Great Publicity in Practice

to a better club future!
ABOUT
________________________________________________________________________________________________
 
IMAGINE what you could do with more a whole lot more funds in the bank, more helping hands for more and bigger projects, a greater buzz around the club that comes from heightened success!  There is a way - note the SNAPSHOT guide series ... the 'Game Changer'.
 
In Rotary we have many amazing achievements and if only others knew of these they would join us!
 

Every project has its own unique story and creating these is exciting.  This site provides some ideas to make the project an event to be remembered and to share that excitement so others will come next time.

Rotary is exciting, it is enjoyable, it enables us to learn new skills, to meet new and interesting people and to have the deep satisfaction of helping those who really need some help in life. So let US tell everyone about us!  No-one else will.

Essential Reading - SNAPSHOT series: Overview on great publicity with useful tips 

 

PEOPLE TO HELP YOU

_______________________________________________________________________________________________________

These people are very willing to help you but you will need to ASK them:
 
  • Club Publicity and Communications Committee - see your club website
  • District Publicity and Communications Committee - see your District Directory
  • Rotary Public Image Coordinator for New Zealand and the Pacific - Liz Courtney  lizcourtney.lc@gmail.com
  • Rotary Zone Communications Committee - Deb Gimblet rozcom-chair@rotaryoceania.zone
  • Rotarians can search for any Rotarian within New Zealand and the Pacific - log into www.rotaryoceania.zone and go to Contacts/Zone7b member search
  • Public contact for Rotary in New Zealand and the Pacific is 0800 4 ROTARY

 

PROJECT TIPS

_____________________________________________________________________________________________________________

 

Publicity is not the 'fluffy' stuff around the edge of the project
 
It is what sells your project, what gets the people there now and next time, what inspires people to support your club or even join as a member.
 
This is a simple checklist of points to consider for good publicity at different stages of a project.  This is not comprehensive but these are the main ones and if you do these you will have good publicity.  Not covered here is the fact that every project is a membership growth opportunity.
 
PLANNING FOR THE PROJECT
 
Planning make good publicity easy and effective
 
  • Who is going to be responsible for publicity?  Remember to use your club Publicity Officer
  • Review the publicity resources of your club such as ensuring all members have club uniforn (and maybe some extras like Rotary aprons for helpers), or display banners and more.  See this page for some additional resources http://www.rotaryoceania.zone/page/rozcom-resources-and-merchandise
  • If the event is significant consider sending a summary to your District Publicity Committee for their suggestions and access to additional resources
  • Book as early as possible any available district banners, BBQs, tents etc
  • Are there any props you can borrow such as a display of Emergency Response Kits?
  • Let your Assistant Governor know about the project (maybe via the Presidents Report) and ask he/she has this added to the District Calendar and information is circulated at least to cluster clubs (although direct contact by you is better)
  • If a event for other Rotarians and / or the public, once a notice / promo is prepared use it widely on your club media (website, bulletin, social media, members to distribute) plus send to the AG, District Newsletter Editor and District Publicity Committee who will get you wide publicity in Rotary media
  • Ensure there are adequate quantities of your club brochures etc
  • Make sure the proper Rotary brand image is used - the comprehensive guide to this is Tell Rotary's Story : Voice and Visual Identity Guidelines from  www.rotary.org/brandcenter (need to log in)
  • Do you have a need for additional non-Rotarian volunteers?  These would add to your project capacity helping to ensure the project reaches its true potential.
Essential reading - SNAPSHOT series: Attracting and Managing Project Volunteers (Word)

DURING THE PROJECT
 
Enthusiasm about Rotary is infectious and gets everyone contributing to project success
 
  • All club members to wear club uniform - maybe have spares for helpers
  • Put up club banners and tear drops - use as many of the district loan banners as you can get
  • Make sure all members are reminded to be alert for opportunities to inform others about the club and identify potential new members - have someone dedicated who you can refer people wanting more Rotary information and / or may be interested in membership
  • If appropriate have a Rotary stand with information etc
  • Have a roving person (or two) ready to take those stunning photos and to record details for later use in an article
 
AFTER THE PROJECT
 
It is easy to build on the success of your project, adding extra value
 
  • Write up the project and select the best 3 photos and use in club media and send to community and Rotary media - this is important as sharing the success of this projects helps to 'pre-sell' the next project. See the 'Spreading the word' tab
  • Say THANK YOU to those involved and those who supported you.  This is one of the most effective publicity opportunities you have yet most do this poorly.  The options are endless by a BBQ after for the helpers, a phone call and email/letter to others etc
  • Consider a submission for your district publicity award or other district award
  • Add the project to Rotary Showcase and data to club goals in Rotary Club Central plus consider the contribution of the project towards the RI Presidential Citation
 
PUBLICITY ANYTIME
 
  • Club media including social media
  • Club meetings
  • District newsletter
  • Rotary Down Under and The Rotarian magazines
  • Member family and friends
  • Sponsors and beneficiaries
  • Community media
  • Rotary Alumni
 
SOME ESSENTIALS
 
These pointers are needed by all media including your local newspaper and Rotary media such as magazines and newsletters.
One article and photo can be used many times - no media should expect to have your article exclusively (if they do then the lack of respect for you may cause for pause)
 
IT IS NOT ABOUT US
 
What is the purpose of the article and who is it to be read by?  Usually for a community project it is about the good being done and the beneficiaries, not what Rotary did to get there.
 
