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London workshop ri pr presentation
London workshop ri pr presentation
London workshop ri pr presentation
London workshop ri pr presentation
London workshop ri pr presentation
London workshop ri pr presentation
London workshop ri pr presentation
London workshop ri pr presentation
London workshop ri pr presentation
London workshop ri pr presentation
London workshop ri pr presentation
London workshop ri pr presentation
London workshop ri pr presentation
London workshop ri pr presentation
London workshop ri pr presentation
London workshop ri pr presentation
London workshop ri pr presentation
London workshop ri pr presentation
London workshop ri pr presentation
London workshop ri pr presentation
London workshop ri pr presentation
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London workshop ri pr presentation

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  • 1. Rotary Public Relations Sandra Prüfer Senior Media Relations Specialist Europe and AfricaI am here to talk to you about the RI resources that are available for you, for your clubs and districts – to help enhance the image of Rotary.We all know that the general lack of understanding of Rotary’s good work impedes membership growth and hampers The Rotary Foundation’s efforts to partner with corporate and individual donors to generate support for key humanitarian initiatives, such as the PolioPlus program.Improving Rotary’s public image is critical to making sure our organization remains a vibrant community force for good. At the same time, Rotary International board and leaders also recognize that Rotary is not Coca-Cola, Volkswagen, Samsung or any other major corporations -- Rotary does not have billions of dollars to spend on marketing and advertising.However, Rotary’s strength lies in the 33,000 clubs and 1.2 million Rotarians, a tremendous resource that can rival that of many large corporations.Today, I will give a summary of the PR resources available for Rotary clubs and districts -- and resources to help you in your role as Rotary Public Relations representatives.
  • 2. What does Rotary mean to others?Wer bin ich? Und wenn ja, wie viele? This is the title of the acclaimedbestseller by Richard Daniel Precht.I haven’t read it , but I love the title.For Rotary this could be reworded as follows What is Rotary? And if yes,how many?Most non Rotarians have either no idea what Rotary is and does or lots ofmisconceptions.
  • 3. All About Communication • "One cannot not communicate.“ Paul Watzlawick • Enhancement of Public Image is a key priority of RI’s new strategic plan • PR is managing communication between an organization and its publicsI’m sure many of you are familiar with Watzlawick’s famous aximon. Mankann nicht nicht kommunizieren.That means every behaviour is a kind of communication. This is also true forRotary’s public image.RI Director John Blount put it this way: “If you don’t craft your brand, thepublic will craft it for you.|”The RI Board of Directors confirms that improving Rotary’s public image iscritical to making our organization a vibrant community force and essentialfor membership growth. That’s why one of the key priorities of the newstrategic plan is to enhance Rotary’s public image.The German saying “Do good and talk about it” is wildly seen as a basisdefinition of PR. This is a new concept for Rotary. For many decades,Rotary has been doing good without talking about it.The Chartered Institute of Public Relations in the UK defines PR as“The discipline which looks after the reputation - with the aim ofearning understanding and support, and influencing opinion andbehaviour. It is the planned and sustained effort to establish andmaintain goodwill and mutual understanding between an organisation
  • 4. PR definition of UK Institute of Public Relations “The discipline which looks after the reputation - with the aim of earning understanding and support, and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics .”I’m sure many of you are familiar with Watzlawick’s famous aximon. Mankann nicht nicht kommunizieren.That means every behaviour is a kind of communication. This is also true forRotary’s public image.RI Director John Blount put it this way: “If you don’t craft your brand, thepublic will craft it for you.|”The RI Board of Directors confirms that improving Rotary’s public image iscritical to making our organization a vibrant community force and essentialfor membership growth. That’s why one of the key priorities of the newstrategic plan is to enhance Rotary’s public image.The German saying “Do good and talk about it” is wildly seen as a basisdefinition of PR. This is a new concept for Rotary. For many decades,Rotary has been doing good without talking about it.The Chartered Institute of Public Relations in the UK defines PR as“The discipline which looks after the reputation - with the aim ofearning understanding and support, and influencing opinion andbehaviour. It is the planned and sustained effort to establish andmaintain goodwill and mutual understanding between an organisation
  • 5. PR is about reputation • What you say • What you do • What others say about youPublic relations is about reputation - the result of what you do, what you sayand what others say about you.Every organisation, no matter how large or small, ultimately depends on itsreputation for survival and success
  • 6. Rotary’s public image is the responsibility of … every single RotarianRotary’s public image is the responsibility of every single Rotarian —The Rotary public image initiative can only succeed when clubs and districts aremobilized to actively reach out to their communities and to the media.We cannot afford to blanket the public with paid advertising on a massive scale.But, if we “Think Locally and Act Locally,” and tap into the connections and talentswe already have at the grassroots level, our resources will be multiplied to achievesignificant results and impact within the communities you serve.
