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Rotary Leadership Institute

Learn about the importance of public image and public relations for Rotary's growth and service. Discover how to create a positive image for Rotary and effectively reach target audiences. Access valuable resources for effective public relations practices.

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Rotary Leadership Institute

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  1. Part III Public Image And Public Relations Rotary Leadership Institute Slide 1

  2. Rotary Leadership Institute – Part IIIPublic Image and 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 Slide 2

  3. Rotary Leadership Institute – Part IIIPublic Image and Public Relations • "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 in 1935 (Peregrinations, vol II) Slide 3

  4. Rotary Leadership Institute – Part III Public Image and Public Relations • WHY PUBLIC IMAGE AND PUBLIC RELATIONS? • From the PR Committee Manual: • Having strong public relations ensures that communities around the world know that Rotary is a credible organization that meets real needs. Slide 4

  5. Rotary Leadership Institute – Part III Public Image and Public Relations • From the PR Committee Manual: • The role of your club’s PR committee is: • to inform the public about Rotary • and to promote your club’s service projects and activities Slide 5

  6. Rotary Leadership Institute – Part III Public Image and Public Relations When your Rotary Club has a positive public image: • your current members are motivated to be active AND • prospective members are eager to join your club. Slide 6

  7. Rotary Leadership Institute – Part III Public Image and Public Relations • As we go through this session, here is what I hope we can accomplish, together • Discuss Public Image and Publicity as it relates to Rotary and to your Rotary club • Explore how your club can benefit from having a PR Strategy • Identify your club’s target audiences and how you can effectively reach them and discover what resources are available to you Slide 7

  8. Rotary Leadership Institute – Part III Public Image and Public Relations • This powerpoint presentation can be seen on the www.rotary7070.org District website • Go to the “PR” tab at the top of the page • Scroll down and click on the tab “2014 Presentation – Rotary’s Public Image and PR” Slide 8

  9. Rotary Leadership Institute – Part IIIPublic Image and Public Relations • Before we get started, I want to show you some of the resource materials that I really want you to look at when you go home. • These resources really are the “nuts and bolts” of creating a positive Public Image for Rotary, and your Rotary Club. • All available online, there are 5 Rotary resources that will help your club carry out EFFECTIVE Public Relations practices Slide 9

  10. RESOURCE 1: EFFECTIVE PUBLIC RELATIONS: A GUIDE FOR ROTARY CLUBS 257-EN • Downloadable from the rotary.org website. • google “rotary 257 en” Slide 10

  11. RESOURCE 1: EFFECTIVE PUBLIC RELATIONS: A GUIDE FOR ROTARY CLUBS 257-EN • All Rotary clubs have audiences with whom they should communicate: • media, • local government officials, • the business community, • civic leaders, • prospective members, • & people directly affected by Rotary service projects (those on the giving and receiving end) Slide 11

  12. RESOURCE 1: EFFECTIVE PUBLIC RELATIONS: A GUIDE FOR ROTARY CLUBS 257-EN • Developing a message for these audiences and finding the “right” way to deliver it is: Public Relations In Action Slide 12

  13. RESOURCE 1: EFFECTIVE PUBLIC RELATIONS: A GUIDE FOR ROTARY CLUBS 257-EN • The guide helps you: • Develop and use traditional and non-traditional PR materials and methods • Work with the media Slide 13

  14. RESOURCE 1: EFFECTIVE PUBLIC RELATIONS: A GUIDE FOR ROTARY CLUBS 257-EN • The guide helps you: • Develop cooperative relationships with non-Rotary organizations • Evaluate and measure the success of your PR efforts Slide 14

  15. RESOURCE 1: EFFECTIVE PUBLIC RELATIONS: A GUIDE FOR ROTARY CLUBS 257-EN • The guide helps you : • understand what PR entails • and • helps break it down into separate components: Slide 15

  16. RESOURCE 1: EFFECTIVE PUBLIC RELATIONS: A GUIDE FOR ROTARY CLUBS 257-EN • PR components: • Understanding What Is “News” • PR Writing • Media Relations • External Relations • Nontraditional Media Slide 16

