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PUBLIC RELATIONS 2017
WELCOME
Ian Cameron
Public Relations Director 2017-18
AGENDA
• Ian Cameron—Welcome and preliminary remarks
• Roger Norman “Making a difference through PR”NG A DIFFERENCE TH
• Bill Pixton/Evan Burrell “How to leverage the use of Social and
Traditional Media”
• Q&A and Lunch
• My Club Goals –attendees to document 4 new achievable
objectives
• Wendy Gaborit RI and its Public Image policies
• Q&A
• Ian Cameron “The Challenge of Change” and close
THE IMPORTANCE OF YOUR ROLE
Members of the public develop their IMAGE of Rotary and its
activities from the IMAGE your Rotary club generates.
Traditional regular projects style the image of your club in the
local community (photos and public presence)
Meeting the “Challenge of Change”
FOUR QUESTIONS I WANT YOU TO THINK ABOUT
How is your Club benefiting from these activities?
Are you maximising outcomes from them?
Are they projecting the image you want for your Club?
How will you tackle the changing Rotary environment
CONSIDER YOUR APPROACH
Prepare a Plan to “Shine a Light on Rotary”
and enhance your Club’s Image
and
Consider how you are going to maximise PR opportunities
presented in the changing Rotary environment
CONSIDER YOUR ROLE AND INFLUENCE OVER THREE KEY AREAS
Your Clubs’ External Image development in the Community
Internal Image building within your Club.
Your role in supporting the “Challenge of Change”.
Your following speakers will elaborate
THE PUBLIC RELATIONS BREAK OUT SESSION
Now on with our Presenters
Making a difference through PR
Roger Norman
Turramurra Rotary Club
OUR PR RESPONSIBILITIES
EXTERNAL
INTERNAL
EXTERNAL
• ANALYSE/DETERMINE
• ENCOURAGE/ DRIVE
• DEVELOP
• WEBSITE
INTERNAL
• SUPPORT
• “MARRY”
• ADVISOR/MENTOR
• INCREASE BUDGET
• CLUB’S HARDWARE
• COMMUNICATIONS
YOUR STRATEGIES
• PR DIRECTOR 2 – 3 years
• A PICTURE IS WORTH A THOUSAND WORDS
• RECOGNISE OTHER’S EFFORTS
• GOLDEN QUILL??
ONE GUARANTEED SECRET FOR SUCCESS
TIME TO REFLECT
• LIST PR OBJECTIVES
• STYLE OF LEADERSHIP
• LIST INTENDED ACTIONS
• INITIAL START
MY OBJECTIVES AND ACTIONS
• CONSIDER AT LEAST THREE OBJECTIVES
• FOR EACH OBJECTIVE WHAT ACTIONS WILL
BE NEEDED TO MAKE CHANGES
AND “MAKE A DIFFERENCE”
Leveraging the Media
Bill Pixton
Upper Blue Mountains Sunrise Rotary Club
ATTRIBUTES NEEDED IN THE ROLE
• Make the PR role important within
Club/Board
• Enthusiastic, friendly, active Rotarian
• Can write and ideally take photos
• Some basic technology skills
• Urgency and follow up
• Plenty of help out there
NEWSPAPERS - RELATIONSHIPS
• Understand their issues
• Make it easy for them
• Explain Rotary and involve them
• Make it personal
• Pay your way
WHAT IS NEWSWORTHY?
Stories that are:
• Local
• Engaging
• Unique
• With facts
• And compelling photos
Does it inspire you?
Not boring or self serving!
NEWSPAPER COVERAGE
Circulation ‘000s
FB likes ‘000s
North Shore Times News Ltd 64 6 10
Hornsby & Upper North Shore Advocate News Ltd 47 8 12
Parramatta Advertiser News Ltd 75 6 9
Manly Daily News Ltd 87 54 66
Penrith Press News Ltd 49 15 25
Rouse Hill Times News Ltd 23 8 11
Hills Shire Times News Ltd 58 11 16
Northern District Times News Ltd 52 4 5
Central Coast Express Advocate News Ltd 120 36 50
Blue Mountains Gazette Fairfax 34 26 30
MEDIA TIPS
• It’s not one or the other!
• Using media company’s social media
• Special interest sites and apps
• Community radio sponsorship
• Guest speakers
ROTARY DIGITAL FOOTPRINT
• Rotary wonders why younger people aren’t
joining
• Unless you have an attractive on line presence
you will be invisible to Gen X and Gen Y
• It’s how we present Rotary to the wider
community
Rotary needs a strong on line presence
You can lead a horse to water…
HORSING AROUND….
But
• He/she won’t drink
Unless
• We make him/her… THIRSTY!
