rotary district 5910 - august 2018 1 · social media, billboards, magazine ads, radio ads). • use...

Rotary District 5910 - August 2018 1

PROMOTING YOUR ROTARY CLUB The main responsibility of your PR committee is to create awareness in your community of your club’s projects and activities. This will shape your club’s image in the community. Here’s what you can do: • Sponsor special events and projects, such as marathons, recycling efforts, and fundraisers • Display exhibits in the community • Invite community members to participate in club projects and events • Encourage members to wear their Rotary pins & Rotary shirts • Make sure your website and social media pages are updated frequently and reflect your club’s activities • Post Rotary information that is relevant to your community on your club website and social media pages and your community calendar Talk with your committee about other ways to promote your club, and make a plan for implementing them. Work with your club’s administration committee chair to determine which committee will be responsible for your club’s newsletters, website, social media accounts, marketing communications, and other communications to members and nonmembers. Your committee’s members should be professionals in the field of public relations, have many community connections, or be Internet savvy. If they don’t have the ideal experience, these tips can help: • Consider your audience, and tailor your message to it. • Build relationships with local media outlets. Invite them to participate in a project or event. They may even cover it. • Deliver your message through various media (TV, newspapers, blogs, social media, billboards, magazine ads, radio ads). • Use news releases to promote an event or story. • Encourage your club to host one signature event each year, so that your community will associate your club with that event in an ongoing way. • Customize a club brochure using the template that’s available in the Rotary Brand Center.

Aim for consistent branding on Social Media, Websites,

printed pieces, badges and apparel.


KEY POINTS FOR TALKING ABOUT ROTARY How you talk about Rotary and your club shapes the public’s perception of who we are and what we do. For circumstances that call for a more formal or longer address, you might: • Tailor your message to your audience • Prepare an outline of topics you want to include • Practice your address and time it The following key Rotary messages can be incorporated into your public relations materials and public speeches. Rotary brings together a global network of volunteer leaders dedicated to tackling the world’s most pressing humanitarian challenges. • Rotary harnesses the strength and experience of 1.2 million professional and community leaders from nearly every country to help families in need. • From stocking local food pantries to providing clean water and improving maternal health, Rotary clubs join forces to carry out sustainable projects with real impact at home and abroad. • Rotary provides a platform for successful men and women of all ethnicities, faiths, and cultures to make the world a better place through volunteer service. Rotary’s top goal is to end polio worldwide. • Rotary and its partners are close to eliminating polio, having achieved a 99 percent reduction in cases since 1988. Polio would follow smallpox to become only the second human disease in history to be eradicated. • Rotary’s chief roles are fundraising, advocacy, and mobilizing volunteers. • Rotary members have contributed more than $1.2 billion and countless volunteer hours to protect more than 2.5 billion children in 122 countries from polio. • Rotary is working to raise an additional $35 million per year through 2018 for polio eradication, to be matched 2 to 1 by the Bill & Melinda Gates Foundation. Rotary maximizes its impact through innovative partnerships. • Rotary’s goal-oriented, business-model approach emphasizes the need for community involvement, measurable goals, and maximum impact and sustainability.


TIPS FOR A CONCENTRATED PUBLIC IMAGE CAMPAIGN

1. Set your budget. 2. Identify newsworthy projects or stories to highlight for the Rotary year. 3. Know your target audience and the media outlets that are relevant. 4. Setup a timeline and assign tasks with dates to specific people. 5. Brand consistently with logos and phraseology. 6. Create content and make it easily accessible to committee and media –

Remember to explain WHY not just what. Keep it genuine & compelling and recognize the “Hook” in the story.

7. Keep up with your media contact list and build relationships. 8. Send Press Releases (In advance of the event or after the event with photo

and description). Keep text to 1 page. List important information first. Send reminders.

9. Mail hand written thank you notes to media contacts who provided coverage (it’s unexpected and memorable).

10. Evaluate the campaign.

“PLAN THE WORK, AND WORK THE PLAN” Bunny Pratt

Bryan RotarianDistrict 5910 Public Image Chair


PANEL DISCUSSION - MEDIA Q&A

Please answer the following questions based on your organization specifically or your industry in general:

1. What community topics have the best chance for news coverage? 2. Is inviting reporters to important or timely Rotary meetings or events encouraged? 3. How do we request a PSA (Public Service Announcement) spot? Is there a cost for ad

production? 4. What is the timeline for submission of stories for “day of” coverage reporting? How

often should we follow up? 5. Is a Press Release with Who, What, When, Where, & Why still the best means of

notifying your news organization? 6. How and To Whom should organizations submit Press Releases or story ideas or post-

event pictures and write-ups? Do you recommend general delivery or specific reporter delivery?