  17. RESOURCE 2: New from RI in August 2013 : Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN • Downloadable from the rotary.org website. • New Aug 2013 and already updated in January 2014 and reprinted May 2014 and again in July 2015 • Or google : • rotary voice and visual identity guide Slide 17

  18. RESOURCE 2: New from RI in August 2013 : Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547-EN Slide 18

  19. RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547-EN • We have a powerful story to tell • It’s up to all of us to protect, promote, and deliver our message in all of our interactions. • By speaking, writing, and designing in a unified voice and look, we ensure that our communications are unmistakably Rotary. Slide 19

  20. RESOURCE 2:Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN • Applying a consistent and clear Rotary style in all of our communications is vital to: • strengthening our image • and enhancing our reputation as a world-class organization. • These downloadable resources and guidelines allow each club and district to work independently while maintaining a consistent identity throughout the organization. Slide 20

  21. RESOURCE 2:Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN • Who we are • Our “look” • A visual toolkit: logos, masterbrand, imagery, icons, graphics • And ideas on where we can use our new identity Slide 21

  22. RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN • WHY • Despite over 100 years of impact on our communities, • Rotary does not get the recognition it deserves Slide 22

  23. RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN • WHY • Worldwide, more than 2 million nonprofits compete for limited volunteer hours, donor money, and other resources. • Rotary has a great story to tell, but we need to tell it more simply and consistently. Slide 23

  24. RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN • WHY • Our research has taught us better ways to frame our strengths and bring our core values to life. • By providing a clear, consistent image of Rotary • what we stand for and how we differ from other charitable organizations • we offer prospective members, donors, and volunteers a strong vision of what it means to engage with us. Slide 24

  25. RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN • In 2011 , Rotary started a multi year initiative to: • Strengthen our image • Expand public understanding of What Rotary does • Motivate, engage, and inspire current and prospective members, donors, partners and staff Slide 25

  26. RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN • What we have done: • Based on global research: • We defined our essence • Brought our values to life • Established our voice • Clarified how we present • Refreshed our visual identity Slide 26

  27. RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN • What we needed to do: • bring our story to life • We are Rotary, and we have a great story to tell • it is up to all of us to protect, promote, and deliver on that story in all of our interactions • Be sure to get a copy and learn first hand how to tell Rotary’s story Slide 27

  28. RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN • For many years, our Rotary wheel stood alone as our logo on signage and communications materials. • Although the words Rotary International were embedded in the wheel, they were hard to read from a distance. • As a result, the general public did not always recognize Rotary’s involvement in a project or activity. Slide 28

  29. RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN • That’s why we decided to expand our official logo to include the word “Rotary” next to the wheel. • This is our official logo and our masterbrand signature, which should be used whenever possible. • Our logo has recently evolved to include our wordmark, which is one word “Rotary” and our emblem, the Rotary Wheel Slide 29

  30. RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN • Our logo has recently evolved to include our wordmark, which is one word “Rotary” and our emblem, the Rotary Wheel Slide 30

  31. RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN • The word “Rotary” always appears before our emblem in all of our signatures • This official logo is our masterbrand signature, which should be used wherever possible. • The mark of excellence (the Rotary wheel) should not appear alone Slide 31

  32. RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN • It is crucial to maintain the consistency of our signatures • Poisitioning and proportional relationships of all components within the signature are fixed and should never be altered Slide 32

  33. RESOURCE 2: Tell Rotary’s Story - Voice & Visual Identity Guide For Rotarians 547A-EN • Rotary has created a special signature system to allow you to identify each club, district or zone Slide 33

  34. RESOURCE 2A: The Rotary Brand Center WELCOME TO THE BRAND CENTER Strengthen Rotary’s image by delivering a clear and compelling message that conveys what we do and how people can engage with us Slide 34

  35. RESOURCE 2A: The Rotary Brand Center • It’s now easier than ever to strengthen Rotary’s image in your community with the materials and resources available in the Rotary Brand Center. • Google: rotary brand center and sign in to My Rotary • Page One says: • “Welcome to The Brand Center: Strengthen Rotary’s image by delivering a clear and compelling message that conveys what we do and how people can engage with us” Slide 35

