District 9465 - PR Presentation to District Assembly
1. District 9465 Public Relations
Spreading our Message
A special how-to with tips
and resources for clubs
Rotary District 9465 * www.rotaryd9465.org.au
2. Who is John Stockbridge?
▫ Rotarian for 23 years
▫ (joined at age 15)
▫ Past President and Current member of the Rotary Club of
Southern Districts
▫ Run my own Business Development Consultancy
▫ Fellow of the Australian Computer Society
▫ Fellow of the Australian Institute of Company Directors
▫ Paul Harris Fellow
▫ National Director of the Australian Information Industries
Association (AIIA) (12 years)
▫ Past Member of the WA State Government Export Advisory
Council
▫ Past Member of the WA IT State Advisory Council
▫ All round nice guy and George Clooney look-alike
2
3. How did I get to be PR Chair?
▫ Brian Eddy called
▫ I thought there was money involved
3
4. Public Relations - Everyone’s Job
Spreading Rotary’s
message
Rotary District 9465 * www.rotaryd9465.org.au
5. What is Public Relations?
Public Relations is
• Developing and
spreading your
message
• Maintaining goodwill
& understanding with
your audiences
Rotary District 9465 * www.rotaryd9465.org.au
6. Not the Enemy
•Journalists are not the enemy
•Media outlets are looking for
stories for their audiences
•Newsworthy vs. noteworthy
Rotary District 9465 * www.rotaryd9465.org.au
7. Is it News?
Making our news their news
Rotary District 9465 * www.rotaryd9465.org.au
“It’s not news if a dog bites a
man, but it is news if a man bites
a dog.”
!
Adage about media perspective:
8. How media outlets determine newsworthiness
What makes
something newsworthy?
Journalists make judgments about what
is newsworthy and what is not for their
readers and viewers. There is a limited
amount of time and space for the news.
The more newsworthy your story is, the
better chance it has of making the news.
Rotary District 9465 * www.rotaryd9465.org.au
9. Qualities of Newsworthiness
Proximity – story happens in media outlets’ reach
Example: An Armadale Rotary club’s activities won’t
normally make the Joondalup Times
!
Rotary Example: It’s hard to get your local media to
cover a Rotary event in India unless people from your
area were at the event. Media outlets look for ways to
“localise” news.
!
Rotary District 9465 * www.rotaryd9465.org.au
What makes
something newsworthy?
10. Qualities of Newsworthiness
Timeliness/Immediacy - the story happens now or
soon. You don’t want to wait weeks after the 4-way test
speech contest to pitch a story about it to the media.
!
Example: An event two weeks ago is way too old for most
media outlets. They would prefer to look ahead (preview)
than review a story.
!
Rotary Example: You’d want to pitch a story about your
RYLA participants before the February event.
What makes
something newsworthy?
11. Qualities of Newsworthiness
Prominence - a prominent person or place is included
in the story
!
Example: Your doctor’s report doesn’t make the news, but
your country’s Prime Minister’s does. It’s only because of
prominence that the story is reported.
!
Rotary Example: If the mayor or other local prominent
people (like your club’s president) are involved in
programs, you have an element of prominence.
What makes
something newsworthy?
12. Qualities of Newsworthiness
Impact/Consequences - the larger the impact or potential
impact of a story, the more newsworthy it is. How many people
will your story affect? The media outlet needs to see how your
story impacts readers.
!
Example: A storm that shuts down most of the South West and
leaves thousands without power is more newsworthy than a
storm that shuts down your neighbourhood pool.
!
Rotary Example: A district-wide Polio effort has more than
3,000 Rotarians behind it. Polio efforts themselves impact
millions.
What makes
something newsworthy?
13. Qualities of Newsworthiness
Conflict/Controversy - a story might have an
element of conflict or controversy
!
Example: Look at the front page of today’s newspaper
or news website. Media outlets are drawn to conflict.
!
Rotary Example: Your water drilling team can’t travel
to Cambodia because of bandits.
Rotary District 9465 * www.rotaryd9465.org.au
What makes
something newsworthy?
