Club Public Relations Committee Manual
Club Public Relations Committee Manual
A part of the Club Offi cers’ Kit
226C-EN—(709)
This is the 2009 edition of the Club Public Relations Committee Manual.
It is intended for use by 2010-11, 2011-12, and 2012-13 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.
Contents
Introduction 1
1 Committee Role and Responsibilities
3
Promoting Your Rotary Club
4
Components of Public Relations
4
Membership and Public Image
5
Key Rotary Messages
7
2 Club Public Relations Committee Chair
9
Your Committee
10
Subcommittees 11
Goal Setting
11
Budget 12
Communication 13
3 Resources
15
Appendixes
Club Public Relations Section of the Planning Guide for Effective
Rotary Clubs 18
District Assembly Discussion Questions
19
Worksheets
Summary 20
Goals 21
Action Plan
22
Club Public Relations Committee Case Study
23
Introduction
The Club Public Relations Committee Manual was developed to help
Rotary club public relations committees worldwide 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 sugges-
tions in this publication to fi t your club’s needs. Throughout the manual,
cultural differences in Rotary clubs are highlighted in Around the World
boxes, while general tips are offered in the Rotary Reminder boxes.
This publication includes three chapters. The fi rst describes the major
responsibilities of your committee. The second describes responsibilities
specifi c 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 the appendixes, including the club public relations section of
the Planning Guide for Effective Rotary Clubs and a list of discussion ques-
tions, as well as the worksheets that will be used at the district assembly.
You should use this manual to prepare for your role as public relations
committee chair. Bring it with you to the district assembly, and review
Rotary Reminder
its contents beforehand. Pay particular attention to the questions in
Committee chairs should
appendix 2, which will help you get the most out of the facilitated dis-
make copies of chapter 1
cussions at the meeting. After you have completed your training, this
and distribute to commit-
publication will serve as a resource as you work with your fellow club
tee members so they
offi cers and members.
are fully aware of
the committee’s
Under the Club Leadership Plan, the recommended administrative struc-
responsibilities.
ture of Rotary clubs has the following fi ve standing committees:
• Club administration
• Membership
• Public relations
• Service projects
• Rotary Foundation
CLUB PUBLIC RELATIONS COMMITTEE MANUAL
1
Each committee has a manual which provides an overview of the com-
mittee and its responsibilities, as well as resources available to support
you and your committee members. Information pertinent to your commit-
tee members should be distributed or communicated to them. Additional
copies of this manual can be downloaded for free at www.rotary.org. This
manual is part of the Club Offi cers’ Kit (225-EN). However, each manual
can be purchased separately through the RI Catalog.
As you prepare to help lead your club, remember that your Rotary club is
a member of Rotary International. Through this membership, it is linked to
more than 33,000 Rotary clubs worldwide and granted access to the organi-
zation’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 seven international offi ces.
Comments?
If you have questions or comments about this manual or any of RI’s training
resources, please direct them to:
Leadership Education and Training Division
Rotary International
One Rotary Center
1560 Sherman Avenue
Evanston, IL 60201-3698 USA
E-mail: leadership.training@rotary.org
Phone: 847-866-3000
Fax: 847-866-9446
2
CLUB PUBLIC RELATIONS COMMITTEE MANUAL
C H A P T E R 1
Committee Role and Responsibilities
Rotary Reminder
The club public relations
committee’s work will
address the Club Avenue
of Service.
The role of the club public relations committee is to inform 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 ac-
tive and prospective members are eager to join.
The responsibilities of the club public relations committee summarized
below are explained further in this chapter:
• Develop committee goals to achieve the club’s public relations goals for
the coming year.
• Promote Rotary and your Rotary club in your community.
• Work with Rotarians in your club to maximize public relations efforts.
• Understand the components of public relations that will help you pro-
mote Rotary to the community.
Rotary Reminder
• Know Rotary’s key messages and be able to use them when speaking in
Subcommittees can be
public.
created to manage the
committee’s various re-
As you read more about these responsibilities below, think about your com-
sponsibilities, especially
mittee goals, what your action plan will be, and what resources you will
if you have a large club.
need for your year.
