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Public Relations - Update
  • Public relations efforts are vital to Rotarys
    continued growth and service.
  • Creating a positive image for Rotary is the
    responsibility of every Rotarian, both locally
    and globally

Paul Harris said..
  • In the promotion of understanding, it is
    important to reach large numbers, non Rotarians
    as well as Rotarians, and you cannot reach large
    numbers privately.
  • - Paul Harris

District 7070 PR Committee
  • Chairman
  • Dave Andrews, Oshawa Parkwood
  • Members
  • Jamie Maynard, Past PR Chair Woodbridge
  • Joanne Ashley, RADAR Whitby - Sunrise
  • PDG Bill Patchett, PDG Cobourg
  • Sum Cheung, District 7070 Webmaster Toronto
  • Amy Doyle Belleville
  • Arnel Schiratti Oshawa
  • Jean Baker-Pearce Alliston
  • Darryl Patterson East York

Our Goal Today
  • Our Goal today is to
  • Share your best PR practices from your Rotary
    club with all of us
  • Update you on the PR Grant Application
  • Show you a PR Checklist for your Club
  • Provide some PR dos and donts
  • Remind you to
  • Use the District 7070 Website
  • Distribute The New District 7070 Newsletter.
  • Lets Twitter The Rotary Way with Darryl

Our Goal Today
  • Time does not permit us to go through our entire
  • It will be available to you on the website on Monday , October
    19, 2009
  • So sit back, relax, and join in the fun as we
    travel through Rotary and Public Relations

Best PR Practices
  • We want to hear from you
  • What has worked for your club so far this year?
  • Any success stories?
  • What has not worked for your club so far this

November 14, 2009
District Conference - 7070
District 7070 PR grant for 2009-2010
  • The Rotary International Board of Directors has
    approved the continuation of Public Relations
    (PR) Grants in 2009-2010.
  • PR Grants are designed to assist districts to
    reach the general public by promoting Rotary and
    improving Rotarys public image.
  • Grants are awarded to districts worldwide on a
    competitive basis.

November 14, 2009
District Conference - 7070
District 7070 PR grant for 2009-2010
  • PR Grants enable districts to place
  • television and radio public service announcements
  • billboards
  • banners
  • ads
  • newspaper supplements in their communities.
  • Districts are strongly encouraged to utilize
    pre-produced Humanity in motion materials to help
    promote a consistent message. (available on the website).

November 14, 2009
District Conference - 7070
District 7070 PR grant details
  • Only districts are eligible to apply. One
    application will be considered per district.
  • Grants of up to US10,000 per district will be
    available until funds are depleted.
  • Districts must contribute a minimum of one-third
    of the total grant amount requested.
  • Funds are awarded on a competitive basis based on
    the quality of the application and to ensure an
    equitable spread of Rotary promotion worldwide.

November 14, 2009
District Conference - 7070
District 7070 PR grant details
  • PR Grant applications was signed and approved by
    District Governor Doug Byers and sent to RI
    Headquarters before the July 15, 2009 deadline.
    Here is what we hope to get
  • CTV Television Network in Canada will air the 30
    - second Humanity In Motion PSA in 48 spots (some
    in prime time) on their recently acquired A
    Channel television station in Southern Ontario to
    more than 1.3 million viewers, targeting adults,
    35 years of age and older .
  • The PSA will be simulcast on The A Channel (Law
    Order, The Tonight Show with Conan OBrian, The
    Daily Show and The Ellen Degeneris Show) It will
    also be on Monk, and Law Order SVU.  
  • Broadcast Dates November 2009 

November 14, 2009
District Conference - 7070
District 7070 PR grant details
  • Humanity In Motion V Public Television Service
    Announcement entitled The Missing Piece. It
    goes like this ..
  • Making the world a better place is an intricate
    puzzle and piece by piece , the women and men of
    Rotary have worked hard to fight hunger, promote
    literacy, and move the world toward peace. But
    there is still much to be done, still some
    missing pieces, and one of those missing pieces
    is you. Learn how you can help Rotary put
    together a better world at Rotary.orgRotary
    Humanity in Motion.
  • Be sure to go to the website . Click
    on Humanity In Motion V and look at the
    television public service announcements, and see
    the one called The Missing Piece
  • The PSA asks the viewer to
  • go to to learn more about Rotary
  • challenges them to join Rotary.

