What makes a story newsworthy? How do you know which journalists and publications will best suit your story? In this session, you will learn best practices for approaching the media, cultivating relationships with journalists, and conveying your messages during interviews.
Paul Harris Society: Rotary's Fast-Growing Donor Group PresentationRotary International
Only five years after being officially recognized by The Rotary Foundation, the Paul Harris Society has more than 20,000 members. These members donated over $20 million to the Annual Fund last year. Join this panel discussion on the importance of engaging and recognizing recurring donors as part of a thriving Foundation.
To better promote Rotary, we need to highlight our values and objectives and tie them to membership growth. In this session, you’ll learn best practices to attract new people of action, particularly among younger generations. Rotarian leaders at the club, district, and international levels will share their experiences.
Rotary’s members are our greatest assets. When our membership is strong, our clubs are more vibrant, Rotary has greater visibility, and our members have more resources to help communities flourish. During this session, we will look at the state of Rotary’s membership: how we got here, who is joining, who is leaving, and the opportunities for us all to make membership a top priority.
If you’re looking to elevate your momentum in the fight against polio, this interactive session is for you. Join us as we explain how to create a "bottom-up district polio action plan,” which includes awareness campaigns, advocacy, fundraising, and hands-on work.
Increase Rotary's Impact and Reach through Rotary Community Corps PresentationRotary International
Rotary Community Corps (RCCs) are our non-Rotarian partners in service. Under the sponsorship of Rotary clubs, they plan, conduct, and support service projects to improve their communities. RCCs are a great way to enhance Rotary’s impact and reach around the world. Attend this session to learn how to establish RCCs and maximize the benefits of this partnership.
Every year, Rotary announces new products and services. Join us for a recap of what happened in 2019, and get a preview of what is coming next year. Our panel will share how you can get the most value from these new products, and explore what your dues do for you.
While the benefits of Rotary Youth Exchange are evident from alumni success stories, the program’s role in building the family of Rotary, boosting member engagement, and developing peace and understanding is not always clear. Come learn about Youth Exchange as a service opportunity, and explore how your club can benefit from this transformational program.
Paul Harris Society: Rotary's Fast-Growing Donor Group PresentationRotary International
Only five years after being officially recognized by The Rotary Foundation, the Paul Harris Society has more than 20,000 members. These members donated over $20 million to the Annual Fund last year. Join this panel discussion on the importance of engaging and recognizing recurring donors as part of a thriving Foundation.
To better promote Rotary, we need to highlight our values and objectives and tie them to membership growth. In this session, you’ll learn best practices to attract new people of action, particularly among younger generations. Rotarian leaders at the club, district, and international levels will share their experiences.
Rotary’s members are our greatest assets. When our membership is strong, our clubs are more vibrant, Rotary has greater visibility, and our members have more resources to help communities flourish. During this session, we will look at the state of Rotary’s membership: how we got here, who is joining, who is leaving, and the opportunities for us all to make membership a top priority.
If you’re looking to elevate your momentum in the fight against polio, this interactive session is for you. Join us as we explain how to create a "bottom-up district polio action plan,” which includes awareness campaigns, advocacy, fundraising, and hands-on work.
Increase Rotary's Impact and Reach through Rotary Community Corps PresentationRotary International
Rotary Community Corps (RCCs) are our non-Rotarian partners in service. Under the sponsorship of Rotary clubs, they plan, conduct, and support service projects to improve their communities. RCCs are a great way to enhance Rotary’s impact and reach around the world. Attend this session to learn how to establish RCCs and maximize the benefits of this partnership.
Every year, Rotary announces new products and services. Join us for a recap of what happened in 2019, and get a preview of what is coming next year. Our panel will share how you can get the most value from these new products, and explore what your dues do for you.
While the benefits of Rotary Youth Exchange are evident from alumni success stories, the program’s role in building the family of Rotary, boosting member engagement, and developing peace and understanding is not always clear. Come learn about Youth Exchange as a service opportunity, and explore how your club can benefit from this transformational program.