COMMITTEE ROLE AND RESPONSIBILITIES
3
Promoting Your Rotary Club
Rotary Reminder
The primary responsibility of the public relations committee is to create
awareness in your community of your club’s service projects and activi-
In the event that there
ties, and in doing so, promote the values and work of the organization. The
is adverse publicity on
Rotary or your club, your
community learns about Rotary through the media and by what others say
committee should meet
about the organization, so informing your club members and the media of
to discuss how to con-
your club’s undertakings is crucial to building strong public relations.
front the issue. Counter
misperceptions about
There are many ways to promote your club and the organization, including:
your club and Rotary with
• Sponsoring special events, such as marathons, recycling efforts, or fund-
well-directed public rela-
raisers
tions efforts. For more
information, consult the
• Creating exhibits and displays throughout the community
Media Crisis Handbook
• Advertising club projects and events in newspapers or magazines, on
(515-EN).
billboards or buses, or in air or rail transportation centers
• Encouraging Rotarians to wear their Rotary lapel pins
• Posting Rotary information on an online forum, community calendar,
social networking sites, or your club’s or another organization’s Web site
Your committee should brainstorm other ideas before your year begins, and
create a plan for implementing them during your year. In order to promote
Rotary effectively, you will need to work with other Rotarians, understand
the components of public relations, and know and be able to use key Rotary
messages.
Components of Public Relations
Effective public relations requires time, effort, and planning. When your
committee develops an action plan before the beginning of the Rotary year,
it should address the audience, strategies and tools, and projects and activi-
ties that will be promoted.
Audience. Ensuring that Rotary has a positive image in the community
requires public relations efforts directed at different audiences. These audi-
ences may include:
• People directly affected by Rotary service projects
• Students and educators
• Local government offi cials
• Other nongovernmental and nonprofi t organizations
Around the World
• Business community
Signs promoting Rotary
peace programs were
• Civic leaders
displayed on the rear
• Community organizations
windows of 1,000 taxi-
cabs in Japan for two
• Media (newspaper, radio, television, Internet)
months.
• Specialized media that cover a specifi c topic, such as education or health
4
CLUB PUBLIC RELATIONS COMMITTEE MANUAL
Depending on the projects and activities your club wants to do, tailor your
public relations efforts to target audiences who are crucial to the success of
these projects.
Around the World
Media. Information can be delivered through various tools, including:
Billboards promoting
Rotary’s Humanity in
• Television
Motion messages have
• Newspapers
been erected along
high-traffi c roads in
• Internet, including blogs and social networking sites
New Zealand cities and
• International wire services
in busy train and transit
stations in Argentina.
• Publications of organizations and institutions
Billboard spaces were
• Online publications
made possible by PR
grants from RI and ven-
• Trade publications
dor donations.
• Public access cable shows
• Radio public affairs shows and talk radio
• Corporate newsletters
• Billboards
Because there is tremendous competition for media time and space, your
club should choose the media types that will be most effective in promot-
ing Rotary to your targeted audiences.
Rotary Reminder
News releases. The most widely used means of sending information to the
media is the news release. It can alert media to an event and serve as the
Sample news releases
and letters to the editor
basis of a news story. A good news release answers the basic questions of
are available at
who, what, when, where, why, and how. Ensure that the release is objective
www.rotary.org.
and concise (no more than one page).
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 me-
dia with background information, raise public awareness, and inform the
general public of Rotary’s activities. Find RI fact sheets at www.rotary.org.
When alerting the media of an event, consider sending a Rotary fact sheet
along with the news release.
Membership and Public Image
Around the World
Public image and membership growth are intricately connected. A high-
quality, consistent public image campaign will prompt individuals to seek
The Rotary clubs of
Rochester, New York,
out local clubs and be more inclined to accept invitations to join. The
USA, and Toronto,
public relations committee should remember this in their efforts to promote
Ontario, Canada, cospon-
Rotary.
sored a series of fund-
raisers to commemorate
A successful promotional campaign uses as many outlets as possible. Your
the inaugural voyage
fellow club members can help you make Rotary and your club known.
of the Spirit of Ontario,
Work with Rotarians in the following ways to promote a positive image of
which was featured over
Rotary.