November 14, 2009
District Assembly - 7070
District 7070 PR Grant Roll Out Plan
  • Roll Out Plan If We get The PR Grant
  • Notify all Club Presidents with the broadcast
    times and dates.
  • Ask Presidents to
  • Inform all of their club members with the
    broadcast schedule.
  • Encourage the Club members to see the Humanity In
    Motion V Public Service Announcement. They must
    be familiar with the PSA in case they get
    questions from their friends and family and the
    general public.
  • Ensure that ALL club members to have a good
    well-informed answer to the question What Is
    Rotary . They will be asked that question as a
    direct result of the general public who has just
    seen the PSA on TV.

November 14, 2009
District Conference - 7070
District 7070 PR Grant Roll Out Plan
  • Roll Out Plan
  • Insert into the District 7070 Website the
    broadcast schedule for the general public to view
    the PSA.
  • Encourage website viewers to go to to
    learn more about Rotary.
  • This really becomes an invitation to ask about
    becoming a member of a Rotary club in their area.
  • Encourage Club Presidents to put a special link
    on their Club Website, which is directed to the
    general public and encourages their website
    visitors to
  • view the PSA
  • go to to learn more about Rotary
  • Encourage them to join Rotary

November 14, 2009
District Conference - 7070
A PR checklist for your club
  • PR Checklist
  • The importance of getting Rotary's image out to
    the public.
  • Does your club have a Public Relations Chair?
  • Do you know the media in your area?
  • Do you send out press releases?
  • News media as members of your club?
  • News Media Theme Week at a weekly Rotary meeting?
  • Who are our publics? Who are your audiences?
  • Tools of the trade 

1. Getting Rotarys image to the public
  • Public Relations informs communities around the
    world that Rotary is a credible organization that
    meets real needs.
  • When your Rotary club has a positive public
    image, your members are motivated to be active
    and to be looking for prospective members to join
    your club.

2. PR chair for your club
  • Does your Club have a Public Relations Chair?
  • Does your Club have a Public Relations Committee?
  • Do you have the Club PR Manual?
  • Has The PR Committee read the Club PR Manual?
  • Has The PR Committee met?

Club PR committee role
  • Your PR committees role in your club
  • Develop a plan to provide the public with
  • about Rotary
  • about your clubs service projects and activities

Clubs PR committee responsibilities
  • Achieve your PR Goals for the upcoming year
  • Familiarize yourself with RI Resources (see
    Public Relations Resources in the Club PR Manual
    for details)
  • Create awareness of your club activities among
    your members, the media, and the general public
    (see Key Rotary Messages in the Club PR Manual
    for details)
  • Enhance projects and activities to make them more
    appealing to the media (see this component of
    Public Relations in the Club PR Manual for
  • Help create a public image conductive to
    membership development (see Developing Membership
    through Public Relations in the Club PR Manual
    for details)

Work with your club committees
  • Service Projects Be aware of upcoming projects
    that would be of interest to the media
  • Membership Tailor your efforts to target
    potential members of your community
  • Rotary Foundation Be aware of upcoming
    Humanitarian Grants projects or visiting
    scholarship recipients
  • Club Administration Notify the media, in
    advance, of who is on the weekly program AND to
    help design your clubs website so that it will
    appeal to the media and the general public
  • Assign a member of your PR Committee to be a
    liaison with each of these 4 Committees. Make
    sure your PR Committee is up to date with ALL
    club activities.

3. Know your media in your area
  • Print Daily, Weekly, Monthly, Regional, SNAP
  • Radio Local Stations
  • TV Local, National, Cable
  • Do you know the news editors at each media
  • Give them a call.
  • Invite them to a Rotary Meeting

4. Press releases
  • Do you currently do your own press releases?
  • Can you send out press releases if the District
    7070 PR Committee gives you a template?
  • Do you use information from the RI (RI News
    Weekly Updates and PR Tips) and our District
    Website for Rotary Information?
  • Are your press releases being published?

5. News media as club members
  • Do you have any News media as members of your
  • Are they on your PR Committee?
  • Are you actively searching for one to become a

6. News Media Day Rotary meeting
  • Do you have a News Media Theme at one of your
    regular weekly Rotary meetings ?
  • Once a year? 
  • Do you ask one of the media to be your guest

7. Who are your publics or audiences?
  • Rotarians
  • General public
  • Potential members
  • Potential organizations or people who may become
    good sources for fundraising
  • Potential organizations or people you have helped
    or may need Rotarys help.

