District 5010
Public Relations
Handbook
2007
(As adapted from Rotary District 5050’s 2004 Handbook)
INDEX
Page
Introduction...... Three
Our Objective...... Four
What is Public Relations?...... Five
Why do it?...... Six
Who is Your Target Audience?...... Eight
What is Your Message?...... Nine
When Should You Tell Them?...... Twelve
How Should You Tell Them?...... Thirteen
The Power of Association...... Fifteen
A Blueprint for Public Relations Success...... Sixteen to Nineteen
Sample Press Releases...... Twenty to Twenty seven
Need Assistance?...... Twenty-eight
Yukon, Alaska and Eastern Russia
INTRODUCTION
This handbook is a copy of the 2004 handbook prepared for the clubs in District 5550. Much thanks to Rod Thomson, PR Chair for District 5050 in 2004. Like their’s, this hand book is intended to help your club reach your Rotary objectives with the assistance of public relations techniques. In the handbook we will answer the following questions:
WHY should we use public relations in our Rotary activities?
HOW can we build public relations into our club projects?
WHO is the target audience?
WHAT is the message?
WHEN should that message be delivered?
HOW should the message be delivered?
We will provide examples of innovative public relations initiatives used in Rotary and by other nonprofit organizations.
This handbook is very much a work in progress. I invite you to send me suggestions for improving the handbook as well as public relations ideas and successes so that we can share them throughout the District.
If you have not already done so please also provide me with the name of your club’s public relations coordinator.
Stan Hooley
Public Relations Chair
District 5010
1963 West Destiny Circle
Wasilla, Alaska99654
Work: 907-232-8730
E-mail:
Chas St George
Public Relations C-Chair
District 5010
Email:
OUR OBJECTIVE:TO MAKE ROTARY THE MOST VISIBLE SERVICE CLUB THROUGHOUT DISTRICT 5010
Rotary International is the second largest service club in the world. Rotarians know of theimpressive range of Rotary activities in the community and around the world.
But the depth and breadth of Rotary activities in District 5050 remains a well-keptsecret! Rotarians are the only ones who can unlock that secret!
An active public relations program at the club, city/region, and District level will help toincrease recognition of Rotary projects and activities.
Public relations is not an end in itself. It is a tool to assist in achieving Rotary goals and objectives.
I encourage you to make public relations a central part of all Rotary activities in District 5050and to make Rotary the most visible service club in your community. With your support andinvolvement we can make that happen!
Public Relations Tip #1
Ask local merchants to promote your Rotary event on their reader board signs.
They benefit by demonstrating their commitment to the community and your club gets the Publicity.
WHAT IS PUBLIC RELATIONS?
Public relations is what you do to win the cooperation of others to achieve the goals of yourRotary club.
Public relations is the connection between your Rotary club and 1) the people it serves and2) the people it depends on to survive.
For an individual Rotary club or for District 5050, public relations includes any communicationyou have with:
• The general public.
• Anyone else who has a special interest in Rotary (e.g. club members, other Rotary Clubs,the District Governor)
• Organizations whose cooperation you need to achieve your club’s goals(i.e. the Chamber of Commerce, the Town Council, sponsors or the Provincial/StateGovernment Minister).
Public relations is more than trying to get media coverage or arranging paid advertising. It canalso include your club’s name on signs and banners, leaflets, displays, speeches, letters,brochures and presentations to your community audience.
Public Relations Tip #2
A well-designed and located Rotary landmark in your community (eg. TheRotary Fountain, The Rotary Clock or Rotary Stadium) can provide public relations enefits for years to come!
Public Relations Tip #3
When your members see your club’s achievements in the media, it helps validatetheir role in Rotary! In addition to attracting new members, PR helps toretain existing members.
WHY DO IT?
TO INCREASE COMMUNITY SUPPORT
FOR YOUR CLUB!
Why should your club have an active public relations program? How would you answer thefollowing questions?
Is your Rotary club well known in the community?
Public support for your club is based on their knowledge of what your club does in thecommunity and, to a lesser extent, internationally.
People may know that your club exists. But, are your club’s goals, objectives, and activities wellknown and supported?
Your club objectives can be achieved more easily with the public support that results fromeffective public relations.
Rotary clubs in smaller communities can achieve public recognition more easily because thereare fewer competing messages.
Public Relations Tip #4
Seek out members in membership classifications who can help implement an active public relations program: newspaper, radio station, and television stationpersonnel, print shop managers, advertising agency professionals, andwebsite designers are some examples.
WHY DO IT?
TO INCREASE MEMBERSHIP!
Is your club reaching its membership goals?
Membership development is a continuous focus in Rotary clubs. The average age of Rotariansin many clubs is increasing.
We need more members! We need younger members! We need their ideas. We need theirenergy. We need their enthusiasm.
We need to reflect the ethnic diversity of our communities.
To attract new, younger members, Rotary must be seen as being relevant by men and womenin the community who are membership candidates. To do that, Rotary clubs must publicizetheir many contributions to the community.
WHY DO IT?
TO MAKE YOUR FUND RAISERS
MORE SUCCESSFUL!
People in the community support Rotary fund raisers for two reasons: they believe they aregetting value for money and they believe they are supporting a “good cause”.
Public relations is the vehicle for making sure that people in the community are aware of yourclub’s activities and see your fund raisers as a “good cause”.
Public Relations Tip #5
Does your community newspaper use column fillers? How about having them use one that reads: “Improve Your Community – Join Rotary” with the Rotary
Wheel graphic and a contact telephone number?
1