30 times in a local news-
paper. RI had a dramatic
increase in Prospective
Member forms submitted
from the Rochester and
Toronto areas.
COMMITTEE ROLE AND RESPONSIBILITIES
5
Promote a positive image. Work with your club’s membership committee to
consider what attracts new members to Rotary, and then determine which
Around the World
media is most likely to reach them. Discuss how to work together to effec-
tively recruit through public relations efforts.
A club in Uganda
recruited nine new
To help recruit new members, the club public relations committee should
members in one year
consider
due to successful public
relations efforts and a PR
• Promoting Rotary’s work with and for young people
Grant from RI. The grant
• Highlighting the service, networking, and fellowship opportunities of
funded a series of radio
membership
and TV commercials that
directed viewers and
• Publicizing club activities in business and trade periodicals
listeners to a special club
• Dedicating a section of the club’s Web site to non-Rotarians, and encour-
Web site. A similar effort
aging community organizations to link to it
by a U.S. district yielded
30 new members.
Strong public relations will not only aid in attracting new members but
will help retain current members as well. The club public relations com-
mittee should consider
• Seeking opportunities for Rotarians to speak at community and school
events
• Ensuring that club members know when club activities and projects
Around the World
receive media coverage
In Mangalore, India, an
Enhance club activities for media appeal. Think about the type of activi-
estimated 20 million peo-
ties and events that would interest your community. Work with your club
ple saw a public service
administration committee to make weekly programs newsworthy and with
announcement on polio
your service projects committee to conduct projects that will appeal to the
eradication, displayed on
billboards for six months
media and your audiences, such as:
at fi ve entry points to the
• Service projects that meet a community need or illustrate a larger news
city. The ads included
trend
club contact information.
• International service projects supported by your club or a local club
volunteer
• 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
Around the World
• Anniversaries of local clubs or programs
A three-month campaign
• Stories with a strong visual element
promoting a Swedish
club’s 50th anniversary
Enlist members to help. Your membership base is a valuable resource to
included an exhibit of
your committee. Involve them in your public relations efforts by having
the club’s history and
them spread the word about your club’s activities and projects and about
humanitarian work in the
the organization. Ensure that all members of your club know the Object of
local library, ads in the
Rotary and Rotary’s programs and activities, and encourage them to seek
local newspaper, and
opportunities to further the aims and accomplishments of Rotary through
Rotary posters placed in
banks, tourist bureaus,
their personal, business, and professional contacts.
and public offi ce build-
ings.
6
CLUB PUBLIC RELATIONS COMMITTEE MANUAL
Key Rotary Messages
One of the best ways to promote Rotary is by speaking about your club and the organization. You may
address or speak with 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?
Effective answers to these questions should be positive, factual, specifi c, and brief. The following key
Rotary messages can be incorporated into your public relations materials and public speeches:
Rotary is one of the largest and most infl uential international humanitarian service organizations in
the world.
• Rotary’s 1.2 million members worldwide belong to more than 33,000 Rotary clubs in more than
200 countries and geographical areas.
• As volunteers, Rotary members have been serving the needs of communities worldwide since
1905.
Rotary is a global network of business, professional, and community leaders.
• Through volunteer service, the women and men of Rotary build friendships and enlarge their circle
of business and professional acquaintances.
• Participating in international service projects allows Rotary members to connect with people from
around the world and promote cross-cultural understanding.
Rotary promotes peace and international understanding through its educational and humanitarian
programs.
• Rotary sponsors the largest privately funded international scholarship program in the world. Since
1947, Rotary has contributed roughly $500 million to fund 38,000 students from 100 countries.
These cultural ambassadors use the skills they acquire through their studies abroad to help their
communities.
• Rotary clubs promote peace by initiating thousands of humanitarian projects every year that
address the underlying causes of social instability and confl ict — hunger, poverty, disease, and
illiteracy.
Rotary’s top philanthropic goal is to eradicate polio worldwide.
