1. 2013 RI CONVENTION
Be a Public Image Representative
in your Club

2. BE A PUBLIC IMAGE REPRESENTATIVE IN YOUR CLUB
Panelists
Carol Toomey, PDG
RPIC Zone 32
David Harilela, PDG
RPIC Zone 10B
Moderator
Mark Kriebel, PDG
RPIC Zone 29

3. • Working with News Media
• Building Creative Partnerships
• Engaging New Members and Sharing
Rotary Stories
• Questions and Answers
BE A PUBLIC IMAGE REPRESENTATIVE IN YOUR CLUB

4. BE A PUBLIC IMAGE REPRESENTATIVE IN YOUR CLUB
Carol Toomey, PDG
RPIC Zone 32

5. 2013 RI CONVENTION
Strengthening your club's
role in your Community
• Dress the Part
+ Wear Your Rotary Pin
+ Wear Your Rotary Clothing at Your Events
• Act the Part
+ Follow the Four Way Test
+ Invite Others to Your Club & Events

6. 2013 RI CONVENTION
Strengthening your club's
role in your Community
• Your Event Should be a
Rotary Event
+ Make sure that Your Tent has a Rotary Wheel
+ Balloons Have the Rotary Logo
• Publicize Your Event
+ Posters, Business Cards, Flyers Newspaper
Radio, TV, Billboards
+ Visit Other Clubs and Include them with Social Media:
Facebook, Twitter, LinkedIn others.

7. 2013 RI CONVENTION
Posters, Business Cards, Flyers
• Share Posters by Email
• Pass Out Business Cards with
the Event Date and Location
• Give out Flyers to Friends,
Stores, Etc.

8. 2013 RI CONVENTION
Radio, TV, Billboards
• Unsold space
• Partner with a Current
Advertiser (Local, or National)
• Professionally Prepared
Advertisements: Humanity In Motion

9. 2013 RI CONVENTION
Newspapers
• Most will run articles about your
event. (Before)
• Always have small space
available.
• Spend money with them when
you can. They will remember for
the future.

10. 2013 RI CONVENTION
Form a Friendship with the Media
• Invite them to Your Event
• Invite them to Join Rotary
• Ask Rotarians in Your Club who
advertise with the publication to help
• Talk to the media about what they
consider newsworthy
• Ask if they have “remnant space”

11. 2013 RI CONVENTION
Invite Other clubs to Partner
in Your Event
• Larger area will draw more people
• Your event more newsworthy
• More people
• More ideas, opportunities
• More talented people & contacts
• Opportunity for visitors to choose
time of day to join Rotary
(breakfast, lunch, etc)

12. District 7910 Example:
• Rotary Clubs work
together on Community
recognized value Project
• Rotary Image and use of
Public Relations tools

13. Rotary District 7910
(Central Massachusetts USA)
Power of Rotary
• 1st Careful community needs assessment.
Rotary Club of Worcester MA asked the area’s largest non-religious, non political
organization that has humanitarian impact on the community (UMass Medical) if
they had any humanitarian needs (effecting families, children or veterans) not
met by any other source. Then club members voted on 11 projects proposed.
NICview was #1
• When the community sees value, support,
Rotary teamwork & PR develops naturally.
Maternal and
Child Health

14. Neonatal Intensive Care Unit (NICU)
UMass Memorial Worcester MA
Effort by Dr. Alan Picarillo
Pediatric Neonatologist UMass Memorial
Healthcare & Assistant Professor of
Pediatrics UMass Medical School
One of the largest NICUs with 49 ICU Beds for critical care
infants born in the entire region of Central MA & Northern CT

15. The Rotary Foundation –Local Impact

16. Parents go home
without their infant !
Critical Care Infants stay an
average of 3 weeks or more
NICview special Web
Cameras help parents &
family bond and stay in
contact to their new born
around the clock 24/7

17. Any where !
Families have
connected
throughout
Massachusetts
35 States
10 Countries
5 Continents
At home or work.
Viewing becomes
part of the family
routine.
On any web connected
device, even Xbox to TV