7. Based on your professional experience, what social media platforms do you focus your efforts on for your organization and why?

PANELISTS Television Newspaper Radio Marketing

Cynthia Cisneros Reporter KTRK-TV -Houston, TX [email protected] @ABC13CynthiaCisneros KTRK TV (Houston) 3310 Bissonnet Houston, TX 77005 713-666-0713 https://abc13.com/

Michael A. Smith Editor [email protected] Laura Elder Business Editor [email protected] The Galveston County Daily News8522 Teichman Rd Galveston, TX 77554 409-683-5200 https://www.galvnews.com/

Michael D. Dudas Media Arts Coach [email protected] Ball High School 4115 Ave O Galveston, TX 77550 409-766-5700 K-TOR The Tornado www.ktorthetornado.com

Robyn R. Bushong, Publicist [email protected] The Grand 1894 Opera House 2622 Gerol Court Galveston, Texas 77551-1581 409-744-7848

ADDITIONAL CONTRIBUTORS Roby Somerford General Manager KAGS-TV (Bryan-College Station) 2800 S. Texas Ave, Suite 100 Bryan, TX 77805 979-703-8404 [email protected] www.kagstv.com

Darren Benson Editor The Eagle 1729 Briarcrest Drive Bryan, TX 77802 979-731-4653 [email protected] www.theeagle.com

TJ Aulds President/Owner i45NOW 2925 Gulf Freeway, Suite B292 League City, TX 77573 409-739-0506 [email protected]


TELEVISION

Cynthia Cisneros – Reporter - KTRK-TV (HOUSTON)

1. What community topics have the best chance for news coverage? Topics that are timely, of community importance and relatable-community topics include families, food insecurity, back to school, animals, etc.

2. Is inviting reporters to important or timely Rotary meetings or events encouraged? Depends on the topic. Have you considered extending memberships to local reporters?

3. How do we request a PSA (Public Service Announcement) spot? Is there a cost for commercial production?

Each station is different. Some produce local spots, others don’t. each station will have its own request process

4. What is the timeline for submission of stories for “day of” coverage reporting? How often should we follow up?

Depends on the event. Some events are planned well in advance. Others are “pop up”. Following up is important but not a guarantee of news coverage

5. Is a Press Release with Who, What, When, Where, & Why still the best means of notifying your news organization?

Yes, also a press release should never be longer than one page. 6. How and To Whom should organizations submit Press Releases or story ideas or post-

event pictures and write-ups? Do you recommend general delivery or specific reporter delivery?

Again, stations operate independently of each other. Best practice is to send to the news desk as well as to any individual reporter you may know.


Social platforms are different and reach different audiences. Target your message and figure out “who” you want to reach. Do your own research to find out time of day/topic/platform/audience Remember, topics should be interesting, and you should tell people “why” they should be interested in your message. There’s a lot of competition out there, so why not create the best message possible?


TELEVISION

Roby Somerford - Station Manager – KAGSTV (Bryan-College Station)

1. What community topics have the best chance for news coverage? Those topics that appeal the entire market. In television they report to the entire market and if there is a spin to your story that is of interest to everyone, you have a much better chance of getting on air coverage.

2. Is inviting reporters to important or timely Rotary meetings or events encouraged? Absolutely. The better relationship you have with the station and its on-air and digital producers the better chance you have for getting your story to air or on their digital platforms.

3. How do we request a PSA (Public Service Announcement) spot? Some stations have a Community Public Relations Liaison. Get to know who that person is and be their best friend, making them aware of happenings not just in your vertical but others also. TV is very competitive and depending on the event, they will want to be a major sponsor. Do not, if you can help it make your event media exclusive; meaning not just (1) TV, radio station, etc. You want to promote to the masses and using only one station per medium is not good for the event. Make your contact 6-8 weeks out from the event. This gives the station time to write the script get the video or pictures, get other sponsor logos and shoot the spot and get your approval. Is there a cost for ad production? In most cases the answer is no but there are some stations who will charge nonprofits for the spot under the guise of giving them free air.

4. What is the timeline for submission of stories for “day of” coverage reporting? I would get them the information a minimum of 2 weeks out. Most stations have a calendar or planner for future stories and you want to get your information in well ahead of time, so the story can be planned. How often should we follow up? You do not want to be a pest but call a specific person about 3 days out from the event is ok. Do not simply call the newsroom and ask if your event is being covered. It will not happen. Call your contact and if they are not available then send an email telling them you tried to call them and remind them about the event. This way the station is reminded, things change in the scheduling and this may now be a story. Do not call or email the day of because by then it is too late.