• Since 1985, Rotary members have donated their time and money to help immunize more than two
billion children in 122 countries.
• To date, Rotary has contributed more than US$800 million and countless volunteer hours to fi ght-
ing the disease.
Rotary and its partners have reduced polio cases by 99 percent worldwide.
• Less than 2,000 cases of polio were reported in 2008, compared with 350,000 cases in 1988.
• Polio remains endemic in just four countries: Afghanistan, India, Nigeria, and Pakistan.
For more key Rotary messages, go to www.rotary.org.
COMMITTEE ROLE AND RESPONSIBILITIES
7
C H A P T E R 2
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. It is recommended that you assist
the outgoing club public relations chair before taking offi ce to better under-
stand your role. Ask questions such as:
• What is your role as committee chair?
• How can you help committee members do their job?
Rotary Reminder
• What are your committee’s long-range and annual goals?
Answer discussion ques-
• What kind of activities should your club do more of to improve its
tions in appendix 2, and
public image and attract qualifi ed members?
discuss them with your
• What can you do to inform the community of Rotary and your club?
peers from other clubs at
the district assembly.
As chair of your committee, you are responsible for ensuring that your
committee does its job well. There are several things you should do before
you take offi ce to prepare for your role. In addition to attending your train-
ing sessions at the district assembly, you should
• Review this entire manual.
• Review your club’s bylaws to become familiar with your club’s proce-
dures and regulations.
• Select your committee members with the president-elect.
• Prepare your committee members for the coming year.
CLUB PUBLIC RELATIONS COMMITTEE CHAIR
9
• Create subcommittees if needed.
• Develop committee goals to achieve club’s public relations goals.
• Develop a communication plan for the year.
• Review and establish club long-range and annual goals with the presi-
dent-elect.
Good preparation will lead to a productive year. Once you have taken of-
fi ce, you will have the following major responsibilities as committee chair:
• 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 status toward your committee goals, and report committee
activities and progress to the club president, board of directors, and the
full club.
Consult the outgoing club public relations committee chair for duties that
may be specifi c to your club. Developing your own list of regular duties
will help keep you and your committee organized and on task. The major
responsibilities listed above are described below.
Your Committee
Rotary Reminder
Work with the president-elect to select committee members to fi ll vacancies
and conduct planning meetings before the start of the year. When feasible,
The club president
serves as an ex offi cio
committee members should be appointed to the same committee for three
member of all club com-
years for continuity. Committee members should be articulate and knowl-
mittees.
edgeable about Rotary International and your club. When selecting new
members, consider the following important characteristics:
• Professional media experience or relationships
• Strong speaking, writing, or photography skills
• Web site development experience
• Familiarity with social networking sites
• Prominent community work
Once your committee is formed, it is your responsibility to prepare it for
the coming Rotary year. You can prepare committee members by
• Informing new members 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
10
CLUB PUBLIC RELATIONS COMMITTEE MANUAL
Subcommittees
Around the World
Depending on the size and goals of your club, the public relations commit-
tee can be divided into subcommittees such as those listed below or others
Clubs vary in size and
goals and can structure
as determined by your club:
their committees
• Media relations
accordingly.
• Advertising/marketing
• Special events
Determine how to best utilize the skills and interests of your members and
assign tasks accordingly. Hold committee members accountable for the re-
sponsibilities they have assumed, and recognize them for their hard work.
Goal Setting
Rotary Reminder
As the chair of your committee, you are responsible for ensuring your com-
mittee sets and achieves its goals. Committee goals should be based on the
Various planning tools
are available to clubs,
long-range and annual goals of your club. Think about your club’s strategic
including the Club
plan, and what your committee can do to help it achieve its vision.
Leadership Plan, the
The Planning Guide for Effective Rotary Clubs is a goal-setting tool that
Strategic Planning Guide,
and the Planning Guide
helps the club president-elect work with club committees to assess the
for Effective Rotary
current state of the club and establish annual goals that support the club’s
Clubs.
long-range goals for the year. The planning guide has a section for each of
the recommended club committees that you should bring to the district
assembly, where you’ll have an opportunity to work on it with your club
president-elect and other incoming club leaders. The Planning Guide for
Effective Rotary Clubs can be used throughout the year to help measure
progress toward established goals. It should be reviewed periodically and
updated as needed.
