226C-EN—(512)
Club Public
Relations
Committee
Manual
A part of the Club Officers’ Kit
Contents
Introduction
1 Committee Role and Responsibilities
...............................................................................3
Promoting Your Rotary Club................................................................................................................................4
Components of Public Relations
.....................................................................................................................5
Membership and Public Image
.........................................................................................................................6
Key Rotary Messages
........................................................................................................................................................7
2 Club Public Relations Committee Chair......................................................................9
Your Committee.......................................................................................................................................................................10
Goal Setting
......................................................................................................................................................................................10
Budget
........................................................................................................................................................................................................ 11
Communication
..........................................................................................................................................................................12
3 Resources.................................................................................................................................................................................................13
District Assembly Discussion Questions
..................................................................................15
District Assembly Worksheets
............................................................................................................................16
This is the 2012 edition of the Club Public Relations Committee Manual. It is intended for use by
2013-14, 2014-15, and 2015-16 club committees. The information in this publication is based on the
Standard Rotary Club Constitution, the Recommended Rotary Club Bylaws, the Constitution of
Rotary International, the Bylaws of Rotary International, and the Rotary Code of Policies. Please
refer to those resources for exact guidelines. Changes to these documents, by the Council on
Legislation or the RI Board, override policy as stated in this publication.
Photos: Alyce Henson and Monika Lozinska-Lee
Club Public Relations committee Manual 1 INTRODUCTION
Introduction
The Club Public Relations Committee Manual was developed
to help Rotary club public relations committees establish goals
and understand their responsibilities related to increasing club
effectiveness. Because committee responsibilities vary according to
area laws, cultural practices, and established club procedures, you
should adapt the suggestions in this publication to fit your club’s needs.
This publication includes three chapters. The first describes the
major responsibilities of your committee. The second describes
responsibilities specific to you as the chair of the committee. The
third contains resources that may be useful for you and committee
members. Following the third chapter are discussion questions to be
completed before the district assembly and worksheets that will be
used there, so be sure to bring this manual with you.
Each committee has a manual that provides an overview of the
committee and its responsibilities (club administration, membership,
public relations, service projects, and The Rotary Foundation).
Additional copies of this manual can be downloaded at no charge at
www.rotary.org. This manual is part of the Club Officers’ Kit (225).
However, each manual can be purchased separately at shop.rotary.org.
As you prepare to help lead your club, remember that it is a member
of Rotary International. Through this membership, it is linked to
more than 34,000 Rotary clubs worldwide and granted access to the
organization’s services and resources, including publications in nine
languages, information at www.rotary.org, grants from The Rotary
Foundation, and staff support at world headquarters and the
international offices.
Share chapter 1
with committee
members so they
are fully aware of
the committee’s
responsibilities.
Club Public Relations committee Manual 2 INTRODUCTION
Comments?
Direct questions or comments about this manual or any of RI’s
training resources to:
Leadership Education and Training Division
Rotary International
One Rotary Center
1560 Sherman Avenue
Evanston, IL 60201-3698
USA
Email: [email protected]
Phone: +1-847-866-3000
Fax: +-1847-866-9446
Committee Role and
Responsibilities
The role of the club public relations committee is to develop and
execute a plan to tell the public about Rotary and promote the club’s
service projects and activities. Having strong public relations ensures
that communities around the world know that Rotary is a credible
organization that meets real needs. When a Rotary club has a positive
public image, current members are motivated to be active and
prospective members are eager to join.
The responsibilities of the club public relations committee,
summarized below, are explained more fully in this chapter:
• Develop committee goals to achieve the club’s public relations goals
for the coming year.
• Become familiar with RI public relations resources.
• Create awareness of club activities and projects among club
members, media, and the community.
• Understand the components of public relations that will help you
promote Rotary to the community.
• Know Rotary’s key messages and be able to use them when speaking
in public.
• Work with the club membership committee to support their
recruitment efforts.
