Presidents-nominee: Preparing For Your Role

PRESIDENTS-NOMINEE
PREPARINGFORYOURROLE
PUBLIC IMAGE AND MEDIA RELATIONS
PDG GÜNES ERTAS - RPIC ZONE 20B

2016
ROTARY PUBLIC IMAGE COORDINATOR

2016
• Facilitator
• Motivator
• Consultant
• Resource
ROLE OF PI COORDINATORS

2016
 Supporting District
and Club Leaders in
Developing Stronger,
more dynamic and
more effective Clubs
KEY RESPONSABILITIES

2016
• Role is to serve as a trainer, motivator, consultant and
subject matter expert for club and district leaders in
your region.
• Assist leaders in sharing Rotary’s success stories to the
community and media, local civic and government
leaders, non-governmental organizations and similar
entities. Sharing the Rotary story will help build a
climate to enhance membership, expand Rotary service
and inspire friends, fans and donors to further support
Rotary and its mission of doing good in the world.
ROLE OF RPIC

2016
Together with the regional Rotary Foundation
coordinators (RRFCs) and Rotary coordinators (RCs),
Rotary public image coordinators communicate with
districts in their regions about Rotary International’s
initiatives. While the RRFCs serve as a resource for
Foundation matters and the RCs for membership
matters, the Rotary public image coordinators help
enhance the organizations public image and raise
awareness of Rotary worldwide.
THE COORDINATOR TEAM

2016
Responsibilities cover a broad spectrum:
• Inform and motivate Rotarians about Rotary’s public
relations efforts.
• Promote the RI Strategic Plan priorities of advancing
internal and external recognition and public image of
Rotary.
• Encourage stronger club-level public relations efforts.
RESPONSABILITIES

2016
• Identify how to connect Rotarians who are finding
innovative ways to enhance public image, participation
in social media with clubs and districts that need
assistance in those areas.
• Work with district leaders to create a plan for meeting
critical district communications needs and providing
relevant resources.
• Promote long-term, club and district communication
planning, assess public relations needs, and identify
ways to increase awareness and understanding of the
organization.
STRATEGIZE

2016
• Share success stories of effective public relations efforts
to inspire and motivate club and district leadership.
• Promote local and RI communications efforts to enhance
Rotary’s public image and external awareness.
• Provide regular communications (via zone website, blog,
newsletter, etc.) that includes news and updates from RI.
COMMUNICATE

2016
• Conduct regional seminars that promote PR resources,
social media participation and Public Image Grants,
collaborating with fellow regional coordinators when
possible.
• Serve on GETS training team when invited by convener,
and assist at Rotary institutes, and other zone-level
meetings, as needed.
• Participate in club and district events, including the
presidents-elect training seminar (PETS) and other
training opportunities.
TRAIN

2016
• Provide guidance to districts relating to Public Image
Grants.
• Foster and share examples of innovative and creative
approaches that support efforts on key dates (such as
World Polio Day and Rotary’s Anniversary).
• Consult on outward-facing outreach efforts, both online
and using traditional media.
• Be sure to work closely with the RI director in your
region to determine your priorities and finalize regional
goals for your term.
ADVISE

2016
• Reach out directly to media in your region, to establish
contacts and share relevant information (press releases,
highlight events).
• Highlight Rotary’s efforts in the regional media around
key dates and events (such as pitching humanitarian-
focused news stories around UN-related days).
OUTREACH

2016
• Rotary public image coordinators are considered experts
in the various areas of communications. RPIC’s are
appointed based on their knowledge and experience with
public relations, marketing, journalism, branding and
public speaking, among others. Assistants have expertise
in topics that can strengthen club and district public
relations efforts and enhance Rotary’s public image. This
support will help raise awareness and understanding of
the organization and what it does.
EXPERTISE

2016
• Conduct public relations training and promote the
resources available at the zone, district and club levels.
• Suggested ways to focus on Public Relations Training
include:
• Conducting/facilitating/supporting a minimum of three
PR training sessions per RPIC, per zone
• Developing training modules on Media Training, Crisis
Management and Social Media
• Assisting in efforts to introduce, explain and coach
districts on Rotary’s current brand initiative
PUBLIC RELATIONS TRAINING

2016
• Serving as a resource for the District governors and
District
• Encouraging the use of Social Media to communicate
with new audiences
• Using Social Media to promote and communicate
Rotary’s work around specific dates (such as World Polio
Day)
PUBLIC RELATIONS TRAINING

2016
• Public Relations Outreach is about ensuring Rotary receives
positive and fair media coverage relating to projects and
efforts (such as the End Polio Now campaign) while
increasing awareness and understanding
• Suggested ways to focus on public relations outreach
include:
• Encourage the use of Rotary Showcase to promote
successful club projects to non-Rotarians through Facebook
• Promoting and supporting Rotary’s End Polio Now Efforts
by inviting members of the media to participate in a
National Immunization Day; identifying and securing the
participation of a celebrity for the “This Close” campaign
PUBLIC RELATIONS OUTREACH

2016
• Supporting Rotary’s Anniversary (23 February) by using
social media to multiply the effects of efforts and identify
a new celebration idea
• Increasing positive media coverage of Rotary by placing
stories in major publications, establishing relationships
with local media and distributing RI produced press
releases
• Working with Rotary leadership to build support for
public image efforts
• Measuring and reporting PR successes
PUBLIC RELATIONS OUTREACH

2016
Enhanced
public
image
Increased
contributions
Greater
global
reach
Increased
membership and
donor base
Better
projects
Greater
impact
Stronger
clubs
WHAT SUCCESS LOOK LIKE

2016
• Using websites and social media
• Using billboards, radio messages,
television, and print ads
• Working with the media
• Handling a media crisis
• Use of Rotary’s visual identity
and voice
COMMUNICATIONS STRATEGIES SHOULD
COVER . . .

2016
TRADITIONAL MEDIA
Television, radio, and
print ads
Billboards
Newspaper
articles
Radio
announcements

2016
• Download our guidelines
• Create your own club logo
• Use templates as a starting
point
• Use images to inspire your own
photos
1. ADOPT THE NEW VOICE AND VISUAL IDENTITY

2016
• Real people,
real stories
• Tug the heartstrings
• Focus on the WHY, not
the HOW
• Define your impact
2. TELL COMPELLING STORIES WITH
CONSISTENT MESSAGES

2016
3. UPDATE WEBSITES AND FACEBOOK PAGES

2016
• Plan for success NOW
• Map out your events
• Put the right team in place
• Give them a clear budget
4. PLAN AND BUDGET FOR MARKETING

2016
THE END RESULT
million
members
delivering a
consistent
message
1.2 = =
more members,
donors, partners
stronger brand greater
impact
=

2016
KEY RESOURCES
Brand
Center
Media
Center
Rotary
Showcase
Effective Public
Relations
RPIC
Public
Relations page

2016
PUBLIC RELATION AREA MY ROTARY

2016
• Plan how you will use communications
strategies to achieve your public image goals
• Create an external communications plan for
your district
• Use the public image resources available to
you to enhance your communications efforts
REVIEW OF LEARNING OBJECTIVES

2016
 Consult more
effectively
 Offer new
perspectives
 Provide support for
identified needs
 Build foundation
for training
 Initiate
communications
Result: stronger and more effective clubs & districts
ROTARY CLUB CENTRAL

2016
ROTARY CLUB CENTRAL
Your Club

2016
ROTARY CLUB CENTRAL
Service

2016
ROTARY CLUB CENTRAL
Foundation Giving

Presidents-nominee: Preparing For Your Role

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