Public Relations Cheat Sheet

Posted by Sean Paddy on Oct 02, 2015
 
 
Quick Tips for an Effective Rotary Year
 
First Steps:
Before you begin your Rotary year in office, here’s a list of things you should do:
  • Familiarize yourself with the Club Public Relations Committee Manual and the RI Visual Identity Guide
  • Form your committee
  • Determine your budget
  • Set goals – create a strategic communications plan for the Rotary year.
  • Prepare an Elevator Speech – As the PR chair, President and any presiding officer of your club, you should be the biggest advocate for your club. Prepare a quick 60-second answer to “What is Rotary?” that will promote both your club and Rotary International.
Create a Press Kit:
Before you begin your Rotary year you should make sure your club has a press kit and that it is updated with the most current/accurate information. This includes info about your club such as:
  • Fact Sheet – A document detailing information about your club. Should include meeting dates, times, location, club officers and contact information for a media representative.
  • Board of Directors Bios – Brief bios on each officer that sits on the board including their position in the club, Rotary experience and job in the community and any other information you may want to include.
  • Quick Facts – A document highlighting important and notable accomplishments your club has made (such as donated $1,000+ to X local charity, or provided 100+ bikes to local kids in need, etc.).
  • RI Information – Fact sheets, brochures, etc. from Rotary International that show the broad picture of what Rotary International is and its various projects.
  • Press Releases – Recent announcements of major events/accomplishments.
Press Releases:
  • When to Send a Press Release:
    • Announce incoming board of directors
  • If your club makes a significant contribution to the local or international community
    • Include a photo if possible identifying left to right names of individuals in photo (no more than 5-10 people)
  • If there is a call to action for the public to join your event.
    • Send this a month out from your event.
  • Tips for Sending a Press Release:
    • Send in body of release not as an attachment. Spam filters often flag emails with attachments, so your message might not be delivered.
    • Rather than just typing “News Release” in the subject line, include what the news release is about.
    • Take the time to find the appropriate person; email your release directly to an individual reporter rather than to a media outlet’s general email address.
Media Alerts:
  • When to Send a Media Alert:
    • Media Alerts should only be sent when you want to invite day-of working media to attend and cover your event (such as TV Crews and photographers) there is a significant event for media to attend/cover.
  • Tips for Sending a Media Alert:
    • Keep it short and simple. Must include as much information in as little words as possible. Tell them the who, what, when, where, why and photo opp.
Who to Send Press Releases/Media Alerts to:
  • Press Releases – Create a list of reporters who frequently cover community events, philanthropic efforts, calendar listings, TV and Radio producers, etc.
  • Media Alerts – Only send these to media you want to cover the event the day of such as local TV News Desks and Print Photo Desks.
Rotary PR Resources:
Get Acquainted – these resources will be your best friend this year.
  • Rotary.org PR Resources/Overview Page – http://tinyurl.com/ccp9jzo
  • Effective Public Relations: A Guide for Rotary Clubs (257) – Tools and tips for promoting club activities to attract positive attention from the community and potential members.
  • Rotary International Website (www.rotary.org) – RI website, aimed at helping club leaders create a positive public image; includes sample press releases, tips on working with the media, and public service announcements.
  • Rotary Media Center (www.rotary.org/mediacenter) – Resource where you may view and download multimedia content, including broadcast-quality video, high-resolution print images, radio-ready announcements, and links to Rotary’s social media accounts. Share it with other Rotarians and local media.
  • Media Crisis Handbook (515) – Helps Rotary clubs and districts deal effectively and efficiently with the news media when unexpected events prompt inquiries from the press.
  • The Rotarian (or Rotary regional magazine) – RI’s official monthly magazine, which reports club and district projects, RI Board decisions, and RI Meetings; in addition, 30 Rotary regional magazines in 24 languages serve Rotarians around the world.
  • This is Rotary (001) – Colorful illustrated brochure providing a brief overview of Rotary for prospective Rotarians and the public.
  • RI Visual Identity Guide (547) – Guidelines for the design of publications at all levels of Rotary and the proper use of Rotary Marks.
  • What is Rotary? (419) – Wallet-size card answering frequently asked questions about Rotary.
  • Rotary PR Tips – E Newsletter that features outreach ideas for clubs and districts to promote Rotary in their communities. Subscribe online at rotary.org/newsletters.
  • Logos – RI logos including Theme & RI Convention, RI programs (such as Interact, Rotaract, RYLA, Rotary Youth Exchange), End Polio Now and RI Foundation logos can be downloaded at: http://tinyurl.com/y9msttr
  • Rotary Images – RI photos can be downloaded, free of charge, and used to enhance your club's Web site, print publications, and public relations efforts. http://tinyurl.com/cvwqj3s
​Sign up for District and RI Newsletters:
  • RI PR Tips – The biweekly PR Tips offers innovative ideas for clubs and districts to promote Rotary in their communities. http://tinyurl.com/bd6n2y
  • Weekly Update – Provides the latest Rotary news that can be used free of charge for club and district newsletters and Web sites. http://tinyurl.com/cw5s2v9