19. Rotary PR…
• Brochures
• Newspapers
• TV
• Magazines
• Social Media / Facebook
• Web Site

20. PR …
• Brochure

21. PR …
• Newspapers
• Dec 2012 Southbridge News Paper article.
• Feb. 2013 Shrewsbury Community Advocate
News Paper
• Jan 2013 Spencer New Leader
Newspaper_Pg25

22. PR …
• Magazines
• Baystate Parent Magazine
• Worcester Business Journal
Public Service free AD
• Worcester Magazine
Public Service free AD
• Inside Worcester

23. PR …
• TV
• 3 Minute for web links to
share with club members
or community presentation
• 30 Minute for broadcast on
local (249) cable stations.
Other Rotary clubs put their
contact info at end of the
program for donations.
Shows Rotary impact on
Central Massachusetts.

24. PR …
• Social Media:
• RC Westboro Web Page • Southbridge Savings Bank / Facebook
Page record 164 “likes” and comments

25. PR …
• Thank you recognition for donors:

26. Rotary NICview Results
Strengthened Rotary image by combining the right
community recognized value project with media
promoting Rotary's involvement resulted in:
• Increased number of web cameras ($1200 ea.)
• Rotary Club of Worcester engaged:
• (9) Other area Rotary Clubs to work together
• Area Businesses donated cameras through Rotary.
United Lens, Southbridge Savings Bank
Webster 5 Bank, Fallon Community Health Plan
• The Rotary Foundation Grants amplified impact
• Increase sense of Rotary pride. Member incentive to
invite others to join: 30%+ increased membership.

27. Join us…
Help Central MA parents & families stay 24/7
webcam contact to their critical care newborns.
TRF $ District Grants available…ask!
Donated:
• RC Worcester, RC Shrewsbury
• RC Southbridge, RC Uxbridge
• RC Westboro, RC Wachusett
Plan to Donate:
• RC Marlboro
• RC Montachusett
• RC Sturbridge
49 Incubators /Camera Need
6 Existed
26 Rotary & Sponsors to date
17 More needed Can you help!
Our Goal & Status:

28. Do you have a NICU Hospital near
you that might want a NICview?
For more information:
www.NICviewRotary.org

29. 2013 RI CONVENTION
Don’t forget THANK YOU,
it matters.
THANK YOU !

30. BE A PUBLIC IMAGE REPRESENTATIVE IN YOUR CLUB
David Harilela, PDG
RPIC Zone 10B

31. Successful Public Image
Project
RPIC / IPDG David Harilela
Rotary Public Image Coordinator Zone 10B 2013-15
June 25 2013, RI Convention 2013, Lisbon

33. The key was that
we were telling
wonderful stories
of great things that
Rotary was doing to
Amplify Goodness

34. Timely – immediate, new and evolving
Important – one of the biggest Rotary
International Humanitarian Awards
Proximity –has local and international appeal
Unique – so who is THE ONE ?

35. Conflict – dissolves pain and offers a cure
Impact – inspires all to do more
Human interest – strikes an emotional chord with all
Interactive – everyone can participate

36. By testing the idea with others we realized
that THE ONE was truly possible and
plausible.
We initially tested
the validity of our project

38. It
Engages Rotarians
as it highlights Rotary’s Motto
Service Above Self

39. It is Positive
And beneficial to Society.
THE ONE seeks and proves that the
Mother Teresa of tomorrow does exist

40. THE ONE was engineered
to be sustainable
allowed for growth in depth
because it had substance

41. THE ONE thinks Globally
not only District 3450

43. Has a Signature Slogan-
“When the world is in chaos,
give me a Hero “

44. THE ONE seeks to Glorify Good,
inspire each individual to bring out
the ONEness in themselves
everyone is doing more good
things thus maximizing goodness

