pr workshop - startstart. taking action to create awareness as we lend a hand rotary in the year...

PR Workshop - Start Start

Taking Actionto

Create Awarenessas we

Lend a Hand

Rotary in the Year

2003-2004

Rotary in the Year

2003-2004

It’s OK to TellIt’s OK to Tell

• Rotary is a “Great Story”

• It’s OK to tell the Story

• Build support for Rotary– Members– New/Potential Members– Community– Members’ Families

PR’s about…PR’s about…

• Communicating with your key audiences

• “Building Relationships”

• Inspiring confidence

• Presenting Rotary in a consistent and positive light

• Involvement (everyone has a role)

• You.

Good PR:Good PR:

It’s NO It’s NO AccidentAccidentIf you fail to If you fail to

planplanyou plan to you plan to

fail.fail.

Communications PlanCommunications Plan

1. Set Goal

2. Figure Out Where You Are

3. Identify Target Audiences

4. Develop Key Messages

5. Determine Best Vehicles

6. Follow-up and Evaluate

1. Set Goal1. Set Goal

• Articulate main objectives

• What effect do you want to have on your audience?

• Why are you communicating?

• Is the goal realistic?

2. Where Are You At?2. Where Are You At?

• What media outlets are available?• What channels are you using?• Who knows about you?• How did they find out?• Where are the gaps?• What resources do you have?• What contacts do your members

have?

3. Target Audiences3. Target Audiences

• Who do you want to reach?

• Some targets:– Members– Potential members– Community– Media– Donors and supporters

4. Key Messages4. Key Messages

• Determine key messages

• Inform all members

• Get everyone “singing fromthe same song sheet”

• Builds credibility

• Amplifies communicationsefforts

5. Vehicles5. Vehicles

• What media are available?

NewspapersNewspapers

TelevisionTelevision

WebsiteWebsite

FAXFAXM

edia

Med

ia Spon

sorship

Spon

sorship

PostersPostersDISTRICT DIGEST

TelephoneTelephone

Speakers Bureau

Ways to get out the Ways to get out the WordWord

• Billboards

• Bumper Stickers• Bus Stop Boards• Cable Listing• Cable Show• City Council Declaration• E-mail Broadcast

• Face-to-Face• Fax• Flyers• Follow-up Calls• License Plate Holders• Media Advisory• Media Personality

Involvement

Ways to get out the Ways to get out the WordWord

• Media Sponsorship• News Conference• News Release• Newsletters• Newspaper• PowerPoint Presentations• Radio

• Rotary District Digest• Rotary Events• Store Signs with

changeable letters• Store Window Posters• Stuffers• Speeches

Ways to get out the Ways to get out the WordWord

• Telephone • Television• Web Sites• Wearing Rotary

Pin• Word-of-Mouth

• and more– Events– Inflatable

Balloons– Stunts– …….

5. Vehicles5. Vehicles

• What media are available?

• What is the best mix?

• What are the time/budget limitations?

• What media will have the best impact? impact?

• You’ve got to get their attention

6. Follow-up & Evaluate6. Follow-up & Evaluate

• Do thank-you notes, etc.

• How will you evaluate effectiveness?– Attendance– Donations– New Members

• Rework your plan

Mass media are the Mass media are the most powerful most powerful

channel.channel.

Tools of the Trade Tools of the Trade

Media TipsMedia Tips

• Understand the media

• Understand how to work with them

• Be honest

• Be fair

• Be open and accessible

• Build Relationships

Tools for Media Tools for Media RelationsRelations

• Media Advisory • News Conference• News Release• Media Kits• Collateral• Stunts/Media Events• Editorial Board Meetings• Involve media in your club

Anatomy ofAnatomy ofMedia RelationsMedia Relations

• Who?

• What?

• Where?

• When?

• Why?

• How?

