Peach State PETS-District 6910 Effective Public Relations
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1 Peach State PETS-District 6910 Effective Public Relations C. Bruce Watterson, Public Relations Chairperson Cumberland Dr. SE, Rome, GA We must face the fact that today we are a recognized public force,and that we will receive many benefits if we cultivate the image and the recognition that go along with that reality. Past RI Pres. Frank J. Devlyn Meet Frank J. Devlyn THE ROTARIAN, July 2000 Public Relations or Publicity? Is there a difference? Which might we have more control over? Publicity is more than just press releases Best reference tools: RI Effective Public Relations in print - (257-EN-707) The practice of public relations varies throughout the world. Regardless of cultural differences from one country to another, all Rotary clubs have audiences with whom they should communicate,,including the media, local government officials, the business community, civic leaders, and other organizations, as well as qualified prospective members and people directly affected by Rotary service projects. Developing a message for these audiences and finding an appropriate way to deliver it is public relations in action. From Effective Public Relations The Image of Rotary What is it in your community why? How does it affect membership development? The club s public image can affect the credibility of the club, as well as your membership PR and the Club Can our clubs do better in this area? How? Does your club have a PR chairman/committee? A Strategy? Is PR considered when planning projects & activities? How can you take an activity & turn it into PR? How do we involve the ordinary club member? (RI pin!) o Club Brochure Club Websites Fundraisers o Press Releases Wearing the Rotary Pin & Shirts o Club Bulletins Good or Bad behavior at functions o Sponsorships of Community Activities o Public Service Announcements o Awarding a PHF to community leaders o Selection of Program Speakers
2 RI Tools to Assist Best reference tools: RI Visual Identity Guide available in pdf format on RI website (547-EN-1107) Visual Identity The Rotary Name and Emblem Proper Use of the Rotary Emblem Rotary Colors, Special Uses of the Emblem, Backgrounds, Size, Files, Improper Emblem Uses Rotary Marks Design Best Practices: Web Sites and Electronic Communication -- Colors, Fonts, Resources Print Letterhead, Newsletter Mastheads, Publications Using Images in Print, On Screen, The Rotary Image Library Dealing with the media What type of media is it? What are they looking for? How do you get coverage? Best reference tools: Media & News Tab RI Website: Rotary.org Members Tab / Running a Club / Public Relations Humanity in Motion campaign Media Crisis Handbook (5154-EN-507)
3 Resources & Ideas 1. Media & News is one of the 5 tabs on (rev d 1/2009) 2. Web: Rotary News as it breaks 3. RSS Feeds to websites (syndicated news that automatically downloads to a website) 4. Subscribe to Weekly Update newsletter by 5. The Rotarian Magazine 6. Multimedia Resources: Rotary Video Magazine (RVM), Rotary Images, 7. Ecards, PSAs, Rotary Radio, Online Videos 8. End Polio Now webpage 9. Newsletters and E-Newsletters: Rotary World, End Polio Now, Every Rotarian, Every Year, International Service Update, Membership Minute, The New Generations, PeaceNet, PR Tips, ReConnections, RI Community Service, RI Vocational Service, Rotary- Navigating the Global Network, Rotary Training Talk, Rotary Youth Exchange Newsletter, RI Interactive 10. Rotary International Interactive on the Web 11. RI s YouTube Channel, linking Club videos, embedding YouTube videos in club sites. YouTube is a video sharing website where users can upload, view and share video clips. 12. RI s Blog links, other Rotary Regional, District, or Club Blogs: A blog (a contraction of the term "Web log") is a Web site, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reversechronological order. 13. Wiki - A wiki is a page or collection of Web pages designed to enable anyone who accesses it to contribute or modify content, using a simplified markup language 14. Interactive RSS (Really Simple Syndication) Feed- is a basic form of Web page that sends news headlines and other Web content to subscribers - RSS is a family of Web feed formats used to publish frequently updated works such as blog entries, news headlines, audio, and video in a standardized format.[2] An RSS document (which is called a "feed", "web feed",[3] or "channel") includes full or summarized text, plus metadata such as publishing dates and authorship. 15. Traditional Web Pages 16. Web conferencing is used to conduct live meetings or presentations via the Internet. In a web conference, each participant sits at his or her own computer and is connected to other participants via the internet. This can be either a downloaded application on each of the attendees computers or a web-based application where the attendees will simply enter a URL (website address) to enter the conference.
