Building Rotary's Brand and Enhancing Public Image

1. Enhancing Rotary’s Brand and Public Image

2. Today’s Panel
Moderator: Pauline Leung
Public Image Coordinator, General Coordinator
Rotary Club of Taipei Pei-An, Taiwan
Panelist: Jennifer Jones
Public Image Coordinator, North America Coordinator
Rotary Club of Windsor Roseland, Ontario, Canada
Panelist: Jane Lawicki
Manager, Public and External Relations Department
Rotary International, Evanston, USA

3. Overview of Session
•The Rotary brand
•Working with the media
•Rotary’s Humanity in Motion and This Close
campaigns
•Additional PR resources

4. 1.2 million members in 34,000
clubs around the world

5. All About Reputation

6. Perception: What people believe is
true whether you like it or not

7. Building Credibility

8. Where are we headed?

9. Know your audience

10. Working with the Media

11. Why tell the Rotary story?

12. Elements of a News Story

13. Be Proactive

14. Ways to tell our story
New Media
•Blogs
•Social Media: Facebook,
Twitter, LinkedIn
•Images: Flickr
•Video: YouTube, Vimeo
Traditional
•Print: New
Releases, Op-Eds
•Television: Public
Access, Cable,
Network
•Radio
•Outdoor: Billboard

15. Partner with media

16. Social Media happened

17. Resources to help you tell the Rotary Story

18. 2010-11 PR Grants
Grants
In millions (US$)
$2.2M $1.2M $8.7M
District Contribution In Kind Donations Public Relations
Value
$12.1M

19. • Up to US$15,000 per district
• Districts contribute one-third match
• $1,000 unmatched bonus for multi-district grants
• Applications available at rotary.org/prgrants
2011-12 PR Grants

20. Creative Resources

21. Humanity in Motion
Download at rotary.org/humanityinmotion

22. Sample Print Ads

23. ‘This Close’ Global PSA Campaign

24. rotary.org/mediacenter

25. Training materials

26. rotary.org/newsletters

27. shop.rotary.org

28. rotary.org/socialnetworking

29. facebook.com/rotary

30. twitter.com/rotary

31. youtube.com/rotaryinternational

32. Linkedin

33. Flickr

34. Human Resources
•Rotary’s 1.2 million members to help tell the
Rotary story
•Rotary Public Image Coordinators
•RI Representatives to the UN and key
international organizations
•RI Public Relations staff: [email protected]

35. Discussion