3. 1. Know your audience
Who are you targeting?
Potential members?
Volunteers?
Rotarians?
Potential project partners?
People who may like to attend your event?
Anyone else?
4. 1. Know your audience
Why are you targeting them?
More members for your club / a new club?
Support for your projects: more hands / donations
in kind / funding...?
More support from Rotary clubs, for existing clubs
or for starting new ones?
Greater attendance at your events?
Something else?
5. 1. Know your audience
What motivates them?
How can you connect with them?
What is unique or different about
what you are doing?
How can you encourage them to take action after
reading your story?
6. 1. Know your audience
Where can you find them?
Local newspapers?
Rotary Down Under magazine?
Other publications?
At the very least, have the same information available
online: your website and social media channels
7. 2. Know your editor
The editor is the main person that you
need to convince that your story is newsworthy.
If they don't think that their audience will find it
interesting, they won't publish it.
8. 2. Know your editor
Don't just send out media releases – build a
relationship with journalists and editors.
Make sure you are sending your story
to the correct contact. If in doubt, phone and ask!
9. 2. Know your editor
Let them know about your events well in advance.
Make use of free Community Calendars in local
newspapers and on radio.
You may be able to get photos in The West Australian's
“Out and About” if you give them enough notice.
10. 3. Know your publication
Be mindful of any submission guidelines and
deadlines.
Some prefer to send a photographer out to take their
own photos. If you do send a photo, make sure it is
print quality (high resolution JPG that is a
separate file, not embedded in a Word document!)
11. Writing a good story
Attention-grabbing headline
1st sentence summarises the who, what why, when
and where of the story.
End with your call to action
Keep it short and succinct: max 200 words
− Avoid flowery language; you are writing a news
article, not a novel!
Good action photo – take time to pose and edit it
− Group photos / handing over cheques are passé
12. Good luck!
Download a copy of this presentation from
slideshare.net/scollins77
Don't forget to send me your news and photos for
the Rotary Down Under magazine
facebook.com/RotaractDownUnder