Contemporary Rotaract: A Sustainable Rotary Membership ModelRotary International
Discover the vision of a more integrated Rotaract and Rotary. Where the Rotary age demographic poses a significant challenge, Rotaract links a resurgence with a new approach to training and service. Hear about some of the experiences, driven by new membership initiatives in Great Britain and Ireland, that are designed to prepare younger Rotary leaders for the mid-21st century.
Join us to better understand and define your club, whether it’s traditional or challenging the status quo. During this interactive session, you will identify and celebrate your club’s strengths, and determine how and why it may want to evolve in today’s changing social environment
We know that club meetings can become boring, repetitive, predicable, and unwelcoming to existing members, let alone potential new members. How do we improve our experiences? Let’s share our stories, explore challenges and successes together, and create an action plan to improve our meetings — and consequently our membership.
Rotary provides opportunities for all people at any age to connect. Yet we often find ourselves segmented by our age groups. Let’s explore ways Interact, Rotaract, and Rotary clubs come together through meaningful mentorship programs and collaborative service projects.
We know that club meetings can become boring, repetitive, predicable, and unwelcoming to existing members, let alone potential new members. How do we improve our experiences? Let’s share our stories, explore challenges and successes together, and create an action plan to improve our meetings — and consequently our membership.
How can Rotaractors stay connected to Rotary? This session is designed to help Rotarians become mentors for Rotaractors and Rotaract alumni. Explore methods to engage with Rotaractors and help them feel part of the Rotary family, even after their time with Rotaract has ended.
Souvenir Magazine- DRR Lawi 2008
The theme Rotary Shares has been our guide during the year
2007-08 and as we taxi the runway,the Rotaract District Team
uses this opportunity to SHARE with you a summary of the
successes and achievements from the various clubs in D9200. We started off the year with various ROTS (Rotaract
Officers Training Seminar) sessions in the District. This
was an important capacity enhancement exercise that has
contributed to learning and sharing resources within the
clubs and at inter-clubs level.
Rotaract is the fastest growing program of Rotary
International with over 7,000 clubs…and counting… In
D9200 this is evident in the eagerness of the various
Rotaract Clubs to grow in membership and numbers as
well as the encouraging efforts in growing the Programs
of Rotary.
Our program alumni have great potential, not just as
prospective members but as partners for projects and
fundraising. You’ll have a chance to share some of the
things you’ve tried in your own community and return to
your club and district with new ideas to engage alumni at
a much greater level.
Moderator: Larry Lunsford, RI Director, Rotary Club of
Kansas City-Plaza, Missouri, USA
Contemporary Rotaract: A Sustainable Rotary Membership ModelRotary International
Discover the vision of a more integrated Rotaract and Rotary. Where the Rotary age demographic poses a significant challenge, Rotaract links a resurgence with a new approach to training and service. Hear about some of the experiences, driven by new membership initiatives in Great Britain and Ireland, that are designed to prepare younger Rotary leaders for the mid-21st century.
Join us to better understand and define your club, whether it’s traditional or challenging the status quo. During this interactive session, you will identify and celebrate your club’s strengths, and determine how and why it may want to evolve in today’s changing social environment
We know that club meetings can become boring, repetitive, predicable, and unwelcoming to existing members, let alone potential new members. How do we improve our experiences? Let’s share our stories, explore challenges and successes together, and create an action plan to improve our meetings — and consequently our membership.
Rotary provides opportunities for all people at any age to connect. Yet we often find ourselves segmented by our age groups. Let’s explore ways Interact, Rotaract, and Rotary clubs come together through meaningful mentorship programs and collaborative service projects.
We know that club meetings can become boring, repetitive, predicable, and unwelcoming to existing members, let alone potential new members. How do we improve our experiences? Let’s share our stories, explore challenges and successes together, and create an action plan to improve our meetings — and consequently our membership.
How can Rotaractors stay connected to Rotary? This session is designed to help Rotarians become mentors for Rotaractors and Rotaract alumni. Explore methods to engage with Rotaractors and help them feel part of the Rotary family, even after their time with Rotaract has ended.
