ROTARYS PUBLIC IMAGE - PowerPoint PPT Presentation

Loading...

PPT – ROTARYS PUBLIC IMAGE PowerPoint presentation | free to view - id: 216a0-NTczM



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

ROTARYS PUBLIC IMAGE

Description:

DVD TV PSA AVAILABLE FROM RI PR DEPT! WANT MORE: CALL R.I. AND ASK FOR CATALOGUE ... GETTING LOW COST/ FREE BILLBOARDS. GETTING FREE RADIO. GETTING FREE TV ... – PowerPoint PPT presentation

Number of Views:168
Avg rating:3.0/5.0
Slides: 67
Provided by: davi706
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: ROTARYS PUBLIC IMAGE


1
ROTARYS PUBLIC IMAGE
YOU CAN HELP!
SERVICE Above Self
A Discussion with the PR Leadership of District
xxxx
Moderator, xx Public Image Chair
2
WHY "BRAND" ROTARY ?
DISCUSS
4
3
OLD SCHOOL
  • VIRTUE IS ITS OWN REWARD
  • BE HUMBLE
  • DONT BRAG ABOUT GOOD DEEDS

6
4
NEW SCHOOL
  • Our New Members Come from the Public
  • We Need Public Contributions for our Fund Raisers
  • We often Need Public Support to Cut Red Tape on
    some Projects

8
5
NEW SCHOOL
9
6
But ...
IS THERE REALLY A PROBLEM ?
9
7
DOES PUBLIC KNOW THAT ROTARY EXISTS?
DO THEY LIKE US? WHAT'S OUR IMAGE?
( OR DISLIKE US? )
10
8
WHAT IS ROTARY? THE
ANSWERS WE HAVE
SCIENTIFIC PUBLIC OPINION POLL SHOWS
  • Most (77) recognize our name
  • Some have a favorable impression
  • Most are neutral or worse, negative
  • A few quotes from surveys

13
9
QUOTES FROM THE SURVEY.
USUAL PUBLIC DOESNT KNOW MUCH
THEY SUPPORT COMMUNITY ACTIVITIES, I
THINK THEY DO LANDSCAPING AND THINGS IN
TOWN LOCAL BUSINESS MEN GETTING TOGETHER TO DO
CHARITABLE WORK THEY GIVE SOME
SCHOLARSHIPS THEY SUPPORT EACH OTHER IN THE
BUSINESS WORLD, AND THEY DO CHARITY WORK
14
10
QUOTES FROM THE SURVEY.
WHAT WE DIDNT WANT TO HEAR
THEYRE FAT CATS, SCRATCHING EACH OTHERS
BACKS THEY TRY TO GET MORE BUSINESS FOR
THEMSELVES THEYRE RICH, WHITE ADULTS THEY
ARE OVERWEIGHT FAT MEN AND THEY DONT ALLOW
WOMEN ITS LIKE THE ELKS CLUB. THEY GET
TOGETHER WITH DANCES
16
11
DOES PUBLIC IMAGE MATTER?
THAT SURVEY SHOWS
ARE YOU WILLING TO HELP ROTARY?
AMONG THOSE WHO DONT KNOW A ROTARIAN
AMONG THOSE WHO DO KNOW A ROTARIAN
53
YES, MIGHT HELP
19
YES, MIGHT HELP
(18 OF PUBLIC KNOW A ROTARIAN)
19
12
ROTARY CLUB P. R. 2005-2006
WHAT IS SUCCESS?
DISCUSS
23
13
Maybe ...
SUCCESS IS . . .
  • WHEN YOUR CLUB UNDERSTANDS IT IS VITAL WORK. (See
    the new Club Leadership Plan)
  • WHEN YOU, (THE P.R. CHAIR) ARE REALLY MOTIVATED.
    COMMITTED.
  • YOU GET FOUR SERIOUS P.R. INSERTS IN YEAR.
  • (IF EVERY ONE OF 31,000 CLUBS SUCCEED, WE HAVE
    EQUIVALENT OF A NEARLY ONE HUNDRED MILLION DOLLAR
    AD BUDGET.)