SPREADING THE WORD
_____________________________________________________________________________________________________
 
PICTURES ARE KEY
 
A good picture is key to getting good publicity (even ahead of the text) - take a great picture and media will make the article work.
 
When taking the photo:
 
  • Take pic at highest camera setting (even if 5MB!) as this allows cropping later
  • Take close up
  • Take action
  • Make sure full faces are showing
  • Presentations are not interesting - instead of a cheque for sports gear, get photo of kids using it
  • Note down names of people in photo (or main people)
  • If possible, get a Rotary wheel in picture (but only if relevant - do not compromise picture quality to do this).
 
When sending the photo:
 
  • Send as full size as taken on the camera even if large (eg: 5MB+)
  • Send as an attachment to the email - NEVER embed in a document or email
  • Include photo label with captions in email or article document
Essential reading - SNAPSHOT series: Tips on taking great photos for publicity (Word) 
 
Now that you have photos they can be used for many different purposes - SNAPSHOT series:
 
WHAT TO WRITE ABOUT
 
The words are easy if you think like a reader and write what you would like to read
 
Getting the facts about the project/event:
 
  • At the project collect some quotes (with name)
  • What are the details, the outcomes?  It is better to have too many facts and only use some than not have enough.
  • Note any quirky happenings, unusual or unique aspects that might interest readers
  • Try and find words to express the feeling of the event
 
Writing the article:
 
  • What would be a eye-catching title
  • Don't try and write about everything
  • What from the event would gain reader interest?
  • Tell the human aspect
  • Write no more than 350 words
  • Check and recheck the article for accuracy, spelling and grammar.
 
 Essential reading - SNAPSHOT series:  Tips on how to write an article others will read (Word)
 
SENDING THE ARTICLE
 
Email should have photos as attached files and article attached or included as appropriate.  Include a contact for any queries.
 
Send to primary media AND to:
 
  • Community / local newspaper
  • club website as a Story - make sure the significant ones go to the club Home Page
  • Club bulletin and club social media
  • District Newsletter Editor and district social media
  • Sponsor and Beneficiary newsletters - they owe you so ask them to include
 
USING SOCIAL MEDIA
_______________________________________________________________________________________________________
 
SOCIAL MEDIA IS YOUR 'SHOP WINDOW'
 
Most clubs have a Facebook page ... so use it.
 
  • Connects Rotary to your community and beyond
  • Focus on what might be of interest to the external audience
  • Tell stories with a photo, a couple of sentences and a link to more information on your website and / or blog
  • Try to generate a conversation / interaction - include a Call-to-Action
  • Use the Events function for projects and fundraising
  • For an enlarged audience consider funding a Boost
 
Facebook Post tips:
  • Photos in posts get 93% of engagement
  • Emoticons get 57% more ‘Likes’ than without
  • Keep posts short where possible – use links to expanded material
 
Some possible timings:
  • Max. Frequency:  2 posts per day
  • Peak time: Wednesday 3pm
  • Best Days:  Wednesday - Friday
  • Best time (any day): 1-4pm
  • Acceptable timing: 9am-7pm
  • Best time for Shares: 1pm
  • Worst time: Weekend between 8pm and 8am
 
Sometimes some immediacy adds vitality but how?  One option is for the Facebook Administrator and Content Editors (can be more than one of these) to use the free 'Pages' App so they can post from their phone from anywhere.  Just be sure you know who is doing what (only one post from a club meeting please, for example).
 
 Essential reading - SNAPSHOT series: Tips to getting started with a club Facebook page
 
Resource: Quick Start Guide for Club Social Media Pages - download this from www.rotary.org/brandcenter (need to log in)
 
CLUB WEBSITE
 
The club website is the foundation for all your club publicity and:
 
  • must be up-to-date
  • must show the club character even if just a few photos from projects
  • must have a means for the public to contact the club, preferably a phone contact
  • must use correct Rotary branding
 
 Essential reading - SNAPSHOT series: How to create a great club Home Page (Word)
 

Final note: this is a "living document" as are all the guides referred to, so revisit these occasionally to take advantage of improvements over time.  Suggestions for inclusion are welcome - Email: stories2inspire@rotaryoceania.zone