  • 7. Rotary’s PR Division Support • Creative resources • Financial resources • Human resourcesWhat are we doing now?1) We provide Rotary clubs and districts with creative resources and counsel2) And provide financial resources to Rotary clubs and districts through PR Grants3) Our final resource is human.First, the president-appointed Public Image Resource group, short PIRG. Next year they will be called Public Image Coordinators. These are Rotarians who are in public relations, marketing, journalism or have working knowledge of communications..Second, the Public Relations Division 7
  • 8. Public Relations Division• Media relations – working with the media to promote Rotary• Public relations – helping Rotary clubs promote Rotary• External relations – promoting Rotary to the international community
  • 9. Humanity in Motion PSA campaign 2007 2008 2009 Download at rotary.org/humanityinmotionFirst PR resource is: CreativeRotary’s Humanity in motion public service announcements are pre-produced: television,radio, print, billboard and Internet materials available in nine languages. Rotary Clubs areencouraged to customize materials to create a more regional message.The focus again -- is on telling our story: how the power of working together -- or buildingcommunities – such as improving literacy, and providing clean water, ending a disease andRotary’s programs and network that promote peace and understanding.All of Rotary’s public relations tools can be downloaded atwww.rotary.org/humanityinmotion.
  • 10. Promotional Resources Brochure Wallet cards Brochure/poster Postcard Wallet cardsAll items can be ordered via shop.rotary.org Downloadable pdfs are also available at rotary.org
  • 11. This is Rotary DVDThis 27-minute DVD can help you share Rotary in many ways: as an inspirational club program, tointroduce the organization to prospective members, or to encourage public service in yourcommunity. Clubs are also encouraged to take this DVD to local community access televisionstations. Working with the station, you may be able to have all or part of This Is Rotary broadcast toyour community. The station may also be interested in learning about – and reporting on – what yourlocal club is doing.
  • 12. Training materialsEffective Public Relations guide offers insight on PR 101, PR writing, media training, case studies,beyond traditional media. It is a purchase item. It also has a section on new media and includes newcase studies of how clubs have had success with their PR effortsThe Media Crisis Handbook helps clubs and districts implement a crisis strategy and offerscommunication tips while dealing with the media in times of crisis.
  • 13. Press releases, fact sheets, training
  • 14. PR Tips newsletterRotary PR Tips reaches more than 13,000 people in 120 countries from Afghanistan to Zimbabwe.This bi-weekly e-newsletter is a great opportunity to learn how the media works and how othercultures promote their projects. Subscribe at www.rotary.org/newslettersStories will be translated and shared in other Rotary publications including Regional magazines andRotary Leader
  • 15. Financial ResourcesFinancial PR resources includePaid advertising placementsPR grant program
  • 16. PR Grants $2M $1.2M $7.6M $4.5M In millions (US$) Grants District Contribution In Kind Donations Public Relations ValueThe program budget is US$2 million allocated throughout the world.Each grant must include at least 1/3 matching contribution from the district,and some donated value from a partner media.Here is where the dollar value is multiplied as districts use contacts to gainprice discounts or donations from media– donations can be extra airtime on TV or radio, additional billboards andprint ads or other discounts on typical prices.The result based on applications from Districts in 09-10, the program couldyield an estimated US$7.6 million in public relations value.
  • 17. 2 imagesThe membership focused faces ad on screen in a South Africansupermarket
  • 18. With PR grant funding French districts launched a national advertising campaign topromote Rotary’s youth programs
  • 19. Brand Confusion 19
  • 20. Simplify to Identify 20
  • 21. Questions?

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