EXTERNAL COMMUNICATION WORKBOOK SESSION 17

STRENGTHENING ROTARY | 2

ROTARY PUBLIC IMAGE COORDINATORS

Zone 24 West Zone 24 East Zone 32

Sean Hogan, RPIC Ken Miller Assistant RPIC

Tanya Wolff, RPIC Guy Bissonnette, Carrie Jones, Brian Thompson Assistant RPICS

Dan Ceglia, RPIC

STRENGTHENING ROTARY | 3

• Identify your audience • Determine the message and content • Format & delivery of the message • Create or refine an external

communication plan

LEARNING OBJECTIVES

STRENGTHENING ROTARY | 4

EXTERNAL COMMUNICATIONS

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Audience - Content - Format

EXTERNAL COMMUNICATION

Who? What? How?

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AUDIENCE

Who Do You

Need To

Talk To?

Potential Members & General Public

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MESSAGE

What’s Your

Message?

Inform: What is Rotary Invite: Join Rotary Involve: Youth Support: Fundraiser Promote: Event

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Never Heard of Rotary

Know Name Only

Some Familiarity

MESSAGE

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Unites leaders

To exchange ideas And take action

MESSAGE

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Local impact With friends Taking action

MESSAGE

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Compelling story

Avoiding “Rotary” speak Consistent visuals

MESSAGE

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Smart

Compassionate Perservering Inspiring

MESSAGE

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FORMAT

How Do You

Talk To

Them?

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ROTARY BRAND CENTER

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ZONE WEBSITE RESOURCES

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Discussion Groups My Rotary under Exchange Ideas

Rotary Ideas ideas.rotary.org

Rotary Showcase My Rotary under

Take Action

ROTARY RESOURCES

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RESOURCES HANDOUT

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CONTENT

Communicate as it happens

Promote District events

Share pictures and stories about service projects and fundraising events

Get support for projects and events

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CONTENT

Grab attention with the subject line and first paragraph

What do members want to hear?

Keep it brief –short articles with links to the full story Use existing Rotary content Use pictures and videos!

STRENGTHENING ROTARY | 20

DEVELOPING A PLAN

Solo Planning

STRENGTHENING ROTARY | 21

DEVELOPING A PLAN

STRENGTHENING ROTARY | 22

• Identify your audience • Determine the message and content • Format & delivery of the message • Create or refine an external

communication plan

LEARNING OBJECTIVES