PUBLIC RELATIONS 2017 · Public Relations Director 2017-18 . AGENDA • Ian Cameron—Welcome and...

PUBLIC RELATIONS 2017

WELCOME

Ian Cameron

Public Relations Director 2017-18

AGENDA

• Ian Cameron—Welcome and preliminary remarks

• Roger Norman “Making a difference through PR”NG A DIFFERENCE TH

• Bill Pixton/Evan Burrell “How to leverage the use of Social and

Traditional Media”

• Q&A and Lunch

• My Club Goals –attendees to document 4 new achievable

objectives

• Wendy Gaborit RI and its Public Image policies

• Q&A

• Ian Cameron “The Challenge of Change” and close

THE IMPORTANCE OF YOUR ROLE

Members of the public develop their IMAGE of Rotary and its

activities from the IMAGE your Rotary club generates.

Traditional regular projects style the image of your club in the

local community (photos and public presence)

Meeting the “Challenge of Change”

FOUR QUESTIONS I WANT YOU TO THINK ABOUT

How is your Club benefiting from these activities?

Are you maximising outcomes from them?

Are they projecting the image you want for your Club?

How will you tackle the changing Rotary environment

CONSIDER YOUR APPROACH

Prepare a Plan to “Shine a Light on Rotary”

and enhance your Club’s Image

and

Consider how you are going to maximise PR opportunities

presented in the changing Rotary environment

CONSIDER YOUR ROLE AND INFLUENCE OVER THREE KEY AREAS

Your Clubs’ External Image development in the Community

Internal Image building within your Club.

Your role in supporting the “Challenge of Change”.

Your following speakers will elaborate

THE PUBLIC RELATIONS BREAK OUT SESSION

Now on with our Presenters

Making a difference through PR

Roger Norman

Turramurra Rotary Club

OUR PR RESPONSIBILITIES

EXTERNAL

INTERNAL

EXTERNAL

• ANALYSE/DETERMINE

• ENCOURAGE/ DRIVE

• DEVELOP

• WEBSITE

INTERNAL

• SUPPORT

• “MARRY”

• ADVISOR/MENTOR

• INCREASE BUDGET

• CLUB’S HARDWARE

• COMMUNICATIONS

YOUR STRATEGIES

• PR DIRECTOR 2 – 3 years

• A PICTURE IS WORTH A THOUSAND WORDS

• RECOGNISE OTHER’S EFFORTS

• GOLDEN QUILL??

ONE GUARANTEED SECRET FOR SUCCESS

TIME TO REFLECT

• LIST PR OBJECTIVES

• STYLE OF LEADERSHIP

• LIST INTENDED ACTIONS

• INITIAL START

MY OBJECTIVES AND ACTIONS

• CONSIDER AT LEAST THREE OBJECTIVES

• FOR EACH OBJECTIVE WHAT ACTIONS WILL

BE NEEDED TO MAKE CHANGES

AND “MAKE A DIFFERENCE”

Leveraging the Media

Bill Pixton

Upper Blue Mountains Sunrise Rotary Club

ATTRIBUTES NEEDED IN THE ROLE

• Make the PR role important within

Club/Board

• Enthusiastic, friendly, active Rotarian

• Can write and ideally take photos

• Some basic technology skills

• Urgency and follow up

• Plenty of help out there

NEWSPAPERS - RELATIONSHIPS

• Understand their issues

• Make it easy for them

• Explain Rotary and involve them

• Make it personal

• Pay your way

WHAT IS NEWSWORTHY?

Stories that are:

• Local

• Engaging

• Unique

• With facts

• And compelling photos

Does it inspire you?

Not boring or self serving!

NEWSPAPER COVERAGE

Circulation ‘000s

FB likes ‘000s

North Shore Times News Ltd 64 6 10

Hornsby & Upper North Shore Advocate News Ltd 47 8 12

Parramatta Advertiser News Ltd 75 6 9

Manly Daily News Ltd 87 54 66

Penrith Press News Ltd 49 15 25

Rouse Hill Times News Ltd 23 8 11

Hills Shire Times News Ltd 58 11 16

Northern District Times News Ltd 52 4 5

Central Coast Express Advocate News Ltd 120 36 50

Blue Mountains Gazette Fairfax 34 26 30

MEDIA TIPS

• It’s not one or the other!

• Using media company’s social media

• Special interest sites and apps

• Community radio sponsorship

• Guest speakers

ROTARY DIGITAL FOOTPRINT

• Rotary wonders why younger people aren’t

joining

• Unless you have an attractive on line presence

you will be invisible to Gen X and Gen Y

• It’s how we present Rotary to the wider

community

Rotary needs a strong on line presence

You can lead a horse to water…

HORSING AROUND….

But

• He/she won’t drink

Unless

• We make him/her… THIRSTY!

