The Marketing of Rotary and How to Enhance the Rotary Image

PP. Suzy Ibrahim

February 2016

What is Rotary Public Relations?Public relations is a strategic communication process that builds mutually beneficial relationships between

organizations and their publics

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

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

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

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.

Ways to tell our story

Social Media Traditional Media

TV, Radio, Print Ads,Newspapers, BillBoards

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

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.

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

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...

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

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

• 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

• 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

• 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

Thank You!!