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

2. pacific northwest petsIntroductionsIntroductions 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

3. pacific northwest pets You only need to do four things right.. to be widely successful in public relations

4. pacific northwest pets Learning Objectives (Use Planning Guide in Workbook p. 107) 1.Role public perception plays in creating club image 2.The key misperceptions of Rotary 3.How PR can strengthen your Club’s perceptions 4.A 7-step plan for your club’s PR effort 5.The role of club president & your story 6.Public Image resources available through RI

5. pacific northwest pets 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

6. pacific northwest pets 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

7. pacific northwest pets Perception of Rotary Is Perception Reality?

8. pacific northwest pets 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 now 3.Define your campaign (audiences and messages) 4.Include a Call-To-Action in every press release 5.Funding and club resources to execute your PR plan 6.PR tactics and tools that work in your community 7.Develop your Club’s PR calendar

9. pacific northwest pets 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?

10. pacific northwest pets 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?

11. pacific northwest pets 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

12. pacific northwest pets 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

13. pacific northwest pets 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

14. pacific northwest pets 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?

15. pacific northwest pets 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

16. pacific northwest pets 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

17. pacific northwest pets 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

18. pacific northwest pets 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

19. pacific northwest pets 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?

20. pacific northwest pets Key Takeaways from Session What will you take back to implement?

21. pacific northwest pets Wrap Up Review Learning Objectives: 1.Role public perception plays in creating Club image 2.The key misperceptions of Rotary 3.How PR can strengthen your Club’s perception 4.A 7-step plan for Rotary Club PR effort 5.Club President’s role and telling your story 6.PR resources available WOW Factor Evaluations