Public Image - Primer

Our District Communications Committee has compiled an updated list of Media (Newspapers, Radio, TV) for our region and written sample Press Releases for you to edit and use for local media coverage. You can obtain the information, by visiting the following pages:

Updated 7430 Media List
Press Releases

Public Relations info from Rotary InternationaI

Rotary and Rotary Foundation Graphics Online: you can download the logos for Rotary International, Rotary programs and Foundation programs from the Rotary International web site: www.rotary.org, select 'Download', then 'Graphics' on the submenu at the top. Or, simply click on this link: www.rotary.org/newsandinfo/downloadcenter/graphics/index.html

Rotary Images and Rotary Foundation Images on Compact Disc: If you’re looking for fresh images of Rotary in action, try Rotary’s new photo CD-Rom. Images range from youth exchange to literacy to other community projects. They also include Foundation images such as Group Study Exchange, 3-H Grants and Scholarships. The CD-Rom is available for order by calling the Rotary Order Desk at 847-866-4600. The CD is item number 450-EN. Or order through the RI Catalog online

  If you would like to submit a compilation to the Public Relations Division, please forward it to Petina Dixon, 1560 Sherman Ave. Evanston, IL 60202.

Letter to the Editor Tips : Rotary letters to the editor have been very successful. Many of the letters suggested in PR Tips have run in your local papers. Here are some tips to help you keep up the good work.

1. Be quick. Respond while the issue is still fresh. Ideally, try to send your letter within 24 hours of publication of the article.

2. Be clear. If you cannot summarize your message in one or two sentences, it’s not clear enough in your mind. Pinpoint in stark, unambiguous terms what you want to communicate.

3. Be concise. Most publications will not print a letter to the editor longer than 250 words. And editors tend to publish letters they don’t have to spend time shortening.

4. Be focused. It’s better to fully explain one point than to inadequately cover five.

5. Include contact info. Before publishing a letter, most papers will call to verify that you wrote it. Remember to include your full name, title (if applicable), address, and daytime telephone number.

More Tools and Suggestions...

Advertising and promoting your activities can be important to the success of your club.

Rotary International recommends an active Public Relations program for each club.
Following is a guide, along with suggestions, for establishing a PR foundation...

Public Relations is defined as 'relations of an organization with the public through publicity.'

Publicity is defined as 'any information or action that brings a person, place, or thing to the attention of the public.'

The objective of publicity is to tell the public about your club's activities and successes. You can break your needs into the following categories:

1. Advertising for an event or fundraiser
2. Announcement of a special event or special guest speaker or visitor
3. Information about a person or group that your club helped or supported

Advertising is the hardest part of publicity because you're trying to gain attention to get the public involved with something. If you're event relies on public response, you need successful advertising and promotion.

Announcing something is important, but less critical. Usually an announcement is something you do to bring awareness. The public's response is not critical, but may be welcomed and positive.

Information and news about your club's recipients is the best way to spread the good word about Rotary and your Rotary club.

How To Get The Word Out...

Newspaper... The most popular form of publicity, but also challenging. Newspaper can be used for promotion, announcements or information. Most newspapers offer free listings for any community group in a 'Community' or 'Current Events' section. Extended advertising can always be purchased.

Radio... Very good for promoting an upcoming event. Most radio stations offer community groups the opportunity to promote through Public Service Announcements (PSA's).

Cable TV... Offer a community access channel that you can list events. Like radio, cable providers are usually best for promoting an event.

Television... Individual stations are great if you have a local station. TV coverage is very 'current' so you have a small window. Most stations don't offer promotional activities unless you pay for it. Some stations may have a community listing during their news broadcasts.

Internet... A growing media source that offers limitless possibilities. The hard part is connecting with your target group. If you have a web site, you can promote anything, but people need to find the site. E-mail is effective, but you have to build the contact list, and this is usually restricted to people you know within your societal group.

ICO Reports and district web site: We use Internet Communication Reports, which is available to all our clubs via e-mail. Send all information for ICO reports to Bob Houk at bobhouk@verizon.net.  Bob will distribute the info, via email, to each club in our district.