1
The club
president serves
as an ex officio
member of all
club committees.
Club Public Relations committee Manual 3
committee Role and Responsibilities
The club public relations committee’s work will address the Club Avenue of Service.
Club Public Relations committee Manual 4 committee Role and Responsibilities
As you read more about these responsibilities, think about your
committee goals, what your action plan will be, and what resources
you will need for your year.
In the event that there is adverse publicity about Rotary or your club, your committee should meet to discuss how to confront the issue. Counter misperceptions with well-directed public relations efforts. For more information, consult the Media Crisis Handbook (515) or contact RI Media staff to alert them to the potential crisis.
Promoting Your Rotary Club
The primary responsibility of the public relations committee is to create awareness in your community of your club’s service projects and activities, and in doing so, to promote the values and work of the organization. The community learns about Rotary through the media and what others say about the organization, so informing your club members and the media about your club’s undertakings is crucial to building strong public relations.
There are many ways to promote your club and the organization,
including:
• Sponsoring special events, such as marathons, recycling efforts, and
fundraisers
• Creating exhibits and displays throughout the community
• Advertising club projects and events in newspapers and magazines,
on billboards and buses, and in air and rail transportation centers
• Encouraging Rotarians to wear their Rotary lapel pins
• Posting Rotary information on an online forum, community
calendar, social networking sites, and your club’s or another
organization’s website
Your committee should brainstorm other ideas before your year
begins, and create a plan for implementing them. In order to promote
Rotary effectively, you will need to understand the components of
public relations, and be able to use key Rotary messages.
Subcommittees
can be created
to manage the
committee’s
various
responsibilities,
especially if you
have a large club.
Club Public Relations committee Manual 5 committee Role and Responsibilities
Components of Public Relations
Effective public relations requires time, effort, and planning. Before
the beginning of the Rotary year, your committee should develop
an action plan that identifies the projects and activities that will be
promoted.
Audience. Ensuring a positive image of Rotary in the community
requires tailoring public relations for different audiences, depending
on the projects and activities your club wants to undertake. Reaching
the right audience is crucial to the success of these projects. These
audiences may include:
• People directly affected by Rotary service projects
• Students and educators
• Local government officials
• Specialized media that cover specific topics like education, literacy,
water, or health
• Other nongovernmental and nonprofit organizations
• Business and civic leaders
• Community organizations
• Television, radio, print, and online journalists, bloggers and
reporters
Media. Given the tremendous competition for media time and space,
it is important for your club to be creative and consider all types of
media to communicate what your club is and what it does.
The term “media” can include television stations; newspapers;
international wire services; the Internet, including blogs and
social media; as well as the publications of other organizations and
institutions. Additional types of media include:
• Local magazines and radio stations
• Billboards and other public-space media such as signs in bus and
train stations
• Trade publications
• Public access cable stations
• Corporate and community organization newsletters
News releases. The most widely used means of sending information to
the media is a news release. It can alert media to an event and serve
as the basis of a news story. A good news release answers the basic
questions who, what, when, where, why, and how. Ensure that the
release is objective and concise (no more than one page).
When sending a news release, consider the following tips:
• Send your email news release in the body of the message rather
than as an attachment. Spam filters often flag emails with
attachments, so your message might not be delivered.
Preview and
download
media-ready
materials at
www.rotary.org
/mediacenter.
Club Public Relations committee Manual 6 committee Role and Responsibilities
• Rather than just typing “News Release” in the subject line, include
what the news release is about.
• Take the time to find the appropriate contact person; email your
release directly to an individual reporter rather than to a media
outlet’s general email address.
Fact sheets. A fact sheet provides basic information on Rotary, its
history, objectives, and project emphases. Among Rotarians, fact
sheets are used to educate new and prospective members; outside
Rotary, they supply the media with background information, raise
public awareness, and inform the general public about Rotary’s
activities. On www.rotary.org, search “PR fact sheet,” and download
copies to submit with your news stories.
