pacific northwest pets public image telling your club’s story, increasing your awareness,...
TRANSCRIPT
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Public ImageTelling Your Club’s Story, Increasing Your
Awareness, Improving Your Image.
Andrew Ballard, District 5030
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Introductions• Assistant Governor Support
– Lynell Smith – 5030 / Seattle International, WA
• Facilitator– Andrew Ballard – 5030 / Lynnwood, WA
• Introduce yourself to your table team– Name, Club, years in Rotary
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You only need to dofour things right..
to be widely successful in public relations
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Learning Objectives(Use Planning Guide in Workbook p. 107)
1. Role public perception plays in creating club image2. The key misperceptions of Rotary3. How PR can strengthen your Club’s perceptions4. A 7-step plan for your club’s PR effort5. The role of club president & your story6. Public Image resources available through RI
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PR Resources – p. 108• Club President’s Manual• Club Public Relations Committee Manual• Sample PR Plan pg. 126 in PETS Workbook• Humanity in Motion PSA (TV spot) Free
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Public Relations & Public Image• Public Relations:
– Informs the community about your club activities, events, and services…builds awareness and credibility
• Public Image:– What your Club stands for and how you are perceived…your
clubs image
• PR can strengthen the perception of your club– Brand awareness, recognition and relevance
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Perception of Rotary
Is Perception Reality?
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Club PR Plan• Use your worksheet to take notes – p. 109• 7-Steps for an Effective Club PR Plan:
1. Getting in place you PR committee (first step?)2. Evaluate what your club is doing now3. Define your campaign (audiences and messages)4. Include a Call-To-Action in every press release5. Funding and club resources to execute your PR plan6. PR tactics and tools that work in your community7. Develop your Club’s PR calendar
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1. Getting PR Committee in Place• First Step?
– PR Committee Chair
• Who would you ask to be on your PR Committee?– Who should do the asking?
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2. Evaluate What your Doing• Who should do the evaluation?
– A small group of Rotarians and non Rotarians
• What should you evaluate?– Club’s website– Brochures or any other materials or media– Review past press releases
• Do your current efforts reflect the image you want?
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3. Building Your Campaign• First, identify your target audiences• Second, identify a relevant message or story• What are the five “W’s” of a press release
– Who, what, where, when, why– Effective Club PR
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3. Building Your Campaign• First, identify your target audiences• Second, identify a relevant message or story• What are the five “W’s” of a press release
– Who, what, where, when, why– Effective Club PR
• What is more compelling: event or service stories?• Include photos, audio, video
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4. Call to Action• In your PR, what could you use as a Call to Action?
– Exciting community service project– Prestigious speaker– After hours social– Like Us on Facebook
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5. Funding and Resources• Human capital can be more impactful than financial• Does your club have a budget line item for PR?• Do you have an updated website?• Do you incorporate social media?
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6. PR Tactics and Tools• What media outlets can you target?• Sample outlets:
– Newspapers– Business journals– Community Blogs– Local TV/Radio– Club and member social media– Your club’s You Tube channel– Your club’s website– Your club’s e-newsletter
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7. PR Calendar• What would you put on your PR calendar?
– Look at your events and service projects for the year• World Polio Day• Rotarians at work day• Transition of leadership• Local community or vocational service projects
– Review Sample PR calendar p. 112-113
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Small Group Exercise• Each Table will take Group Task pg. 110 • You will act as a single club• Read your scenario and come up with a solution• Report solution to larger group
– State your scenario & and then one solution
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Role of Club President• Your responsibilities?
– Appoint an appropriate PR chair– Include a PR line item in your budget– Serve as the Club’s spokesperson– Have your PR chair download the PR Manual on Rotary.org– Have your own Rotary story to share
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Your Rotary Story• Take notes on discussion, p. 111• 4 story telling questions?
1. Who is Rotary and what does Rotary Do?2. Why did you get involved/engaged (personal story)?3. How can others get involved (call-to-action)?4. Where can you tell you Rotary Story?
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Key Takeaways from Session
What will you take back to implement?
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Wrap Up• Review Learning Objectives:
1. Role public perception plays in creating Club image2. The key misperceptions of Rotary3. How PR can strengthen your Club’s perception 4. A 7-step plan for Rotary Club PR effort5. Club President’s role and telling your story6. PR resources available
• WOW Factor• Evaluations