Effective goals. To ensure that the goals established are effective, be sure
that they accurately refl ect committee capabilities and club interests. Goals
should be
• Shared. Those who participate in setting a goal and developing strategies
to achieve that goal are committed to implementing it. Consult with club
leaders, club members, and district leaders in setting a goal.
• Measurable. A goal should provide a tangible point to pursue.
• Challenging. A goal should be ambitious enough to go beyond what the
club has accomplished in the past.
• Achievable. Rotarians should be able to accomplish the goal with the
resources available. Compare goals to previous goals achieved by the
committee and the club.
• Time specifi c. A goal should have a deadline or timeline.
CLUB PUBLIC RELATIONS COMMITTEE CHAIR
11
Action plan. Work with club leaders and committee members to develop an
action plan that outlines the steps needed to achieve each goal. The follow-
ing steps can help you develop an action plan:
• 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 and tools available from your club, district, and
RI to support the goal.
• Secure human, informational, and fi nancial resources before taking ac-
tion.
• Evaluate the success of previous goals and your current plan, making
modifi cations as necessary.
Regularly evaluate your goals to ensure steady progress is being made to-
ward achieving the goals as envisioned, and adjust if necessary.
Motivation. It is important to remember that Rotarians are volunteers, and
their involvement is highly dependent upon personal motivation. Part of
your responsibility as committee chair is keeping your committee members
motivated. Common motivators include:
• Assurance that the goal will benefi t the community and their club, dis-
trict, and Rotary
• Opportunities for fellowship
• Opportunities for networking
• Belief that the goal is achievable and the project or activity will be
successful
• Assignments that challenge members or use their 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 your committee and the club treasurer to de-
termine what funds your committee will need to achieve its goals. Also
include any planned fundraising activities. Ensure your committee’s fi nan-
cial needs are included in the club budget.
Provide oversight of committee funds, transactions, and reports, and be
aware of the fi nancial condition of your committee’s budget at all times. By
meeting regularly with your club’s treasurer, you can take early corrective
measures if issues arise.
12
CLUB PUBLIC RELATIONS COMMITTEE MANUAL
Communication
Before the start of the year, develop a communication plan with other club
leaders that outlines with whom, when, and how you will communicate,
including communications with:
• Committee members. Committees should meet regularly to review and
identify available resources, discuss ongoing projects and new initia-
tives, 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. Often, the work of one committee affects the work of
another. Effective communication will help committees work together
to coordinate projects and initiatives. The club public relations commit-
tee should work with the following club committees to meet club public
relations goals:
− Service projects committee (to be aware of upcoming projects of inter-
est to the media)
− Membership committee (to tailor your efforts to target potential mem-
bers in the community and foster pride among current members)
− Rotary Foundation committee (to be aware of upcoming Humanitarian
Grants projects or visiting scholarship recipients)
− Club administration committee (to notify the media in advance of
weekly club program speakers and to design the club’s Web site to ap-
peal to the media and general public)
• Your district. If your committee needs guidance or information, contact
your district counterpart or your assistant governor.
CLUB PUBLIC RELATIONS COMMITTEE CHAIR
13
c h a p t e r 3
Resources
Rotary Reminder
Download publications
at www.rotary.org
/downloadlibrary, or
order them through
shop.rotary.org,
shop.rotary@rotary.org,
or your international
office.
There are many resources available to help your committee fulfill its
role. Take advantage of the informational resources produced by Rotary
International, the information on the RI Web site, and from fellow Rotarians
and RI staff who may be able to answer your questions.
Informational Resources
Effective Public Relations: A Guide for Rotary Clubs (257-EN)
— Tools and tips for promoting club activities to attract positive
attention from the community and potential members.
• District directory — Listing of district leaders and activities (if your dis-
trict produces a directory).