  36. RESOURCE 2A: The Rotary Brand Center • The Rotary Brand Center: • offers a simple and intuitive way to customize your club logo, • create a marketing brochure, • or give your newsletter a fresh look. • You’ll also find guidelines and answers to frequently asked questions as well as information about why telling our story is important. Slide 36

  37. RESOURCE 2A: The Rotary Brand Center • Here are five reasons you should use the Brand Center: • You can create your own club and district logos featuring Rotary’s Masterbrand signature and see your edits in real time. 2. You can develop professional-looking PowerPoint presentations, press releases, and newsletters that incorporate Rotary’s visual identity. Templates can be customized as much -- or as little -- as you want. Slide 37

  38. RESOURCE 2A: The Rotary Brand Center • Here are five reasons you should use the Brand Center: 3. You can find guidelines for using Rotary’s logos and answers to frequently asked questions about our new visual identity. • For instance, did you know that your member pin remains unchanged? • Or that free fonts are available along with the commercially licensed options? Slide 38

  39. RESOURCE 2A: The Rotary Brand Center • Here are five reasons you should use the Brand Center: 4. You can upload and store the materials and logos you create for future use by creating a basket and share your new materials with members. 5. You can download broadcast-quality public service announcements, videos, and images to help tell Rotary’s story. • Choose from a variety of topics to illustrate including Join Leaders, Exchange Ideas, and Take Action -- our three organizing principles. Slide 39

  40. RESOURCE 3: MEDIA CRISIS HANDBOOK 515-EN • Downloadable from the rotary.org • Just type in 515-EN into the search box and press enter Slide 40

  41. RESOURCE 3: MEDIA CRISIS HANDBOOK 515-EN • An effective media crisis plan is based , first and foremost, on the principles of truth, transparency, and sincerity • Nothing in your club’s media crisis plan should compromise, or appear to compromise these key principles Slide 41

  42. RESOURCE 3: MEDIA CRISIS HANDBOOK 515-EN • It is a “How To” guide of what to do: • What to Do When Reporters Call • What to Do If A Crisis Develops • What To Do When the Media Contact You Slide 42

  43. RESOURCE 3: MEDIA CRISIS HANDBOOK 515-EN • How to Maintain The Proper Attitude During Interviews • What Mistakes To Avoid • How Actions Speak Volumes • How To Obtain Media Assistance From RI’s PR & Media Relations Staff Slide 43

  44. Resource 4: Rotary Media Centre • Go to The Rotary Media Centre on the rotary.org website and take a look Slide 44

  45. RESOURCE 4: “ROTARY MEDIA CENTRE ” ON THE ROTARY.ORG WEBSITE • Viewable on the rotary.org website. • Go to Rotary Media Centre • Or • just google: rotary media center Slide 45

  46. RESOURCE 4: “ROTARY MEDIA CENTRE ” ON THE ROTARY.ORG WEBSITE MEDIA CENTER Press Releases, Rotary In The News, Video, Facts Sheets, Brand Center, Media Inquiries, Member News, Images for the Media & Rotary Images, Tweets, Rotary Club Headlines Slide 46

  47. RESOURCE 4: “ROTARY MEDIA CENTRE ” ON THE ROTARY.ORG WEBSITE • Great Background material for you • Press releases • Fact Sheets • Rotary at a glance • Rotary and Polio • Media resources (stories, photos, video) • Rotary Public Service Announcements Slide 47

  48. RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE • log in to “My Rotary” on the rotary.org website • Go to the Learning & Reference materials • Hit: Public Relations Slide 48

  49. RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE Promoting Rotary to the general public can be as simple as wearing your Rotary pin or as elaborate as organizing an integrated marketing campaign. By increasing the public's understanding of Rotary, we're strengthening our ability to make an impact in communities around the world. Slide 49

  50. RESOURCE 5: “Public Relations” ON THE ROTARY.ORG WEBSITE Including a public relations component in your project plan will help ensure your club’s projects and events get the attention and support they deserve. The following ideas can help you create a successful campaign. Slide 50

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