotary’s International angle

Rotary Media Tour – take a tour of your local media

Editorial Luncheons Rotary’s Birthday Week

April 12, 2023

8. Some Tools of the trade8. Some Tools of the trade

District 7070 newsletter Websites:

RI District Your Club Website

Electronic Media: Twitter, Blogs, Facebook, You Tube..and beyond

April 12, 2023April 12, 2023April 12, 2023 District Assembly - 7070

What is Twitter?What is Twitter?

Micro-blogging service

A quick way to share information

A social tool that has the potential to balloon

“Simplicity has played an important role in Twitter's success. People are eager to connect with other people and Twitter makes that simple. Twitter asks one question, ‘What are you doing?’ Answers must be under 140 characters in length and can be sent via mobile texting, instant message, or the web.” – Twitter

April 12, 2023April 12, 2023

Case Study – Tweetsgiving.orgCase Study – Tweetsgiving.org

A very clever, well planned, successful viral fundraiser.  The goal was to raise $10,000 to build a classroom for children in Tanzania.

Tactics:Asked twitterers to tweet along with web address and the hashtag #tweetsgivingEnlisted influential twitterers (via direct messaging) as seed evangelistsChip-in for donations

Results:People tweeted 3,000 gratitude messagesThey gained 1,337 twitter followersTweetsgiving was a top trending term on Twitter for 48 hoursTweetsgiving.org received 15,830 page views from 7563 visitors in 101 countriesMore than 100 press and blog mentions

April 12, 2023April 12, 2023

Case Study – 12for12k.orgCase Study – 12for12k.org

An ongoing year-long effort to raise $12,000 for 12 different charities. Each month, a new charity is featured.

Tactics are fluid, but they include:Tweeting, badges, chip-in for donations, raffle contests.

Results:Website traffic: 3,117 unique visitors with 6,239 page hitsTwitter: 100+ pages of search results for the #12for12k hashtagTwitter: 300 users of the #12for12k hashtag between 11.00am and 1.00pm ESTTwitter: Topping numerous Twitter trend sites (above March Madness hashtag)Donors: 459 contributors, raising a total of $14,847.69Amount: Target of $12,000 was raised in just 6 hours.On average, more than $1,000 was being donated per hour.

April 12, 2023April 12, 2023

Tips for Getting Action & ParticipationTips for Getting Action & Participation

Hashtags, Seeding, Trending

Widgets and logos for people's blogs

Logo that's avatar-sized for Twitter pic modification

Reason for people to constantly tweet about it

Chip In widget (http://www.chipin.com/)

Get commitments to blog or tweet

Encourage re-tweets (RT)

April 12, 2023April 12, 2023

How You & 7070 Can Use TwitterHow You & 7070 Can Use Twitter

Raise awareness for clubs in the district

Get more participation in District events

Get fundraising activities & events noticed outside our district

It’s OK to be a follower, make an account!

Participate! Retweet and use hashtags.

Follow us: twitter.com/rotary7070

We already have 120 Followers!

April 12, 2023April 12, 2023

How To Get Your Events TwitteredHow To Get Your Events Twittered

E-mail your tweets to: tweets@eastyorkrotary.org

In your email, include:

Event title – Treat it like a short call to action

Date of event

Link for more information – This is key

Tweets don’t have to be events.

Announce new members, brag about successes, talk about the organizations you support

April 12, 2023

District 7070 NewsletterDistrict 7070 Newsletter

Rotary News (Published about 6 times annually for District 7070)

8 to 10 pages; emailed to Club Presidents cascaded to all 7070 Rotarians located on the District 7070 website

Includes: District Governor’s newsletter Stories and photographs about district projects,

clubs and their members Editorial submissions are welcomed from all

Rotarians as long as they pertain to District 7070 Deadline: First day of the published month

April 12, 2023

District 7070 Newsletter EditorDistrict 7070 Newsletter Editor

We found a new Editor for 2009-2010 !!! The team of Nancy Gilbert and Dave Andrews

Here’s how it works: Club Presidents will send stories to your Assistant Governor

for the next edition. District Governor will write a letter District Chairs will also contribute to The Newsletter Assistant Governors send articles from the Club Presidents.

The Cost to you and to The District : $0.00

April 12, 2023

RI website: www.rotary.orgRI website: www.rotary.org

Provides on-line resources and up to date information on all aspects of Rotary: Go Searching !!

You will find:•Up to the minute RI News from around the world

•Resource materials on all Rotary topics

• Is your Club President signed up to receive Weekly RI News Update via email? This is the place.

• Is your PR Chair signed up to receive PR Tips via email? This is the place.

• Have you signed up for the International Convention in Montreal min June 2010? This is the place.

• Have you seen the Rotary YouTube Channel? It starts right here

April 12, 2023

RI website: www.rotary.orgRI website: www.rotary.org

Public Service Announcements – RI print, radio, and TV announcements that clubs can use to promote Rotary

Recognition Programs – RI and Foundation awards and recognition programs

Key messages – more facts and Rotary information you can use in your news releases

April 12, 2023April 12, 2023 District Conference - 7070

District website: www.rotary7070.orgDistrict website: www.rotary7070.org

Provides on-line resources and up to date information on all aspects of Rotary in District 7070: GO Surfing. Our Webmaster, Sum Cheung will show us how easy it is to use.

Be sure to log in with your ID and password. Your ID is your email address.

List of all District and Club Leaders

The District Advisory Board

Meeting Time and location of each Club in the District

News and events from Each Club – Your Club Pres and Secretary can add info about your club…….who is doing what, when and where

April 12, 2023

District website: www.rotary7070.orgDistrict website: www.rotary7070.org

District news, events, meetings – who, where, and when

You can keep your club member data and service projects and your club events up to date – tell everyone – brag about your accomplishments to Rotarians everywhere

Who in your club updates your information on the district website?

April 12, 2023April 12, 2023 District Conference - 7070

District website: What’s nextDistrict website: What’s next

“Club of The Month” – want your club featured? Tell Dave Andrews and Sum Cheung all about your

club… what you are doing…give us some “neat stuff”…. Why should your be Club of the Month…. 12 months and only 12 Clubs can be featured

Professional Directory: Tell us about your business… get your message to 2,100

Rotarians… Shall we proceed with setting this up? YES or NO?

Please let us know. What is your company willing to pay to advertise in this

Directory. HOW MUCH? HOW OFTEN? What else should be on the District Website?

April 12, 2023

Your club website:Your club website:

Does your club have a website? Is the info up to date?

Do you allow club members to advertise and link to your website? Keeps the website costs down.

34 of the 54 clubs in District 7070 do have websites. Surf the net. What are you waiting for?

Give us a call – Sum Cheung can teach you how to set up your own Club Website

April 12, 2023

Who Are Your Local Media:Who Are Your Local Media:

Checklist for 2009-2010:

Please send to Dave Andrews

Who are the media that you use or would like to use in your area.

Media name Name of news editor and email address

April 12, 2023April 12, 2023 District Assembly - 7070

District PR AwardsDistrict PR Awards

2009-2010 District Awards for the Club with the “best” Public Relations Practices

Show me what you have done in throughout 2009-2010.

The PR Committee recommends to DG Doug who should receive this high honour

What else can we do for you?