This document discusses public relations (PR) and its importance for Rotary clubs. PR involves managing information between an organization and the public using communication channels to cultivate favorable relations. It helps plan and organize events, create an image, differentiate from others, and promote activities. Regardless of culture, Rotary clubs should communicate with media, leaders, members, and people interested in programs. The document outlines PR components like understanding news, writing releases, media relations, external relations, and non-traditional media. It provides tips for maximizing websites, social media, and external relations to promote Rotary clubs and programs.

1. MEDIA AND PROMOTIONS
Sofía Sotomayor M.
D 4100 Mexico

2. PR is the practice of managing the
spread of information between an
individual or an organization and the
public. It involves the cultivation of
favorable relations for them and their
target audience, thru
the use of a variety of
communication
channels and tools.

3. Why is PR important for us?
 It generates the need to plan and
organize.
 It creates and image of ourselves, our
organization and our program.
 It differentiates ourselves from others.
 It help us to promote the image and
activities of a person, enterprise, or
organization.

4. Regardless of cultural differences, all
Rotary Clubs have audiences with
whom they should communicate,
including the media, government,
business and civic leaders, as well
as qualified prospective
members and people
directly interested in
Rotary programs.

5. Components of PR
Understanding news
PR writing
Media Relations
External Relations
Non traditional media

6. Necessary Elements of News
 Immediacy
 Proximity
 Prominence
 Singularity
 Conflict
 Emotional appeal
 Consequence

7. PR Writing for a Press
Release
Where
Why When
What
Who

8. Additional information
Include a fact sheet about Rotary
Media Kit, including a club or
district brochure, a news release
about the event and a fact sheet
about the Rotary program
involved.

9. Media Relations
Identifying media targets.
Developing a media list.
Contacting the media.
Conducting interviews with the
media.
Managing crisis.

10. External Relations
Working with other organizations is
an important component of PR
today.
It helps to increase public
awareness of your club’s activities,
multiply the impact of a project and
expand your access to technical or
financial resources.

11. Tips to Maximize your ER
Develop clear guidelines.
Ask the cooperating organization to
feature information of the joint
project in their Website, as well as
information of your club, district and
program.
Issue joint press releases.
Host local events to raise funds for
both organizations.

12. Beyond Traditional Media
Cable and Public Access Television
Public Service Announcements
Building an effective Website
Billboards, posters and signage
Newspaper supplements
Brochures
Presentations and speeches

13. Websites and Social Media
View Websites and Social Media as
part of your PR and marketing
budget. Your online presence
should not be an isolated expense
or something for the “techie” person
of your Committee to work on
alone.

14. Maximazing your Website
Effect
Go on line before you start your
own social media page, to see what
other districts are doing, note what
you like and what you think would
work well for communicating to
your community and reaching your
goals.

15. Develop a communications plan. This
includes identifying an intended
audience (Prospective YES, host
families, Rotarians) goals (Promote the
program in your community, find
committee members) and a message
(Our program has a signature project,
our district offers cultural trips)

16.  Update your page regularly, but not too
often, with photos, videos and text.
 Plan to update your Facebook, or
Tweeter at least once per week, but not
five times per day.
 If you update too much, people will be
overwhelmed and tune you out. If you
don’t update enough, people will think
your district isn’t active.

17. Designate moderators.
Check all social media sites for
spam or other inappropriate
comments nearly every day.

18. Look professional.
Social media pages are a reflection
of your program, check your
spelling and use the Rotary
emblems correctly.

20. We should embrace
technology because even
though is human to fear
change, change is the only
way to embrace progress.