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2010 – 2011 Our Year Ahead Public Relations 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 District 7070 PR Committee Chairman:

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public relations
Public Relations
  • 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

District Assembly - 7070

district 7070 pr committee
District 7070 PR Committee

Chairman:

  • Dave Andrews, Oshawa – Parkwood

Members:

  • Sum Cheung, District 7070 Webmaster – Eglinton
  • Darryl Patterson – East York
  • Samir Dossal – Richmond Hill
  • Amy Doyle – Belleville
  • We could use more members. Are you willing to help?

District Assembly - 7070

our goal
Our goal
  • Our Goal today is to assist your Rotary club with a PR Checklist for you and your club’s Public Relations Committee

District Assembly - 7070

a pr checklist for your club
A PR checklist for your club

PR Checklist:

  • Does your club have a Public Relations Chair?
  • Do you know the media in your area?
  • Do you send out press releases?
  • News media as members of your club?
  • News Media Theme Week at a weekly Rotary meeting?
  • Who are our publics?
  • Tools of the trade 

District Assembly - 7070

2 pr chair for your club
2. 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?

District Assembly - 7070

from the pr club manual
From the PR club manual
  • 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.

District Assembly - 7070

club pr committee role
Club 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

District Assembly - 7070

clubs pr committee responsibilities
Clubs’ PR committee responsibilities
  • Achieve your PR Goals for the upcoming year
  • Familiarize yourself with RI Resources (see Public Relations Resources in the Club PR Manual)
  • Create awareness of your club activities among your members, the media, and the general public (see Key Rotary Messages in the Club PR Manual)
  • Enhance projects and activities to make them more appealing to the media (see component of Public Relations in the Club PR Manual)
  • Help create a public image conductive to membership development (see Developing Membership through Public Relations in the Club PR Manual)

District Assembly - 7070

work with your club committees
Work with your club committees
  • Service Projects – to be aware of upcoming projects that would be of interest to the media
  • Membership – to tailor your efforts to target potential members of your community
  • Rotary Foundation – to be aware of upcoming Humanitarian Grants projects or visiting scholarship recipients
  • Club Administration – to 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
  • 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.

District Assembly - 7070

3 know your media in your area
3. 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

District Assembly - 7070

4 press releases
4. 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 District Websites for Rotary Information?
    • Are your press releases being published?

District Assembly - 7070

5 news media as club members
5. 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?

District Assembly - 7070

6 news media rotary meeting
6. “News Media” 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?

District Assembly - 7070

7 who are your publics
7. Who are your publics
  • Rotarians
  • General public
  • Potential members
  • Potential sources for fundraising
  • Potential organizations or people you have helped or may need Rotary’s help.

District Assembly - 7070

8 tools of the trade
8. Tools of the trade
  • News Releases
  • District 7070 Newsletter
  • Websites:
    • Rotary International
    • District 7070
    • Your Club website
  • The Social Media
    • Facebook, Twitter, Linked In, My Space, YouTube

District Assembly - 7070

job of a journalist
Job 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)

District Assembly - 7070

job of a journalist18
Job 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

District Assembly - 7070

what media need
What media need
  • Local angle for local media (e.g. “Local celebrity in town for movie opening” or local boy makes good – Wilf Wilkinson press)
  • Unique angles (e.g. “Building an AIDS orphanage….. On your family vacation”)

District Assembly - 7070

what media don t need
What 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

District Assembly - 7070

what media need21
What 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

District Assembly - 7070

media relations overview
Media 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

District Assembly - 7070

media relations overview23
Media 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

District Assembly - 7070

how to get press coverage for rotary
How to get press coverage for Rotary

Top 3 ways how you can get press coverage for Rotary

  • 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

District Assembly - 7070

how to get press coverage for rotary25
How to get press coverage for Rotary
  • 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 TV, radio, and newspaper

District Assembly - 7070

how to get press coverage for rotary26
How to get press coverage for Rotary

3. 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

District Assembly - 7070

8 tools of the trade27
8. Tools of the trade
  • District 7070 newsletter
  • Websites:
    • Rotary International
    • District 7070
    • Your Club’s Website
  • The Social Media
    • Facebook, Twitter, YouTube, My Space

