ROTARYS PUBLIC IMAGE

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ROTARYS PUBLIC IMAGE
YOU CAN HELP!
SERVICE Above Self
A Discussion with the PR Leadership of District
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Moderator, xx Public Image Chair
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WHY "BRAND" ROTARY ?
DISCUSS
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OLD SCHOOL

• VIRTUE IS ITS OWN REWARD
• BE HUMBLE
• DONT BRAG ABOUT GOOD DEEDS

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NEW SCHOOL

• Our New Members Come from the Public
• We Need Public Contributions for our Fund Raisers
• We often Need Public Support to Cut Red Tape on
  some Projects

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NEW SCHOOL
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But ...
IS THERE REALLY A PROBLEM ?
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DOES PUBLIC KNOW THAT ROTARY EXISTS?
DO THEY LIKE US? WHAT'S OUR IMAGE?
( OR DISLIKE US? )
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WHAT IS ROTARY? THE
ANSWERS WE HAVE
SCIENTIFIC PUBLIC OPINION POLL SHOWS

• Most (77) recognize our name
• Some have a favorable impression
• Most are neutral or worse, negative
• A few quotes from surveys

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QUOTES FROM THE SURVEY.
USUAL PUBLIC DOESNT KNOW MUCH
THEY SUPPORT COMMUNITY ACTIVITIES, I
THINK THEY DO LANDSCAPING AND THINGS IN
TOWN LOCAL BUSINESS MEN GETTING TOGETHER TO DO
CHARITABLE WORK THEY GIVE SOME
SCHOLARSHIPS THEY SUPPORT EACH OTHER IN THE
BUSINESS WORLD, AND THEY DO CHARITY WORK
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QUOTES FROM THE SURVEY.
WHAT WE DIDNT WANT TO HEAR
THEYRE FAT CATS, SCRATCHING EACH OTHERS
BACKS THEY TRY TO GET MORE BUSINESS FOR
THEMSELVES THEYRE RICH, WHITE ADULTS THEY
ARE OVERWEIGHT FAT MEN AND THEY DONT ALLOW
WOMEN ITS LIKE THE ELKS CLUB. THEY GET
TOGETHER WITH DANCES
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DOES PUBLIC IMAGE MATTER?
THAT SURVEY SHOWS
ARE YOU WILLING TO HELP ROTARY?
AMONG THOSE WHO DONT KNOW A ROTARIAN
AMONG THOSE WHO DO KNOW A ROTARIAN
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YES, MIGHT HELP
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YES, MIGHT HELP
(18 OF PUBLIC KNOW A ROTARIAN)
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ROTARY CLUB P. R. 2005-2006
WHAT IS SUCCESS?
DISCUSS
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Maybe ...
SUCCESS IS . . .

• WHEN YOUR CLUB UNDERSTANDS IT IS VITAL WORK. (See
  the new Club Leadership Plan)
• WHEN YOU, (THE P.R. CHAIR) ARE REALLY MOTIVATED.
  COMMITTED.
• YOU GET FOUR SERIOUS P.R. INSERTS IN YEAR.
• (IF EVERY ONE OF 31,000 CLUBS SUCCEED, WE HAVE
  EQUIVALENT OF A NEARLY ONE HUNDRED MILLION DOLLAR
  AD BUDGET.)

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ARE YOU AWARE THAT . . .

• YOUR CLUB IS NOW ORGANIZED WITH ONLY FIVE (5)
  MAJOR COMMITTEES INCLUDING P.R.?
• (OTHERS Membership, Service Projects, Club
  Administration, The Rotary Foundation)
• THE CLUB P.R. CHAIR CAN EASILY
• MAKE A HUGE IMPACT!

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OUR FOUR MAJOR WEAPONS
1. PLACE STORIES
ABOUT OUR CLUB
2. PLACE PSAs
3. BUY AD SPACE
4. IDENTIFY OURSELVES
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A WORD ABOUT THE FOUR
1. PLACE STORIES
ABOUT OUR CLUB
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THE KEY MARKETING THEORY
WE ARE DIFFERENT FROM OUR AUDIENCE! WHAT WE
WANT WHAT INTERESTS US ARE
NOT THE NECESSARILY THE SAME AS WHAT
OUR AUDIENCE WANTS. WE MUST RESIST THE
TEMPTATION TO FEED OUR INTERESTS. HOOK THE
AUDIENCE WITH THEIR INTEREST! WHAT BENEFITS
THEM. (They dont care who got elected to what.
They dont care that we want money. They do care
about problems and drama and emotions.)
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THE KEY MARKETING THEORY

