1. Rotary Public Relations
Sandra Prüfer
Senior Media Relations Specialist
Europe and Africa
I 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 acclaimed
bestseller 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 of
misconceptions.
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 publics
I’m sure many of you are familiar with Watzlawick’s famous aximon. Man
kann nicht nicht kommunizieren.
That means every behaviour is a kind of communication. This is also true for
Rotary’s public image.
RI Director John Blount put it this way: “If you don’t craft your brand, the
public will craft it for you.|”
The RI Board of Directors confirms that improving Rotary’s public image is
critical to making our organization a vibrant community force and essential
for membership growth. That’s why one of the key priorities of the new
strategic plan is to enhance Rotary’s public image.
The German saying “Do good and talk about it” is wildly seen as a basis
definition 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 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
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. Man
kann nicht nicht kommunizieren.
That means every behaviour is a kind of communication. This is also true for
Rotary’s public image.
RI Director John Blount put it this way: “If you don’t craft your brand, the
public will craft it for you.|”
The RI Board of Directors confirms that improving Rotary’s public image is
critical to making our organization a vibrant community force and essential
for membership growth. That’s why one of the key priorities of the new
strategic plan is to enhance Rotary’s public image.
The German saying “Do good and talk about it” is wildly seen as a basis
definition 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 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
5. PR is about reputation
• What you say
• What you do
• What others say about you
Public relations is about reputation - the result of what you do, what you say
and what others say about you.
Every organisation, no matter how large or small, ultimately depends on its
reputation for survival and success
6. Rotary’s public image is
the responsibility of …
every single Rotarian
Rotary’s public image is the responsibility of every single Rotarian —
The Rotary public image initiative can only succeed when clubs and districts are
mobilized 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 talents
we already have at the grassroots level, our resources will be multiplied to achieve
significant results and impact within the communities you serve.
7. Rotary’s PR Division Support
• Creative resources
• Financial resources
• Human resources
What are we doing now?
1) We provide Rotary clubs and districts with creative resources and
counsel
2) And provide financial resources to Rotary clubs and districts through PR
Grants
3) 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/humanityinmotion
First PR resource is: Creative
Rotary’s Humanity in motion public service announcements are pre-produced: television,
radio, print, billboard and Internet materials available in nine languages. Rotary Clubs are
encouraged to customize materials to create a more regional message.
The focus again -- is on telling our story: how the power of working together -- or building
communities – such as improving literacy, and providing clean water, ending a disease and
Rotary’s programs and network that promote peace and understanding.
All of Rotary’s public relations tools can be downloaded at
www.rotary.org/humanityinmotion.
10. Promotional Resources
Brochure
Wallet cards
Brochure/poster
Postcard
Wallet cards
All items can be ordered via shop.rotary.org Downloadable pdfs are also available at rotary.org
11. This is Rotary DVD
This 27-minute DVD can help you share Rotary in many ways: as an inspirational club program, to
introduce the organization to prospective members, or to encourage public service in your
community. Clubs are also encouraged to take this DVD to local community access television
stations. Working with the station, you may be able to have all or part of This Is Rotary broadcast to
your community. The station may also be interested in learning about – and reporting on – what your
local club is doing.
12. Training materials
Effective 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 new
case studies of how clubs have had success with their PR efforts
The Media Crisis Handbook helps clubs and districts implement a crisis strategy and offers
communication tips while dealing with the media in times of crisis.
14. PR Tips newsletter
Rotary 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 other
cultures promote their projects. Subscribe at www.rotary.org/newsletters
Stories will be translated and shared in other Rotary publications including Regional magazines and
Rotary Leader
16. PR Grants
$2M $1.2M $7.6M $4.5M
In millions (US$)
Grants District Contribution In Kind Donations Public Relations Value
The 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 gain
price discounts or donations from media
– donations can be extra airtime on TV or radio, additional billboards and
print ads or other discounts on typical prices.
The result based on applications from Districts in 09-10, the program could
yield an estimated US$7.6 million in public relations value.
