1. District 7470 Public Image & Public Relations Christy Berg Committee Chair 2012-2013 ChristyLBerg@gmail.com (973) 600-9607

2. Building the Rotary Brand  Rotary International Strategic Plan Priority  District 7470 Priority  Every Rotarian’s Priority

3. Role of the District PI/PR Committee  Help achieve the District Governor’s priorities  Improve public awareness, perception and understanding of Rotary  Improve internal communication and collaboration across District 7470  Enable members, clubs, district committees to enhance their effectiveness in these areas  Work collaboratively with InFlight and Electronics committees to achieve these goals  Learn from and continue best practices, while taking a fresh and expanded approach to this mission, incorporating new ideas, tools and technologies

4. Today’s Focus  Why you should not only care, but become a Public Image role model for your club and in the district.  How, together, we will affect Rotary’s Public Image. (Planning has just begun – add your voice & your ideas!)  The importance of a strong, collaborative partnership between your club and the district committee.  More detailed training in June, but don’t wait for then!

5. What is a Brand?  It’s not a logo or a tag line  It’s not a product or a service or even a company  A brand is a person’s gut feeling about a product, service or organization.  It’s not what YOU say it is, it’s what THEY believe it is.  Perception: What people believe is TRUE whether you like it or not.  Our job as Rotarians: Influence the perception

6. What is a Brand? It’s not a logo or a tag line. It’s not a product or a service or even a company. A brand is a person’s gut feeling about a product, service or organization. It’s not what YOU say it is, it’s what THEY believe it is. Perception: What people believe is TRUE whether you like it or not. Our job as Rotarians: Influence the perception

7. Why tell the Rotary story?  It’s not about bragging  It’s not about personal gain  It’s not negative in any way  It’s about building Brand Value  Brand Value = Equity = $

8. 1.2 million members in 34,000 clubs around the world Rotary’s Public Image is built locally. Rotary’s Public Image starts with you!

9. If we effectively influence perception and improve Rotary’s Public Image we can achieve our District 7470 priorities Greater public awareness of Rotary Community support of service projects Greater response to club fundraisers Foundation support by members Retention of current members Recruitment of new members Rotary Brand Value

10. Brand Awareness - Recognition

11. Brand Building: Identity Demystify! Who are you? What do you do? Why does it matter?

12. Brand Building: Differentiation

13.  Do people relate to Rotary and your club?  Do people envision themselves as Rotarians? Brand Building: Relevance ?

14. The Golden Rule: Know your audience! Establish RELEVANCE with your communications. Reach your target audience through the communication vehicles THEY use. It’s not about you! Communication is no longer one-way, it’s participatory. ENGAGE in dialogue! No one likes a sales job or a lecture. STORYTELLING is an effective way to build your image in a non-threatening way. A RELEVANT PICTURE is worth a thousand words, a VIDEO 2000. It takes MANY TOUCHES to get your message across. Be CONSISTENT, PERSISTENT and INNOVATIVE. Remember AIDA: Awareness -> Interest ->Desire -> Action. If done right, your audience will market for you and help build Rotary’s Public Image

15. Our Approach Public Image Campaign WebBillboardsTelevisionRadio Newspapers & Magazines InFlightFacebookLinkedInYouTube  RI 6 Areas of Focus  RI, District, Club News & Initiatives  Local Rotarian Profiles  “Humanity in Motion” Theme