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PR Workshop - StartStart. Taking Action to Create Awareness as we Lend a Hand Rotary in the Year 2003-2004 Rotary in the Year 2003-2004.

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Presentation on theme: "PR Workshop - StartStart. Taking Action to Create Awareness as we Lend a Hand Rotary in the Year 2003-2004 Rotary in the Year 2003-2004."— Presentation transcript:

1 PR Workshop - StartStart

2 Taking Action to Create Awareness as we Lend a Hand Rotary in the Year Rotary in the Year

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5 It’s OK to Tell Rotary is a “Great Story” It’s OK to tell the Story Build support for Rotary –Members –New/Potential Members –Community –Members’ Families

6 PR’s about… Communicating with your key audiences “Building Relationships” Inspiring confidence Presenting Rotary in a consistent and positive light Involvement (everyone has a role) You.

7 Good PR: It’s NO Accident If you fail to plan you plan to fail.

8 Communications Plan 1.Set Goal 2.Figure Out Where You Are 3.Identify Target Audiences 4.Develop Key Messages 5.Determine Best Vehicles 6.Follow-up and Evaluate

9 1. Set Goal Articulate main objectives What effect do you want to have on your audience? Why are you communicating? Is the goal realistic?

10 2. Where Are You At? What media outlets are available? What channels are you using? Who knows about you? How did they find out? Where are the gaps? What resources do you have? What contacts do your members have?

11 3. Target Audiences Who do you want to reach? Some targets: –Members –Potential members –Community –Media –Donors and supporters

12 4. Key Messages Determine key messages Inform all members Get everyone “singing from the same song sheet” Builds credibility Amplifies communications efforts

13 5. Vehicles What media are available? Newspapers Television Website FAX Media Sponsorship Posters DISTRICT DIGEST Telephone Speakers Bureau

14 Ways to get out the Word Billboards Bumper Stickers Bus Stop Boards Cable Listing Cable Show City Council Declaration Broadcast Face-to-Face Fax Flyers Follow-up Calls License Plate Holders Media Advisory Media Personality Involvement

15 Ways to get out the Word Media Sponsorship News Conference News Release Newsletters Newspaper PowerPoint Presentations Radio Rotary District Digest Rotary Events Store Signs with changeable letters Store Window Posters Stuffers Speeches

16 Ways to get out the Word Telephone Television Web Sites Wearing Rotary Pin Word-of-Mouth and more – Events – Inflatable Balloons – Stunts – …….

17 5. Vehicles What media are available? What is the best mix? What are the time/budget limitations? impact?What media will have the best impact? You’ve got to get their attention

18 6. Follow-up & Evaluate Do thank-you notes, etc. How will you evaluate effectiveness? –Attendance –Donations –New Members Rework your plan

19 Mass media are the most powerful channel. Tools of the Trade

20 Media Tips Understand the media Understand how to work with them Be honest Be fair Be open and accessible Build Relationships

21 Tools for Media Relations Media Advisory News Conference News Release Media Kits Collateral Stunts/Media Events Editorial Board Meetings Involve media in your club

22 Anatomy of Media Relations Who? What? Where? When? Why? How?

23 Media Advisory News Conference Announcing This Year’s Recipient of The Windsor-Roseland Rotary Club’s Sportsperson of the Year Award Date:Tuesday January 15, 2002 Time:10:30 AM Place:Devonshire Mall - Sports Hall of Fame Area Outside The Bay Purpose To announce this year’s recipient of the 2000 Sportsperson of the Year award. This award is presented annually to a person who has made a significant and positive contribution to local sports. At this news conference you will... learn who will receive this award. meet this year’s recipient. find out about the plans for the 6th Annual Windsor Roseland Rotary Club’s Sports Celebrity Dinner and Auction. meet the organizers of this year’s event and learn which organizations will benefit from the proceeds of this event. For further information please contact Kim Spirou, member of the organizing committee at Media Advisory