Membership and Public Image
Public image and membership growth are interconnected. A high-
quality, consistent public image campaign will prompt individuals to
seek out local clubs and be more inclined to accept invitations to join.
The public relations committee should remember this in its efforts to
promote Rotary.
A successful promotional campaign uses as many outlets as possible.
Your fellow club members can help you make Rotary and your club
known.
Promote a positive image. Work with your club’s membership
committee to consider what attracts new members to Rotary, and then
determine which media are most likely to reach them. Discuss how to
work together on recruiting efforts.
To help recruit new members, the club public relations committee
should consider
• Promoting Rotary’s work with and for young people
• Highlighting the service, networking, and fellowship opportunities
of membership
• Publicizing club activities in business and trade periodicals
• Dedicating a section of the club’s website to non-Rotarians, and
encouraging community organizations to link to it
Strong public relations will not only aid in attracting new members but
will help retain current members as well.
Enhance club activities for media appeal. Think about the type of
activities and events that would interest your community. Work
with your club administration committee to make club programs
newsworthy, and with your service projects committee to conduct
projects that will appeal to the media and your audiences, such as:
• Service projects that meet a community need or coincide with a
larger news trend
• International service projects supported by your club or a local club
volunteer
Club Public Relations committee Manual 7 committee Role and Responsibilities
• Projects involving local youth or a prominent community member
• Notable or prominent speakers at club meetings
• Presentations by RI or Rotary Foundation program participants
about their experiences in another culture
• Interact and Rotaract activities
• Anniversaries of local clubs or programs
• Activities with a strong visual element
• Innovative or unique projects and activities
Enlist members’ help. Your membership base is a valuable resource
for your committee. Involve members in your public relations efforts
by having them spread the word about your club’s activities and
projects and about the organization. Ensure that all members of your
club are knowledgeable about Rotary and its programs and encourage
them to promote Rotary’s mission and core values in their personal,
business, and professional contacts.
Key Rotary Messages
One of the best ways to promote Rotary is by speaking about your
club and the organization. You may speak to non-Rotary audiences
at project events and other occasions. Be sure to develop concise
statements to explain Rotary and your club to the media.
Be prepared to answer each of the following questions in no more than
one minute:
• What is Rotary?
• Who are Rotarians?
• What does Rotary do?
Your answers should be positive, factual, specific, and brief. Avoid
using Rotary language that non-Rotarians may not understand. For
circumstances that call for a more formal or longer address, consider
the following tips:
• Think about who your message is for and modify your presentation
to appeal to them.
• 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 is an international humanitarian service organization.
• Rotary members are business and professional leaders who
volunteer their expertise, compassion, and power to improve
communities at home and abroad in nearly every country in the
world.
To observe
fellow Rotarians
answering
Rotary-related
questions in
one minute,
view “Rotary
Minute” videos
available at
www.rotary.org.
Club Public Relations committee Manual 8 committee Role and Responsibilities
• Rotary is a worldwide network of more than 34,000 clubs made up
of individuals who channel their passions into social causes that
change lives and improve communities.
• Our track record of success is demonstrated by the millions of
people who have achieved and sustained a better quality of life
through Rotary.
Rotary’s top goal is to eradicate polio worldwide.
• Rotary, in collaboration with the World Health Organization,
UNICEF, the Bill & Melinda Gates Foundation, and national
governments, is close to eliminating the second human disease in
history (after smallpox), having achieved a 99 percent reduction in
polio cases worldwide since 1985.
• Rotary members have contributed more than US$1 billion and
countless volunteer hours to help immunize more than 2 billion
children in 122 countries.
• Rotary raised more than $200 million to match $355 million in
challenge grants from the Bill & Melinda Gates Foundation.
Rotary is on the forefront of tackling major humanitarian issues
around the world.