45. Raises the profile of Rotary
in our District and the World
by Involving and sharing this project
with the Community

46. It is
self-Sustainable
Puts no stress on any future Governors for the
funding. It finances itself.

47. Fund Raising
THE ONE Award Gala Dinner
BRANDING OPPORTUNITIES

48. Marketing Sponsor- Backdrop

49. Marketing Sponsor-Photo wall

50. Marketing Sponsor
RAFFLE TICKETS
E-Invite
TICKETS
PROGRAMME BOOKS

51. Programme Book - Advertising Sponsor
BACK COVER
FULL PAGE
HALF PAGE
HK$ 50,000
HK$ 15,000
HK$ 7,500

52. Donation Form

53. District
Network
Rotary
International
Network
We maximized Networking

54. It all starts with me
I talked and promoted THE ONE with my
own network as well as Rotarians worldwide

55. Key partnerships
with non-Rotarians

56. Founding Award Donor
US$100,000
to the Winner

57. Major Award Donor
US$ 50,000
to each of the
three finalists

58. Platinum Sponsor
Rusy M. Shroff BBS MBE & Purviz R. Shroff

59. Silver Sponsor

60. Trophy Sponsor

61. Raffle Prize Sponsors

62. Table Prize Sponsors

63. Cash donation and support from
my networks Friends and Family,
Encourages those outside
to also donate as we widen our circle

64. Promoting THE ONE outside of Rotary:
Global Citizen Forum
Century 21 Group

65. Promoting THE ONE outside of Rotary:
Creating partnership-

66. Promoting within Rotary
Use the power of every Rotarian
and their contacts in our District
District
Network

67. Introduced the project to District
To Ensure all the Rotarians in our District
understand and help to promote THE ONE
District Assembly, District installation,
District conference, DMC and JPM

68. District & Club level
I visited most clubs to promote initially
Second year I visited key clubs and promoted
at District Management Committee
And set up a team of IPPs to visit
And promote bilingually to the clubs

69. Club level
Ask each of our 67 Clubs to appoint their
own THE ONE Club Representative to
promote THE ONE at the club level in D3450

70. Promote to the Rotary World:

71. International level
Initiated a System of
Global Representatives
The bigger the team the better

72. Global Representatives

73. Securing PR Exposure

74. Set up Social Media:
WEBSITE FACE BOOK
TWITTER E-Newsletter

75. Rotarian Magazines
Taiwan, Thailand and the Philippines

76. Media Coverage

77. Set a PR Budget for your project
10 tram stops in Hong Kong
3 meter long panels

78. Exposure in South China
Interactive videos
~2,000 taxis all over Hong Kong and S. China

79. 18 MAJOR MAGAZINES

80. 8 PREMIER NEWSPAPERS

81. 8 ON-LINE MAGAZINES

82. Inspire others to gain more success
for your Project

83. In 2013 the Beat goes on …..
THE ONE will be broadcasted free and repeated on
• "One TV" Satellite Channel
• HK "Now TV" Channel 102 and 552
• Global China TV
• 9DTV
• TVB Pay
• TVB 8
• Cable TV

85. The One Ambassador
Donnie Yen Ji Dan

86. We sourced interns from USCHKPA, USCHKAA and
from Universities in Hong Kong
Full Time:
The best were inspired volunteers like Aaron and
KanChan who worked almost full time
Part time:
We received applications from 15 HKU students and
finally just used three for write-ups, translation and
research.
Building the Team

87. Recognition from
Rotary International
RI Zone 10B PR Award 2012
for achieving great media
mileage enhancing
Rotary’s image and
strengthening the Rotary
Brand with THE ONE

88. Getting more RI Dignitaries
involved:
THE ONE 2012-
Message: IPRIP Kalyan Banerjee
THE ONE 2013-
Message: RIP Sakuji Tanaka
Guest and Judge: PRID Sushi Gupta
THE ONE 2014
Guest: RIPN Gary Huang

89. Christina
Noble
The UK
Dr. Cynthia
Maung
Myanmar
Enrico Sala
Switzerland
Valerie Ann
Taylor
The UK
THE ONE finalists 2013

92. YOU
are
ROTARY
ENGAGING NEW MEMBERS AND SHARING ROTARY STORIES

93. 2013 RI CONVENTION
ENGAGING NEW MEMBERS AND SHARING ROTARY STORIES
•Be Welcoming
•Be Friendly
•Be Conversational
•Be a Good Listener
•Be Sincere

94. 2013 RI CONVENTION
ENGAGING NEW MEMBERS AND SHARING ROTARY STORIES
Tell
A
Story

95. 2013 RI CONVENTION
ENGAGING NEW MEMBERS AND SHARING ROTARY STORIES
•“Elevator” Speech
•“Rotary Moment”

96. Questions?
BE A PUBLIC IMAGE REPRESENTATIVE IN YOUR CLUB