5. Is a Press Release with Who, What, When, Where, & Why still the best means of notifying your news organization? Yes and no. You want to event to sound exciting and have a reason to be covered by news. Remember PSA’s are handled by a separate department from news and you need to contact then 6 to 8 weeks out for them to produce a PSA.

6. How and To Whom should organizations submit Press Releases or story ideas or post-event pictures and write-ups? Most stations have a news email address. I would submit your story or event there. If your event is sponsor driven and needs a spot, then you need to communicate with their Community Relations department. Do you recommend general delivery or specific reporter delivery? I would email the event information to the news department as well as the Community Liaison and then follow-up with a phone call to confirm receipt and answer any questions they may have.

7. Based on your professional experience, what social media platforms do you focus your efforts on for your organization and why? Stations utilize Facebook, Instagram, twitter and a host of other digital platforms to promote themselves as well as their events. These are all part of the Reporter’s story timeline, from start to finish


NEWSPAPER

Laura Elder – Managing Editor – The Daily News & Coast Monthly

1. What community topics have the best chance for news coverage?

Topics that are urgent and are of compelling public interest or reflect the interests of the community have the best chances of getting news coverage. When an organization makes a substantial donation or something that improves the lives of others in the community, it’s worthy of coverage.

2. Is inviting reporters to important or timely Rotary meetings or events encouraged?

If the meeting is about a significant community topic or features a prominent speaker, then we would encourage Rotary to extend an invitation.

3. How do we request a PSA (Public Service Announcement) spot? Is there a cost for commercial production?

There are several avenues. We publish news briefs regularly and free of charge. If it’s an ad, there is a cost. Our advertising representatives can offer options for nonprofits, but it is against the The Daily News’ policy to run free ads.


We keep our reporters and photographers busy. We encourage organizations to give us at least a week in advance notice when possible. Follow up at least once. Because of hectic schedules, we often have to turn down good stories because we didn’t get enough notice.

5. Is a Press Release with Who, What, When, Where, & Why still the best means of notifying your news organization?

Yes.

6. How and To Whom should organizations submit Press Releases or story ideas or post-event pictures and write-ups? Do you recommend general delivery or specific reporter delivery?

Email is the best method. [email protected] is the best place to submit it. Post-event notices should be sent to [email protected]


We use Facebook and Twitter, because those communities are inclined to read newspapers. We do not rely heavily on social media, however, unless it’s to steer people to our paid products.


NEWSPAPER

Darren Benson – Editor – The Eagle Please answer the following questions based on your organization specifically or your industry in general:

1. What community topics have the best chance for news coverage? 2. Is inviting reporters to important or timely Rotary meetings or events encouraged? 3. How do we request a PSA (Public Service Announcement) spot? Is there a cost for ad production? 4. What is the timeline for submission of stories for “day of” coverage reporting? How often should we follow

up? 5. Is a Press Release with Who, What, When, Where, & Why still the best means of notifying your news

organization? 6. How and To Whom should organizations submit Press Releases or story ideas or post-event pictures and

write-ups? Do you recommend general delivery or specific reporter delivery? 7. Based on your professional experience, what social media platforms do you focus your efforts on for your

organization and why?

1. We're interested in covering any topic that we feel has value to our readers. Generally, those have broad interest, but it can be anything that's important to our readers. Is it something you would tell your neighbor about?

2. Yes. Invite us to everything. We might not be able to come or we might not be interested in the topic, but we would love to have the opportunity to decide. Sometimes I hear from people wondering why their event didn't get covered, and the first thing I always ask is, "Did you tell us about it?"

3. A public service announcement can run in the news section at no cost, but it will generally only run once and the text is at our discretion. If you want to word it how you would like and you'd like to run it as often as you would like, that can be done with an ad, and there would be a cost based on the size and how often it runs.

4. Let us know about a week in advance, generally by email, about an event you'd like us to cover. Follow up by email or phone a few days before. [email protected]

5. Press releases are helpful in that they give us something we can refer back to. I often print them out and pass them along to reporters and photographers so they have all the information at their fingertips without having to worry about something getting lost in the communication about the event among the staff. Press releases don't have to be formal -- just feel free to drop us an email with the information. If we need more details, we will ask. Our email address is [email protected].