• Maternal and child health, clean water and sanitation, literacy
and education, and disease prevention and treatment are among
Rotary’s areas of focus.
• Rotary’s goal-oriented, business-model approach has attracted
other organizations to partner with us to address these shared
humanitarian priorities.
Rotary invests in people to generate sustainable economic growth.
• Rotary supports grassroots entrepreneurs and helps prepare young
people and women for meaningful work.
• Rotary helps communities increase their capacity to support
sustainable economic development.
Rotary builds peace and international understanding through
education.
• The Rotary Peace Centers program offers graduate degrees and
professional development certificates in peace studies to more than
110 applicants each year at seven campus-based centers worldwide.
• Today, more than 600 former Rotary peace fellows work in key
decision-making positions in governments and organizations around
the world.
• Rotary’s Youth Exchange program fosters international goodwill by
enabling 8,500 high school students to live and study abroad each
year in over 100 countries.
Club Public Relations
Committee Chair
To prepare for your term as committee chair, learn what will be
expected of you and your committee by the club’s board of directors
and members, your district, and Rotary International. There are
several things you should do before you take office to prepare for your
role. In addition to attending training sessions at the district assembly,
you should
• Meet with the outgoing committee chair
• Review your club’s bylaws to become familiar with your club’s
procedures and regulations
• Review your club’s strategic plan and develop annual goals to
support it
• Select and prepare your committee members with the president-
elect
• Create subcommittees as needed (media relations, advertising/
marketing, and special events)
• Think about the kinds of activities your club can undertake to
improve its public image and attract new members
• Develop a communication plan for the year
• Determine what additional responsibilities or duties your club has
for your committee
2
Answer the
discussion
questions at
the end of
this manual to
prepare for the
district assembly.
Club Public Relations committee Manual 9
Club Public Relations Committee Chair
Club Public Relations committee Manual 10 Club Public Relations Committee Chair
Good preparation will lead to a productive year. Once you take office,
you will have the following major responsibilities:
• Manage your committee’s budget.
• Work with other committees in your club and your district
committee on multiclub activities or initiatives
• Plan and conduct regular committee meetings and activities.
• Monitor progress toward your committee goals, and report
committee activities and progress to the club president, board of
directors, and the full club.
Your Committee
Work with the president-elect to select committee members to fill
vacancies and conduct planning meetings before the start of the
year. For continuity, committee members should be appointed for
three years. When selecting new members, consider the following
characteristics:
• Professional media experience
• Strong speaking, writing, or photography skills
• Familiarity with social networking sites
• Website development experience
• Prominent community work
Once your committee is formed, it is your responsibility to prepare
members for the coming Rotary year. Determine how to use the skills
and interests of your members and delegate the tasks accordingly. You
can prepare committee members by
• Informing them of the committee’s ongoing activities and plans
related to the club’s strategic plan
• Pairing new committee members with more experienced ones
• Encouraging communication with counterparts in other clubs using
the district directory
• Sharing the resources available to your committee
• Giving members a list of district activities and meetings
Goal Setting
As the chair of your committee, you are responsible for ensuring that
it sets and achieves its annual goals to support the club’s strategic
plan. You’ll have an opportunity to work on goal setting with your
president-elect and other incoming club leaders at the district
assembly. RI is developing an online tool to help clubs submit their
goals via Member Access.
Effective goals. Be sure that annual goals reflect committee
capabilities and club interests. Goals should be shared, measurable,
challenging, achievable, and time specific.
Various planning
tools are
available to
clubs, including
Be a Vibrant
Club: Your Club
Leadership Plan
and the
Strategic
Planning Guide
.
Club Public Relations committee Manual 11 Club Public Relations Committee Chair
Action plan. Work with club leaders and committee members to
develop an action plan that outlines the steps needed to achieve each
goal. The following steps can help:
• Establish a time frame for each step.
• Determine who is responsible for implementing each step.
• Establish the criteria for measuring progress and success for each
step.