14. Qualities of Newsworthiness
Human Interest/Emotional Appeal - a story has
heart or talks about individuals and their lives
!
Example: A personality profile about your mayor and her
struggles with polio as a child.
!
Rotary Example: A feature story about your
Ambassadorial Scholar and why she chose to study social
work in America
Rotary District 9465 * www.rotaryd9465.org.au
What makes
something newsworthy?
15. Qualities of Newsworthiness
Unusual/Bizarre/Singularity- a story is bizarre or
unusual or unexpected. It could also be a first or
historical kind of story.
!
Example: Long lost sisters find each other at the local
supermarket because of a billing error.
!
Rotary Example: Your club is the only one in the world
chosen to conduct a special pilot program.
What makes
something newsworthy?
16. Is it News?
Telling our story in their terms, with newsworthiness
Less Newsworthy (noteworthy) More Newsworthy
The fact that your club conducted a speech
contest.
The winner’s message and his
or her back-story. (using
human interest, timeliness,
proximity
The fact that your club fights polio. A member’s experience with
polio or a trip to a national
immunization day. (also uses
human interest, timeliness,
impact, proximity)
Rotary District 9465 * www.rotaryd9465.org.au
Making our news their news
!
17. Is it News? - Practice
Making our news their news
Story Idea NEWSworthy Just NOTEworthy
Oct. 24 is World Polio Day !
More than 3,000 Rotarians in
the district will fight p0lio
through projects from Perth to
Albany to Kalgoorlie to Port
Hedland on Oct. 24, World
Polio Day. (Would tell story of
a few clubs)
!
X
X
After you decide which column the story idea
will fall into, hit the space bar for the answer
18. So you have news.
What now?
It’s time to write a news release. Even
if you plan to call a reporter with the
story, it will be helpful to have written
info ready to send to him or her.
19. Parts of a News Release
The makings of a winning news release
Letterhead:
This doesn’t
have to be on
your specific
letterhead, but
you want to
create a similar
look for your
news release.
Include club
name, address,
telephone/fax,
website address
and e-mail.
20. Parts of a News Release
The makings of a winning news release
NEWS
RELEASE:
Type these
words
somewhere on
your release.
Avoid the term
PRESS
RELEASE if
you’re sending
to media outlets
other than
newspapers.
21. Parts of a News Release
The makings of a winning news release
FOR
IMMEDIATE
RELEASE:
This lets the media
know the news is
ready to be
published and not
embargoed, or held
until a certain date.
!
DATE:
Place the date you
release the release
somewhere on the
page.
22. Parts of a News Release
The makings of a winning news release
CONTACT(S):
This is one of the most
important parts of the
release. Give name,
phone number, mobile
number and e-mail for
the Rotary contact who
is prepped to help the
media with this story.
Make sure this person
has a copy of the
release, will respond
quickly to media calls
and can answer to
potential reporter
questions.
23. Parts of a News Release
The makings of a winning news release
HEADLINE:
This is one of the
first things a
reporter will read
to decide if he/she
wants to read
more.
!
Write headlines in
present tense and
active voice.
Example: Local
Rotarians raise $50
Million in Polio
Campaign
24. Parts of a News Release
The makings of a winning news release
DATELINE:
This is the city
where the release
has been crafted. If
you’re in Canning
Vale, the dateline is
CANNING VALE,
WA.
25. Parts of a News Release
The makings of a winning news release
LEAD:
This is the first
paragraph of your
release and is as
important (or
more) than the
headline. The news
team will decide
whether or not to
cover your news or
read further at this
point.
26. Parts of a News Release
The makings of a winning news release
LEAD:
Your lead should have the most newsworthy parts
of your story. One helpful hint is to think about
how you would tell a friend about this project/
event/etc. Then work some details into the first
paragraph.
!
27. Parts of a News Release
The makings of a winning news release
LEAD:
Try to incorporate some (not all)
of the 5 Ws 1H (who, what, why,
when, where, how) into your lead.
!
Ideally, your lead will only be
about 25 words. Keep it short
and sweet.
!
Details can be weaved into the
rest of the release. Try to move
from the most important details
to additional facts and then some
background info.