Souvenir Magazine- DRR Lawi 2008
The theme Rotary Shares has been our guide during the year
2007-08 and as we taxi the runway,the Rotaract District Team
uses this opportunity to SHARE with you a summary of the
successes and achievements from the various clubs in D9200. We started off the year with various ROTS (Rotaract
Officers Training Seminar) sessions in the District. This
was an important capacity enhancement exercise that has
contributed to learning and sharing resources within the
clubs and at inter-clubs level.
Rotaract is the fastest growing program of Rotary
International with over 7,000 clubs…and counting… In
D9200 this is evident in the eagerness of the various
Rotaract Clubs to grow in membership and numbers as
well as the encouraging efforts in growing the Programs
of Rotary.
Our program alumni have great potential, not just as
prospective members but as partners for projects and
fundraising. You’ll have a chance to share some of the
things you’ve tried in your own community and return to
your club and district with new ideas to engage alumni at
a much greater level.
Moderator: Larry Lunsford, RI Director, Rotary Club of
Kansas City-Plaza, Missouri, USA
Memoria de actividades de la asociación Building Bridges, entidad de envío, coordinación y acogida de voluntarios europeos por el programa Erasmus+, becas , intercambios y cursos Erasmus+. Más información en: http://www.yeseuropa.org
This report is the ninth in an annual series of publications, dating back to 2012, showcasing the latest developments in social media across the Middle East and North Africa (MENA) region.
This year’s study is produced in partnership with the New Media Academy. The New Media Academy was inaugurated in June 2020, by His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister, and ruler of Dubai, to work within the space of development, with a focus on harnessing opportunities in the digital space.
Using a broad range of industry, academic and media sources, we dive into the trends - and biggest stories - which shaped MENA’s relationship with social media during the past year. Not surprisingly, this study is heavily influenced by the impact of
COVID-19. The novel coronavirus impacted on everyone’s lives around the world, including the Middle East. One by-product of the pandemic could be seen in our changing media habits. Social media usage - across all platforms - increased during the early stages of the outbreak.
More widely, given the importance of social media in our media diets, platforms, industry and governments alike sought to use these networks to promote public health messages, as well as counter misinformation related to the COVID crisis.
Alongside these developments, we have also seen continued investment in content on social media platforms - especially during Ramadan - and growing partnerships between traditional media players and social media channels and influencers. These developments reflect the popularity of high quality digital content consumed on social media, and a desire to reach audiences on these platforms, or bring existing social
audiences onto other networks.
We expect that this synergy will only rise, not least because many media habits developed during the pandemic may well continue post-COVID. As a result, social networks will become an increasingly important source for talent spotting, as well as a
key avenue for content and information consumption.
This trend, as we outline at the end of this report, matters for brands, creators and influencers, as well as governments and other public entities. Social media is already an important part of digital media habits and digital marketing strategies. In 2021,
that importance looks set to continue and grow even further.
As government and elected officials join social media, they come face to face with citizens who are already there waiting for them. More than ever, social media is proving to be a useful platform for helping politicians connect to constituents, as well as citizens with their elected officials and government agencies. However, sometimes there is a disconnect between the two. Government officials have their agenda, but it isn’t always what people want to hear. On the other hand, constituents have expectations that politicians don’t know.
The government and politicians need to share their personality and promise with citizens, whether they’re constituents or not. The more they use social media to engage and open up authentically, the more trust will be built.
This webinar is an opportunity to explore with our expert panelists:
-How government can change to better relate to digital citizens?
-How government agencies can use social media to provide complementary communication and participation channels for citizens.
-What are the right channels to use to provide public service solutions and services, and interact with and conduct business with citizens.
-How people can use social media to improve how government works for politicians and citizens.
01062024_First India Newspaper Jaipur.pdfFIRST INDIA
Find Latest India News and Breaking News these days from India on Politics, Business, Entertainment, Technology, Sports, Lifestyle and Coronavirus News in India and the world over that you can't miss. For real time update Visit our social media handle. Read First India NewsPaper in your morning replace. Visit First India.