• Consider the resources available and needed from your club,
district, and RI to support the goal.
• Secure human, informational, and financial resources before taking
action.
• Decide how you will evaluate success in attaining your goals, and
whether baseline data is needed.
Regularly assess your goals to ensure that steady progress is being
made toward achieving them, and adjust if necessary.
Motivation. Part of your responsibility is keeping your committee
members motivated. Common motivators include:
• Assurance that the goal will be beneficial
• Belief that the goal is achievable will be successful
• Opportunities for fellowship and networking
• Assignments that use each member’s expertise
• Recognition of efforts and time spent working toward committee
goals
Using these motivating factors can help maintain member
commitment to Rotary and encourage continued participation in club
activities.
Budget
Before 1 July, work with the outgoing committee chair and the club
treasurer to determine what funds your committee will need and that
these funds are included in the club’s budget. Be sure to include any
planned fundraising activities.
Provide oversight of committee funds, transactions, and reports, and
be aware of the financial condition of your committee’s budget at all
times. By meeting regularly with your club’s treasurer, you can take
action if issues arise.
Club Public Relations committee Manual 12 Club Public Relations Committee Chair
Communication
Think about how you will communicate with the following club
leaders:
• Committee members. Committees should meet regularly and
identify available resources, discuss ongoing projects and new
initiatives, and develop strategies to achieve committee and club
goals.
• Your club. Report your committee’s activities, including action
plans and progress toward goals, to your club’s president, board,
and all club members.
• Other committees. The work of one committee affects the work
of another. Your committee should work with the following club
committees:
−−Service projects committee (to be aware of upcoming projects of
interest to the media)
−−Membership committee (to tailor your efforts to target potential
members in the community and foster pride among current
members)
−−Rotary Foundation committee (to be aware of upcoming grants)
−−Club administration committee (to notify the media in advance of
club program speakers and to design the club’s website to appeal
to the media and general public)
• Your district. If your committee needs guidance or information,
contact your district counterpart or your assistant governor.
• Your region. Your Rotary public image coordinator is available to
help your club with its public relations questions. Find the Rotary
public image coordinator in your region at www.rotary.org.
Resources
Many resources are available to help your committee fulfill its role.
Download resources at www.rotary.org, or order them at shop.rotary
.org, by email at [email protected], or from your international
office.
• 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
• 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
3
Club Public Relations committee Manual 13
Resources
Club Public Relations committee Manual 14 Resources
• 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’s 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.
Human Resources
Find contact information in the Official Directory, at www.rotary.org,
or from your district governor.
• Assistant governor — Rotarian appointed to assist the governor with
the administration of designated clubs. Your assistant governor will
visit your club quarterly (or more often) and is available to answer
questions or provide advice.
• District governor — RI officer responsible for advising on
strategies to make your club more effective
• District public relations committee — Rotarians appointed to
support clubs in their public relations efforts
• Other club committee chairs in your district — Leaders who
can serve as a resource to help support your club’s projects and
initiatives
• Past club committee chairs and leaders — Knowledgeable Rotarians
who can advise you as you plan your year and who can be assigned
to lead committee activities
• Rotary public image coordinators — Rotarians appointed by the RI
president who provide guidance and resources to help Rotary clubs
and districts promote projects, share success stories, and explain
through the media what Rotary is and does
• Contact Center — A team available to answer questions; can be
reached at [email protected] or toll-free (within U.S. and
Canada) at 866-9-ROTARY (866-976-8279). Rotarians outside North
America should continue to contact their international office.
Club Public Relations committee Manual 15For District assembly
District Assembly Discussion Questions
When considering these questions, talk to outgoing and incoming club leaders to compare
thoughts.
What are the responsibilities of the club public relations committee, and what are your
responsibilities as chair?
How will your committee support the club’s strategic plan?
What can you do to promote Rotary to prospective members, and who can you work with in the
community to promote your club?
