district 5790 public relations

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 meant to give tips on spreading your Rotary messages and resources to help you find answers to questions.

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NewsworthinessWriting a News ReleaseMedia ListExperts and SourcesPlanning Your PR


Public Relations - Everyone’s Job

Spreading Rotary’s message is everyone’s job


What is Public Relations?

Public Relations is• Developing and spreading your message

• Maintaining goodwill & understanding with your audiences


Not the Enemy

•Our area journalists are not the enemy

•Media outlets are looking for stories for their audiences

• Newsworthy vs. noteworthy


Is it News? Making our news their news


“It’s not news if a dog bites a man, but it is news if a man bites a dog.”

Adage about media perspective:

How media outlets determine newsworthiness

What makes something newsworthy

Journalists make judgments about what is newsworthy and what is not for their readers and viewers. There is a limited amount of time and space for the news. The more newsworthy your story is, the better chance it has of making the news. Rotary District 7590 * www.rotary5790.org

Qualities of Newsworthiness


Proximity – story happens in media outlets’ reach Example: An Abilene Rotary club’s activities won’t normally make the Fort Worth Star-Telegram

Rotary Example: It’s hard to get your local media to cover a Rotary event in India unless people from your area were at the event. Media outlets look for ways to “localize” news.




Timeliness/Immediacy - the story happens now or soon. You don’t want to wait weeks after the 4-way test speech contest to pitch a story about it to the media.

Example: An event two weeks ago is way too old for most media outlets. They would prefer to look ahead (preview) than review a story.

Rotary Example: You’d want to pitch a story about your RYLA participants before the June conference.



Prominence - a prominent person or place is included in the story

Example: Your doctor’s report doesn’t make the news, but your country’s president’s does. It’s only because of prominence that the story is reported.

Rotary Example: If the mayor or other local prominent people (like your club’s president) are involved in programs, you have an element of prominence.



Impact/Consequences - the larger the impact or potential impact of a story, the more newsworthy it is. How many people will your story affect? The media outlet needs to see how your story impacts readers.

Example: A snow storm that shuts down most of America and leaves millions without heat is more newsworthy than a storm that shuts down your neighborhood pool.

Rotary Example: A district-wide Polio effort has more than 3,000 Rotarians behind it. Polio efforts themselves impact millions.



Conflict/Controversy - a story might have an element of conflict or controversy

Example: Look at the front page of today’s newspaper or news website. Media outlets are drawn to conflict.

Rotary Example: Your water drilling team can’t travel to Mexico because of bandits at the border.




Human Interest/Emotional Appeal - a story has heart or talks about individuals and their lives

Example: A personality profile about your mayor and her struggles with polio as a child.

Rotary Example: A feature story about your Ambassadorial Scholar and why he chose to study social work in America




Unusual/Bizarre/Singularity- a story is bizarre or unusual or unexpected. It could also be a first or historical kind of story.

Example: Long lost sisters find each other at the local supermarket because of a billing error.

Rotary Example: Your club is the only one in the world chosen to conduct a special pilot program.

Is it News?

Telling our story in their terms, with newsworthiness

Less Newsworthy (noteworthy) More Newsworthy

The fact that your club conducted a speech contest.

The winner’s message and his or her back-story. (using human interest, timeliness, proximity

The fact that your club fights polio. A member’s experience with polio or a trip to a national immunization day. (also uses human interest, timeliness, impact, proximity)


Making our news their news

Is it News? - Practice Making our news their news

Story Idea NEWSworthy Just NOTEworthy

Oct. 24 is World Polio Day

More than 3,000 Rotarians in the district will fight p0lio through projects from Abilene to Denton to the Mid-Cities to Graham on Oct. 24, World Polio Day. (Would tell story of a few clubs)

X

X

After you decide which column the story idea will fall into, hit the space bar for the answer

So you have news. What now?

This will be covered in the next PowerPoint show called PR201. It outlines how to create a news release and how to contact media outlets.

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)


Great Resource for Your Club

Effective Public Relations is a book available through Rotary.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

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


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


district 5790 public relations

Documents

prrotary district

clubsrotary district

noteworthyrotary district

audiencesrotary district

newsrotary district

rotary event

local media

everyones jobrotary