Inverted pyramid
journalists use
28. Parts of a News Release
The makings of a winning news release
BODY OF
RELEASE:
This is where you’ll
explain details for
the event. You
could even add
quotes from your
club’s president or
the group you’re
working to help,
like the food bank.
29. Parts of a News Release
The makings of a winning news release
ENDING
MARKS:
Make some kind of
notation at the
bottom of the
release to signal its
end.
!
Options:
-30-
###
-end-
-Rotary-
30. Parts of a News Release
The makings of a winning news release
BOILERPLATE
INFO:
This is one more way
to tell a reporter
about your club. It’s a
sentence about your
club or Rotary
International that
could be used every
time.
Example: Founded in 2009, the Rotary Club of Southern Districts is
part of Rotary International, a global network of community
volunteers with 1.2 million members. The club’s Web site is
southerndistricts-rotary.com.
31. The release is
ready. To the
masses, it is.
You have news. You have your news
release. It’s time to distribute it to your
media outlets. But to whom?
32. Media List
Getting your news to the news
❑ A media list is a list of media targets in your area. It
should contain contact info like names, phone numbers,
fax numbers, e-mail addresses for editors, journalists,
and news directors who might cover your news.
!
❑ Your club may have a list and you’ll just need to update
it.
!
❑ Chambers of commerce sometimes have media lists
available to members that make a great starting spot.
!
❑ Area public relations undergraduates might be a good
resource for creating a list for internship credit
!
33. Media List
A sample media list to get you started
Organization Name Title Address Phone Email Time of
day to
contact
Preferences
or beat
Notes?
Local newspaper
Regional Weekly
Paper
ABC affiliate
Radio 6PR
Business News
Community News
Rotary District
9465
Newsletter
YOUR club’s
newsletter, etc
Rotarian
magazine
34. Media List
Getting your news to the news
❑ Consume your local media.
!
❑ Look for reporters who cover organisations like yours
or similar projects. Make notes or add to your media list.
!
❑ Look for special sections or segments that complement
your club or your Rotarians
❑ InMyCommunity (Community News) has a
segment called Local News that is right up our alley.
❑ Business publications typically run special sections
like “40 under 40” or “WA Women” to honor
individuals. Nominate an appropriate club member.
!
35. Media List
Getting your news to the news
Don’t forget the Internet and other outlets that touch
many readers or viewers
!
❑ School district Web site (especially for 4 Way Test
Speech contest)
❑ District and Club Facebook Pages. If you are a friend
you can post on their timeline.
❑ College Web sites and media outlets (Rotaract events)
❑ Greensheet or other free pick-up publications
❑ Popular blog sites
❑ Twitter (find a club member who likes to tweet after
each meeting)
!
36. Distribution time!
You have news. You have your news
release. You have a media list. It’s time
to distribute it to your media outlets.
37. Contacting the media
Pitching your story and sending your release
Remember that the media professionals are not the
enemy. They LOVE great stories and are always looking
for the next one. You may just have it.
!
Media professionals also like to hear from THEIR viewers
or readers.
!
Ideally, you’d contact the individuals on your media list
based on their preferences. Some really rely on e-mail
and others can’t sift through the 1,000s of e-mail
messages a day.
!
Rotary District 9465 * www.rotaryd9465.org.au
38. E-mail: Contacting the media
Pitching your story and sending your release
E-mail: Your chances are better if you have a reporter’s e-
mail. The generic news@news.com.au type address will go
into the abyss. It’s even better if this reporter will recognise
your name and OPEN the message.
!
Give it a subject line like STORY IDEA or part of your
headline.
!
Attachment or in the body of the message: I’ve had
better luck pasting the body of my news release in the
message and attaching the official one or providing a Word
doc when requested.
!
39. E-mail: Contacting the media
Pitching your story and sending your release
BCC: Don’t CC a bunch of reporters. If you are sending one
e-mail to a group of reporters, use the blind carbon copy
feature in your e-mail.
!
LETTERHEAD: If pasting your release into the body of
your release, you can eliminate graphics.
!