What new media will your club use to promote your club?
How can you help committee members do their job?
What are your committee’s long-range and annual goals?
Club Public Relations committee Manual 16For District assembly
Worksheet 1:
Notes
Club Public Relations committee Manual 17For District assembly
Worksheet 2: Goals
Use this worksheet to draft a long-range goal and annual goals for three years to reach the
long-range goal. Ensure that your goals are:
Shared. Those who participate in setting a goal and developing strategies to achieve that goal are committed to implementing it. Measurable. A goal should provide a tangible point to pursue. Challenging. A goal should be ambitious enough to go beyond what your club has accomplished in the past. Achievable. Rotarians should be able to accomplish the goal with the resources available. Time specific. A goal should have a deadline or timeline.
Long-range goal (goal for your club three years from now)
Year 1 annual goal
Year 2 annual goal
Year 3 annual goal
Club Public Relations committee Manual 18For District assembly
Worksheet 3: Action Plan
In the space below, write one annual goal from your goals worksheet. Then determine the
action steps that need to be taken to meet this goal.
Annual goal
Action step
Who will be
responsible?
How long will this
step take?
How will progress
be measured?
What resources
are available?
1.
2.
3.
4.
5.
Resources needed
Club Public Relations committee Manual 19For District assembly
Worksheet 4: Public Relations Committee Case
Studies
Read the case study below and answer the questions. Create a plan using the case study action
plan on page 22.
Case Study 1
You’ve just started your new term as the club public relations committee chair. Shortly after taking office, you contact the local news and invite them to the site where your club is building a school. The TV anchor interviews a member who gets some of the facts wrong.
What do you do?
Case Study 2Your club president and membership committee chair agree that your club needs to have
a stronger Internet presence. They suggest using more social media sites and developing
networks with other club websites.
How can you use social media sites and other websites to strengthen your club’s online
presence?
Club Public Relations committee Manual 20For District assembly
Case Study 3
At a fundraising event for a local school, the organizers ask you to speak publicly about
what your club is known for in the community.
What do you say?
Case Study 4
The community’s perception of your club is that you only meet for lunch once a week. Your
club is very involved in supporting the community.
How can you shift this perception of your club?
Club Public Relations committee Manual 21For District assembly
Case Study 5
Another Rotary club has sponsored a new Interact club. The Interactors are enthusiastic
about several projects, particularly an international service project to support a new
library. They contacted you to ask for your help in promoting their work. In addition to
monetary donations, the Interactors would like community members to donate books.
How can you promote their efforts?
Who will you need to work with?
What media outlets will you contact?
What are some other ways of promoting the Interact club’s project beyond reaching out to
the media?
Club Public Relations committee Manual 22For District assembly
Case Study Action Plan
Action step
Who will be
responsible?
How long will this
step take?
How will progress
be measured?
What resources
are available?
1.
2.
3.
4.
5.
What did you learn that you can apply to your club?
Resources needed
Club Public Relations committee Manual 23For District assembly
Worksheet 5: Problem-Solving Guide
Use the Planning Guide for Effective Rotary Clubs and the goals worksheet from session 2 to
develop your problem-solving guide. Analyze your club’s goals, and think about potential
challenges to achieving them. Then, offer solutions to these challenges.
Goal Potential Challenge
What resources are
available?
Administration
Membership
Public Relations
Service Projects
Rotary Foundation
Other
Just a Click Away!
Log on to Member Access to
• Take courses to learn more about Rotary
• Update club information and download reports
• View your club’s semiannual report (SAR) and
pay dues
• Enter your club’s annual goals and track your
achievements
Enter Member Access by clicking on the link in the top
right corner of Rotary’s home page. It’s your one‑stop
shop for all your Rotary business.
www.rotary.org/memberaccess
One Rotary Center
1560 Sherman Avenue
Evanston, IL 60201-3698 USA
www.rotary.org
226C-EN—(512)