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PUBLIC RELATIONS. Rotary Shares July 2007 Gretchen Cochran, Rotary District 6360 [email protected] , district [email protected] Why share Rotary’s story ?. Grow membership Increase loyalty Leverage power Partnerships Services Money. Where to begin ?. First step: make a p.r. plan

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public relations

PUBLIC RELATIONS

Rotary Shares

July 2007

Gretchen Cochran, Rotary District 6360

[email protected], district [email protected]

why share rotary s story
Why share Rotary’s story ?
  • Grow membership
  • Increase loyalty
  • Leverage power
    • Partnerships
    • Services
    • Money
where to begin
Where to begin ?
  • First step: make a p.r. plan
  • Base plan on club objectives for year
  • Then target activities, based on those objectives
  • If you don’t have a website, get one. Print it on everything
create a p r calendar
Create a p.r. calendar
  • Consider most-newsworthy efforts
  • Put dates on a calendar
  • Consider media news cycle
    • September school starts, UN International Literacy Day Sept. 8
    • Promote Rotary literacy project
what is news
What is news?
  • Making grants to the community.
  • Group study exchange visit
    • Think in terms of outcomes, benefits: Hundreds of Dowagiac families will enjoy dining in the park, thanks to a $1,000 Rotary donation for picnic tables.
target marketing
Target marketing
  • Get the right people rather than more people.
  • Who do you want to reach?
  • How do you reach them?
calendar entire year
Calendar entire year
  • Budgets manpower, media attention
  • Work backwards to plan workload
  • Assign tasks
    • Designate club photographer with a digital camera
be redundant
Be redundant
  • It takes 7 to 13 impressions to get someone off his or her couch to do something
  • People respond differently to different media. Use all forms at once.
get help
Get Help
  • Go to rotary.org
  • Click on Club-District Support
  • Scroll listing for Effective Public Relations
  • Check menu bar at left for tools
  • See right hand box to subscribe to bi-weekly PR Tips newsletter
  • E-mail Gretchen Cochran, [email protected]
  • Check [email protected] for tips
a sample event literacy do dah
A sample event: LiteracyDo Dah
  • Does it meet one of Club’s objectives for year (Increase visibility to increase membership)
  • Leverage partnership
  • Make a deal with the school administration, include what it will do in return for what you will do
hosting a press conference
Hosting a press conference
  • Commonly forgotten:
  • Prepare a press packet
  • Have Rotary logo prominently displayed
  • Rotarians identified wearing ID
  • Designate spokesperson
  • Create a catchy slogan, e.g. “Readers are Leaders”
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