CHECK YOUR E-MAIL: If you send a release via e-mail,
check your Inbox often for reporter response. A reporter will
want a prompt response.
!
40. Phone: Contacting the media
Pitching your story and sending your release
Pitching a story over the phone
Picking the right time to call is key. You don’t want to
call during a deadline. For outlets with an evening deadline
(television stations and most newspapers), you’ll want to call
mid-morning. Some will be in the office at 10 or so.
!
Don’t make apologies for your call. Say you have a
story idea you’d like to pitch and then hit it. You want to
verbally re-cap your release in a sentence or two. Play up the
newsworthiness and why the story is a good fit for that
reporter’s publication and audience.
!
41. Phone: Contacting the media
Pitching your story and sending your release
Yes or no. The advantage to a telephone call is that
you will get an immediate feel for if the story is a
good fit.
!
More info. The reporter will probably ask for you
to get info to him/her immediately. Ask for his/her
preference of delivery (e-mail/fax), verify the correct
number/e-mail and send it immediately .
NO! If you get a “no,” no worries. Be gracious. Don’t get
pushy or upset or argue. You want to be able to pitch
another idea some day in the future.
!
NO! is not personal.
42. Follow Up & Miscellaneous
Pitching your story and sending your release
✓ If you e-mail, fax or mail a release, follow up on it.
!
✓ For a release about an event, send your release a week or so before
an event and follow up a day or two before. If you’re working with a
monthly or weekly publication, send our your release sooner. Know
the publication’s deadlines.
!
✓ Sell the story. Be careful that you are not asking the news media
to advertise for Rotary. You are looking to spread Rotary’s message
and the mass media is one way to do this. It also gives a media outlet
a great community story.
!
✓ Have a newsworthy story to sell. You don’t want to gain a
reputation for sending news releases without any news.
!
!
! Rotary District 9465 * www.rotaryd9465.org.au
43. More than a News Article
Other opportunities exist for your public relations efforts.
!
PHOTOS: Media outlets need visuals. You can invite
photographers to events or submit photos the club
shutterbug has taken.
!
LETTERS TO EDITOR: Look at the publication’s policies
before writing. Make the letter timely and connected to an
editorial, other letter or something in the news.
!
GUEST COLUMN: Read others that have run in the
publication. Gather your thoughts and then pitch the idea
to the editorial page editor.
!
! More details in Effective Public Relations
45. Places to look for ideas
Planning your Rotary public relations
✓ Look in editorial calendars published by publications. Look for
months where they are focusing on things that your club focuses on…
education, health, nonprofits, etc. Sometimes these are located
online in media kits or advertising kits.
!
✓Look at special sections or segments about community
leaders. One example is the People section of the Community News
where local business leaders are highlighted. Your new president
might make a good dossier feature.
!
✓Look at District 9465’s calendar
!
✓Look at Rotary International’s calendar
!
!
!
! Rotary District 9465 * www.rotaryd9465.org.au
46. Places to look for ideas
Planning your Rotary public relations
✓Create a calendar or list of your programs
!
✓ Identify which programs have potential newsworthiness
!
✓ Watch the PR e-mails from the district (upcoming slide) and Rotary
International
!
✓Look through Rotary International’s collection of PSAs (public service ads/
announcements)
!
✓ See what media opportunities and outlets exist in your area
!
✓ Look for other stories in the media spotlight that tie into your programs or
events
Rotary District 9465 * www.rotaryd9465.org.au
47. District 9465 Calendar
Planning your Rotary public relations
❑ July 1 – New Rotary Year – a short blurb to the local
media about your new president and/or other leaders
❑ Feb 25 – Ron Sloan Endeavour Scholarship Awards
Night
❑ Ideas: If a group from your locale travels in, take pictures for
local media or blog from an event. You could send a “brief” report from
the game to the sports desk. Sports writers & columnists are looking for
human interest to attract other readers to their section.
❑ Oct. 24 – World Polio Day – District would like all
clubs to focus a polio-related project on this day
!