District Assembly - 7070

district 7070 newsletter
District 7070 newsletter
  • Published bi-monthly for District 7070
  • 8 to 10 pages; emailed monthly to Club Presidents
      • cascaded to all 7070 Rotarians
      • located on the District 7070 website
    • Includes:
      • District Governor’s newsletter
      • Stories and photographs about district clubs and their members
      • Editorial submissions are welcomed from all Rotarians as long as they pertain to District 7070
    • Get you club’s news to your Assistant Governor

District Assembly - 7070

district 7070 newsletter editor
District 7070 Newsletter Editor
  • Dave Andrews and Nancy Gilbert have been working on your behalf to produce this year’s Newsletters.
  • We need you help TODAY. Can you help us find a new Editor?
    • Is there someone in your Rotary Club
      • who loves to communicate
      • who loves Rotary
      • Who can use a computer with some desktop publishing

Note: Club Presidents will send their clubbulletins to the Assistant Governors every week and District Governor and Chairs will send in their stories to you

District Assembly - 7070

ri website www rotary org
RI 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 PR Chair signed up to receive PR Tips via email? This is the place to get signed up.
    • Have you seen the Rotary YouTube Channel? It starts right here

District Assembly - 7070

ri website www rotary org31
RI 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

District Assembly - 7070

district website www rotary7070 org
District 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, Rotarian Sum Cheung can show us how easy it is to use. Send him an email at sum@imagenetgroup.com.

  • Be sure to log in with your ID and password
  • List of all District and Club Leaders
  • The District Advisory Board
  • Time and location of each Club in the District
  • News from Each Club – Your Club Pres and Secretary can add info about your club…….who is doing what, when and where

March 7, 2014

District Assembly - 7070

District Assembly - 7070

district website www rotary7070 org33
District 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?

District Assembly - 7070

district website what s next
District website: What’s next

“Club of The Month” – want your club featured?

Tell Dave Andrews or Sum Cheung all about your club… what you are doing…give me some “neat stuff”…. Why should you be Club of the Month…. 12 months and only 12 Clubs can be featured. Very popular.

Professional Directory:

Tell us about your business… get your message to 2,100 Rotarians…

Shall we proceed with setting this up?

What is your company willing to pay to advertise in this Directory.

What else should be on the District Website?

March 7, 2014

District Assembly - 7070

District Assembly - 7070

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 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

District Assembly - 7070

district 7070 pr grant for 2010 2011
District 7070 PR grant for 2010-2011
  • The Rotary International Board of Directors has approved the continuation of Public Relations (PR) Grants in 2010-2011.
  • 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.

District Assembly - 7070

district 7070 pr grant for 2010 201137
District 7070 PR grant for 2010-2011
  • 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).

District Assembly - 7070

district 7070 pr grant details
District 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.

District Assembly - 7070

district 7070 pr grant for 2010 201139
District 7070 PR grant for 2010-2011
  • Organize their PR Grant project in a variety of ways:
    • A project developed at the district level in which every club participates
    • A project developed by the District PR Committee in which several clubs participate
    • A project developed by an individual club which is submitted to the PR Committee and then selected by the District Governor to become the district’s application
  • PR Grant applications must be signed and approved by the District Governor.
  • Complete PR Grant applications are due to RI Headquarters by July 15, 2010.

District Assembly - 7070

we need your help
We need your help
  • Checklist for 2010-2011: Help Us Help You
  • Please send to Dave Andrews
    • Your club’s name and city
    • PR Chair’s name and email address
    • Who are the media that you use or would like to use in your area.
      • Media name
      • Name of news editor and email address

District Assembly - 7070

your district pr committee
Your District PR Committee
  • District Awards for the Club with the “best” Public Relations Practices
    • Show me what you have done in 2009-2010 and throughout 2010-2011.
    • The PR Committee recommends to DG’s Doug Byers and Ted Morrison who should receive this high honour (this year and next year).
  • What else can we do for you?

March 7, 2014

District Assembly - 7070

District Assembly - 7070