Media AdvisoryMedia AdvisoryNews Conference

Announcing This Year’s Recipient of The Windsor-Roseland Rotary Club’s

Sportsperson of the Year Award 

Date: Tuesday January 15, 2002Time: 10:30 AMPlace: Devonshire Mall - Sports Hall of Fame Area Outside The Bay Purpose To announce this year’s recipient of the 2000 Sportsperson of the Year award.

This award is presented annually to a person who has made a significant and positive contribution to local sports.

 At this news conference you will ...• learn who will receive this award.• meet this year’s recipient.• find out about the plans for the 6th Annual Windsor Roseland Rotary Club’s Sports

Celebrity Dinner and Auction.• meet the organizers of this year’s event and learn which organizations will benefit from

the proceeds of this event.  For further information please contact Kim Spirou, member of the organizing

committee at 966-6033.

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Media AdvisoryMedia Advisory

Who &Who &WhatWhat

Where &Where &WhenWhen

WhyWhy

Media AdvisoryMedia AdvisoryNews Conference

Announcing This Year’s Recipient of The Windsor-Roseland Rotary Club’s

Sportsperson of the Year Award 

Date: Tuesday January 18, 2000 Time: 10:30 AMPlace: Devonshire Mall - Sports Hall of Fame Area Outside The Bay Purpose To announce this year’s recipient of the 2000 Sportsperson of the Year award.

This award is presented annually to a person who has made a significant and positive contribution to local sports.

 At this news conference you will ...• learn who will receive this award.• meet this year’s recipient.• find out about the plans for the 6th Annual Windsor Roseland Rotary Club’s Sports

Celebrity Dinner and Auction.• meet the organizers of this year’s event and learn which organizations will benefit from

the proceeds of this event.  For further information please contact Kim Spirou, member of the organizing

committee at 966-6033.

-30-

HowHow

More InfoMore Info

News ReleaseNews Release

• Tool to generate interest

• Not an essay

• Put important details first

• Keep it short

• Date, time, location

• Contact person

News ReleaseNews Release

• Write interesting story

• Active verbs

• “Quotes”

• Lively headline

• Poof read• Proof read

• Distribute it to all media

Dragon Dragon BoatsBoats

Dragon Dragon BoatsBoats

Rotary Club of Windsor-RoselandFor Immediate Release

May 17, 2001

The Dragons Are Here! The Dragons Are Here!The Dragons Are Here! The Dragons Are Here!

 A brand new festival is coming to Windsor’s Riverfront this weekend. The Windsor Roseland Rotary Club is pleased to announce that the Dragon Boat Festival will take place on Saturday May 19 at the foot of Dieppe Park. A special opening ceremony, featuring the traditional dotting of the eyes and a Lion Dance will take place at 10:00 AM. The races get underway at 8:00 AM and the closing ceremony and awards presentation will take place at 6:00 PM

“Thirty nine teams have signed up to participate in the dragon boat races,” reports Gordon Orr, Committee Chair. “Dragon Boats are the largest flat water racing canoes in the world. Community and corporate crews race in three boat heats all day. Constructed of solid teak dragon boats weigh 1500 lbs and are over 12 metres in length.”

Each team is comprised of twenty paddlers, guided by a steers person the crew is kept in sync by a drummer seated in the bow of the boat. Of paramount importance is the ability of the crew to paddle in a synchronous manner maintaining a steady powerful rhythmic pace for the duration of the 500 metre course.

Combined with the excitement of dragon boat racing is the dragon boat festival’s unique brand of entertainment and traditional ceremonies. The Dragon’s Lair is the place where participants and spectators can enjoy some food, refreshments, entertainment and traditional ceremonies. There will be music, clowns, and face painting to add to the excitement and spectacle of the day.

Woody’s Outhouse is the official food vendor for the event and Molson’s is the official brewery. The Dragon’s Lair will remain open until late into the evening following the races. This is a great event for families to enjoy.

The Windsor Roseland Rotary Club is grateful to its event sponsors. Casino Windsor is this year’s “Platinum Presenting” sponsor. Gold sponsors are The Windsor Star, AM800 CKLW, Hilton Windsor. Creative Impressions is the event’s silver sponsor.