8. Some Tools of the trade
  • News Releases
  • The New District 7070 Newsletter
  • Websites
  • Rotary International
  • District 7070
  • Your Clubs website
  • Electronic Media Twitter, Blogs, Facebook, You
    Tube . and beyond

Public Image Resource Group
  • Appointed by the RI president, the Public Image
    Resource Group provides information and support
    to Rotary clubs and districts to help them
    promote projects, share success stories, and
    explain what Rotary is and does through the
  • It also works to improve Rotarys overall public
    image, a priority outlined in the RI Strategic
    Plan 2007-10

Zone 24 Public Image Resource Group
  • The role of Rotarys Public Image Resource Group
    for Zone 24 32 (Canada, Alaska, and part of
    Russia, St.Pierre and Miquelon, and a portion of
    New England) is
  • to liaise with Rotary International on behalf of
    all of the Districts in our zone and pass that
    information to each of the District PR Committees
  • Rotarys Public Image Resource Group for Zone 24
    32 Representative is Brian Torsney of The
    Rotary Club of Burlington, Ontario

Some Advice
  • Rotary is in the news EVERYDAY
  • Rotary has a great brand that took over a 100
    years to build Lets leverage and improve on
    it..NOT change it
  • Lets celebrate and brag about our successes.
  • Rotary clubs and districts are encouraged to
    select a day to highlight Rotarys involvement in
    the local and global community.
  • ROTARY DAY Any day can be a Rotary day in your
    community. The key is planning a high-visibility
    service project or event that helps communicate
    what Rotary is and does

Job of a Journalist
  • To inform
  • To entertain
  • To provoke discussion
  • To inquire and investigate
  • To report the truth
  • To attract audiences (that attract advertisers)
  • To be the government/business watchdog (the fifth

Job of a Journalist
  • NOT
  • To support Rotary
  • To make the world a better place
  • To sell products or fund raising tickets
  • Journalists report The Bad News
  • Good news doesnt sell well with the media
  • OUR JOB How to package the story into an
    interesting news item

What media need
  • Newsworthy Stories
  • Breaking hard news (e.g. results, this just
  • Trends (e.g. Are service clubs still relevant)
  • Rankings (e.g. Top 10 myths about Rotary)
  • Human Element (puppies and babies i.e. Habitat
    for Humanity - mom opens door to her new home)

What media need
  • Local angle for local media (e.g. Local
    celebrity in town for movie opening or local boy
    makes good Wilf Wilkinson press)
  • National perspective for national media (e.g.
    Canadians ranked as worlds most Canadians vs.
  • Unique angles (e.g. Building an AIDS
    orphanage.. On your family vacation)

What media dont need
  • Another bingo/fundraiser function
  • Focus on who you are helping is there a child
    that can be interviewed/personal story
  • Ask yourself Why would I care? - Put
    yourself in the viewers home, watching TV or
    reading the paper, or on the internet
  • Another handing over a cheque
  • Tell the story of the Rotarian why did he/she
    care about the cause what were the challenges

What media need
  • Colourful Quotes
  • The inside scope that will inform their
  • Sound bites that drive a point home
  • Creative Visuals
  • Pictures, images and film that will interest
    readers and viewers
  • Take your own photos and send them with your story

Different types of media
  • How they package the news
  • TV -- looks for short, uncomplicated stories and
    great visuals
  • Radio -- lots of time to fill with interesting
    people, experts and local stories. Get your Club
    President on a Talk Show.
  • Newspapers -- look for a good mix of news,
    analysis, photos, quotes, local stories
  • Magazines -- typically focus on a sector or
    geographic region, feature vs. news-based

Media relations overview
  • Rotarians.. Here are some Dos
  • Get to know which reporters cover which beats
  • Call at the right time of day
  • Condense your story into a 15-second pitch
  • Put yourself in the reporters shoes and make
    your story newsworthy (useful information,
    topical theme, not too commercial)
  • Give the media lots of notice before events
  • Take no for answer, find out why and adjust

Media relations overview
  • RotariansHere are some Donts.
  • Assume your story will be considered big news
  • Assume youll get news coverage because youre
    nice or because you advertise
  • Waste journalists time with unimportant details
  • Lieabout anything!
  • Bother journalists at deadline time
  • Hound journalists endlessly

Rotarys challenges
  • Misconceptions religious organization, purple
    fez hats, old guys, stuffy club, etc.
  • No perception no visibility
  • Good news story vs. seedy, lurid, scandalous,
    sexy story.which one gets published?
  • Rotary week and the mayor gets shot
  • Is your Rotary News story relevant?

