Enhancing Rotary’s Brand and Public Image

Today’s Panel

Moderator: Pauline LeungPublic Image Coordinator, General CoordinatorRotary Club of Taipei Pei-An, Taiwan

Panelist: Jennifer JonesPublic Image Coordinator, North America CoordinatorRotary Club of Windsor Roseland, Ontario, Canada

Panelist: Jane LawickiManager, Public and External Relations DepartmentRotary International, Evanston, USA

Overview of Session

• The Rotary brand

• Working with the media

• Rotary’s Humanity in Motion and This Close campaigns

• Additional PR resources

1.2 million members in 34,000 clubs around the

world

All About Reputation

Perception: What people believe is

true whether you like it or not

Building Credibility

Where are we headed?

Know your audience

Working with the Media

Why tell the Rotary story?

Elements of a News Story

Be Proactive

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

Partner with media

Social Media happened

Resources to help you tell the Rotary Story

2010-11 PR Grants

Grants

In millions (US$)

$2.2M $1.2M $8.7M

District Contribution In Kind Donations Public Relations Value

$12.1M

• 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

Creative Resources

Humanity in Motion

Download at rotary.org/humanityinmotion

Sample Print Ads

‘This Close’ Global PSA Campaign

rotary.org/mediacenter

rotary.org/newsletters

shop.rotary.org

rotary.org/socialnetworking

facebook.com/rotary

twitter.com/rotary

youtube.com/rotaryinternational

Linkedin

Flickr

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: pr@rotary.org

Discussion