For further information please contact Gord Orr, Chairperson of the organizing committee at 253-3616 ext. 229 or Kim Spirou, Public Relations Co-ordinator - Dragon Boat Committee, at 966-6033 or 972-5720.

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Rotary Club of Windsor-RoselandFor Immediate Release

May 17, 2001

The Dragons Are Here! The Dragons Are Here!The Dragons Are Here! The Dragons Are Here!

 A brand new festival is coming to Windsor’s Riverfront this weekend. The Windsor Roseland Rotary Club is pleased to announce that the Dragon Boat Festival will take place on Saturday May 19 at the foot of Dieppe Park. A special opening ceremony, featuring the traditional dotting of the eyes and a Lion Dance will take place at 10:00 AM. The races get underway at 8:00 AM and the closing ceremony and awards presentation will take place at 6:00 PM

“Thirty nine teams have signed up to participate in the dragon boat races,” reports Gordon Orr, Committee Chair. “Dragon Boats are the largest flat water racing canoes in the world. Community and corporate crews race in three boat heats all day. Constructed of solid teak dragon boats weigh 1500 lbs and are over 12 metres in length.”

Each team is comprised of twenty paddlers, guided by a steers person the crew is kept in sync by a drummer seated in the bow of the boat. Of paramount importance is the ability of the crew to paddle in a synchronous manner maintaining a steady powerful rhythmic pace for the duration of the 500 metre course.

Combined with the excitement of dragon boat racing is the dragon boat festival’s unique brand of entertainment and traditional ceremonies. The Dragon’s Lair is the place where participants and spectators can enjoy some food, refreshments, entertainment and traditional ceremonies. There will be music, clowns, and face painting to add to the excitement and spectacle of the day.

Woody’s Outhouse is the official food vendor for the event and Molson’s is the official brewery. The Dragon’s Lair will remain open until late into the evening following the races. This is a great event for families to enjoy.

The Windsor Roseland Rotary Club is grateful to its event sponsors. Casino Windsor is this year’s “Platinum Presenting” sponsor. Gold sponsors are The Windsor Star, AM800 CKLW, Hilton Windsor. Creative Impressions is the event’s silver sponsor.

For further information please contact Gord Orr, Chairperson of the organizing committee at 253-3616 ext. 229 or Kim Spirou, Public Relations Co-ordinator - Dragon Boat Committee, at 966-6033 or 972-5720.

-30-

Hook, who and whenHook, who and when

WhatWhat

Details of HowDetails of How

Reasons for coverageReasons for coverage

Further detailsFurther details

Use “quotesUse “quotes”

“Thirty nine teams have signed up to participate in the dragon boat races,” reports Gordon Orr, Committee Chair. “Dragon Boats are the largest flat water racing canoes in the world. Community and corporate crews race in three boat heats all day. Constructed of solid teak dragon boats weigh 1500 lbs and are over 12 metres in length.”

Tickets: $70 per person Tables of 10 $650Tickets: $70 per person Tables of 10 $650

Limited reserved seating availableLimited reserved seating available

Friday, May 28, 1999 - 6 pmFriday, May 28, 1999 - 6 pm

Ciociaro Club - 3745 North Talbot Road, WindsorCiociaro Club - 3745 North Talbot Road, Windsor

Raffle Raffle Dancing Dancing Door Prizes Door Prizes  We wish to acknowledge our community spirited sponsors:We wish to acknowledge our community spirited sponsors:

CBC, CHWI, CKLW AM800, Lesperance Graphics, Air Ontario, Rose City FordCBC, CHWI, CKLW AM800, Lesperance Graphics, Air Ontario, Rose City Ford

Media Street Communications Inc., Zareh’s Ltd. Manufacturing Jewelry, The Windsor StarMedia Street Communications Inc., Zareh’s Ltd. Manufacturing Jewelry, The Windsor Star