Rotarys opportunities
  • Rotary Clubs are shrouded in mystery what
    happens behind closed doors
  • Accessible elitism attracts members/media
  • Where the big shots go to speak. Media know
  • Cool projects Habitat for Humanity, Partners In
    Service, Trump Aids, Gift of Life
  • Neat members who are prominent in the community,
    who act like clowns on the weekends, etc.
  • And yeswe are helping people

How to get press coverage for Rotary
  • Top 5 ways how you can get press coverage for
  • Speakers media advisories
  • Negotiate with speakers about joint media
  • Contact target media
  • Globe Mail/Star/Post
  • or other local websites
  • TV Community News Calendar
  • Community newspapers

How to get press coverage for Rotary
  • Public Service Announcements
  • Call your TV/radio station
  • Ask who you can send your PSA to
  • Fill out request from Rotary International on the
    RI Website, and get the video PSA (Humanity In
    Motion III, IV and V)
  • These announcements are already canned for you

How to get press coverage for Rotary
  • Be a little thought provoking
  • Are service clubs relevant to our society?
  • What would happen if service clubs disappeared?
  • Shall Rotary take on the AIDS issue?

How to get press coverage for Rotary
  • Wilf Wilkinson is a great Canadian story Last
    Year, This Year and Next year too
  • Small town Canadian accountant rises to become
    the top Rotarian in the World
  • If hes in town, offer the journalists an
  • Use the invitation, bios, press releases that
    already exist and adapt locally
  • And our own Bob Scott as Past Chairman of The
    Rotary Foundation is another great opportunity to
    tell The Rotary Story

How to get press coverage for Rotary
  • CALL
  • When you send a press release. follow-up
  • Are you sending it to the right person?
  • Explain to the reporter or News Editor why you
    think it would be a good story for the
    publication /show
  • Ask what kind of stories they are interested
  • And call again next time

How do we package this?
  • Press Releases
  • Cover Your Clubs Committees News
  • Needs to be
  • visual for TV
  • thought provoking for radio
  • new or timely for newspapers
  • Huge magazine/website opportunities
  • Has to have local appeal for community
  • Stories about children for parents/women
  • Business angle

How do we package this?
  • Feature Articles
  • Face of Rotary is changing (diversity)
  • Branding angle for service clubs
  • Rotarys International angle
  • Rotary Media Tour take a tour of your local
  • Editorial Luncheons
  • Rotarys Birthday Week

8. Some Tools of the trade
  • District 7070 newsletter
  • Websites
  • RI
  • District
  • Your Club Website
  • Electronic Media Twitter, Blogs, Facebook, You
    Tube..and beyond

What is Twitter?
Simplicity has played an important role in
Twitter's success. People are eager to connect
with other people and Twitter makes that simple.
Twitter asks one question, What are you doing?
Answers must be under 140 characters in length
and can be sent via mobile texting, instant
message, or the web. Twitter
  • Micro-blogging service
  • A quick way to share information
  • A social tool that has the potential to balloon

November 14, 2009
November 14, 2009
District Assembly - 7070
Case Study
  • A very clever, well planned, successful viral
    fundraiser.  The goal was to raise 10,000 to
    build a classroom for children in Tanzania.
  • Tactics
  • Asked twitterers to tweet along with web address
    and the hashtag tweetsgiving
  • Enlisted influential twitterers (via direct
    messaging) as seed evangelists
  • Chip-in for donations
  • Results
  • People tweeted 3,000 gratitude messages
  • They gained 1,337 twitter followers
  • Tweetsgiving was a top trending term on Twitter
    for 48 hours
  • received 15,830 page views from
    7563 visitors in 101 countries
  • More than 100 press and blog mentions

November 14, 2009
Case Study
  • An ongoing year-long effort to raise 12,000 for
    12 different charities.
  • Each month, a new charity is featured.
  • Tactics are fluid, but they include
  • Tweeting, badges, chip-in for donations, raffle
  • Results
  • Website traffic 3,117 unique visitors with 6,239
    page hits
  • Twitter 100 pages of search results for the
    12for12k hashtag
  • Twitter 300 users of the 12for12k hashtag
    between 11.00am and 1.00pm EST
  • Twitter Topping numerous Twitter trend sites
    (above March Madness hashtag)
  • Donors 459 contributors, raising a total of
  • Amount Target of 12,000 was raised in just 6
  • On average, more than 1,000 was being donated
    per hour.

