Issues & ChallengesIssues & Challengesin Enhancing Rotary’s in Enhancing Rotary’s

Public Image with Public Image with Measurable ResultsMeasurable Results

Pauline LeungPauline LeungAssistant General CoordinatorAssistant General Coordinator

RI Public Image Resource GroupRI Public Image Resource Group2006-072006-07

Public ImagePublic Image

Reflection of the perception of an Reflection of the perception of an entityentity

Must cultivate a favorable Must cultivate a favorable environmentenvironment

Sustainability of any organization Sustainability of any organization depends on public imagedepends on public image

Rotary is No ExceptionRotary is No Exception

General public is more General public is more sophisticatedsophisticated

Close examinations on Close examinations on organizations on organizations on corporate responsibility corporate responsibility expectationsexpectations

Communications of Communications of TodayToday

Information travels fastInformation travels fast So does bad newsSo does bad news Rotary is not immune to Rotary is not immune to

crisis crisis Good public image brings Good public image brings

credibilitycredibility

Challenges Rotary FacesChallenges Rotary Faces

Understand Understand who to communicate who to communicate withwith

Know the Know the effective channelseffective channels

Learn to Learn to communicate with skillscommunicate with skills

Who To Communicate Who To Communicate WithWith

Our existing membersOur existing members Potential membersPotential members People in the Community we People in the Community we

serveserve (The Public)(The Public) Other NGOs we work withOther NGOs we work with MediaMedia Opinion LeadersOpinion Leaders GovernmentGovernment

Internal AudienceInternal Audience

Communicate our goals, Communicate our goals, plans and achievementsplans and achievements

Improving relationship Improving relationship internallyinternally

External AudienceExternal Audience

Who we are?Who we are? What we do?What we do? How our work concerns How our work concerns

them?them?

Create favorable Create favorable environmentenvironment

Inform (Educate)Inform (Educate)

UnderstandUnderstand

SupportSupport

Effective Effective CommunicationsCommunications

Visibility vs. CredibiliVisibility vs. Credibility ty

Building VisibilityBuilding Visibility

AdvertisementsAdvertisements BillboardsBillboards Posters and flyersPosters and flyers Literature and publicationLiterature and publication Banners and flagsBanners and flags ConferencesConferences

Building of CredibilityBuilding of Credibility

Corporate ValuesCorporate Values ( Service Above Self, Four Way Tests )( Service Above Self, Four Way Tests ) Vision of Future WorldVision of Future World ( Polio Free, Water Management, Elimina( Polio Free, Water Management, Elimina

tiontion of poverty ) of poverty )

Building CredibilityBuilding Credibility

Behavioral IdentityBehavioral Identity

Our community involvementOur community involvement Helping the World Community Helping the World Community Obtaining Third Party Obtaining Third Party

EndorsementEndorsement Our MessagesOur Messages Perceived EthicsPerceived Ethics Code of ConductCode of Conduct

Most ImportantMost Important

Crisis PreparednessCrisis Preparedness

Visual Identity

Building the Desired Building the Desired ImageImage

Training of Rotary ClubsTraining of Rotary Clubs Knowing the right concept of Knowing the right concept of

public imagepublic image Developing effective Developing effective

messagesmessages

Thank youThank you