YOUR CLUB WEBSITE

• First impressions really count

• Your landing page needs to appeal to non

Rotarians as well

• You hit people with great stories and photos

of what you are doing to help the community

• Everything thing else is info that can be

accessed

• Make it appealing but simple and functional

SOCIAL MEDIA - FACEBOOK

• Without a strong social media presence the

Club is invisible to the under 50s

• Needs to be managed properly

• Members are an underutilised resource

• Its all about engagement

YOUR FACEBOOK PAGE MUST…

• Be clear on your audience

• Get non Rotarians interested as well

• Showcase Rotary’s many facets

• Give your audience a taste of Rotary

• Promote our community leadership

Build our trusted Rotary brand and reputation

HOW IS YOUR CLUB FB PAGE PERFORMING?

Example Upper Blue Mountains Rotary

• Quality page, good photos and stories

• Relatively high page likes with over 600

• Views per post are moderate

• Likes, comments and shares are very low

Overall our engagement is really poor

OUR CLUB MEMBERS ACTIVITY ANALYSIS

HOW YOU CAN HELP

• Lurkers - shed your inhibitions and become

more active

• Skeptics - understand why you are skeptical,

but what you do is your personal choice

• Socialisers – keep up the good work, we

need more of you Those who would like to get more established on FB and need help, please ask

WE NEED YOU TO ENGAGE…

Visit your page regularly

• Like every post, or

• Better still, comment on some posts, or

• Best of all, share post with your friends

HOW YOU CAN HELP

• Liking posts is one thing

• Liking/sharing pages is even more important

Invite friends to get involved

• Like/follow your personal FB page

• Like/follow your Club page

We’ll show you how…it’s really easy

TIPS TO BE MORE EFFECTIVE

• Have more than 1 admin/editor

– President needs to be involved

• Learn some posting skills - tags, #s,

• FB Analytics

• Understand privacy and security issues

• Link FB to Twitter and Instagram

• Useful apps- Canva, Snagit, Photo and text editors

Be an ambassador for your Club and spread the word

Social Media Advertising

Evan Burrell

Turramurra

1. Determine your audience and create a strategy

2. Use images that make your project look appealing

3. Make your information work for you

4. Post content that is relevant to your audience

5. Get club members to buy-into the power of Facebook

Facebook 5

Facebook Advertising

PANEL DISCUSSION

Di Barnes – St Ives

Bruce Nicholls —The Ponds

Margaret Berger – East Gosford

Q& A and Lunch

See you back at 2.10pm

Public Image

Wendy Gaborit Rotary International Public Image Coordinator Zone 8

ROTARY - PUBLIC IMAGE

Public Image

The Narrative to Inform the Brand Promise

THE NARRATIVE

Telling the Rotary Story

Giving Voice to the

Brand Promise

Rotary People of Action

UNPACKING PUBLIC IMAGE

Let’s Interrogate what’s out there in the public sphere

Rotary in Australia http://rotaryaustralia.org.au/news/4926/about-rotary-in-australia?frm_id=14

Who Are We?

What do We DO?

What do our Friends,

Peers & Associates

think we do?

Questions we need answered

Thank You

One Rotary

Wendy Gaborit Rotary Public Image Coordinator Zone 8

E. wendygaborit@gmail.com

M. 0418 858 717

The Challenge Of Change – The PR Role

Ian Cameron

Public Relations Director 2017-18

THE CHALLENGE OF CHANGE – THE PR ROLE

Change is all around us—how will we deal with it?

If we stand still we will wither and die.

Change can be positive and healthy for the organisation

THE CHALLENGE OF CHANGE – THE PR ROLE

Engage with “new” tools to promote your “products”

Explore new ways to engage with your community

Consider how you can help your Club look over the horizon?

THE CHALLENGE OF CHANGE – THE PR ROLE

We need to explore ways to expand our volunteer work force

to maintain Rotary’s mantra of -- “doing good in the world”

THE CHALLENGE OF CHANGE

What will your Club look like 5 years from now…..

Consider…….

NOW – HOW CAN WE ASSIST YOU?

We will be working with Assistant Governors to help you

identify needs—ask us to assist if need be.

There is a plethora of material on RI website to browse

Connect with RI Public Relations Chat Group

Print Media/FM/Community gatherings/Local Councils

Embrace social media!

HOW CAN WE ASSIST YOU?

Social media workshops will be held.

Join the PR Facebook group—invitation to come.

Join other Face Book Groups—two examples:

* Rotary Conversations: Australasia & South Pacific

* Rotary Design Hub: Imagery & Graphics

Don’t forget to ask

So thank you for attending today

You have an important role to play

We do hope you enjoy meeting

the

“challenge of tomorrow”

A small takeaway for you to brighten your day

and help….

“Shine a Light on Rotary”

CONTACT DETAILS

Ian Cameron M: 0411240513 E: iancameron@rotarydistrict9685.org.au

Roger Norman M: 0414 445 361 E: rno00230@bigpond.net.au

Bill Pixton M: 0418 113 643 E: bpixton2@gmail.com

Today’s presentations are available on the

District 9685 website

Go to District > District Training > District Assembly or:

assembly.rotarydistrict9685.org.au

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Please evaluate today’s presentations on the

District 9685 website

Go to District > District Training > District Assembly or:

evaluate.rotarydistrict9685.org.au