26
14
ARE YOU AWARE THAT . . .
  • YOUR CLUB IS NOW ORGANIZED WITH ONLY FIVE (5)
    MAJOR COMMITTEES INCLUDING P.R.?
  • (OTHERS Membership, Service Projects, Club
    Administration, The Rotary Foundation)
  • THE CLUB P.R. CHAIR CAN EASILY
  • MAKE A HUGE IMPACT!

28
15
OUR FOUR MAJOR WEAPONS
1. PLACE STORIES
ABOUT OUR CLUB
2. PLACE PSAs
3. BUY AD SPACE
4. IDENTIFY OURSELVES
30
16
A WORD ABOUT THE FOUR
1. PLACE STORIES
ABOUT OUR CLUB
31
17
THE KEY MARKETING THEORY
WE ARE DIFFERENT FROM OUR AUDIENCE! WHAT WE
WANT WHAT INTERESTS US ARE
NOT THE NECESSARILY THE SAME AS WHAT
OUR AUDIENCE WANTS. WE MUST RESIST THE
TEMPTATION TO FEED OUR INTERESTS. HOOK THE
AUDIENCE WITH THEIR INTEREST! WHAT BENEFITS
THEM. (They dont care who got elected to what.
They dont care that we want money. They do care
about problems and drama and emotions.)
34
18
THE KEY MARKETING THEORY
  • ROTARIANS POINT OF VIEW
  • WHAT IS OUR BENEFIT FROM ROTARY?
  • OUR SATISFACTION OF SERVICE
  • OUR FUN AND ENTERTAINMENT
  • OUR RECOGNITION, RESPECT, THANKS
  • OUR FRIENDSHIPS AND FELLOWSHIP

36
19
  • THE PUBLICS POINT OF VIEW
  • WHAT IS A READER/VIEWER INTEREST IN A ROTARY
    STORY?
  • HUMAN INTEREST/EMOTION
  • PROBLEM SOLVED
  • ACTION/DRAMA
  • THEIR FRIENDS AND THEIR GROUPS
  • THOSE INTERESTS ARE DIFFERENT
  • DONT CONFUSE
  • ROTARY INTERESTS WITH
  • AUDIENCE INTEREST

40
20
Rotary
Every one else
"We Want..."
"We Want..."
"We Want..."
Editor Wants
Readers !
What does Reader Want ?
42
21
A WORD ABOUT THE FOUR
2. PLACE PSAs
44
22
                       
USE R.I. MATERIALS
PUBLIC SERVICE ANNOUNCEMENTS
                                                 
             
CD FULL OF RADIO, PRINT PSAs 608-EN
45
23
A WORD ABOUT THE FOUR
3. BUY AD SPACE
46
24
USE R.I. MATERIALS
PUBLIC SERVICE ANNOUNCEMENTS
48
25
USE R.I. MATERIALS
PUBLIC SERVICE ANNOUNCEMENTS
50
26
LEADERS/ MANAGERS OF BUSINESSES AND THE
PROFESSIONS
  • WHO MAKE A DIFFERENCE IN
  • THEIR COMMUNITIES
  • WHO Network with each other
  • GOOD PEOPLE, IN SERVICE

CALL (800) 444-5555
THATS ROTARY!
MANAGER? PROFESSIONAL? OWNER?      NETWORK
WITH OTHER LEADERS    MAKE SOME NEW FRIENDS   
HELPING HANDS FOR THE COMMUNITY
  ROTARY WORKING TOGETHER FOR
OUR COMMUNITY!
INFO? CALL
ROTARY (800) 444-5555
53
27
A WORD ABOUT THE FOUR
4. IDENTIFY OURSELVES
54
28
WHAT WE OUR CLUB MEMBERS CAN DO
55
29
Just imagine What could happen if
                                           