YOUR CLUB WEBSITE
• First impressions really count
• Your landing page needs to appeal to non
Rotarians as well
• You hit people with great stories and photos
of what you are doing to help the community
• Everything thing else is info that can be
accessed
• Make it appealing but simple and functional
SOCIAL MEDIA - FACEBOOK
• Without a strong social media presence the
Club is invisible to the under 50s
• Needs to be managed properly
• Members are an underutilised resource
• Its all about engagement
YOUR FACEBOOK PAGE MUST…
• Be clear on your audience
• Get non Rotarians interested as well
• Showcase Rotary’s many facets
• Give your audience a taste of Rotary
• Promote our community leadership
Build our trusted Rotary brand and reputation
HOW IS YOUR CLUB FB PAGE PERFORMING?
Example Upper Blue Mountains Rotary
• Quality page, good photos and stories
• Relatively high page likes with over 600
• Views per post are moderate
• Likes, comments and shares are very low
Overall our engagement is really poor
OUR CLUB MEMBERS ACTIVITY ANALYSIS
HOW YOU CAN HELP
• Lurkers - shed your inhibitions and become
more active
• Skeptics - understand why you are skeptical,
but what you do is your personal choice
• Socialisers – keep up the good work, we
need more of you Those who would like to get more established on FB and need help, please ask
WE NEED YOU TO ENGAGE…
Visit your page regularly
• Like every post, or
• Better still, comment on some posts, or
• Best of all, share post with your friends
HOW YOU CAN HELP
• Liking posts is one thing
• Liking/sharing pages is even more important
Invite friends to get involved
• Like/follow your personal FB page
• Like/follow your Club page
We’ll show you how…it’s really easy
TIPS TO BE MORE EFFECTIVE
• Have more than 1 admin/editor
– President needs to be involved
• Learn some posting skills - tags, #s,
• FB Analytics
• Understand privacy and security issues
• Link FB to Twitter and Instagram
• Useful apps- Canva, Snagit, Photo and text editors
Be an ambassador for your Club and spread the word
Social Media Advertising
Evan Burrell
Turramurra
1. Determine your audience and create a strategy
2. Use images that make your project look appealing
3. Make your information work for you
4. Post content that is relevant to your audience
5. Get club members to buy-into the power of Facebook
Facebook 5
Facebook Advertising
PANEL DISCUSSION
Di Barnes – St Ives
Bruce Nicholls —The Ponds
Margaret Berger – East Gosford
Q& A and Lunch
See you back at 2.10pm
Public Image
Wendy Gaborit Rotary International Public Image Coordinator Zone 8
ROTARY - PUBLIC IMAGE
Public Image
The Narrative to Inform the Brand Promise
THE NARRATIVE
Telling the Rotary Story
Giving Voice to the
Brand Promise
Rotary People of Action
UNPACKING PUBLIC IMAGE
Let’s Interrogate what’s out there in the public sphere
Rotary in Australia http://rotaryaustralia.org.au/news/4926/about-rotary-in-australia?frm_id=14
Who Are We?
What do We DO?
What do our Friends,
Peers & Associates
think we do?
Questions we need answered
Thank You
One Rotary
Wendy Gaborit Rotary Public Image Coordinator Zone 8
M. 0418 858 717
The Challenge Of Change – The PR Role
Ian Cameron
Public Relations Director 2017-18
THE CHALLENGE OF CHANGE – THE PR ROLE
Change is all around us—how will we deal with it?
If we stand still we will wither and die.
Change can be positive and healthy for the organisation
THE CHALLENGE OF CHANGE – THE PR ROLE
Engage with “new” tools to promote your “products”
Explore new ways to engage with your community
Consider how you can help your Club look over the horizon?
THE CHALLENGE OF CHANGE – THE PR ROLE
We need to explore ways to expand our volunteer work force
to maintain Rotary’s mantra of -- “doing good in the world”
THE CHALLENGE OF CHANGE
What will your Club look like 5 years from now…..
Consider…….
NOW – HOW CAN WE ASSIST YOU?
We will be working with Assistant Governors to help you
identify needs—ask us to assist if need be.
There is a plethora of material on RI website to browse
Connect with RI Public Relations Chat Group
Print Media/FM/Community gatherings/Local Councils
Embrace social media!
HOW CAN WE ASSIST YOU?
Social media workshops will be held.
Join the PR Facebook group—invitation to come.
Join other Face Book Groups—two examples:
* Rotary Conversations: Australasia & South Pacific
* Rotary Design Hub: Imagery & Graphics
Don’t forget to ask
So thank you for attending today
You have an important role to play
We do hope you enjoy meeting
the
“challenge of tomorrow”
A small takeaway for you to brighten your day
and help….
“Shine a Light on Rotary”
CONTACT DETAILS
Ian Cameron M: 0411240513 E: [email protected]
Roger Norman M: 0414 445 361 E: [email protected]
Bill Pixton M: 0418 113 643 E: [email protected]
Today’s presentations are available on the
District 9685 website
Go to District > District Training > District Assembly or:
assembly.rotarydistrict9685.org.au
----------------
Please evaluate today’s presentations on the
District 9685 website
Go to District > District Training > District Assembly or:
evaluate.rotarydistrict9685.org.au
