how to enhance the rotary image - pp. suzy ibrahim
TRANSCRIPT
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The Marketing of Rotary and How to Enhance the Rotary Image
PP. Suzy Ibrahim
February 2016
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What is Rotary Public Relations?Public relations is a strategic communication process that builds mutually beneficial relationships between
organizations and their publics
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Why Do We Need Public Relations in Rotary?
To raise Rotary’s public image
To increase the community support for your club
To increase Membership
To make your fundraising more successful
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Who is Your Target Audience?The publicPotential new membersPeople directly affected by Rotary projectsPolitical, business and community leadersNGOs and not-for-profit organisationsYouth, young people and their parentsJournalists, reporters and bloggersClub members and other Rotarians
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What is the Message?High recognition of Rotary International’s name and symbol
Rotary’s Reputation
The Club’s successful projects and accomplishments
Rotary Programs and Service
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Selling the Rotary StoryJust as manufacturers market their products, Rotarians must sell stories to media.What journalists want is a good human interest story.Equally as valuable as a message is a qualified messenger.Be persuasive, persistent and friendly but not aggressive.
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Ways to tell our story
Social Media Traditional Media
TV, Radio, Print Ads,Newspapers, BillBoards
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Wear Rotary pins, shirts, etc. to public events
Use signage throughout the community
Produce a video of club activity
Post Rotary information on an online forum, or another organization’s Web site
Develop a club website and encourage community organizations to link to it
Ways to Promote Rotary
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Ways To Promote RotaryAsk beneficiaries of Rotary service to speak on behalf of the club.Speak to local press groups.Seek opportunities for Rotarians to speak at community events.Develop a comprehensive list of media outlets and key media contacts in your community.
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Start Planning Now... Put together an extraordinary PR team
Your team should:Know your club’s story Know your Club’s signature projects Know and identify newsworthy events
Inform everyone in your club and encourage them to tell others about your message
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Invite the media to events or event releases/announcements
Supply media releases to:All local media: print, TV and radio and include photosWeb – relevant websites you can promote to (including your Club’s website)
Develop a budget
Apply for PR grants on the district level
Start Planning Now...
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How Should You Select Your PR Team?
Prominent Community MembersProfessional Media ExperienceProfessional Relationship with the MediaThorough Knowledge of Rotary International and the ClubStrong Speaking Skills, Writing…etcWebsite Development Experience
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Preliminary Public Image Plan 2016/2017
• Address the clubs to send the name of head of the PR committee and the names of the members working in the field of journalism and media.
• Hold 2 training sessions for the heads of the PR Committee in the clubs:1- before the start of the Rotary year2- in the middle of the Rotary year
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• Hold a press conference before the beginning of the Rotary year, coinciding with an event or a Rotary Celebration, to introduce rotary and explain the plan for Rotary year 2016-2017.
• Allocate a part of the budget for the committee to cover the accommodation of the media representatives and reporters in the conferences.
Preliminary Public Image Plan 2016/2017
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• Coordinate with the Presidency and the Council of Ministers and the Ministries to discuss means of cooperation.
• Emphasize on the need to consult the committee when publishing any news or contact with the media.
• Choose a slogan for the committee and prepare for an advertising campaign covering the whole year.
Preliminary Public Image Plan 2016/2017
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• Continuous communication with the media and the press and sending the Rotary magazine as well as greeting cards on special occasions and celebrations.
• Prepare a template that includes a proposed text that can be used by clubs, in order to avoid negative impact due to improper communication with the media under the Rotary’s name.
Preliminary Public Image Plan 2016/2017
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Thank You!!