24 Who & What Where & When Why Media Advisory News Conference Announcing This Year’s Recipient of The Windsor-Roseland Rotary Club’s Sportsperson of the Year Award Date:Tuesday January 18, 2000 Time:10:30 AM Place:Devonshire Mall - Sports Hall of Fame Area Outside The Bay Purpose To announce this year’s recipient of the 2000 Sportsperson of the Year award. This award is presented annually to a person who has made a significant and positive contribution to local sports. At this news conference you will... learn who will receive this award. meet this year’s recipient. find out about the plans for the 6th Annual Windsor Roseland Rotary Club’s Sports Celebrity Dinner and Auction. meet the organizers of this year’s event and learn which organizations will benefit from the proceeds of this event. For further information please contact Kim Spirou, member of the organizing committee at How More Info

25 News Release Tool to generate interest Not an essay Put important details first Keep it short Date, time, location Contact person

26 News Release Write interesting story Active verbs “Quotes” Lively headline Poof read Proof read Distribute it to all media

27 Dragon Boats Rotary Club of Windsor-Roseland For Immediate Release May 17, 2001 The Dragons Are Here! The Dragons Are Here! A brand new festival is coming to Windsor’s Riverfront this weekend. The Windsor Roseland Rotary Club is pleased to announce that the Dragon Boat Festival will take place on Saturday May 19 at the foot of Dieppe Park. A special opening ceremony, featuring the traditional dotting of the eyes and a Lion Dance will take place at 10:00 AM. The races get underway at 8:00 AM and the closing ceremony and awards presentation will take place at 6:00 PM “Thirty nine teams have signed up to participate in the dragon boat races,” reports Gordon Orr, Committee Chair. “Dragon Boats are the largest flat water racing canoes in the world. Community and corporate crews race in three boat heats all day. Constructed of solid teak dragon boats weigh 1500 lbs and are over 12 metres in length.” Each team is comprised of twenty paddlers, guided by a steers person the crew is kept in sync by a drummer seated in the bow of the boat. Of paramount importance is the ability of the crew to paddle in a synchronous manner maintaining a steady powerful rhythmic pace for the duration of the 500 metre course. Combined with the excitement of dragon boat racing is the dragon boat festival’s unique brand of entertainment and traditional ceremonies. The Dragon’s Lair is the place where participants and spectators can enjoy some food, refreshments, entertainment and traditional ceremonies. There will be music, clowns, and face painting to add to the excitement and spectacle of the day. Woody’s Outhouse is the official food vendor for the event and Molson’s is the official brewery. The Dragon’s Lair will remain open until late into the evening following the races. This is a great event for families to enjoy. The Windsor Roseland Rotary Club is grateful to its event sponsors. Casino Windsor is this year’s “Platinum Presenting” sponsor. Gold sponsors are The Windsor Star, AM800 CKLW, Hilton Windsor. Creative Impressions is the event’s silver sponsor. For further information please contact Gord Orr, Chairperson of the organizing committee at ext. 229 or Kim Spirou, Public Relations Co-ordinator - Dragon Boat Committee, at or Rotary Club of Windsor-Roseland For Immediate Release May 17, 2001 The Dragons Are Here! The Dragons Are Here! A brand new festival is coming to Windsor’s Riverfront this weekend. The Windsor Roseland Rotary Club is pleased to announce that the Dragon Boat Festival will take place on Saturday May 19 at the foot of Dieppe Park. A special opening ceremony, featuring the traditional dotting of the eyes and a Lion Dance will take place at 10:00 AM. The races get underway at 8:00 AM and the closing ceremony and awards presentation will take place at 6:00 PM “Thirty nine teams have signed up to participate in the dragon boat races,” reports Gordon Orr, Committee Chair. “Dragon Boats are the largest flat water racing canoes in the world. Community and corporate crews race in three boat heats all day. Constructed of solid teak dragon boats weigh 1500 lbs and are over 12 metres in length.” Each team is comprised of twenty paddlers, guided by a steers person the crew is kept in sync by a drummer seated in the bow of the boat. Of paramount importance is the ability of the crew to paddle in a synchronous manner maintaining a steady powerful rhythmic pace for the duration of the 500 metre course. Combined with the excitement of dragon boat racing is the dragon boat festival’s unique brand of entertainment and traditional ceremonies. The Dragon’s Lair is the place where participants and spectators can enjoy some food, refreshments, entertainment and traditional ceremonies. There will be music, clowns, and face painting to add to the excitement and spectacle of the day. Woody’s Outhouse is the official food vendor for the event and Molson’s is the official brewery. The Dragon’s Lair will remain open until late into the evening following the races. This is a great event for families to enjoy. The Windsor Roseland Rotary Club is grateful to its event sponsors. Casino Windsor is this year’s “Platinum Presenting” sponsor. Gold sponsors are The Windsor Star, AM800 CKLW, Hilton Windsor. Creative Impressions is the event’s silver sponsor. For further information please contact Gord Orr, Chairperson of the organizing committee at ext. 229 or Kim Spirou, Public Relations Co-ordinator - Dragon Boat Committee, at or Hook, who and when What Details of How Reasons for coverage Further details Use “quotes Use “quotes ” “Thirty nine teams have signed up to participate in the dragon boat races,” reports Gordon Orr, Committee Chair. “Dragon Boats are the largest flat water racing canoes in the world. Community and corporate crews race in three boat heats all day. Constructed of solid teak dragon boats weigh 1500 lbs and are over 12 metres in length.”