• ROTARIANS POINT OF VIEW
• WHAT IS OUR BENEFIT FROM ROTARY?
• OUR SATISFACTION OF SERVICE
• OUR FUN AND ENTERTAINMENT
• OUR RECOGNITION, RESPECT, THANKS
• OUR FRIENDSHIPS AND FELLOWSHIP

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• THE PUBLICS POINT OF VIEW
• WHAT IS A READER/VIEWER INTEREST IN A ROTARY
  STORY?
• HUMAN INTEREST/EMOTION
• PROBLEM SOLVED
• ACTION/DRAMA
• THEIR FRIENDS AND THEIR GROUPS

• THOSE INTERESTS ARE DIFFERENT
• DONT CONFUSE
• ROTARY INTERESTS WITH
• AUDIENCE INTEREST

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Rotary
Every one else
"We Want..."
"We Want..."
"We Want..."
Editor Wants
Readers !
What does Reader Want ?
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A WORD ABOUT THE FOUR
2. PLACE PSAs
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USE R.I. MATERIALS
PUBLIC SERVICE ANNOUNCEMENTS
                                                 
             
CD FULL OF RADIO, PRINT PSAs 608-EN
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A WORD ABOUT THE FOUR
3. BUY AD SPACE
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USE R.I. MATERIALS
PUBLIC SERVICE ANNOUNCEMENTS
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USE R.I. MATERIALS
PUBLIC SERVICE ANNOUNCEMENTS
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LEADERS/ MANAGERS OF BUSINESSES AND THE
PROFESSIONS

• WHO MAKE A DIFFERENCE IN
• THEIR COMMUNITIES
• WHO Network with each other
• GOOD PEOPLE, IN SERVICE

CALL [phone]
THATS ROTARY!
MANAGER? PROFESSIONAL? OWNER?      NETWORK
WITH OTHER LEADERS    MAKE SOME NEW FRIENDS   
HELPING HANDS FOR THE COMMUNITY
  ROTARY WORKING TOGETHER FOR
OUR COMMUNITY!
INFO? CALL
ROTARY [phone]
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A WORD ABOUT THE FOUR
4. IDENTIFY OURSELVES
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WHAT WE OUR CLUB MEMBERS CAN DO
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Just imagine What could happen if
                                           
                                           
                                           
Every Rotarian told ten business or professional
leaders something specific that Rotary does to
serve the world.
Just imagine! Lets shout it out!
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SHOW TOOLS!
FOR THE ZEALOT WHO WANTS TO LEARN IT ALL
Effective P.R. (DETAILED HOW-TO) 257-en
Rotary Fact Pack through rotary.org/ newsroom/
download center rotary booklet
001-en Whats Rotary mini-booklet 419-en PR
Tips Monthly on-line bulletin from RI - ask at
prtips_at_rotaryintl.org CD with print, billboard,
radio PSAs 608-en DVD TV PSA AVAILABLE FROM
RI PR DEPT! WANT MORE CALL R.I. AND ASK FOR
CATALOGUE [phone] AND FIND NEARBY CLUBS
THAT DID SUPPLEMENTS
                                           
                                           
                                           
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HANDOUTS!
                                           
                                           
                                           

• Promoting Rotary Series of 5 Easy steps for
  getting into billboards, newspapers, radio and TV
• Rotarys Public Image Public opinion survey
  story

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ANY MORE IDEAS???
HERE ARE SOME MORE REAL IDEAS

• CAR CARDS, BUS STATION POSTERS
• WEB SITE FOR PUBLIC AND MEDIA INFO
• PRINT ROTARY STORY ON GROCERY BAGS
• COOPERATIVE INSERTS (ADS PAY THE COST)
• ROTARY INFO PAMPHLETS TO HAND OUT
• AND THERE MUST BE MORE!

DISCUSS
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ROTARYS PUBLIC IMAGE
YOU CAN HELP!
SERVICE Above Self
BREAK TIME 15 MINUTES!
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ROTARYS PUBLIC IMAGE
YOU CAN HELP!
SERVICE Above Self
A Discussion with the PR Leadership of District
xxxx
Moderator, xx Public Image Chair
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P.R. Vs. Advertising
SOME DIFFERENCES?

• P.R. is not paid for
• Often more attractive to reader
• Typical very rich content
• Appears to have truth and the credibility of
  news
• Cant control insertion time
• Cant control content

• Advertising is paid
• Say what you want to say
• Placed when and where you want
• Control reach, frequency, media, message
• Sometimes gives access to P.R.

