The document provides guidance on implementing public relations strategies to promote a Rotary club. It recommends forming a PR committee to evaluate the club's current PR efforts and create a strategic campaign. The campaign should identify target audiences, key messages, and compelling stories to share through various media outlets. It also suggests developing an annual PR calendar and coaching new club leaders to ensure ongoing vibrant PR. Providing resources and allowing tradition and innovation can help clubs effectively promote their activities and attract more members.

1. BE A
VIBRANT
CLUB
PR Planning
Rtrn Klenam, Rotary Club of Accra South

2. 2
“In the promotion of understanding,
it is important to reach large
numbers, non-Rotarians as well as
Rotarians, and you cannot reach
large numbers privately.”
- Paul Harris -

3. 3
• PR gains an organization or individual exposure to
their audiences.
• PR helps an organization and its publics adapt
mutually to each other.
• PR can be used to build rapport with employees,
customers, investors, voters or the general public.
• PR spreads information to gain public awareness
for a product, person, service, cause or
organization, and can be seen as a result of
effective PR planning.
What is Public Relations

4. 4
Public Relations:
Informs the community about your club
activities, events and services … builds
awareness and credibility
Public Image:
What your club stands for and how you are
perceived… your clubs image in the
community
What is Public Relations

5. 5
According to RI:
• Public Relation efforts
are VITAL to Rotary’s
continued growth &
service.
• Creating a positive
image for Rotary is the
responsibility of EVERY
Rotarian, locally &
globally.
Does RI encourage PR?

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• Everyone has heard of Rotary.
• Everyone knows what Rotary involves.
• Just because YOU know you’re in Rotary,
everyone else does too.
• If Joe Blow really wanted to be in Rotary,
he’d ask you about joining your club.
Common misconceptions

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• Enhance the club’s public image
• Gain support and resources for projects
• Build links with other community organizations
• Attract qualified members
• Recognize Rotary members for their
contribution to the community
• Correct misconceptions about the club and
Rotary
Effective PR Relations
What are the benefits of an effective public
relations plan for your Club?

8. 7 Steps for an
Effective Plan

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Step 1
• First Step: PR Committee Chair
• Who would you ask to be on
your PR Committee?

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Step 2 Evaluate what you are doing now
Who should do the evaluation?
• A small group of Rotarians and non-
Rotarians
What should you evaluate?
• Clubs website
• Brochures, other materials and media
• Review past news releases
Are you using the new Rotary identity?
Do your current efforts reflect the image you want?

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UPDATE YOUR WEBSITE AND SOCIAL MEDIA

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Step 3 Building your campaign
• What is your goal?
• Identify your target audiences….who are
they?
• Identify your key message or story…. Polio
Day, your clubs signature event
• What is more compelling? … an event or
service?
• Include photos, audio or video

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TELL COMPELLING STORIES WITH CONSISTENT MESSAGES
• Real people,
real stories
• Tug the heartstrings
• Focus on the WHY, not
the HOW
• Define your impact

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Step 4 Call to action
What could you use as a Call to Action?
• Exciting community service project
• Prestigious speaker
• After hours social
• Like us on Facebook
• Other?

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Step 5 Funding & Resources
Resources to support your club’s PR:
• Human capital can be more impactful than
financial
• Club budget line item for PR
• Partner with other organizations
• Use of social media

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Step 6 Tactics and Tools
What media outlets can you target?
• Newspaper articles and ads
• Business journals
• Local TV/Radio ads and announcements
• Billboards
• Club and members social media
• You Tube
• Your website and newsletter
• Community Blogs

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Step 7 Develop a calendar
Your PR calendar:
• Your events and service projects for the year
• World Polio Day October 24th
• Rotary’s anniversary February 23rd
• Transition of leadership
• Rotarians at Work Day
• Rotary Day

18. Public Relations
Resources

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Resources
• District, Zone and RI Resources
• The Club Public Relations Committee
Manual
• Effective Public Relations: A Guide for
Rotary Clubs
• Rotary PR Tips newsletter
• Rotary’s Brand and Media Centers
• Tell Rotary’s Story: Voice and Visual
Identity Guidelines

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OUR VOICE AND VISUAL IDENTITY
• Download the guidelines
• Create your own club
logo
• Use templates as a
starting point
• Use images to inspire
your own photos

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WHAT YOU’LL FIND

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THE END RESULT
million
members
delivering a
consistent
message
1.2 = =
more members,
donors, partners
stronger brand greater
impact
=

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• Promote - via the media - club activities which
address important community issues.
• Develop a club website and encourage
community organizations to link to it.
• Solicit third party endorsements of Rotary projects.
• Ask beneficiaries of Rotary service to speak on
behalf of the club.
• Publicize member participation in club activities in
business and trade periodicals as well as at their
work places.
Promoting Rotary

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• Arrange for Rotary displays in local
libraries, banks, city halls, etc.
• Produce a video of club activity.
• Promote Rotary’s work with and for
young people.
• Seek opportunities for Rotarians to
speak at community events &
schools.
• Speak to local press groups.
Promoting Rotary Cont’d

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• Wear Rotary pins, shirts, etc. to
public events.
• Place brochures, pamphlets in
local businesses (doctor’s offices,
hospitals, etc.)
• Use signage throughout the
community.
• Think outside of the box.
• GO BIG!!!
Promoting Rotary Cont’d

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• Annual leadership
changes provide
opportunities for
members to take on
new roles.
• Ask the current and
immediate past
presidents to work with
the president-elect and
president-nominee.
PREPARE FUTURE CLUB LEADERS

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Rotary clubs are
full of professionals
and leaders. Teach
them how to lead
within Rotary.
COACH NEW LEADERS

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Create committees that are practical for
your club. Recommended committees
include:
• Membership
• Public relations
• Service projects
• The Rotary Foundation
• Administration
CREATE PRACTICAL COMMITTEES

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Keep traditions that
are meaningful to
your club, but foster
an environment that
allows members to
offer ideas for new
club practices.
TRADITION AND INNOVATION

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IMPLEMENTATION IDEAS
• Consider holding
a daylong retreat.
• Incorporate
member ideas.
• Before amending
bylaws, test new
ideas.

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WHAT IS BE A VIBRANT CLUB ?
• A guide to help clubs
create their own
leadership plans
• A description of 10
best practices
• A tool that challenges
you to energize your
club

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HOW TO USE THE GUIDE
• Review the best
practices.
• Identify areas for
improvement.
• Brainstorm new ideas.
• Test new practices.

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YOUR CLUB, YOUR IDEAS