Pacific northwest pets Public Image Telling Your Club’s Story, Increasing Your Awareness, Improving Your Image. Andrew Ballard, District 5030

pacific northwest pets

Public ImageTelling Your Club’s Story, Increasing Your

Awareness, Improving Your Image.

Andrew Ballard, District 5030


Introductions• Assistant Governor Support

– Lynell Smith – 5030 / Seattle International, WA

• Facilitator– Andrew Ballard – 5030 / Lynnwood, WA

• Introduce yourself to your table team– Name, Club, years in Rotary


You only need to dofour things right..

to be widely successful in public relations


Learning Objectives(Use Planning Guide in Workbook p. 107)

1. Role public perception plays in creating club image2. The key misperceptions of Rotary3. How PR can strengthen your Club’s perceptions4. A 7-step plan for your club’s PR effort5. The role of club president & your story6. Public Image resources available through RI


PR Resources – p. 108• Club President’s Manual• Club Public Relations Committee Manual• Sample PR Plan pg. 126 in PETS Workbook• Humanity in Motion PSA (TV spot) Free

http://www.youtube.com/watch?v=ZVfaNJB8x1g


Public Relations & Public Image• Public Relations:

– Informs the community about your club activities, events, and services…builds awareness and credibility

• Public Image:– What your Club stands for and how you are perceived…your

clubs image

• PR can strengthen the perception of your club– Brand awareness, recognition and relevance


Perception of Rotary

Is Perception Reality?


Club PR Plan• Use your worksheet to take notes – p. 109• 7-Steps for an Effective Club PR Plan:

1. Getting in place you PR committee (first step?)2. Evaluate what your club is doing now3. Define your campaign (audiences and messages)4. Include a Call-To-Action in every press release5. Funding and club resources to execute your PR plan6. PR tactics and tools that work in your community7. Develop your Club’s PR calendar


1. Getting PR Committee in Place• First Step?

– PR Committee Chair

• Who would you ask to be on your PR Committee?– Who should do the asking?


2. Evaluate What your Doing• Who should do the evaluation?

– A small group of Rotarians and non Rotarians

• What should you evaluate?– Club’s website– Brochures or any other materials or media– Review past press releases

• Do your current efforts reflect the image you want?


3. Building Your Campaign• First, identify your target audiences• Second, identify a relevant message or story• What are the five “W’s” of a press release

– Who, what, where, when, why– Effective Club PR


3. Building Your Campaign• First, identify your target audiences• Second, identify a relevant message or story• What are the five “W’s” of a press release

– Who, what, where, when, why– Effective Club PR

• What is more compelling: event or service stories?• Include photos, audio, video


4. Call to Action• In your PR, what could you use as a Call to Action?

– Exciting community service project– Prestigious speaker– After hours social– Like Us on Facebook


5. Funding and Resources• Human capital can be more impactful than financial• Does your club have a budget line item for PR?• Do you have an updated website?• Do you incorporate social media?


6. PR Tactics and Tools• What media outlets can you target?• Sample outlets:

– Newspapers– Business journals– Community Blogs– Local TV/Radio– Club and member social media– Your club’s You Tube channel– Your club’s website– Your club’s e-newsletter


7. PR Calendar• What would you put on your PR calendar?

– Look at your events and service projects for the year• World Polio Day• Rotarians at work day• Transition of leadership• Local community or vocational service projects

– Review Sample PR calendar p. 112-113


Small Group Exercise• Each Table will take Group Task pg. 110 • You will act as a single club• Read your scenario and come up with a solution• Report solution to larger group

– State your scenario & and then one solution


Role of Club President• Your responsibilities?

– Appoint an appropriate PR chair– Include a PR line item in your budget– Serve as the Club’s spokesperson– Have your PR chair download the PR Manual on Rotary.org– Have your own Rotary story to share


Your Rotary Story• Take notes on discussion, p. 111• 4 story telling questions?

1. Who is Rotary and what does Rotary Do?2. Why did you get involved/engaged (personal story)?3. How can others get involved (call-to-action)?4. Where can you tell you Rotary Story?


Key Takeaways from Session

What will you take back to implement?


Wrap Up• Review Learning Objectives:

1. Role public perception plays in creating Club image2. The key misperceptions of Rotary3. How PR can strengthen your Club’s perception 4. A 7-step plan for Rotary Club PR effort5. Club President’s role and telling your story6. PR resources available

• WOW Factor• Evaluations

Documents

Pacific northwest pets Public Image Telling Your Club’s Story, Increasing Your Awareness, Improving Your Image. Andrew Ballard, District 5030