                                           
                                           
Every Rotarian told ten business or professional
leaders something specific that Rotary does to
serve the world.
Just imagine! Lets shout it out!
56
30
SHOW TOOLS!
FOR THE ZEALOT WHO WANTS TO LEARN IT ALL
Effective P.R. (DETAILED HOW-TO) 257-en
Rotary Fact Pack through rotary.org/ newsroom/
download center rotary booklet
001-en Whats Rotary mini-booklet 419-en PR
Tips Monthly on-line bulletin from RI - ask at
prtips_at_rotaryintl.org CD with print, billboard,
radio PSAs 608-en DVD TV PSA AVAILABLE FROM
RI PR DEPT! WANT MORE CALL R.I. AND ASK FOR
CATALOGUE (847) 866-4600 AND FIND NEARBY CLUBS
THAT DID SUPPLEMENTS
                                           
                                           
                                           
57
31
HANDOUTS!
                                           
                                           
                                           
  • Promoting Rotary Series of 5 Easy steps for
    getting into billboards, newspapers, radio and TV
  • Rotarys Public Image Public opinion survey
    story

57
32
ANY MORE IDEAS???
HERE ARE SOME MORE REAL IDEAS
  • CAR CARDS, BUS STATION POSTERS
  • WEB SITE FOR PUBLIC AND MEDIA INFO
  • PRINT ROTARY STORY ON GROCERY BAGS
  • COOPERATIVE INSERTS (ADS PAY THE COST)
  • ROTARY INFO PAMPHLETS TO HAND OUT
  • AND THERE MUST BE MORE!

DISCUSS
58
33
ROTARYS PUBLIC IMAGE
YOU CAN HELP!
SERVICE Above Self
BREAK TIME 15 MINUTES!
34
ROTARYS PUBLIC IMAGE
YOU CAN HELP!
SERVICE Above Self
A Discussion with the PR Leadership of District
xxxx
Moderator, xx Public Image Chair
35
P.R. Vs. Advertising
SOME DIFFERENCES?
  • P.R. is not paid for
  • Often more attractive to reader
  • Typical very rich content
  • Appears to have truth and the credibility of
    news
  • Cant control insertion time
  • Cant control content
  • Advertising is paid
  • Say what you want to say
  • Placed when and where you want
  • Control reach, frequency, media, message
  • Sometimes gives access to P.R.

4
36
5 EASY STEPS...
GETTING STORIES IN NEWSPAPERS
GETTING LOW COST/ FREE BILLBOARDS
GETTING FREE TV
GETTING FREE RADIO
6
37
PHOTO OF NEWSPAPER FRONT PAGE
6
38
NEWSPAPERS
STEP 1
CHOOSE A STORY IDEA !
  • WHAT DOES YOUR CLUB DO?
  • Community Service Projects
  • International Service
  • Fund Raisers
  • Weekly Meeting Programs
  • Host GSE and International Students
  • and Rotarians
  • Club Elections
  • WHAT WOULD MAKE A GOOD STORY?

8
39
NEWSPAPERS
CHOOSE A STORY IDEA !
  • Human Interest or Dramatic projects
  • Problem - - Rotary Club solves
  • Lead with LOCAL angle
  • Award Given OR Received
  • Contest Announce, Award
  • Borrowed From Supported Non-profit
  • Fundraiser Announcements
  • Staff/ Promotions

10
40
NEWSPAPERS
  • Human Interest or Dramatic projects
  • Award Given
  • Award Received
  • Contest Announce, Award
  • Borrowed From Supported Non-profit
  • Fundraiser Announcements
  • Staff/ Promotions

WHATEVER THE STORY
  • Which Will Attract Readers?
  • Which Communicates OUR
  • Brand Message?
  • (BASIC MESSAGE Join. Help Raise Money.
    Help on Project.)