• Humanity in Motion V (607-EN) — Four-disc set of public service an-
Rotary Reminder
nouncements (PSAs) for television, radio, print, Internet, and outdoor
media (billboards) provides materials to support outreach for member-
Download PSAs directly
ship and Rotary’s End Polio Now campaign.
from www.rotary.org or
order a free copy on disc
• Humanity in Motion IV (612-EN) — Rotary’s public service announce-
via the print or online
ment (PSA) resource kit focuses on membership and includes television,
catalog.
radio, print and outdoor (billboard) PSAs. The PSAs and additional ma-
terials, including a membership-oriented poster, postcards, wallet cards
and a newspaper supplement, provide an efficient and professional way
to share Rotary with your community.
resources
15
• Humanity in Motion III: “Best of” Collection (608-EN) — Compilation of
television, radio, print, billboard, and Internet PSAs from Humanity in
Motion I and II; focuses on Rotary’s work with polio eradication, literacy,
water, youth, hunger, international education, and peace.
• Media Crisis Handbook (515-EN) — Helps Rotary clubs and districts deal
effectively and effi ciently with the news media when unexpected events
prompt inquiries from the press.
• Planning Guide for Effective Rotary Clubs — Club assessment and goal-
setting tool used to plan club public relations goals (see appendix 1).
• The Rotarian (or Rotary regional magazine) — RI’s offi cial monthly mag-
azine, which reports club and district projects, RI Board decisions, and
RI meetings. In addition, 31 Rotary regional magazines in 25 languages
serve Rotarians around the world.
• This Is Rotary (001-EN) — Colorful illustrated brochure providing a brief
overview of Rotary for prospective Rotarians and the public.
• RI Visual Identity Guide (547-EN) — Guidelines for the design of publi-
cations at all levels of Rotary and the proper use of the Rotary Marks.
• What’s Rotary? (419-EN) — Wallet-size card answering frequently asked
questions about Rotary.
www.rotary.org
Rotary Reminder
• PolioPlus Headliner Kit — Includes tips on how to distribute information
to local newspapers, journals, and trade magazines.
The RI Web site provides
online resources and
• Rotary PR Tips — E-newsletter sent twice monthly that features outreach
current information on
ideas for clubs and districts to promote Rotary in their communities.
all aspects of Rotary.
Subscribe online or e-mail pr@rotary.org.
Download free publica-
tions, shop the online
• Rotary Fact Pack — Rotary’s fact sheets to assist in preparing news re-
catalog, or locate the
leases, promotional materials, and sharing the good works of Rotary.
meeting time and place
• Effective Public Relations (click on the Members/Running a Club tab) —
of any Rotary club.
Aimed at helping club leaders create a positive image. Includes sample
press releases, tips on working with the media, and public service an-
nouncements (PSAs).
Human Resources
Find contact information in the Offi cial 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 offi cer responsible for advising your club on strat-
egies to make your club more effective.
16
CLUB PUBLIC RELATIONS COMMITTEE MANUAL
• District public relations committee — Rotarians appointed to support
clubs in their public relations efforts.
• Other club committee chairs in your district — Club 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 can be assigned to lead com-
mittee activities.
• Public Image Resource Group members — Rotarians appointed by the RI
president who provide information and support to Rotary clubs and dis-
tricts to help them promote projects, share success stories, and explain
what Rotary is and does through the media.
• RI Club and District Support representative — Staff member at RI World
Headquarters or international offi ces available to answer administrative
questions and direct other inquiries to appropriate RI and Foundation
staff.
• RI Public Relations staff — Staff members at RI World Headquarters ded-
icated to assisting clubs, districts, and RI in their public relations efforts.
Financial Resources
• Club fundraisers
• Funds from individual donors or local businesses
• Grants from other foundations
• RI Public Relations Grants (grants made to districts; availability of grants
subject to annual RI Board approval)
• Rotary Foundation grants for club and district humanitarian projects
RESOURCES
17
Appendix 1: Club Public Relations Section of the
August 2009
Planning Guide for Effective Rotary Clubs
18
CLUB PUBLIC RELATIONS COMMITTEE MANUAL
Appendix 2: District Assembly Discussion Questions
Reviewing this manual before you attend the district assembly will help you prepare for your train-
ing, which will include facilitated discussion sessions that address the questions below. When
considering the questions, refer to earlier sections in this manual, and talk to outgoing and incoming
club leaders to compare thoughts.