6. The best thing to do is send the information is an email to [email protected]. That email address goes to several people so there's no need to address it to anyone specific. Feel free to follow up with a call to me to see that we got it or inquire about what we might be able to do with it. 979-731-4653

7. We primarily focus on Twitter and Facebook, but we also have an Instagram account. Twitter and Facebook have proven to be the most effective social media platforms for sharing our stories with a large audience.


RADIO

Michael Duda – Media Arts Coach – Ball High School

Please answer the following questions based on your organization specifically or your industry in general:

1. What community topics have the best chance for news coverage? Timely topics regarding what's going on in your organization along with interesting "need-to-know" information.

2. Is inviting reporters to important or timely Rotary meetings or events encouraged?

Our campus radio station loves doing remotes. 3. How do we request a PSA (Public Service Announcement) spot? Is there a cost

for commercial production? Send us the written information and we will get it on air.


Since I deal with students, as much time as possible. 5. Is a Press Release with Who, What, When, Where, & Why still the best means of

notifying your news organization? Yes. 6. How and To Whom should organizations submit Press Releases or story ideas or

post-event pictures and write-ups? Do you recommend general delivery or specific reporter delivery? Email them directly to me.

7. Based on your professional experience, what social media platforms do you

focus your efforts on for your organization and why? Facebook. Facebook Live events are really popular. Viewers can watch on their computers, phones and other devices.


GENERAL MARKETING & PR

Robyn Bushong – Publicist – The Grand 1894 Opera House & American Express Travel Insiders

1. What community topics have the best chance for news coverage? An event that offers community-wide interest - e.g. our club's recent dedication at the Lee and Joe Jamail Park where our club donated $100,000 as our Centennial Gift to the Community to replace picnic tables/equipment destroyed during Hurricane "Ike." (Our contribution was the catalyst for The Jamail Foundation to donate $5 million to this project.)

2. Is inviting reporters to important or timely Rotary meetings or events encouraged? In a small community such as Galveston, it's hard for our newspaper (Galveston Daily News) to commit to cover a special event because of limited staff. Generally, what I do is send in the copy about the event - and it will run after the fact. However, for our big dedication this past April at the Lee & Joe Jamail Park - we were very appreciative that the Galveston Daily News was able to send a reporter/photographer to cover the dedication ceremony.

3. How do we request a PSA (Public Service Announcement) spot? Is there a cost for commercial production? Our club submits photos on a regular basis to the Galveston Daily News and the paper's "APPLAUSE" section (to promote club awards, programs/projects of interest to the community) and, we send calendar listings/releases/photos about our upcoming fundraisers generally 30-60 days prior to the event; with additional follow-ups closer to date of the event. There is no cost.

4. What is the timeline for submission of stories for “day of” coverage reporting? How often should we follow up? What we do in working with the Galveston Daily News about a particular story/project, etc. - we query the appropriate editor and determine a time-line with that staff person. In other words, establish a relationship with one person(s) at the newspaper who will give you deadlines and follow-up procedure. Our club is fortunate to have/had a very good working relationship with the local media.

5. Is a Press Release with Who, What, When, Where, & Why still the best means of notifying your news organization? Absolutely! and keep it brief - one-page max. IF you're also submitting a hi-res jpg to accompany the release, be sure and write the cutline to reiterate the who, what, why, when, and where - along with CONTACT information - website, phone #, contact name/email address, etc.

6. How and To Whom should organizations submit Press Releases or story ideas or post-event pictures and write-ups? Do you recommend general delivery or specific reporter delivery? When submitting a press release/photo - we've found it best to send to a specific person at the newspaper; media outlet. And follow-up to be sure it was received.

7. Based on your professional experience, what social media platforms do you focus your efforts on for your organization and why? My expertise as PR chair for the Rotary Club of Galveston is promotion of our club's activities through print media - writing/photography. I will defer to the other panelists for their input on social media.