28 Tickets: $70 per person Tables of 10 $650 Limited reserved seating available Friday, May 28, pm Ciociaro Club North Talbot Road, Windsor Raffle  Dancing  Door Prizes We wish to acknowledge our community spirited sponsors: We wish to acknowledge our community spirited sponsors: CBC, CHWI, CKLW AM800, Lesperance Graphics, Air Ontario, Rose City Ford Media Street Communications Inc., Zareh’s Ltd. Manufacturing Jewelry, The Windsor Star MEDA Limited, Valiant Machine & Tool Lobsterfest proceeds support the Windsor-Roseland Rotary Charities Starring the fabulous

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30 Other Tools Media Kit News Conference Editorial Board Meeting Stunts/Media Events

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32 District Communications Leadership DirectoryLeadership Directory District NewsletterDistrict Newsletter Governor’s VisitGovernor’s Visit District ConferenceDistrict Conference PETSPETS District AssemblyDistrict Assembly Guest Speakers & VideosGuest Speakers & Videos

33 District Communications Use Rotary programs for club PR: GSE to/from your DistrictGSE to/from your District Ambassadorial ScholarsAmbassadorial Scholars University Teachers OverseasUniversity Teachers Overseas Work of the Rotary FoundationWork of the Rotary Foundation Polio EradicationPolio Eradication Youth Exchange ProgramYouth Exchange Program

34 District Communications Use Rotary programs for club PR: Friendship ExchangeFriendship Exchange Governor’s VisitGovernor’s Visit Club Conference AttendanceClub Conference Attendance Four Way Test ProgramsFour Way Test Programs RYLARYLA and more…and more…

35 District Communications Frank Devlyn Award New in 2001New in 2001 Presented at District 6400 ConferencePresented at District 6400 Conference Use to evaluate clubs’ PR effortsUse to evaluate clubs’ PR efforts

36 Club SupportClub Support –Club Splash Page –Newsletters ArticlesArticles QuotesQuotes –Events Listings

37 ListserverListserver Committee SupportCommittee Support –GSE, YEP, Ambassador Scholars, etc. Speakers ListSpeakers List More to ComeMore to Come

38 District PR Support District PR PlanDistrict PR Plan Templates for News ReleasesTemplates for News Releases Fact SheetsFact Sheets Media TipsMedia Tips Help LineHelp Line PR HandbookPR Handbook WorkshopsWorkshops AssemblyAssembly

39 Questions & Discussion

40 End

41 © Kim Spirou & Bob Gallagher, 2000 – 2002 District 6400

42 The 10 B’s of Media Relations

43 1.Be Realistic – Understand the limits of the media. 2.Be Prepared – Before an interview, ask questions about the nature of the interview. 3.Be Accessible – Respond to the media when they call you.

44 The 10 B’s of Media Relations 4.Be honest – Never lie to the media. 5.Be quotable – Develop key messages and make them memorable. 6.Be in control – Have a goal in mind for the media interview and take the interview where you need it to go.

45 The 10 B’s of Media Relations 7.Be liked – Maintain a profes- sional but friendly demeanor. 8.Be innovative – Think outside the box. Pitch your stories. 9.Be assertive – Be willing to volunteer information and go on the offensive rather than the defensive by asserting strong, positive statements.

46 The 10 B’s of Media Relations And finally… 10.Be sure – Never mess up on a slow news day!

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