November 14, 2009
Tips for Getting Action Participation
  • Hashtags, Seeding, Trending
  • Widgets and logos for people's blogs
  • Logo that's avatar-sized for Twitter pic
  • Reason for people to constantly tweet about it
  • Chip In widget (http//
  • Get commitments to blog or tweet
  • Encourage re-tweets (RT)

November 14, 2009
How You 7070 Can Use Twitter
  • Raise awareness for clubs in the district
  • Get more participation in District events
  • Get fundraising activities events noticed
    outside our district
  • Its OK to be a follower, make an account!
  • Participate! Retweet and use hashtags.
  • Follow us

We already have 120 Followers!
November 14, 2009
How To Get Your Events Twittered
  • E-mail your tweets to
  • In your email, include
  • Event title Treat it like a short call to
  • Date of event
  • Link for more information This is key
  • Tweets dont have to be events.
  • Announce new members, brag about successes, talk
    about the organizations you support

November 14, 2009
District 7070 Newsletter
  • Rotary News (Published about 6 times annually for
    District 7070)
  • 8 to 10 pages emailed to Club Presidents
  • cascaded to all 7070 Rotarians
  • located on the District 7070 website
  • Includes
  • District Governors newsletter
  • Stories and photographs about district projects,
    clubs and their members
  • Editorial submissions are welcomed from all
    Rotarians as long as they pertain to District
  • Deadline First day of the published month

District 7070 Newsletter Editor
  • We found a new Editor for 2009-2010 !!!
  • The team of Nancy Gilbert and Dave Andrews
  • Heres how it works
  • Club Presidents will send stories to your
    Assistant Governor for the next edition.
  • District Governor will write a letter
  • District Chairs will also contribute to The
  • Assistant Governors send articles from the Club
  • The Cost to you and to The District 0.00

RI website
  • Provides on-line resources and up to date
    information on all aspects of Rotary Go
    Searching !!
  • You will find
  • Up to the minute RI News from around the world
  • Resource materials on all Rotary topics
  • Is your Club President signed up to receive
    Weekly RI News Update via email? This is the
  • Is your PR Chair signed up to receive PR Tips via
    email? This is the place.
  • Have you signed up for the International
    Convention in Montreal min June 2010? This is
    the place.
  • Have you seen the Rotary YouTube Channel? It
    starts right here

RI website
  • Public Service Announcements RI print, radio,
    and TV announcements that clubs can use to
    promote Rotary
  • Recognition Programs RI and Foundation awards
    and recognition programs
  • Key messages more facts and Rotary information
    you can use in your news releases

District website
  • Provides on-line resources and up to date
    information on all aspects of Rotary in District
    7070 GO Surfing. Our Webmaster, Sum Cheung will
    show us how easy it is to use.
  • Be sure to log in with your ID and password. Your
    ID is your email address.
  • List of all District and Club Leaders
  • The District Advisory Board
  • Meeting Time and location of each Club in the
  • News and events from Each Club Your Club Pres
    and Secretary can add info about your club.who
    is doing what, when and where

November 14, 2009
District Conference - 7070
District website
  • District news, events, meetings who, where, and
  • You can keep your club member data and service
    projects and your club events up to date tell
    everyone brag about your accomplishments to
    Rotarians everywhere
  • Who in your club updates your information on the
    district website?

District website Whats next
  • Club of The Month want your club featured?
  • Tell Dave Andrews and Sum Cheung all about your
    club what you are doinggive us some neat
    stuff. Why should your be Club of the Month.
    12 months and only 12 Clubs can be featured
  • Professional Directory
  • Tell us about your business get your message to
    2,100 Rotarians
  • Shall we proceed with setting this up? YES or NO?
    Please let us know.
  • What is your company willing to pay to advertise
    in this Directory. HOW MUCH? HOW OFTEN?
  • What else should be on the District Website?

November 14, 2009
District Conference - 7070
Your club website
  • Does your club have a website?
  • Is the info up to date?
  • Do you allow club members to advertise and link
    to your website?
  • Keeps the website costs down.
  • 34 of the 54 clubs in District 7070 do have
    websites. Surf the net. What are you waiting
  • Give us a call Sum Cheung can teach you how to
    set up your own Club Website

Who Are Your Local Media
  • Checklist for 2009-2010
  • Please send to Dave Andrews
  • Who are the media that you use or would like to
    use in your area.
  • Media name
  • Name of news editor and email address

District PR Awards
  • 2009-2010 District Awards for the Club with the
    best Public Relations Practices
  • Show me what you have done in throughout
  • The PR Committee recommends to DG Doug who should
    receive this high honour
  • What else can we do for you?

November 14, 2009
District Assembly - 7070