What are the responsibilities of the club public relations committee, and what are your responsibili-
ties as chair of this committee?
What can you do to promote Rotary to prospective members, and who can you work with in the com-
munity to promote your club?
How can the public relations committee foster a positive public image?
How can you help committee members do their job?
What are your committee’s long-range and annual goals?
RESOURCES
19
To be completed at district assembly
Worksheet 1: Summary
NOTES
Notes
Role and Responsibilities
Contacts
I learned . . .
I will . . .
20
CLUB PUBLIC RELATIONS COMMITTEE MANUAL
To be completed at district assembly
Worksheet 2: Goals
NOTES
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.
You will continue working on these preliminary goals with your club teams, using the Planning
Guide for Effective Rotary Clubs in session 4.
Long-range goal (goal for your club three years from now):
Year 1 annual goal:
Year 2 annual goal:
Year 3 annual goal:
RESOURCES
21
To be completed at district assembly
Worksheet 3: Action Plan
NOTES
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, noting for each step the person responsible, the time
frame, the signs of progress, and the necessary resources.
Annual goal:
How will
Who will be
How long will
progress be
What resources
Action step
responsible?
this step take?
measured?
are available?
1.
2.
3.
4.
5.
Resources needed:
22
CLUB PUBLIC RELATIONS COMMITTEE MANUAL
To be completed at district assembly
Worksheet 4: Public Relations Committee Case NOTES
Study
Read the case study below, then create a step-by-step public relations plan for the Rotary Club of
Royal Gardens using the case study action plan on the next page. Consider the questions listed as you
develop your plan.
The Rotary Club of Royal Gardens is located in a prosperous town of 35,000. The club’s 40 mem-
bers represent a cross-section of the Royal Gardens professional community.
The club has conducted a number of projects to support local needs. The most successful and
longest-running service project provides support for the community’s growing elderly population.
Through this ongoing project, club members prepare and deliver meals, arrange for home repairs,
and visit hospitals.
The club recently worked with local schools to identify a candidate who was selected by the dis-
trict to receive a Rotary Foundation Ambassadorial Scholarship. The scholar, who is studying the
effects of global warming on ocean levels, has been corresponding regularly with the club about
her experiences.
The club’s weekly program often attracts prominent local speakers who talk about important is-
sues facing the community. Attendance is high, and members remain enthusiastic.
An informal survey conducted by the club revealed that few people in the community are aware
of the club’s efforts. Some respondents reported they perceive Rotary as a social club for older
men. Several members have complained about the difficulty of attracting new members and the
lack of recognition the club receives for its service to the community. The club’s activities have
received no media coverage for the past five years.
The town has two radio stations. One station features popular music, the other news and talk
shows. The daily newspaper has a circulation of 15,000, and the weekly newspaper has a circula-
tion of 9,000; both can create supplements for their issues. Royal Gardens also has a local cable
television station that routinely runs public service announcements. The new movie theater in
town also runs ads before previews begin.
How can the club provide basic information about Rotary International and the club to the media and
the community?
RESOURCES
23
To be completed at district assembly
What aspects of the club’s current activities might interest the media? Which type of media is most
appropriate for each aspect? Why?
NOTES
How might club programs attract local media?
What steps should the club take to keep the media and community informed of its activities?
24
CLUB PUBLIC RELATIONS COMMITTEE MANUAL
To be completed at district assembly
Case Study Action Plan
NOTES
How will
Who will be
How long will
progress be
What resources
Action step
responsible?
this step take?
measured?
are available?
1.
2.
3.
4.
5.
What did you learn that you can apply to your club?
RESOURCES
25
Club Leadership Plan
Strategic Planning Guide
Planning Guide for Effective Rotary Clubs
Guides are designed to work together. Download at www.rotary.org.
One Rotary Center
1560 Sherman Avenue
Evanston, IL 60201-3698 USA
www.rotary.org
226C-EN—(709)