12
41
SOME STORY IDEAS???
  • How did your project solve a community PROBLEM?
  • What did your club member do thats DRAMATIC?
  • Find heart strings to pull HUMAN INTEREST/
    EMOTIONAL stories of people benefiting from
    Rotary service
  • Use PHOTOS
  • ACTION ODD. UNUSUAL. Not standard check hand
    over or smiling head

THE KEYS VISUAL! ACTION! PULL IN THE READER
14
42
NEWSPAPERS
STEP 2
MAKE THE GRABBER !
The Photo
  • GET a Photo! (Skill Needed)
  • Make it Action. Drama. Nothing Dull.
  • Fill the frame. Color or 300 dpi.
  • 2¼ x 3½ or 4 x 5

15
43
NEWSPAPERS
STEP 3
MAKE THE GRABBER !
Write it
HANDOUTS! LOOK IN 5 STEPS FOLDER (BACK OF
NEWSPAPER)
THE EASY WAY
Write It - The story Sheet -
16
44
Write It - The story Sheet Who What Where (Whe
n) why
16
45
NEWSPAPERS
HANDOUTS! LOOK IN 5 STEPS FOLDER (BACK OF
NEWSPAPER)
THE EASY WAY
Write It use - The story Sheet -
  • COPY THE STORY SHEET
  • LOOK AT THE PHOTO
  • FILL IN THE BLANKS to write a story
  • WRITE A CAPTION FOR THE PHOTO. Attach it to
    photo.
  • Get Photo, Caption, and Story Sheet TO THE
    NEWSPAPER

17
46
NEWSPAPERS
STEP 3
THE HARDER WAY
MAKE THE GRABBER !
Write it
(Skill Needed)
  • Write a first, Action Line Like
  • Handicapped senior gets relief from
    crippling
  • setback.
  • Write a Caption for the photo
  • Who What Where (When) Why
  • Re-word action line and caption First line of
    the story.
  • Short! If it wouldnt make you read on
    Try again.
  • Now, finish the first paragraph 30-50 words
  • And the rest of the story Maybe 100-150

19
47
HANDOUTS!
                                           
                                           
                                           
  • Quick Tips
  • Easy Newspaper Release Guide

57
48
NEWSPAPERS
STEP 4
CONTACT THE PAPER
  • Use the Telephone (Dedication Needed)
  • contact the right editor.
  • Introduce yourself As an Enthusiastic (Always
  • Positive/ Appreciative) Member of the LOCAL
    Rotary Club
  • You think you Have a story Important for YOUR
    READERS.
  • Editor will (probably) suggest you E-mail it.
  • Get that editors name
  • Send it FAST

23
49
NEWSPAPERS
STEP 5
FOLLOWING UP
(One Year Relationship Needed)
  • When you send the story
  • PERSONAL COVER NOTE
  • End with YOUR contact info
  • Call Again Later
  • To thank Or
  • To personally ask Why Not?
  • Use experience and contact
  • Careful only really interesting stories
  • Hold it to max of 4 per year.

24
50
BILLBOARDS AVAILABLE! AND MORE
25
51
BILLBOARDS
STEP 1
LEARN LOCAL OUTDOOR
  • Are Billboards Legal/ Available?
  • Check on Bus Shelters Car Cards Airport, Bus
    Station Posters
  • Find Those Who Sell the Space (Ask Ad Agency, See
    Yellow Pages)
  • Dialogue Free when Empty? Discount for Rotary?
    Costs?

27
52
BILLBOARDS
STEP 2
GET LOCATION DETAILS
  • Pick the Specific Location(s)
  • Try for Free Or
  • Finalize the Cost for Space.
  • Learn Exact Size.
  • Get Schedule Lead Time. Duration of Display.
  • Will Local Supplier Print? Cost?