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5 EASY STEPS...
GETTING STORIES IN NEWSPAPERS
GETTING LOW COST/ FREE BILLBOARDS
GETTING FREE TV
GETTING FREE RADIO
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PHOTO OF NEWSPAPER FRONT PAGE
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NEWSPAPERS
STEP 1
CHOOSE A STORY IDEA !

• WHAT DOES YOUR CLUB DO?
• Community Service Projects
• International Service
• Fund Raisers
• Weekly Meeting Programs
• Host GSE and International Students
• and Rotarians
• Club Elections
• WHAT WOULD MAKE A GOOD STORY?

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NEWSPAPERS
CHOOSE A STORY IDEA !

• Human Interest or Dramatic projects
• Problem - - Rotary Club solves
• Lead with LOCAL angle
• Award Given OR Received
• Contest Announce, Award
• Borrowed From Supported Non-profit
• Fundraiser Announcements
• Staff/ Promotions

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NEWSPAPERS

• Human Interest or Dramatic projects
• Award Given
• Award Received
• Contest Announce, Award
• Borrowed From Supported Non-profit
• Fundraiser Announcements
• Staff/ Promotions

WHATEVER THE STORY

• Which Will Attract Readers?
• Which Communicates OUR
• Brand Message?
• (BASIC MESSAGE Join. Help Raise Money.
  Help on Project.)

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SOME STORY IDEAS???

• How did your project solve a community PROBLEM?
• What did your club member do thats DRAMATIC?
• Find heart strings to pull HUMAN INTEREST/
  EMOTIONAL stories of people benefiting from
  Rotary service
• Use PHOTOS
• ACTION ODD. UNUSUAL. Not standard check hand
  over or smiling head

THE KEYS VISUAL! ACTION! PULL IN THE READER
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NEWSPAPERS
STEP 2
MAKE THE GRABBER !
The Photo

• GET a Photo! (Skill Needed)
• Make it Action. Drama. Nothing Dull.
• Fill the frame. Color or 300 dpi.
• 2¼ x 3½ or 4 x 5

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NEWSPAPERS
STEP 3
MAKE THE GRABBER !
Write it
HANDOUTS! LOOK IN 5 STEPS FOLDER (BACK OF
NEWSPAPER)
THE EASY WAY
Write It - The story Sheet -
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Write It - The story Sheet Who What Where (Whe
n) why
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NEWSPAPERS
HANDOUTS! LOOK IN 5 STEPS FOLDER (BACK OF
NEWSPAPER)
THE EASY WAY
Write It use - The story Sheet -

• COPY THE STORY SHEET
• LOOK AT THE PHOTO
• FILL IN THE BLANKS to write a story
• WRITE A CAPTION FOR THE PHOTO. Attach it to
  photo.
• Get Photo, Caption, and Story Sheet TO THE
  NEWSPAPER

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NEWSPAPERS
STEP 3
THE HARDER WAY
MAKE THE GRABBER !
Write it
(Skill Needed)

• Write a first, Action Line Like
• Handicapped senior gets relief from
  crippling
• setback.
• Write a Caption for the photo
• Who What Where (When) Why
• Re-word action line and caption First line of
  the story.
• Short! If it wouldnt make you read on
  Try again.
• Now, finish the first paragraph 30-50 words
• And the rest of the story Maybe 100-150

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HANDOUTS!
                                           
                                           
                                           

• Quick Tips
• Easy Newspaper Release Guide

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NEWSPAPERS
STEP 4
CONTACT THE PAPER

• Use the Telephone (Dedication Needed)
• contact the right editor.
• Introduce yourself As an Enthusiastic (Always
• Positive/ Appreciative) Member of the LOCAL
  Rotary Club
• You think you Have a story Important for YOUR
  READERS.
• Editor will (probably) suggest you E-mail it.
• Get that editors name
• Send it FAST

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NEWSPAPERS
STEP 5
FOLLOWING UP
(One Year Relationship Needed)

• When you send the story
• PERSONAL COVER NOTE
• End with YOUR contact info
• Call Again Later
• To thank Or
• To personally ask Why Not?
• Use experience and contact
• Careful only really interesting stories
• Hold it to max of 4 per year.

