1. STRENGTHENING ROTARY | 1 2013 Governors-elect Training Seminar Promoting a Positive Public Image DGM Chapter 6

2. STRENGTHENING ROTARY | 2 Rotary Public Image Coordinators Rotary Public Image Coordinators 2012 Governors-elect Training Seminar Peggy Hebden Zone 24 East Dave Clifton Zone 32 Penny Offer Zone 24 West

3. STRENGTHENING ROTARY | 3 RPIC Assistants Zone 24 East 2012 Governors-elect Training Seminar Tanya Wolff Zone 24 East South Western ON Guy Bissonnette Zone 24 East Quebec

4. STRENGTHENING ROTARY | 4 RPIC Assistants Zone 32 RPIC Assistants Zone 32 2012 Governors-elect Training Seminar George Camp Joe Clancy

5. STRENGTHENING ROTARY | 5 2013 Governors-elect Training Seminar | 5 Learning Objectives Motivate the district and clubs to create public relations plans for traditional and social media Develop strategies for promoting events at the club and district levels Discuss ways to develop successful Public Image grants for the district Update clubs on the Strengthening Rotary’s Brand initiative

6. STRENGTHENING ROTARY | 6 PROMOTING ACTIVITIES & EVENTS

7. Newsworthy Stories  Outstanding volunteers  Projects with a local connection  Program participants  Scholarship recipients  Individuals who benefited from Rotary service  PolioPlus activities

8. STRENGTHENING ROTARY | 8 2013 Governors-elect Training Seminar | 8 What to Consider When Promoting Events Goal of Project Target Audience Key Messages for Target Audience Role of Rotarians and Community in Project Type of Outreach Used Marketing Approach

9. STRENGTHENING ROTARY | 9 Key Rotary Messages Rotary is an International humanitarian organization Rotary’s top goal is to eradicate polio worldwide Rotary is on the forefront of tackling major humanitarian issues facing the world Rotary invests in people to generate sustainable economic growth Rotary builds peace and international understanding through education 2012 Governors-elect Training Seminar

10. STRENGTHENING ROTARY | 10 2013 Governors-elect Training Seminar | 10 Activity Questions  What challenges did you face in promoting the activity?  How were those challenges overcome?  What types of traditional media were used?  How was social media used?  Did the event attract prospective members?  What benefits did promoting the activity bring?

11. STRENGTHENING ROTARY | 11 SUCCESSFUL PUBLIC IMAGE GRANTS

12. STRENGTHENING ROTARY | 12 2013 Governors-elect Training Seminar | 12 Public Image Grants Available to districts, up to US$15,000 match Districts must match at least one-third of the amount they request US$1,000 bonus for districts participating in multidistrict grants Apply for grants on www.rotary.org (search for “Public Image grants”)www.rotary.org

13. STRENGTHENING ROTARY | 13 Public Image Grants Whose district has participated in the PI Grants Program? What was the grant used for? What was the process for using the grant money? How have you worked with other districts on a grant project? What impact has your PI Grant had on membership? How are you measuring the effectiveness of your PI grant? 2012 Governors-elect Training Seminar

14. STRENGTHENING ROTARY | 14 CREATING A PUBLIC RELATIONS PLAN

15. STRENGTHENING ROTARY | 15 2013 Governors-elect Training Seminar | 15 Television, radio, and print ads Billboards Newspaper articles Radio announcements Traditional Media

16. STRENGTHENING ROTARY | 16 2013 Governors-elect Training Seminar | 16 Social Media Plans  Target the appropriate audience  Follow and share stories  Foster online relationships  Appeal to non-Rotarians

17. STRENGTHENING ROTARY | 17 Discussion Points Public relations planning What club or district activities might be newsworthy? What public relations activities do you budget for in your district? How do you plan for the promotion of events in your district? Which activities work well? What will you do differently?

18. STRENGTHENING ROTARY | 18 Discussion Points Social media planning How have you used social media to promote your club or district activities? How often are your social media pages and district website updated? How do you communicate online with your target groups? How can Rotaractors and New Generations program alumni assist with your social media campaign? What messages are you trying to convey through social media?

19. STRENGTHENING ROTARY | 19 Discussion Points Evaluation What kind of impact has your campaign had on prospective members, donations, and friends or family of Rotary in the past year? How will you evaluate the success of your public relations efforts? Has anyone used online analytics, such as Google Analytics, to measure page views? If so, what did you learn?

20. STRENGTHENING ROTARY | 20 STRENGTHENING ROTARY Telling Rotary’s Story Through Our Messages, Voice, and Visual Identity July 2013

21. STRENGTHENING ROTARY | 21 Never Heard of Rotary Know Name Only Some Familiarity SURVEYS SHOW SURVEYS SHOW

22. STRENGTHENING ROTARY | 22 Not earning full credit for our good work IT’S HARDER TO REACH OUR FULL POTENTIAL STRENGTHENING ROTARY

23. STRENGTHENING ROTARY | 23 RESEARCH Conducted 160+ interviews Analyzed 20,162 surveys Visited 20 clubs and attended the 2012 International Convention Reviewed 400+ documents 5 Participated in Zone Institutes Obtained comprehensive feedback from Rotarians & prospects in 167 count ries

24. STRENGTHENING ROTARY | 24 STRATEGY: OUR SIGNATURE AND MARK OF EXCELLENCE

25. STRENGTHENING ROTARY | 25 PARTNERSHIPS & INTERNAL CAMPAIGNS

26. STRENGTHENING ROTARY | 26 THE END RESULTS—WHAT ARE WE ACHIEVING? Increased understanding of Rotary Increased membership Increased impact in communities Increased donor support Increased partnerships

27. STRENGTHENING ROTARY | 27 BE A ROTARY CHAMPION

28. STRENGTHENING ROTARY | 28 2013 Governors-elect Training Seminar | 28 Key PR Resources Rotary Media Center: www.r otary.org/mediacenter Effective Public Relations: A Guide for Rotary Clubs Rotary public image coordinators (RPICs) PR writing www.rotary.org: Working with media Public Image grants

29. STRENGTHENING ROTARY | 29 Thank you!

30. STRENGTHENING ROTARY | 30 Questions?