4 17. Webinar is a neologism to describe a specific type of web conference. It is typically one-way from the speaker to the audience with limited audience interaction, such as in a webcast. A webinar can be collaborative and include polling and question & answer sessions to allow full participation between the audience and the presenter. In some cases, the presenter may speak over a standard telephone line, pointing out information being presented on screen and the audience can respond over their own telephones, preferably a speaker phone. There are web conferencing technologies on the market that have incorporated the use of VoIP audio technology, to allow for a truly web-based communication. 18. Phone Conferencing, Teleconferencing, Videoconferencing 19. , Eblasts, Ebulletins, Electronic Press Releases 20. District or Regional Membership Databases 21. Rotary Online User Groups 22. Online Social Networking: MySpace is a social networking website with an interactive, user-submitted network of friends, personal profiles, blogs, groups, photos, music, and videos for teenagers and adults internationally. Facebook is a popular, free-access social networking website. Users can join networks organized by city, workplace, school, and region to connect and interact with other people., LinkedIn is a business-oriented social networking site mainly used for professional networking., Twitter is a free social networking and micro-blogging service that allows its users to send and read other users' updates (otherwise known as tweets), which are text-based posts of up to 140 characters in length. 23. Regional Magazines 24. Global Outlook, Focus on Polio, Focus on Literacy 25. Press Center, Links to worldwide coverage of Rotary in major media outlets, RI media contacts by subject matter, Testimonials, Press Releases list by topic/region/type of media outlet 26. Fact Sheets: What is Rotary?, Rotary and Education, Rotary and Polio Eradication 27. Under the Members tab at Running a Club tab, Public Relations menu for many resources 28. Overview of Club Public Relations a teaching, how-to resource for clubs 29. Effective Public Relations: A Guide for Rotary Clubs (22 Pages), order from Shop at RI or download at en_pdf/257en.pdf - this a Rotarians Guide to understanding news, PR Writing, Media relations, External Relations and Nontraditional media, and evaluating the effectiveness of your club s PR efforts 30. Humanity in Motion media campaign: television, radio, print, Internet, and billboard public
5 service announcements (PSAs) many of these are free 31. PR Grants, program changes annually based on funding & emphasis 32. RI Public Relations Award 33. Downloadable PR Resources, Report of Results of RI Public Relations 34. Survey, Promotional Guides for various RI and TRF Programs, Rotary Fact Packs, Public Relations writing samples, kits and templates. 35. Cable & Public Access TV 36. PSAs (Public Service Announcements) for TV, Newspaper, Magazines, Club Web Sites or Billboards 37. Posters & Signage 38. Newspaper Supplements 39. Special Events on TV or video 40. Club Brochures 41. Presentations and Speeches 42. Program Booklet ads 43. Community Directories 44. District Newsletter/Directories 45. Public displays 46. Air/Rail terminal advertisements 47. Notecards
6 Public Relations Writing Tips The ability to write easily, logically, and succinctly is essential for public relations. The object of most PR writing is to grab the reader s attention, convey information quickly, and invite the media to cover your story. Inverted pyramid. Most press releases and other written communications for the media use an inverted-pyramid style, with the most important and relevant information at the top, followed by gradually less important information. The headline and the first sentence are the two most important parts of a press release. Make sure they re compelling enough to draw in the editor or reporter. The five Ws. Include the five Ws in your first paragraph, ideally in the first sentence: Who? The main focus of your story; a person or group at the center of the story What? The event or project with which your club is involved Where? The location of the event, including a street address When? The time, day, and date of an event, or the time period involved for a person or project Why? The reason the event, person, or project is significant to the general public In subsequent paragraphs, provide details about the event or project, or describe how the person or group achieved something extraordinary. Beyond the Press Release. Rotarians can communicate stories to the media in many other ways, such as: Media alerts. Time-crunched newsrooms appreciate a media alert, a more condensed version of a press release. Ideal for upcoming events or reminders, just answer the five Ws in bullet format, and send the alert to media contacts. Letters to the editor. The editorial page is one of the most-read sections of the newspaper, and a letter can reach many people. Use the templates from RI to get started. Op-eds. An op-ed is an opinion piece written by an individual who isn t on the newspaper s staff. Before writing an op-ed for your paper, learn what topics are of interest to your community. Media kits. Prepare a special folder that holds general information about Rotary and your club as well as materials tailored to the event. Fact sheets. Fact sheets provide details about Rotary programs to ensure that journalists have accurate background information. Excerpted from Questions or help with your club s public relations, please contact: C. Bruce Watterson, Public Relations Chairperson rbwatterson@bellsouth.net Cumberland Dr. Rome, GA 30161
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