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हम आग्रह करते हैं कि जो भी सत्ता में आए, वह संविधान का पालन करे, उसकी रक्षा करे और उसे बनाए रखे।" प्रस्ताव में कुल तीन प्रमुख हस्तक्षेप और उनके तंत्र भी प्रस्तुत किए गए। पहला हस्तक्षेप स्वतंत्र मीडिया को प्रोत्साहित करके, वास्तविकता पर आधारित काउंटर नैरेटिव का निर्माण करके और सत्तारूढ़ सरकार द्वारा नियोजित मनोवैज्ञानिक हेरफेर की रणनीति का मुकाबला करके लोगों द्वारा निर्धारित कथा को बनाए रखना और उस पर कार्यकरना था।
role of women and girls in various terror groupssadiakorobi2
Women have three distinct types of involvement: direct involvement in terrorist acts; enabling of others to commit such acts; and facilitating the disengagement of others from violent or extremist groups.
‘वोटर्स विल मस्ट प्रीवेल’ (मतदाताओं को जीतना होगा) अभियान द्वारा जारी हेल्पलाइन नंबर, 4 जून को सुबह 7 बजे से दोपहर 12 बजे तक मतगणना प्रक्रिया में कहीं भी किसी भी तरह के उल्लंघन की रिपोर्ट करने के लिए खुला रहेगा।
03062024_First India Newspaper Jaipur.pdfFIRST INDIA
Find Latest India News and Breaking News these days from India on Politics, Business, Entertainment, Technology, Sports, Lifestyle and Coronavirus News in India and the world over that you can't miss. For real time update Visit our social media handle. Read First India NewsPaper in your morning replace. Visit First India.
CLICK:- https://firstindia.co.in/
#First_India_NewsPaper
31052024_First India Newspaper Jaipur.pdfFIRST INDIA
Find Latest India News and Breaking News these days from India on Politics, Business, Entertainment, Technology, Sports, Lifestyle and Coronavirus News in India and the world over that you can't miss. For real time update Visit our social media handle. Read First India NewsPaper in your morning replace. Visit First India.
CLICK:- https://firstindia.co.in/
#First_India_NewsPaper
In a May 9, 2024 paper, Juri Opitz from the University of Zurich, along with Shira Wein and Nathan Schneider form Georgetown University, discussed the importance of linguistic expertise in natural language processing (NLP) in an era dominated by large language models (LLMs).
The authors explained that while machine translation (MT) previously relied heavily on linguists, the landscape has shifted. “Linguistics is no longer front and center in the way we build NLP systems,” they said. With the emergence of LLMs, which can generate fluent text without the need for specialized modules to handle grammar or semantic coherence, the need for linguistic expertise in NLP is being questioned.
2. JUDITH LAUBER RC Luzern-Heidegg,Switzerland
Education and professional experience:
Studied German and Romance philology at the universities of Basel and Geneva,
training as certified PR consultant.
Part of the communication business for 20 years, among others as head of
communication at the University of Lucerne, subsequently in a leading position in
communications in public administration and with an insurance company. Today she is
a self-employed communication consultant and president of Swiss professional
association pr suisse.
Rotary functions:
• 2012/13 Club president
• 2015/16 District governor district 1980
• 2016/17 Head of the governor council for Switzerland-Liechtenstein
• 2017–2020 Rotary Public Image Coordinator (RPIC) Zones 13A, 13C, 18B, part of 19
• 2017 Founding president of RFPD Switzerland-Liechtenstein
Private life:
• Married to Paul Lauber, two adult children
• Passionate runner, runs half marathons, goes skiing and likes to read.
3. MARTINA WARNING Hamburg,Germany
Education and training
• Magistra Artium in German philology (media sciences, English studies), University of Hamburg
• PR consultant of Bauer Media Group (1995–2000)
Professional expertise
• Since May 2000, managing partner of John Warning Corporate Communications GmbH
• Managing partner of two publishing groups: Quarto Media GmbH and SJV GmbH
Other activities
• Spokeswoman of the board of Junior Chamber International (JCI) at the chamber of commerce
of Hamburg (2007/2008), member of the plenum from 2012–2014
• Deputy head of Versammlung eines Ehrbaren Kaufmanns e.V. / Honorable Society of the
Hamburg Merchant
• Member of Kuratorium Übersee-Club e.V.
