1. Public Relations for Rotary Clubs: Rotary District 7090 PR 101 – The ABCs of Public Relations Presented by Paul McAfee May 14, 2011

2. Slide 2Rotary District 7090 Public Relations Used by permission. ©2011 eXubrio Group LLC www.exubrio.com Seminar Goals Share experiences and establish a network of support Explore how to use Public Relations (PR) to promote Rotary International and your club

3. Slide 3 Who is in the room? Please introduce yourself Tell us who you are Your club A brief history of your Rotary experience Your experience with Public Relations Your experience with other related skills, such as writing, journalism, advertising, etc. Tell us what you would like to achieve from today’s program. Rotary District 7090 Public Relations Used by permission. ©2011 eXubrio Group LLC www.exubrio.com

4. Slide 4 Who Are Stakeholders, and Why Should I Build Relationships With Them? Community Businesses Potential Members Other Service Organizations Media Legislators & Community Leaders Activists Your Club’s Members Other Rotary Clubs Who would you add to this list? Rotary District 7090 Public Relations Used by permission. ©2011 eXubrio Group LLC www.exubrio.com

5. Slide 5 What Are the Key Components of PR? Media relations Community relations Public affairs Government relations And specifically for corporations Trade relations Employee relations Rotary District 7090 Public Relations Used by permission. ©2011 eXubrio Group LLC www.exubrio.com

6. Slide 6 How Can PR Help Us? Increased awareness of your club Increase interest in becoming members Alert other service organizations of your club, to attract them to present Increase general awareness of Rotary International Retain existing members Rotary District 7090 Public Relations Used by permission. ©2011 eXubrio Group LLC www.exubrio.com

7. Slide 7 Why Should I Use PR? Credible Educational Cost-effective Targeted Rotary District 7090 Public Relations Used by permission. ©2011 eXubrio Group LLC www.exubrio.com

8. Slide 8 How Can I Get Our PR Effort Off the Ground? 1.Coordinate with Rotary International’s, our District’s, and other clubs’ PR efforts 2.Create materials Find newsworthy stories to tell 3.Research the media Determine who wants your releases at each media outlet 4.Prepare spokespeople Rotary District 7090 Public Relations Used by permission. ©2011 eXubrio Group LLC www.exubrio.com

9. Slide 9 1. Coordinate with Rotary International’s, our District’s, and other clubs’ PR efforts Integrate with RI’s annual plan Integrate with District 7090’s priorities Adapt key messages from RI website, the District’s mission, and your own club’s mission Rotary District 7090 Public Relations Used by permission. ©2011 eXubrio Group LLC www.exubrio.com

10. Slide 10 2. Create materials The basics: The Press Release Backgrounder – Includes your club’s history Fact sheet Bios – Should include Officers’ photos if available Q & A Rotary District 7090 Public Relations Used by permission. ©2011 eXubrio Group LLC www.exubrio.com

11. Slide 11 3. Research the media Print Citywide paper Business Journal Local papers Specialty media Broadcast Radio TV Online Resources Contacts Preferred communications method Rotary District 7090 Public Relations Used by permission. ©2011 eXubrio Group LLC www.exubrio.com

12. Slide 12 4. Prepare spokespeople Choice of spokesperson Responsibilities Key messages Media training Rotary District 7090 Public Relations Used by permission. ©2011 eXubrio Group LLC www.exubrio.com

13. Slide 13 How Do We Get The News Out? Press releases Case histories Story Pitches Rotary District 7090 Public Relations Used by permission. ©2011 eXubrio Group LLC www.exubrio.com

14. Slide 14 Press releases Format Appropriate subject matter Distribution fax, mail, email PRWeb (www.prweb.com)www.prweb.com Use the free PR 101 white papers - www.exubrio.com/white-papers www.exubrio.com/white-papers “The ABCs of Public Relations” “The Art of the Press Release” “How to Prepare for a TV Interview” Rotary District 7090 Public Relations Used by permission. ©2011 eXubrio Group LLC www.exubrio.com

15. Slide 15 The Press Release No more than 450 words on no more than two pages Double spaced, generous margins, readable type Introductory sentence of 25 words or less that summarizes the reason for the release Write in a pyramid style – most to least important Write short, simple sentences, using active tense The five “Ws” always work – Who, What, Where, When, and Why? Avoid vanity quotes Always include a contact name and number Don’t expect your headline to be published Rotary District 7090 Public Relations Used by permission. ©2011 eXubrio Group LLC www.exubrio.com

16. Slide 16 Press releases See handout & visit www.exubrio.com/white-paperswww.exubrio.com/white-papers Rotary District 7090 Public Relations Used by permission. ©2011 eXubrio Group LLC www.exubrio.com

17. Slide 17 Pitches Definition Topics Distribution Rotary District 7090 Public Relations Used by permission. ©2011 eXubrio Group LLC www.exubrio.com

18. Where can I learn more & find resources? Rotary International General http://www.rotary.org/en/AboutUs/SiteTools/DownloadLibrary/Pages/ridefault.aspxhttp://www.rotary.org/en/AboutUs/SiteTools/DownloadLibrary/Pages/ridefault.aspx Media Tools http://www.rotary.org/EN/MEDIAANDNEWS/Pages/ridefault.aspxhttp://www.rotary.org/EN/MEDIAANDNEWS/Pages/ridefault.aspx RI Logo Files http://www.rotary.org/EN/MEDIAANDNEWS/MULTIMEDIA/GRAPHICS/Pages/RILogos.aspx Rotary District 7090 http://www.clubrunner.ca/dprg/dxprogramhome/_programhome.aspx?did=7090&pageid=34316 Rotary District 7090 Public Relations Used by permission. ©2011 eXubrio Group LLC www.exubrio.com Slide 18

19. Slide 19 Contact Information Rotary District 7090 PR Committee Rotary District 7090 Public Relations Used by permission. ©2011 eXubrio Group LLC www.exubrio.com Rotary District 7090 PR Director Paul McAfee PR Chair - Canada Roseanne Morissette PR Chair - USA Chrissy Casilio