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District 5790
Public Relations
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District 5790 Public Relations
Spreading our Message
A special how-to with tips and resources for clubs
Rotary District 7590 * www.rotary5790.org
About this show
This show is third in a series meant to give tips on spreading your Rotary messages and resources to help you find answers to questions.
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Planning your public relations
Story ideas may pop up, but ideally your public relations effort will be planned.
Places to look for ideasPlanning your Rotary public relations
Look in editorial calendars published by publications. Look for months where they are focusing on things that your club focuses on…education, health, nonprofits, etc. Sometimes these are located online in media kits or advertising kits.
Look at special sections or segments about community leaders. One example is the Dossier section of the Fort Worth Business Press where local business leaders are highlighted. Your new president might make a good dossier feature.
Look at District 5790’s calendar (more in a later slide)
Look at Rotary International’s calendar
Places to look for ideasPlanning your Rotary public relations
Create a calendar or list of your programs
Identify which programs have potential newsworthiness
Watch the PR e-mails from the district (upcoming slide) and Rotary International
Look through Rotary International’s collection of PSAs (public service ads/announcements)
See what media opportunities and outlets exist in your area
Look for other stories in the media spotlight that tie into your programs or events
District 5790 CalendarPlanning your Rotary public relations
July 1 – New Rotary Year – a short blurb to the local media about your new president and/or other leaders Sept. 18 – End Polio Now Night at the Texas Rangers – This is a district-wide event at the game against Los Angeles
Ideas: If a group from your locale travels in, take pictures for local media or blog from event. You could send a “brief” report from the game to the sports desk. Sports writers & columnists are looking for human interest to attract other readers to their section.
Oct. 24 – World Polio Day – District would like all clubs to focus a polio-related project on this day
Rotary International CalendarPlanning your Rotary public relations
August--Membership and Extension MonthSeptember--New Generations MonthOctober--Vocational Service MonthNovember--Rotary Foundation MonthDecember--Family MonthJanuary--Rotary Awareness MonthFebruary--World Understanding MonthMarch--Literacy MonthApril--Magazine MonthJune--Rotary Fellowships Month
These month celebrations might help with ideas for newsworthy stories
Rotary International CalendarPlanning your Rotary public relations
World Polio Day – Oct. 24World Diabetes Day – Nov. 14International Volunteer Day – Dec. 5World Leprosy Day – Jan. 31World Cancer Day – Feb. 4Rotary’s Anniversary – Feb. 23Earth Day – April 22World Environment Day – June 5 Rotary Calendar Online
Other calendar items that might help with ideas for newsworthy stories
Experts and sources
Rotary is a gold mind for potential sources and experts who can help reporters better tell stories to their audiences.
Experts, Sources & IdeasBuilding relationships with media outlets
You may not have a story to pitch, but you can build relationship with reporters and media outlets by being a resource for them.
Your club has a wealth of knowledge to offer. See if members would agree to be added to a list of experts that you can submit to media outlets. There are times when reporters are hustling to find sources. Some are predictable and others depend on breaking news. Does your club have a WWII vet with a great story that could be shared on Memorial Day or V-Day?
Example: Look at your local college’s Web site. Typically, it will list campus members who are experts in their field and are available to talk on subjects.
Experts, Sources & IdeasBuilding relationships with media outlets
If you have a story idea, even if unrelated to Rotary, share it with a reporter. This positions you and your club as a media-friendly.
Reporters are grateful for story ideas.
District 5790 PR Network
•Connecting club public relations chairs and others to share ideas, successes, etc.
•Public relations chairs are encouraged to join the network
•Simply send an e-mail to [email protected] (use “Subscribe “as your subject line)
Rotary District 7590 * www.rotary5790.org
Resources for Your Club
• Rotary International site: www.rotary.org
• RI Public Service Ads/Announcements
• District site: www.rotary5790.org
• PR Network for District 5790: [email protected]
• PR Tips e-mail: through www.rotary.org
• Jeff Crilley’s e-newsletter: www.realnewspr.com
• Effective Public Relations: a book from Rotary
Great Resource for Your Club
Effective Public Relations is a book available through Rotary.org.
Rotary District 7590 * www.rotary5790.org
Concluding Thoughts
•ALL of us are responsible for spreading our message
•Journalists are not the enemy
•You CAN spread Rotary’s message
•Think newsworthy, not noteworthy
•District PR Committee is here to help
Rotary District 7590 * www.rotary5790.org
Sources & Contact
• Images and logos from Rotary.org• Effective Public Relations: A Guide for Rotary Clubs
([email protected])• Inside Reporting by Tim Harrower• The PR Style Guide by Barbara Diggs-Brown
• Sarah Maben, Rotary Club of FW SouthDistrict 5790 PR Chair, [email protected], http://www.rcfws.org
Rotary District 7590 * www.rotary5790.org