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Communications and Public Imagefor Your Rotary ClubTim Lundell, D-5170 District Governor NomineeDebby Rice, Former D-5170 Public Image ChairD-5170 District Training AssemblyApril 13, 2017
Goal – Demystify Communications and PRWe hope you will leave here withsome concrete ideas as to howyou can improve communicationswithin your Club and let the world,and your members, know aboutthe good work your Rotary Clubdoes.Let’s start from the perspective ofRotary International.
40 % NeverHeardof Rotary40 % Know Only 20% HaveName OnlySomeFamiliarity
So We clearly have an issuewith getting the Rotarymessage to the World But that is not the onlyaudience we need to reachin our messaging effort
DELIVERING THE MESSAGEINTERNALCOMMUNICATIONS NewsletterClub DirectoryClubRunnerMeetingAnnouncements Emails WebsiteYOURCLUBEXTERNALPUBLIC IMAGE Social MediaMedia CoverageAdvertisingWebsiteDemonstrating Your Club Vibrancy!
As Used in this Course, the WordsHave Specific Meanings: “Communication” denotes delivering yourmessage to a defined interested audience. “Public Image” denotes broadcasting yourmessage to a broad audience whose interestyou hope to captureSometimes the Audiences OverlapYour Club website, for example, providesuseful information to your Club members,but also can be viewed by people searchingFor Rotary information.
The Link Between: Internal Communications and Membership:Keeping members informed will improvemember retention through engagement,fellowship, pride, and participationopportunities. Public Image and Membership:Making the community aware of your Club,its projects, its community involvement,and fellowship opportunities will improvemember recruitment.
Strategy We could teach a course on strategy,but There are other resources that discussstrategy For this program, your goals are simple: You want your members to be fully informedabout the vibrancy of your Club You want to do all you can to let the worldknow about the good work your club isdoing, its events and/or projects You want to remain consistent with RotaryInternational’s look and messaging
Social Media We could teach a full course on socialmedia, and For this program, social media is animportant component, but For this session, we will: Provide an overview of the social mediachannels, and Provide resources for suggestions as towhen, where and how to use
Let’s Get GoingCommunication Plans and Public Imageare things we all can do.Key: Build a teamKey: Be diligent and enthusiasticKey: Be aware of ideas from othersKey: Have realistic expectationsSo Let’s Get Started DiscussingCommunications
Important Tools to Keep YourMembers Informed: NewslettersEmail BlastsPhotos of Meeting GuestsFlyers (digital and hard copy)Powerpoint slidesWebsite (public and members-only)And consider one of thesubscription services that does all ofthese things: ClubRunner or DACdb
Welcome toClubRunnerAn Official Rotary International LicenseeClub PresentationClubRunnerClubRunnerConnect. Collaborate. Communicate.1-877-469-2582
Key Benefits of ClubRunner Superior communication features No need to know any technical language Effective club image & improved public relations with professionalwebsite themes and layout options Stronger membership growth and retention Centralized club reporting and administration Better handling of events and volunteers Efficient and easy management of committees Increased data security Automatic transfer of information between districts and other 582
ClubRunner FeaturesTake a closer look at the powerful suite of features: Website Designer Member Directory Email Message Center eBulletin Contacts Module Event Planner & Calendar Volunteers Module Dues & Billing Attendance Manager RI Database IntegrationClubRunnerClubRunner Custom Reports &Directories Photo Albums Committee Management Online Payment & ECommerce MyEventRunner Mobile App Social Media Integration Sponsorship Feature1-877-4MY-CLUB1-877-469-2582
Website DesignerHome PageDisplay live informationfrom your database: Meeting informationfor visitors Events calendar andspeakers Club executives,directors & committees Useful links to otherrelevant websites Download files Photo Albums withslideshows Home page stories andnews all withouthaving to 69-2582
Website DesignerAdding ContentTo add a story to the homepage, any member who hasbeen granted editor rights canlog in, then type content intothe built-in editor.Pictures are automatically resizedand compressed for optimizeddownloading on the web and aresaved in your image library forfuture use.Options available to allowyou publish or save as draft,hide or show an article onthe home page, story library,and 469-2582
Member DirectoryClubRunner makes it easy to manage your memberdirectory by: Maintaining your member database withphotos Allowing each member update his or herown profile Printing or downloading an up-to-datephoto directory Creating additional fields to track moreinformation Sending automatically generated notices toRI to synchronize with their databases Easy conversion to Excel, Word and CSVClubRunner stores your directory database safely in apassword-protected members-only area of your 582
Email Message CenterClubRunner simplifies the way club members communicate via email—whether it be within their club, to prospective members, club directors orspecial groups and committees.In addition, email addresses are centralized. This means that if a memberchanges his/her address, it is reflected everywhere, in all distribution lists,without the need to notify -2582
eBulletinThe eBulletin is a great way to boost publicrelations, club image and membershipgrowth and retention.Create a professional email newsletterquickly by incorporating contents such asstories, news, speakers and events fromthe website.Easily personalize the look of your bulletinwith custom banners, footers, themes -469-2582
Photo AlbumsShowcase your events and the latest happenings in your club tothe community and world.Any member with authorized access can post pictures to yourwebsite without the necessary technical and design skills.ClubRunner handles all thetechnical aspects of imagecompression and resizing andpublishes your albums in aprofessional online gallery,complete with captions and aslideshow -2582
Mobile AppYour key to connect to your club onthe go!Password protected, just like yourwebsite, the ClubRunner Mobile Appconsists of 3 main modules:– Member Directory– Latest Stories Feed– Rotary Club LocatorClubRunnerClubRunner1-877-469-2582
Social Media IntegrationUse the widget selector to simply drag and dropsocial media plug-ins such as Facebook to yourhomepage.Add share icons throughout your site, making it oneclick away from being promoted to the world!Additionally, add any RSS feed to instantly display thelatest Rotary news headlines to your site visitors!ClubRunnerClubRunner1-877-469-2582
This is true for every Club: Every Rotarian is on the “messaging”Committee Our Members are our best voices forspreading the word, within and withoutthe ClubNow Let’s Look At Social Media andWebsite Specifics
Why Use Social Media?