• Memberships: Verein der ehemaligen Junioren e.V., Stiftungsrat Hamburger Hilfsspende, Club
europäischer Unternehmerinnen
Personal life
• Born in Hamburg on 24 October 1969, one daughter
• Hobbies: Volunteering, travelling, literature, sports, vintage cars – and my wonderful Labrador dog
5. WHAT IS IMPORTANT TO YOUNG PEOPLE
Environment and equality are important
Share of young people (16-25 years) who are interested in a voluntary engagement
protect the environment
Equality between men and women
40%
30%
20%
10%
0
Sports Clubs
Charity Organization
Cultural Association( Theatre, Band etc.)
Youth Association (Scouts etc.)
NGO (WWF,Amnesty International)
Political demonstration
Political party
10. SELF-IMAGE VERSUS EXTERNAL IMAGE
Rotary is an
international
network
consisting of 1.2 million
engaged men and women who
maintain international
friendships, live in accordance
with social principles and,
together, get active where
humanitarian aid is required.
31. International Examples
• Durango Rotary club brings
solar lights to Navajo Nation
• Rotary Korea offers free heart surgery for 60 Mongolian infants
• Calgary Student Christina Hassan
Helps Ugandan Mothers Experience
Safer Deliveries With Medical Kits
32. “This is a changing
world; we must be pre-
pared to change with it.
The story of Rotary will
have to be written again
and again."
Paul Harris, Founder of Rotary
34. Rate this session in the Rotary Events app,
available in your Apple or Android app store.
35. This presentation and others from throughout the convention are available
through the convention mobile app and on SlideShare at
www.SlideShare.net/Rotary_International.
Education and professional experience:
Studied German and Romance philology at the universities of Basel and Geneva, training as certified PR consultant.
Part of the communication business for 20 years, among others as head of communication at the University of Lucerne, subsequently in a leading position in communications in public administration and with an insurance company.
Today she is a self-employed communication consultant and president of Swiss professional association pr suisse.
Rotary functions:
2012/13 Club president
2015/16 District governor district 1980
2016/17 Head of the governor council for Switzerland-Liechtenstein
2017–2020 Rotary Public Image Coordinator (RPIC) Zones 13A, 13C, 18B, part of 19
2017 Founding president of RFPD Switzerland-Liechtenstein
Private life:
Married to Paul Lauber, two adult children
Passionate runner, runs half marathons, goes skiing and likes to read.
Professional expertise
- Since May 2000, managing partner of John Warning Corporate Communications GmbH.
- Industrial focus: Public relations for media, brands, real estate, insurance sector, health care
Managing partner of two publishing groups: Quarto Media GmbH and SJV GmbH
Other activities
- Spokeswoman of the board of Junior Chamber International (JCI) at the chamber of commerce of Hamburg (2007/2008), member of the plenum from 2012–2014
- Deputy head of Versammlung eines Ehrbaren Kaufmanns e.V.
Member of Kuratorium Übersee-Club e.V.
Memberships
- Verein der ehemaligen Junioren e.V.
- Stiftungsrat Hamburger Hilfsspende
Club europäischer Unternehmerinnen
Personal life
Born in Hamburg on 24 October 1969, one daughter
Hobbies: Volunteering, travelling, literature, sports, vintage cars – and my wonderful Labrador dog
( Image from agency with team)
Why is public relations important for Rotary? (20 minutes, Judith Lauber)
Introduction with short story by Martina Warning:
She receives PR job from RI. Her employees learn what Rotary is and what Rotary does. The (younger) employees are highly surprised by the great social engagement of Rotary and the underlying values.
Some say that they would like to get involved in such organisation but did not have time to attend a meeting once a week. What can you do about it?
What Martina Warning says about her employees is in concert with a Swiss survey on the subject “What is important for our youth”, which shows: The voluntary involvement of young people in sports associations is decreasing; similarly, political parties loose their significance. However, the number of people who would like to get involved in a charity is rising. Topics such as gender equality or environmental policies – think of the school strikes for climate – are also at the focus of attention. These are as important to young people as never before, the authors say.