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BILLBOARDS AVAILABLE! AND MORE
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BILLBOARDS
STEP 1
LEARN LOCAL OUTDOOR

• Are Billboards Legal/ Available?
• Check on Bus Shelters Car Cards Airport, Bus
  Station Posters
• Find Those Who Sell the Space (Ask Ad Agency, See
  Yellow Pages)
• Dialogue Free when Empty? Discount for Rotary?
  Costs?

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BILLBOARDS
STEP 2
GET LOCATION DETAILS

• Pick the Specific Location(s)
• Try for Free Or
• Finalize the Cost for Space.
• Learn Exact Size.
• Get Schedule Lead Time. Duration of Display.
• Will Local Supplier Print? Cost?

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BILLBOARDS
STEP 3
THE ART. THE COPY.

• Look At 7 Ready Made from Your P.R. Committee.
  Others from R.I. Staff
• Billboards and Cards Are Special 5 Seconds to
  Digest!
• Illustration Says Humanitarian Service
• Headline Same Message 2-3-4 Words
• Get Name I.D. Rotary Show Logo
• Use Small Print to Acknowledge Sponsors

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BILLBOARDS
STEP 4
FIND YOUR - - SPONSORS

• Your Club?
• Get nearby Clubs to Co-Sponsor (D.G. Blessing
  to Approach them)
• Philanthropists? Friends of Rotary? Friendly
  Businesses? District may Contribute! (Use that
  Small size copy on Billboard)
• Honor Sponsors at Club Meetings, Bulletins.

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BILLBOARDS
STEP 5
GOOD HOUSEKEEPING

• Help! Call Billboard Program Chair With ANY
  Questions Art Work, Tips, Costs, Contacts,
  Advice. fleming_at_mbay.net
• Get Photo Opportunity with Sponsor For
  Thank-you Notes
• Report Successes (or Problems) to Billboard
  Program Committee fleming_at_mbay.net Have Your
  Effort Displayed in Newsletter - - Be an Example
  for Others.
• Do it Again!

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PHOTO OF TV SET
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PSAs
STEP 1
GET AND KNOW YOUR PRODUCT!

• PUBLIC SERVICE ANNOUNCEMENTS
• RADIO AND TELEVISION

PROBABLY You will need to meet station
manager. Be personally proud Of Rotary and
its service Of the high, professional quality
of RI PSAs Know of advertisers in your club -
Rotary
Own those PSAs. Know them. Backwards and
forward. RADIO CD 608-EN TV DVD ASK RI
PR STAFF!
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VIDEO
TV DVD ASK RI PR STAFF! Tree, Omnibus,
Shadow Dancer
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PSAs
STEP 2
MEET/BEFRIEND THE PROSPECT
The station manager decides what PSAs to
air. Tell manager about Rotary! Rotarys local
work. Play the PSAs. They are good. Manager will
respect them. Give them to the Manager.
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PSAs
STEP 3
ASK ABOUT SCHEDULING
Try to close. Try to get a commitment. (Do Your
best to avoid those less effective middle of
night slots.
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PSAs
STEP 4
TRY FOR CONTINUING RELATIONSHIP
Invite Manager to lunch. To Rotary. To
projects. Cross-selling (Try to get story
coverage) Promise the Manager that you will
invite the station to service project openings/
events
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PSAs
STEP 5
FOLLOWING UP
(One Year Relationship Needed)

• Send thank you notes
• Remember include YOUR contact info
• Call Again Later
• To thank Or
• To personally ask Why Not?
• Keep the contact.
• Work every radio TV station

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MARKETING WE HAVE A HUNDRED DIFFERENT WAYS. BE
THOUGHTFUL ENERGETIC CREATIVE
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USE HELP AND AVAILABLE TOOLS
DISTRICT PR CHAIRS ZONE CHAIRS R.I. STAFF AND
MATERIALS
                             
Effective public relations, a guide for rotary
clubs 257-EN
how-to IN 5 easy steps
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PSAs in print, TV, Radio
Club Brochure R.I. General brochure
STORIES in print, TV Radio
Created programs in print, TV Radio
Display OUR BRAND wear pin, hang certificates,
awards
Web home page devoted to membership, community
support message
Show brand on project materials PREMIUMS AND
TALKERS (Gimmicks with Rotary logo, Plaques,
vehicles, garments)
The Coop, Paid insert about Rotary
Buy an Ad. (Get a Story.)
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ROTARYS PUBLIC IMAGE
YOU CAN HELP!
SERVICE Above Self
Shout it out The Rotary Name The Rotary
message
A Discussion with the PR Leadership of District
XXX