29
53
BILLBOARDS
STEP 3
THE ART. THE COPY.
  • Look At 7 Ready Made from Your P.R. Committee.
    Others from R.I. Staff
  • Billboards and Cards Are Special 5 Seconds to
    Digest!
  • Illustration Says Humanitarian Service
  • Headline Same Message 2-3-4 Words
  • Get Name I.D. Rotary Show Logo
  • Use Small Print to Acknowledge Sponsors

31
54
BILLBOARDS
STEP 4
FIND YOUR - - SPONSORS
  • Your Club?
  • Get nearby Clubs to Co-Sponsor (D.G. Blessing
    to Approach them)
  • Philanthropists? Friends of Rotary? Friendly
    Businesses? District may Contribute! (Use that
    Small size copy on Billboard)
  • Honor Sponsors at Club Meetings, Bulletins.

33
55
BILLBOARDS
STEP 5
GOOD HOUSEKEEPING
  • Help! Call Billboard Program Chair With ANY
    Questions Art Work, Tips, Costs, Contacts,
    Advice. fleming_at_mbay.net
  • Get Photo Opportunity with Sponsor For
    Thank-you Notes
  • Report Successes (or Problems) to Billboard
    Program Committee fleming_at_mbay.net Have Your
    Effort Displayed in Newsletter - - Be an Example
    for Others.
  • Do it Again!

35
56
PHOTO OF TV SET
36
57
PSAs
STEP 1
GET AND KNOW YOUR PRODUCT!
  • PUBLIC SERVICE ANNOUNCEMENTS
  • RADIO AND TELEVISION

PROBABLY You will need to meet station
manager. Be personally proud Of Rotary and
its service Of the high, professional quality
of RI PSAs Know of advertisers in your club -
Rotary
Own those PSAs. Know them. Backwards and
forward. RADIO CD 608-EN TV DVD ASK RI
PR STAFF!
38
58
VIDEO
TV DVD ASK RI PR STAFF! Tree, Omnibus,
Shadow Dancer
59
PSAs
STEP 2
MEET/BEFRIEND THE PROSPECT
The station manager decides what PSAs to
air. Tell manager about Rotary! Rotarys local
work. Play the PSAs. They are good. Manager will
respect them. Give them to the Manager.
40
60
PSAs
STEP 3
ASK ABOUT SCHEDULING
Try to close. Try to get a commitment. (Do Your
best to avoid those less effective middle of
night slots.
42
61
PSAs
STEP 4
TRY FOR CONTINUING RELATIONSHIP
Invite Manager to lunch. To Rotary. To
projects. Cross-selling (Try to get story
coverage) Promise the Manager that you will
invite the station to service project openings/
events
44
62
PSAs
STEP 5
FOLLOWING UP
(One Year Relationship Needed)
  • Send thank you notes
  • Remember include YOUR contact info
  • Call Again Later
  • To thank Or
  • To personally ask Why Not?
  • Keep the contact.
  • Work every radio TV station

45
63
MARKETING WE HAVE A HUNDRED DIFFERENT WAYS. BE
THOUGHTFUL ENERGETIC CREATIVE
46
64
USE HELP AND AVAILABLE TOOLS
DISTRICT PR CHAIRS ZONE CHAIRS R.I. STAFF AND
MATERIALS
                             
Effective public relations, a guide for rotary
clubs 257-EN
how-to IN 5 easy steps
47
65
PSAs in print, TV, Radio
Club Brochure R.I. General brochure
STORIES in print, TV Radio
Created programs in print, TV Radio
Display OUR BRAND wear pin, hang certificates,
awards
Web home page devoted to membership, community
support message
Show brand on project materials PREMIUMS AND
TALKERS (Gimmicks with Rotary logo, Plaques,
vehicles, garments)
The Coop, Paid insert about Rotary
Buy an Ad. (Get a Story.)
48
66
ROTARYS PUBLIC IMAGE
YOU CAN HELP!
SERVICE Above Self
Shout it out The Rotary Name The Rotary
message
A Discussion with the PR Leadership of District
XXX
About PowerShow.com