Bryan Rotary 10 – A Case Study for Visual Storytelling & Partnerships Since 1994, Bryan Rotary Club has been celebrating high performing small businesses in the Brazos Valley. Today, Bryan Rotary 10 is the mark of excellence for growing businesses in Brazos County. Bryan Rotary Club, composed of area business and professional men and women, is the principal sponsor of the program, in cooperation with the Bryan/College Station Chamber of Commerce and in partnership with the Mays Business School at Texas A&M University. The program is generously underwritten by Anco Insurance. https://www.bryan-rotary.org/sitepage/bryan-rotary-10-1 https://www.bryan-rotary.org/sitepage/bryan-rotary-10-1/media-resources


Bryan Rotary 10 – A Case Study for Visual Storytelling & Partnerships


Bryan Rotary 10 – A Case Study for Visual Storytelling & Partnerships 30 Second Nomination script This year marks the 25th Anniversary of the Bryan Rotary Club recognizing the 10 fastest growing companies in Brazos County. We want you to nominate local businesses for the Bryan Rotary 10 Business Performance Awards, so, think of who you would like to see walk the BLUE Carpet! Nominate friends, customers, vendors, or even yourself. All nominations are due by April 11th. Visit www.Bryan-Rotary.org for more details and the nomination form. 15 Second Nomination script It’s time again to nominate a local small business for the 2018 Bryan Rotary 10 Business Performance Awards. All nominations are due by April 11th. Visit www.Bryan-Rotary.org for details and the nomination form. 30 Second PSA luncheon invite script This year marks the 25th Anniversary of the Bryan Rotary Club recognizing the 10 fastest growing local companies. Come, celebrate with us when we announce the Awards at our lunch program, presented by ANCO. Let’s applaud the small companies that positively impact our economy and hear our Keynote speaker, Tommy Williams, from the Texas Governor’s office. Save the Date, July 11th , and Reserve your seat to witness the blue carpet reveal of the ANCO Lifetime Achievement Award, the Research Valley Launch Award AND the Bryan Rotary 10 Winners. For reservations, visit bryan dash rotary dot o-r-g. 15 Second luncheon script Come celebrate with us when we announce the Bryan Rotary 10 Award winners at our luncheon on July 11th. Let’s applaud the small companies who get to walk the blue carpet this year! Individual tickets and tables are available. Visit Bryan-Rotary.org for details.


Bryan Rotary 10 – A Case Study for Visual Storytelling & Partnerships SOCIAL MEDIA Facebook Post of Final Winners Video (showcases our brand and our Partner organizations) 1,400 Views 21 Likes 18 Shares

Promotional videos by our members representing their businesses were uploaded to LinkedIn.



SOCIAL MEDIA

https://www.youtube.com/channel/UCZwfa_5ZH2r_r0OR_c0jAOg/videos

Because this was the 25th anniversary of the program, we wanted to make a big splash. Rotarians from a cross-section of businesses along with committee chairs were asked to give video testimonials and invite people to nominate businesses for the Bryan Rotary 10 awards program and to attend the luncheon where the winners would be annouced. The videos were taped over two days; our hired production company edited them together and provided us with the finished videos. The event PR committee progressively released them on Facebook and Linked In and tagged the companies and Rotarians featured in the videos to maximize exposure in order to reach multiple spheres of influence.


Bryan Rotary 10 – A Case Study for Visual Storytelling & Partnerships NEWSPAPER

RADIO


Bryan Rotary 10 – A Case Study for Visual Storytelling & Partnerships TELEVISION



ONLINE MAGAZINE


OTHER NEWS ITEMS FROM AROUND DISTRICT 5910

NEWSPAPER



NEWSPAPER



ONLINE NEWSPAPER

http://dailysentinel.com/news/local/article_11e56a95-adc0-54fd-8395-02529e72e5a3.html

https://www.chron.com/neighborhood/cleveland/news/article/Cleveland-Rotary-Club-set-to-host-annual-baseball-12624722.php

https://www.yourconroenews.com/search/?action=search&firstRequest=1&searchindex=solr&query=Rotary+CLub



TELEVISION

https://kfdm.com/news/local/its-off-to-the-southeast-texas-soap-box-derby



SOCIAL MEDIA


Contact [Your Name] Telephone [Company Phone]

Cell [Cell Phone] Email [Company E-mail]

Website [Website]

FOR IMMEDIATE RELEASE[Date]

[MAIN TITLE OF PRESS RELEASE IN ALL CAPS]

[Subtitle of Press Release]

[City], [ST], [Date]– [Insert your announcement here and then briefly describe the benefits.]

[Insert a quote from a company executive about what the announcement means.]

[Add additional paragraph(s) as necessary to describe your announcement and the benefits it provides.]

[Insert a customer quote or news about partnering with another company, if appropriate.]

[Insert your company's boilerplate message.]

# # #

MAKE SURE THE ABOVE INFORMATION INCLUDES WHO, WHAT, WHEN, WHERE, WHY

KEEP IT TO 1 PAGE (and delete this box)


rotary district 5910 - august 2018 1 · social media, billboards, magazine ads, radio ads). • use...

Documents