Rotary District 9465 * www.rotaryd9465.org.au
48. Rotary International Calendar
Planning your Rotary public relations
August--Membership and Extension Month
September--New Generations Month
October--Vocational Service Month
November--Rotary Foundation Month
December--Family Month
January--Rotary Awareness Month
February--World Understanding Month
March--Literacy Month
April--Magazine Month
June--Rotary Fellowships Month
These month celebrations might help with ideas
for newsworthy stories
Rotary District 9465 * www.rotaryd9465.org.au
49. Rotary International Calendar
Planning your Rotary public relations
World Polio Day – Oct. 24
World Diabetes Day – Nov. 14
International Volunteer Day – Dec. 5
World Leprosy Day – Jan. 31
World Cancer Day – Feb. 4
Rotary’s Anniversary – Feb. 23
Earth Day – April 22
World Environment Day – June 5
Rotary Calendar Online
Other calendar items that might help with ideas
for newsworthy stories
Rotary District 9465 * www.rotaryd9465.org.au
50. Experts and
sources
Rotary is a gold mind for potential
sources and experts who can help
reporters better tell stories to their
audiences.
51. Experts, Sources & Ideas
Building relationships with media outlets
You may not have a story to pitch, but you can build relationship
with reporters and media outlets by being a resource for them.
!
Your club has a wealth of knowledge to offer. See if members
would agree to be added to a list of experts that you can submit
to media outlets. There are times when reporters are hustling to
find sources. Some are predictable and others depend on
breaking news. Does your club have a WWII or Vietnam vet
with a great story that could be shared on Anzac Day?
!
Example: Look at your local University’s Web site. Typically, it
will list campus members who are experts in their field and are
available to talk on subjects.
Rotary District 9465 * www.rotaryd9465.org.au
52. Experts, Sources & Ideas
Building relationships with media outlets
If you have a story idea, even if
unrelated to Rotary, share it with a
reporter. This positions you and
your club as a media-friendly.
!
Reporters are grateful for story
ideas.
Rotary District 9465 * www.rotaryd9465.org.au
53. PostCare App
▫ Setup for iPad, iPhone and Android
▫ Every postcard sent out by Rotary club will have
the club logo printed on the postcards.
▫ A promo code used to bypass the payment
gateway, which will allow you to send the
postcard without purchasing any credits.
▫ Rotary Club will donate a certain amount to
Good Sammy to print and post the each postcard.
In return, Good Sammy will give Rotary club a
tax offset invoice for the donation.
53
56. District 9465 PR Network
• Connecting club public relations chairs and
others to share ideas, successes, etc.
!
• Public Relations Directors are encouraged
to join the network
!
• Simply search for the Facebook Group
“Rotary District 9465 PR Group”. This is a
closed group.
Rotary District 9465 * www.rotaryd9465.org.au
57. Resources for Your Club
• Rotary International site: www.rotary.org
!
• RI Public Service Ads/Announcements
!
• District site: www.rotaryd9465.org.au
!
• PR Network for District 9465:
Rotary District 9465 PR Group
!
• PR Tips e-mail: through www.rotary.org
!
• Effective Public Relations: a book from Rotary
Rotary District 9465 * www.rotaryd9465.org.au
58. Great Resource
for Your Club
Effective Public
Relations is a book
available through
Rotary.org.
Rotary District 9465 * www.rotaryd9465.org.au
59. Concluding Thoughts
• ALL of us are responsible for spreading our
message
!
• Journalists are not the enemy
!
• You CAN spread Rotary’s message
!
• Think newsworthy, not noteworthy
!
• District PR Committee
is here to help
Rotary District 9465 * www.rotaryd9465.org.au
60. Sources & Contact
• Images and logos from Rotary.org
• Effective Public Relations: A Guide for Rotary Clubs (pr@rotary.org)
• Plagiarism mostly from District 5790
!
• John Stockbridge, Rotary Club of Southern Districts
District 9465 PR Chair, 0403 193 607
jds@acslink.net.au
www.southerndistricts-rotary.com
Facebook Page: www.facebook.com/SouthernDistrictsRotary
Newsletter Site: http://southerndistricts-rotary.com/wordpress/
Twitter: @sthdistrotary
!
!
!
!
Rotary District 9465 * www.rotaryd9465.org.au