2. PUBLIC IMAGE Impact on Community
Rotary can't afford to simply expect its good work to speak for itself. “The creation
of the RPIC group is designed to help foster a consistent but regionally appropriate
approach to Rotary’s public image efforts,” RIP Kalyan Banerjee says. How this
reflects on Zone 20B?
ZONE 20: Section B: Algeria, Armenia, Azerbaijan, Bahrain, Bulgaria, Cyprus, Egypt,
Gibraltar, Greece, Jordan, Kazakhstan, Kosovo, Kyrgyzstan, Lebanon, Mauritania,
Montenegro, Morocco, Georgia, Serbia, Sudan, South Sudan, Tajikistan, Macedonia,
Tunisia, Turkey, UAE. Nine Districts of: 2420, 2430*, 2440, 2450*, 2470,2482, 2483*,
2484, 9010*
Enhancing Rotary’s public image by assisting districts, clubs and others to tell
Rotary’s success stories to all media, local govt. officials, communities, civic leaders
and similar entities. To reach our goals, we use social media which directly reflects
on public’s perception of Rotary and promotes the RI priorities.
Social media includes web-based and mobile technologies used to turn
communication into interactive dialogue. Social media takes on many different
forms including magazines, Internet forums, weblogs, social blogs, microblogging,
podcasts, pictures, video, rating and social bookmarking.
3. Putting Rotary in the public eye,
by using Social Media
• Promoting Rotary
• Putting Rotary in the public eye involves more than just writing press releases and
maintaining contact with local media. Rotary International provides pre-produced public
service announcements and encourages all clubs to localize these materials for use in their
communities.
• There are different types of social media, some of the more widely used are:
• collaborative projects (e.g. Wikipedia),
• blogs and micro blogs (e.g. Twitter),
• content communities (e.g. Youtube),
• social networking sites (e.g. Facebook),
Social media services focus on some or all of seven functional building blocks :
• identity, conversations,
• sharing, presence,
• relationships, reputation, and groups).
• These building blocks help understand the engagement needs of the social media audience.
For instance, LinkedIn users care mostly about identity, reputation and relationships, whereas
YouTube’s primary building blocks are sharing, conversations, groups and reputation.
4. Non-Traditional means appeal
to youth
• Special events and other outlets
• Sponsoring a movie premiere that raised money for brain research and promoted Rotary at the same time.
• Auction or raffle off a luxury car, boat, house built as a vocational service project, vacation packages,
tickets to sports events.
• • Create special items for sale, including CDs, DVDs, cookbooks, craftwork, and Push to End Polio T-shirts,
bumper stickers, and toy bears.
• • Organize special events such as a walkathon, telethon, golf tournament, car rally, festival, fun fair, flea
market, variety show
Other promotional outlets include:-
• Television , Billboards, posters and signs , Newspaper supplements , Club brochures ,Presentations and
speeches ..etc
• Beyond traditional media
• Promoting Rotary in the 21st century means moving beyond traditional media. New technology hasn’t
made press releases obsolete, but it has added to the arsenal of media tools.
• Blogs and podcasts
• Blogs are online journals that can include text, audio, video, and images. When the December 2004
tsunami hit Sri Lanka, the Rotary Club of Colombo Regency used a blog to collect donations and help
coordinate relief efforts.
• A podcast is a digital audio file distributed over the Internet, usually through a subscription-based service.
• Other new media tools include electronic press releases, distributed through e-mail, and uploaded videos.
More than 50 video uploading and sharing sites allow you to publicize your Rotary efforts on the Web.
5. Using Facebook page to Enhance Rotary Image and Fundraising
“Rotary Public Image Zone 20B”
•Facebook is increasingly used by millions around the world as a social network.
On January 2011, we released our page “Rotary Public Image Zone 20B” to enhance
Rotary Image and use it as a tool for fundraising and membership extension
6. Examples of stories with public image content: how the public looks to Rotary
and interact with it
7. Examples of stories with public image content: how the public looks to Rotary
and interact with it
11. From Southern Europe to vocational training projects, would-be donors also need
recognition and appreciation
Editor's Notes
With more than 628 RCs and 17087 Rtns in Zone 20B as at 30 June 2011, Rotary is expanding and extending to new frontiers, new communities. With more than 30% increase in membership since 2000, this poses an opportunity and a challenge to every one of us. Simply put, over the next 30 years almost 98% of global population growth is projected to take place in developing countries . So, we need to do more. The Public Image of Rotary, how others see us, is the magnet. This presentation is about the “magnet”, the impact of social media, our sphere of action.
An increasing numberof Rotarians, Rotaractors and many persons use social networks. Goal: to reach out to bigger number of Rotarians and most importantly Non-Rotarians to give the correct image of Rotary, Rotaract and Interact clubs activities in several areas of community service.
Reaching out to youth thru media, internet and personal initiatives help realize Rotary’s Strategic Plan and UN’s Millennium Development Goals. The later includes: poverty & hunger, primary education, gender equality & women empowerment, reduce child mortality, maternal health, combating most common diseases, environment sustainability, global partnership for Development.
Youth constitute a corner stone in extension, they should be targeted thru Rotaract clubs and new younger age members in RCs. Many RC projects heavily depend on youth, the driving force in 2010s
Medical caravans, anti addiction campaigns, terry fox running and donating complete ICU to a hospital are examples of projects with public image content that get good media coverage.
Cloth fair for university students at nominal prices, inviting international celebrities alongside with the donors gives good impact. Most importantly it gives university students an idea about what Rotary does. When a simple Rotaract flyer is added to the cloth packet, it adds to the image and would-be members.
Inviting or pinning celebrities, like a President attracts attention to the Rotary clubs and its projects. Scenes from Kosova, D-2481
Table top displays are also a part of the Public Image we show to: Rotaractor, guests, speakers while raising our hands with THIS CLOSE
