Pacific Northwest PETS

2. Pacific Northwest PETS TELLING YOUR CLUB’S STORY & INCREASING YOUR IMAGE IN THE COMMUNITY Facilitator: Bev Reed

3. Learning Objectives • How Public Relations creates a positive image and perception of Rotary in my community • The (mis) perceptions about Rotary • That Public Relations is about STORY TELLING. • A 7-plan for their club’s PR effort • The role and responsibilities as Club President in enhancing the image of your Rotary Club

4. Learning Objectives continued • A 4-step technique for the PE to TELL HER/HIS PERSONAL Rotary Story • Resources available through RI to help your club tell its story

5. What are Public Relations? • What is Public Image?

6. Public Relations is • The combination of plans, goals, practices, and tools with which Rotary and Rotary Clubs send consistent messages about its mission, value, and accomplishments. • The art AND science of establishing and promoting a favorable relationship with the public, with specific target audience.

7. Informs people in your community that Rotary is a credible organization that meets real needs Public Image is what you stand for. How your organization is viewed.

8. Rotary is a Blank SlateMost know little or nothing about us “How familiar are you with Rotary?” 40% of those who know something about Rotary, know/knew a Rotarian.

9. Perception # 1“Rotary is an old boys club” True or False: “Rotary is an old boys club” 1 out of 3 people think this about us.

10. Perception # 1“Rotary is an old boys club” We also asked “Which of these people would you expect to be members of a Rotary club?…”

11. Perception # 1“Rotary is an old boys club” 74% said this person – the #1 response by far

12. Perception # 1“Rotary is an old boys club” • 40% expect Rotarians to be old, rather than young or middle-aged • 35% also expect Rotarians to be “rich” (in terms of income) • Almost 7 times as many think we are more “old fashioned” than “cutting edge”

13. Misconception:“Rotary is an old boys club” Correction: • Avoid photos with only older men • Quote female members in media releases • Promote the involvement, activities of your younger members • Be as open and transparent as possible

14. Example More of this Less of this

15. Perception # 2“Rotary is only for business people” The top 4 responses were people wearing business suits.

16. Perception # 2“Rotary is only for business people” • 3 times as many people think of Rotarians as “corporate” rather than “entrepreneurial” • More than 10% think Rotary is just a “business networking club”

17. Misconception:“Rotary is only for business people” Correction: • Don’t always show people in suits • Promote members who are educators, community leaders • Champion small business locally • Don’t oversell networking

18. Perception # 3“Rotary is not very diverse” Excluding those under 25, the 4 bottom responses were people of color.

19. Misconception:“Rotary is not very diverse” Correction: • Avoid group photos without diversity • Feature members and speakers of color on flyers, ads, website, social media • Promote the International part of Rotary International

20. Perception # 4“Rotary isn’t much fun” True or False: “Rotary is an endless amount of fund-raising” Almost 3 out of 4 people believe this.

21. Perception # 4“Rotary isn’t much fun” • Only 19% say Rotarians are fun • 3times as many think Rotarians are “formal” than “casual” • 55% believe Rotary has “strict attendance requirements”

22. Misconception:“Rotary isn’t much fun” Correction: • Don’t be afraid to inject some fun into every meeting and event • Feature social activities on your website, social media feeds • Avoid photos of people just standing around • Promote what you do with funds raised as much as the fund-raising events

23. Perception # 5“Rotary must invite you to participate” True or False: “You have to wait to be invited to participate in Rotary” 54% believe this.

24. Misconception:“Rotary must invite you to participate” Correction: • So, invite them! Use your website, flyers, social media to make people feel welcome • Make it easy for your members to invite people to be a guest at meetings • Publicly welcome non-Rotarians to help with service projects in the community

25. Perception # 6“Rotarians care about the community” What phrase best describes what you think a Rotary club is?

26. Perception # 6“Rotarians care about the community” • 52% consider Rotarians to be caring for others vs. self-serving (8%) • 7times as many think Rotarians are “humble” rather than “arrogant” • 70% know Rotary sponsors service clubs in high schools and colleges

27. Perception # 6“Rotarians care about the community” Reinforcement: • Ask those who benefit from your work to tell the story • Make community service projects the centerpiece of your brochures, website • Make sure people see it’s “Rotarians at Work” during your projects

28. Perception # 7“Rotarians are honest” True or False: Rotarians pledge to always tell the truth Less than 3% expect Rotarians to be dishonest.

29. Perception # 7“Rotarians are honest” Reinforcement: • Include the 4-Way Test on your website, brochures - it’s who we are • Promote District Ethics Conference, 4-Way Test Speech Competition • But remember, honest people don’t have to tell people they’re honest

30. Perception # 8“Rotarians are social and outgoing” True or False: Rotarians like to socialize Only 1% expect Rotarians to be shy.

31. Perception # 8“Rotarians are social and outgoing” Reinforcement: • Give members a simple, easy to remember message about your club • Encourage members to share their “Rotary Moment” • Encourage members to Like, Retweet • Make introverts feel welcome

32. Perception # 9“Rotarians are leaders” What type of people would you expect to be Rotarians?

33. Perception # 9“Rotarians are leaders” Reinforcement: • Promote the ways your club develops leadership in our youth (Interact, RYLA, Rotaract, Scholarships) • Recognize other leaders in the community who may not be Rotarians

34. Perception # 10“Many would consider Rotary, if asked” If you were asked to join Rotary club, what would be your initial response? 1 out of 3 are Yes/Potential Yes.

35. Perception # 10“Many would consider Rotary, if asked” Reinforcement: • Target the people who would be good Rotarians • Reinforce the positive perceptions • Address the misconceptions visually without calling attention to them verbally • Ask yourself: Do your public image efforts speak to existing members...or to those who could be Rotarians?

36. 7 Elements & Steps for a club PR Plan • Get your Club’s Public Relations Committee in place • Evaluate what you are doing now • Build your campaign Identify your audience Identify your message

37. “Call to Action” A way for them to get in touch with you or to volunteer • $ & Club Resources to plan and execute your plan (over the year, from year to year) • PR tactics/tools you will use that work in your community • Calendar

38. Telling Your (own) Rotary Story • Who is Rotary or what does Rotary do • Why did YOU get involved (personal story) • How can others get involved (call to action) • Where can you tell the Rotary Story

39. Public Relations is so important • Get the right people on the bus • Set your plan • Work your plan • Tell your story • HAVE FUN