However, the study further says that the manner in which people get active is changing heavily. The close environment is important for the discussion and the involvement. “Young people get involved spontaneously and punctually, they do not want to get bound by institutions like political parties.” The authors noted that, at times, young people experience our society as meaningless. They added that they were increasingly interested in getting involved in a charity organisation.
These factors are our chance: We offer values and social engagement – including in projects.
But why do most young people know nothing about Rotary?
And what can we do to make Rotary more known?
What can we do to get these young people enthusiastic about Rotary?
We have two problems:
1
We do not get much attention in Europe – in contrast to parts of Africa or Asia.
We are not known well enough. Often, people do not know that Rotary is behind a performance (e.g. in the event of polio). Our brand image is too weak.
2
Since we are not known well enough, false impressions, i.e. a false image, about us are created. Secret organisation, rich old gentlemen, dinner club, making business, getting career opportunities are rumours or half-truths that are circulating about us.
One reason why young people are ignoring us is our image. A Swedish study describes Rotary’s situation with clear words: If we get noticed at all than we get noticed as organisation which is exclusive and unreachable for most people. In the case of organisations such as Rotary, the idea of a club overshadowed the charity and value-oriented character of the organisation, the study found: Most think that philanthropy is the secondary goal, while “making connections for the members” was in the focus. And this is where we have work to do.
The prevailing opinion is: Rotary is not for people like me. It is for older, rich people who come together in an exclusive club and do business.
And not many want to become a member of such club, such organisation, nowadays any more.
We see this differently:
Rotary is an international network of 1.2 million engaged men and women.
Rotarians maintain international friendships, live in accordance with social principles and, together, get active where humanitarian aid is required.
Like here, where Urs Herzog vaccinates children in India against Polio or RI Bremgarten runs a restaurant at the Christmas market.
But with Rotary, the external and the internal image diverge.
We are not yet recognised as an organisation whose members “get active together” where humanitarian aid is required.
We are not known well enough and have not managed yet to get rid of the “old gentlemen” image.
Let’s look back: When Rotary noticed in the 1990s that the organisation was losing members all around the world, they started to work on a new strategy which has been implemented since 2013. Here, the improvement of the public image and the public perception was declared as third strategic main goal. This means, these goals were highly prioritised since they were aware about their urgency.
We must get more popular and work on our image to be able to gain new, engaged young women and men as new members. This is the correlation.
Like an enterprise, we have to address the public, make our goals known, spread our message and reach out to our target groups via various communication channels.
And this is what public relations is all about.
Let’s summarise it again:
1990s: The loss of members is noticed.
2000s: Decision for a new strategy
Recognition of the significance of the public perception and image for gaining new members
Use of PR
This creates an attractive image, the establishment of a brand
And, last but not least, new members and increased resources.
The objective of public relations is the establishment of popularity, while similarly gaining trust and maintaining a good reputation. There is a multitude of measures to achieve these objectives. For instance, the Netherlands have taken a radical measure and placed large neon signs at the main traffic axes.
Rotaract members set up a market stall, my colleagues of e-Club of Central Switzerland sold candy hearts in Zug on Valentine’s day. All were active in the public area, had contact with the people and declared what Rotary is and what we do.
You are here because you want to know more about press work, because you want to learn how to make it into the news, because being in the newspapers, no matter if digital or analogue, remains one of the most important tasks of PR.
I will explain this in more detail now.
If you wish to gain more attention for Rotary and its projects, you have to communicate:
With journalists
Cooperation partners
Stakeholders and shareholders
For this purpose, subjects have to be found in order to start a conversation. This applies both to the media and to specific communities.
Mainly, it is about having OTHERS talk about Rotary and its projects.
The objective: Gaining trust and attention!
However, as Judith Lauber says, to achieve this objective, it is not enough to go out for dinner with a head editor and talk about Rotary for a while. PR work always has a strategic approach which has to be followed consistently. And it conveys messages which are only received if they are communicated via the right media channels.
Therefore, the following is important: PR stands for Public relations, not only Press relations.
PR activities take place where a part of the public is present who could be interested in Rotary’s engagement. In print and online media but also in social media, TV, radio or live on site at trades, conferences and other events.
