Page 74 - Rotary 3201_PETS_manual_2021
P. 74
PUBLIC RELATIONS AND IMAGE OF ROTARY
Public relations is the responsibility of all local level. Rotary International’s Board of
Rotarians who are representatives of Rotary Directors confirms that improving Rotary’s
in their communities. Club leaderships can public image is critical to making our
help Clubs by encouraging them to work organization a vibrant community force in
together on PR projects and promoting the new Rotary century. At the same, Rotary
the use of PR resources from RI. The Club leaders also recognize the challenges of
public relations committee fosters support developing a public image campaign that
for the organization and promotes Rotary will work in every community around the
among external audiences such as the media, world.
community leaders and program beneficiaries. 2. Public relations efforts are vital to
In addition, the committee may work with Rotary’s continued growth and service.
potential volunteers, donors and prospective
Creating a positive image of Rotary is the
Club members at the local level.
responsibility of every Rotarian, both locally
The practices of public relations varies and globally. Effective PR campaigns build
throughout the world. Regardless of cultural positive, strong relationships with their
differences from one country to another, all audiences. But promoting Rotary’s work
Rotary Clubs, have audience with whom they in the best possible way and sharing your
should communicate, including the media, local stories effectively with the public and the
government officials, the business community, media are not easy tasks. Unlike major
civic leaders, and other organizations, as well corporations, Rotary does not have billions
as qualified prospective members and people of dollars to spend on marketing and
directly affected by Rotary service projects. advertising. However Rotary’s strength lies
Developing a message for these audiences in its 33,000 Clubs and 1.2 million Rotary
and finding an appropriate way to deliver it is member-strength that can rival that of many
public relations in action. large corporations. Rotary Internationals
Board of Directors confirms that improving
Components of Public Relations Rotary’s public image is critical to making
To understand what public relations entail, our organization a vibrant community force.
it helps to break it down into its separate At the same, Rotary leaders recognize the
components : challenges of developing a public image
campaign of developing a public image
Understanding news
campaign that will work in every community
• PR writing around the world.
• Media relations 3. Rotary’s public image is the responsibility
• External relations of every single Rotarian - and one of the
most vital challenges confronting your and
• Non-traditional media me as dedicated Rotarians at this time.
The Rotary public image initiatives can
Rotary’s Approach to PR
only succeed when Clubs and Districts
1. Think locally... act locally reminds us that all are mobilized to actively reach out to
news is local. Thus, we have the future of their communities and to the media. We
our great in our hands and it all starts at the cannot afford to blanket the public with
72 Rotary District 3201 - Presidents & Secretaries Manual 2021