MEDA Limited, Valiant Machine & ToolMEDA Limited, Valiant Machine & ToolLobsterfest proceeds support the Windsor-Roseland Rotary CharitiesLobsterfest proceeds support the Windsor-Roseland Rotary Charities

Starring the fabulous

Other ToolsOther Tools

• Media Kit

• News Conference

• Editorial Board Meeting

• Stunts/Media Events

District District CommunicationsCommunications

• Leadership DirectoryLeadership Directory• District NewsletterDistrict Newsletter• Governor’s VisitGovernor’s Visit• District ConferenceDistrict Conference• PETSPETS• District AssemblyDistrict Assembly• Guest Speakers & VideosGuest Speakers & Videos• www.rotary6400.orgwww.rotary6400.org

District District CommunicationsCommunications

Use Rotary programs for club PR:Use Rotary programs for club PR:

• GSE to/from your DistrictGSE to/from your District

• Ambassadorial ScholarsAmbassadorial Scholars

• University Teachers OverseasUniversity Teachers Overseas

• Work of the Rotary FoundationWork of the Rotary Foundation

• Polio EradicationPolio Eradication

• Youth Exchange ProgramYouth Exchange Program

District District CommunicationsCommunications

Use Rotary programs for club PR:Use Rotary programs for club PR:• Friendship ExchangeFriendship Exchange

• Governor’s VisitGovernor’s Visit

• Club Conference AttendanceClub Conference Attendance

• Four Way Test ProgramsFour Way Test Programs

• RYLARYLA

• and more…and more…

District District CommunicationsCommunications

Frank Devlyn AwardFrank Devlyn Award

• New in 2001New in 2001

• Presented at Presented at District 6400 District 6400 ConferenceConference

• Use to evaluate Use to evaluate clubs’ PR effortsclubs’ PR efforts

www.rotary6400.orgwww.rotary6400.org

• Club SupportClub Support– Club Splash PageClub Splash Page

• www.rotary6400.org/DetroitAMwww.rotary6400.org/DetroitAM

– NewslettersNewsletters• ArticlesArticles• QuotesQuotes

– Events ListingsEvents Listings

www.rotary6400.orgwww.rotary6400.org

• ListserverListserver

• Committee SupportCommittee Support– GSE, YEP, Ambassador GSE, YEP, Ambassador

Scholars, etc.Scholars, etc.

• Speakers ListSpeakers List

• More to ComeMore to Come

District PR SupportDistrict PR Support

• District PR PlanDistrict PR Plan• Templates for News ReleasesTemplates for News Releases• Fact SheetsFact Sheets• Media TipsMedia Tips• Help LineHelp Line• PR HandbookPR Handbook• WorkshopsWorkshops• AssemblyAssembly

Questions &

Discussion

Questions &

Discussion

End

© Kim Spirou & Bob Gallagher, 2000 – 2002District 6400

The 10 B’s of The 10 B’s of Media RelationsMedia Relations

The 10 B’s of Media The 10 B’s of Media RelationsRelations

1. Be Realistic – Understand the limits of the media.

2. Be Prepared – Before an interview, ask questions about the nature of the interview.

3. Be Accessible – Respond to the media when they call you.

The 10 B’s of Media The 10 B’s of Media RelationsRelations

4. Be honest – Never lie to the media.

5. Be quotable – Develop key messages and make them memorable.

6. Be in control – Have a goal in mind for the media interview and take the interview where you need it to go.

The 10 B’s of Media The 10 B’s of Media RelationsRelations

7. Be liked – Maintain a profes-sional but friendly demeanor.

8. Be innovative – Think outside the box. Pitch your stories.

9. Be assertive – Be willing to volunteer information and go on the offensive rather than the defensive by asserting strong, positive statements.

The 10 B’s of Media The 10 B’s of Media RelationsRelations

And finally…

10.Be sure –

Never mess up on a slow news day!