Social Media Channels
Social Media Channels
Steps for All Social Media
Overcome the Challenges!
What do I Say?
Content Ideas Help – what do I say?
Social Media in Your Club Make Social Media for the Club a priority! Make sure Club members understandthe “multiplier effect” Designate members periodically to postregular news about meetings, guests,projects, events Encourage members to expand theircontact lists to include community leadersand business people.
Choosing Your Champion
Let’s Move on to Public Image:Two kinds of Public Relations/Marketing: Paid, and Not Paid
Paid: You control content Buy Standard MediaPrint TV Radio OnLine Partner with anotherclub/organizationto get morebang for the buck Negotiate non-profit rates
“Paid” Collateral: BrochuresBusiness CardsPost Banners
And then there is easyand effective non-paid:Personal PR: Tell your story Wear your pin Rotary gear Logo on your car
Unpaid–Media Event postingsHuman interestSocial columnistSponsorship
Types of Media Largenewspapers Small papers Cablenetworks TV stations Public accessTV Billboards Radio stations Newsletters-company,agencies Onlinepublications Social media Magazines
Don’t be timid – you are doingthe media a favor.They need to fill pages, spaceand time. You are providingthat.Timely and professionalsubmittals will be welcome.
Needs of the Media Is it news? Is it timely? Proximity? Impact on readers andviewers. Interest? Visual. Picture worth athousand words. Match story with themedium
Media Likes: A community benefitNational/International stories withlocal angleHuman interestUnusual storiesTestimonials of those involved(all sides– getting and giving)Photos that tell the story
Columnists(like me) needand welcomeinput!
Helpful Tips Need info at least 2-3 weeksprior Mail, Fax or Email – ask fortheir preference Details, details, details Remember--we competewith other organizations formedia coverage
Get the name (andcontact people) at your: Local paper Radio station TV station Web sites(events)
Your committees can also submit special event detailsto the MercuryNews .com by filling out a formonline:The link will take them to our editorial contact page(also very helpful) and one must then clickon Calendars "online form" it will link to Eventful.Calendar briefs are free and based on availability andare often a source for editors who may pick-up listingsfor a longer piece in the print edition and online.www.mercurynews.com/contactus#CALENDARS
How to contact the Bay Area News GroupMain phone numbers and addressesThe Mercury News: 408-920-5000 (voice) 408-288-8060 (fax)4 N. Second StreetSuite 800San Jose, CA 95113East Bay Times: 925-935-2525175 Lennon LaneSuite 100Walnut Creek, CA 94598Silicon Valley Community Newspapers: 408-2001000 (voice) 408-200-1011 (fax)1095 The AlamedaSan Jose, CA 95126
If not the Rotarian,then at least otherRotary publications
Pick a story to fit themedia: Senior Publications Bay Area Parents Chinese Ethnic-based media
Pick 4-6 key eventsfrom your year – noteverything isworthy of newsarticles!
Create Club PR Calendar JulyAug.Sept.Oct.Dec.Jan.Feb.MarchMayNew OfficersTGIFSchool projectScare-a-thon MovieBreakfast with SantaRotaplast TripValentine’s DanceELCAnnual Fund Raiser
Fact sheets vs. Press Releases: Easier Faster Reporters like the plainfacts .they will write thecopy
Fact Sheets Basics: Who?What?Where?Why?When?What community are you serving?Is there an interesting twist?Contact Person?Photo Op?
Make your story Rotarycentric: Cross promote Use the Rotary websiteUse your websiteUse your newsletterUse your InteractorsUse other Rotary ClubsUse the district websiteEmail blasts to your ClubTake photos
YourNewsletters/BulletinsSend them to a broader list! When theywent by snail mail, spouses loved toread, soWhy not send to spouses’ email lists?Friends of your Club?Other Club Presidents?District Leadership members?Sponsors
Why?Build Strong ClubsIncrease Membership32,00020-pagePreviewcatalogssent toSaratogaNewsand LGWeeklyhomes
Thankyoursponsors againandagainandagain
Ads in LocalCommunityPapers
To get noticedSticky Notes on Outside of All Delivered Papers
Co-market with your sponsors –it’s a win for all!
Sponsorplaced adPromotingYour event
Web ads on theMercury NewsWebsite
Promote Club ServiceWater ProjectsHealth CarePolio y AidWhy Rotary Now?Volunteer
Use ProfessionalRotaryTools
Rotary Int. Resources
RI Website
Rotary Brand Center
Rotary Brand Central
Think Outside the Box !!
An event to maximize an event
Have fun
Typical News at Noon has 47Looping Slides with Birthdays,Events, Photos, Notes from PeopleNot at the Meeting, District News,Other Club Meetings/EventsHappy to Share a News Programwith anyone interested
“I’d like to move to my final pointbefore taking your questions sostart thinking about yourquestions now.”
Whose Job Is It?The purpose of the District is to inspire andsupport the Clubs.Your District is here to help – but it’s up toClubs to use effective Communications andPublic Relations to get the message out, formembership growth and retention!Share with your members, the District, andthe whole community that your Club doesgood and has a good time doing it!
Questions/Ideas?
Mobile App Your key to connect to your club on the go! Password protected, just like your website, the ClubRunner Mobile App consists of 3 main modules: –Member Directory