In 1995, when I started working as young PR consultant in one of the leading publishing houses, we had a fax machine for our press releases. It had 43 fax numbers stored. If the message ran through this machine, you were connected to the world. Nowadays, the media landscape is much more diversified – and thus, the fight for the attention of the corresponding target group is harder than ever before.
And today?
“If you want to sell something, you need to be where the customers are.” The same applies to PR work. What is the use of a high-gloss print article if the potential target group is mainly active on social media and hardly ever reads print magazines? An analysis and continuous “digital listening” help to identify suitable channels and the relevant subjects for PR.
Conventionally, media can be divided into the three categories Owned, Earned and Paid Media With the success of social media in which everyone can be mentioned, linked and evaluated, additionally, Shared Media is added to the mix.
The term Owned Media refers to channels owned by a person or a company. This includes social media and corporate blogs and, in the broadest sense, also websites.
In contrast, a place in earned media, as the name suggests, needs to be earned. This means that, here, third parties – journalists, editors, bloggers – need to be convinced with powerful arguments in order to report about facts.
If money is involved, it is paid media. This includes everything starting from the classic out-of-home poster up to TV advertisements to SEA, social and native ads.
Depending on the communication objective, the sector and the target group, the focal point is on some specific channels
In particular, the KPI (key performance indicators) and ROI (return on investment) of online marketing campaigns can be measured well and the results can be impacted with a few clicks. Therefore, why should a budget be invested in PR work if the measures there most often require a specific period of time until success becomes visible or noticeable?
Because public relations is about the establishment of relations, credibility and trust. With public relations, we can reach people who cannot be reached or can only hardly be reached via marketing alone. Press work often enables an initial contact with a number of people, potential members or supporters. A report in the local newspaper, the most important online magazine or a professional magazine which is on the desk or in the email inbox of decision-makers can thus be more valuable than ten Google ad campaigns.
The reason – heavily simplified: As soon as third parties talk about Rotary, people trust in the presented facts and circumstances more than if the organisation itself gives a statement.
However, the following is also a fact: Through the opportunities provided by the social web, the borders between PR and (content) marketing become increasingly blurred. “Everyone can become a sender, their own medium”“, is something that you read and hear quite often. PR also includes: Engaging in the discussion e.g. via self-published opinions in the social networks. Therefore, modern PR work means understanding communication in its entire bandwidth and using it for own objectives.
Important: Sustainable public relations work cannot be done “on the go”. Therefore, there should be a fixed contact person from the very beginning who is in charge of PR and press work.
PR work should always be integrated into every project from the start, even before deciding to make it public. This also includes thinking about how the corresponding action affects the image of Rotary.
Generally, it is all about generating real news, gaining attention and being perceived by the desired target groups. In this respect, you need to know the following: What makes a story newsworthy? Many of the reports about Rotary showing cheque presentations as lead photo are surely no form of public relations which remains in people’s heads. These reports are interchangeable and can generally be allocated to any charity organisation. Additionally, they are retrospective: The action has been implemented for a while, the money is there. Boring.
Important: You should always approach the subject via the contents of the respective rotary actions. And the story should have a real news factor – because media wants stories which are interesting and are read by readers and users. Therefore, the UFO approach is applicable:
UFO: Unique. First. Only.
What is unique or really new in what we want to report?
Is a problem solved that affects many people?
Can we report something “new”?
Our challenge is to package and present our stories in a way that will get them covered in the news media.
News hook: - A clear reason for telling a story at a particular time. Does the story relate to current events, trends or observances?
Timeliness: News that is about to occur, ongoing or near completion.
Proximity: News that pertains to issues, people or events to occur within the location of a media organization and audience.
Prominence: News that involves public figures, celebrities and notables.
Conflict and controversy: News that provokes tension and suspense.
Human interest: News that elicits sympathy or emotional response. Examples of that
Consequence: News about the result of something that has significant impact on the news organization’s audience or influencer’s followers.
Visually compelling: New or unique and attention getting images that dramatically convey the message.
Data: Relevant statistics and research that support the story.
The People of Action story framework is a great way to start.
