District 7470 Public Image & Public Relations

Christy BergCommittee Chair

2012-2013

ChristyLBerg@gmail.com(973) 600-9607

Building the Rotary Brand

Rotary International Strategic Plan Priority District 7470 Priority Every Rotarian’s Priority

Role of the District PI/PR Committee

Help achieve the District Governor’s priorities Improve public awareness, perception and understanding of

Rotary Improve internal communication and collaboration across

District 7470 Enable members, clubs, district committees to enhance their

effectiveness in these areas

Work collaboratively with InFlight and Electronics committees to achieve these goals

Learn from and continue best practices, while taking a fresh and expanded approach to this mission, incorporating new ideas, tools and technologies

Today’s Focus

Why you should not only care, but become a Public Image role model for your club and in the district.

How, together, we will affect Rotary’s Public Image. (Planning has just begun – add your voice & your ideas!)

The importance of a strong, collaborative partnership between your club and the district committee.

More detailed training in June, but don’t wait for then!

What is a Brand?

It’s not a logo or a tag line It’s not a product or a service or even a company

A brand is a person’s gut feeling about a product, service or organization.

It’s not what YOU say it is, it’s what THEY believe it is. Perception: What people believe is TRUE whether you like it

or not.

Our job as Rotarians: Influence the perception

What is a Brand?

It’s not a logo or a tag line.

It’s not a product or a service or even a company.

A brand is a person’s gut feeling about a product, service or organization.

It’s not what YOU say it is, it’s what THEY believe it is.

Perception: What people believe is TRUE whether you like it or not.

Our job as Rotarians: Influence the perception

Why tell the Rotary story?

It’s not about bragging It’s not about personal gain It’s not negative in any way

It’s about building Brand Value

Brand Value = Equity = $

1.2 million members in 34,000 clubs around the

world

Rotary’s Public Image is built locally. Rotary’s Public Image starts with you!

If we effectively influence perception and improve Rotary’s Public Image we can

achieve our District 7470 priorities

Greater public awareness of Rotary Community support of service

projects Greater response to club fundraisers Foundation support by members Retention of current members Recruitment of new members

Rotary Brand Value

Brand Awareness - Recognition

Brand Building: Identity

Demystify! Who are you? What do you do? Why does it

matter?

Brand Building: Differentiation

Do people relate to Rotary and your club? Do people envision themselves as Rotarians?

Brand Building: Relevance

?

The Golden Rule: Know your audience!

Establish RELEVANCE with your communications. Reach your target audience through the

communication vehicles THEY use. It’s not about you!Communication is no longer one-way, it’s participatory. ENGAGE in dialogue!

No one likes a sales job or a lecture. STORYTELLING is an effective way to build your image in a non-threatening way.

A RELEVANT PICTURE is worth a thousand words, a VIDEO 2000.

It takes MANY TOUCHES to get your message across. Be CONSISTENT, PERSISTENT and INNOVATIVE.

Remember AIDA: Awareness -> Interest ->Desire -> Action.

If done right, your audience will market for you and help build Rotary’s Public Image

Our Approach RI 6 Areas of

Focus RI, District, Club

News & Initiatives Local Rotarian

Profiles “Humanity in

Motion” Theme