PROBLEM: Describe the problem or challenge in your community that your club wants to help solve. Include relevant statistics and research that support the story. What were you or your club trying to accomplish?
ROTARY: How did the club or identify the issue.? What made them commit to addressing it? Why does this resonate with them? Does someone have a personal connection to the issue? Human interest angle.
ACTION: How did the club gather the resources, expertise and partners and to take action? What obstacles did your club face as you worked on this project? Where possible, add elements that elicit sympathy or emotional response, or provokes tension and suspense.
IMPACT: What was the result? How many people were helped? Great opportunity to include a quote or interview from a beneficiary or third party. How did it touch the lives of people in your community? How did this project transform you? If available, included data points.
Journalists are happy if you know their standards. In particular, this refers to the 7 questions which always have to be answered in this context: Who? What? When? Where? How? Why? From where?
The 7 questions are the most important check list of a journalist. For instance, the editors will also evaluate your press release according to these professional criteria and decide on its use. The more accurately you comply with these, the more you simplify the work for the journalist and their decision whether they think that the subject is relevant and whether they want to print it.
Who? – Source, person who made the statement, origin of the information. In our case, this is Rotary.
What? – Event, occasion. This expresses what has happened.
When? – Time relation, date. In a really up-to-date press release, this is “today”!
Where? – Location, spatial or geographical reference. More often, there is much more than a mere “where”: Your city, your state, your regional markets...
How? – Circumstances, details. Here, it is about the quality of an object or an event... Just expand the question in your thoughts: How did this happen?Why? – Motives, opinions. Explain the motives, targets and objectives of the action to your readers.
From where? – History, background. Explain the connections. This can refer to historical and geographical aspects. What is decisive is what is important for your message.
Never only regard journalists and multipliers as mere distributors of your messages!
Journalists have the task of finding, researching, editing and distributing news to their readership. For this purpose, they need trustworthy sources. You!
Think like a journalist – and prepare the Rotary news in a way that the readers of your target medium will be pleased to read your story. Thus: Become a reporter’s best friend: Help write their stories for them.
Systematically built up an independent, long-term communication with the journalist. Personal contacts are the most intensive.
Journalists decide on what they write about. But: From a good and close journalist, you can learn whether there are any subjects which you can offer and build up a competitive edge. Journalists are subject to competition on the press market, as well – therefore, an exclusive subject may support good relationships and help you gain access to the mass media.
Better: «Moving images»
Show a part of the video «City run Luzern» emotions, charity, «Volksnähe» (closeness, being close to the people),
These are two “inbounds”, i.e. adolescents which are able to experience an exchange year thanks to Rotary. Victor Quirola and Elena Kalbermatten. In a conversation, they talk about their experiences in their host country.
This is a day-to-day life which many cannot even imagine. Living in a slum without running drinking water and amidst great poverty. In one of the most remote cities of Peru, in Iquitos in the Amazon area, schools and the health care system are very poor. Those who are suffering the most are the children.
The charity project “Lacitos de Luz” shall help them. Tele 1 will broadcast a documentary about the project on Saturday, 27 April.
Simone Dahli from Lucerne has founded an orphanage in Peru and launched various aid projects. In 2006, the physiotherapist travelled to Peru to work with handicapped children. Due to her close contact with the public, she experienced the suffering of the children in the slums and had to take measures.
In view of the desolate world situation, efforts for peace and humanitarian engagement seem to be hopeless. Christine Beerli, vice president of the IKRK, decisively counters that perception: “Pessimism is an excuse not to do anything”, she said referring to the Israeli writer Amos Oz. On Saturday, Ms Beerli gave a speech at Zürcher Kongresshaus. Here, Rotarians from Switzerland and Liechtenstein celebrated the 100th anniversary of the international Rotary Foundation. Since its foundation, more than 3.8 billion US dollar have flown into charity projects. The donations were raised by 35,000 Rotary clubs all around the world with 1.2 million active members. In Switzerland, 220 clubs get involved in humanitarian programmes. The oldest club is active in Zurich – thanks to the former FDP city president and ingrained Rotarian Thomas Wagner, a concert of Tonhalle Orchester was the highlight of the festivities.
Question slide option #2
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