Developing an Effective Communications Strategy for Rotary Club

Focus on hyper-local communication strategies to engage existing club members, local businesses, volunteer organizations, and the general population. Key goals include building awareness of the club, establishing leadership in community service, and attracting new members through shared values. Tailor press releases to local audiences while aligning club activities with regional and international projects for maximum impact.

• Communications
• Strategy
• Rotary Club
• Community Engagement
• Press Releases

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1. Rotary Club Communications Press Releases 1

2. Rotary Club Communications Press Releases Focus here = Hyper-Local While Club activities support some regional and RI international projects, most activities calling for press releases will be locally focused 2

3. Rotary Club Communications Press Releases Focus here = Hyper-Local For Madison Club, that means Madison Eagle, part of New Jersey Hills network of local papers Newjerseyhills.com Madison Monthly, part of Renna Media network of local papers Rennamedia.com For other clubs, press targets will depends on overall target audiences 3

4. Communications: Strategy Communications: Strategy Audiences Goals Communications Paradigm/Framework Mechanics / Distribution Responsibilities 4

5. Communications: Strategy Communications: Strategy Key Audiences: Existing Club members Local businesses (as potential source of members, funders and co-participants in projects) Other volunteer/service orgs (as potential source of members, co-branding / co- participation in projects) The general population in the area (as potential source of new members, supporters of fundraising projects like the Xmas tree sale or service projects like End Hunger) General news media (as a conduit to other target audiences) Other Rotary organizations Scope of all of these will depend on a Club s location, size and context 5

6. Communications: Strategy Communications: Strategy Key Goals Engage with the community to build awareness of the Club and to keep community informed of Club activities and aware of the issues that are core to the Club s mission Build the Club s brand as a leader on its key issues and as a wholesaler of community service activity Connect with other community service organizations regarding co- branding and co-participation on designated projects Connect with potential new members by highlighting the personal and community values served by belonging to the Club 6

7. Communications: Strategy Communications: Strategy Communications Paradigm / Framework Paradigm, or framework, can provide a consistent basis for our outward communications. This is an approach we will be trying: First, focus on why this could be characterized as a belief system, mission or a group s reason for being; Second, articulate how how does the group advance its goals; Then, articulate what in other words, what actions / activities does the group engage in to make concrete progress towards its goals For a description of this paradigm, see Simon Sinek: How great leaders inspire action | TED Talk 7

8. Communications: Strategy Communications: Strategy The benefits of adopting this paradigm: This outline shows the power of this framework: the why / how / what allows us to work from big picture/abstract goals right down to specific activities. This approach should allow target audiences to readily understand the value provided by Rotary. Also, from a recruitment standpoint this approach flows easily into discussions like would you like to help? or are any of these activities things that capture your interest? 8

9. Communications: Strategy Communications: Strategy EXAMPLE OF THE PARADIGM IN ACTION FROM PRESS RELEASE ANNOUNCING CLUB S 50/50 RAFFLE Emphasizing the importance of the raffle, the Club s 50/50 coordinator, Jen Pinto, said: [WHY] The Rotary exists to help improve the lives of people in Madison and elsewhere. [HOW] We fulfill that purpose in part by direct financial support of dozens of community organizations that help people in our midst. [WHAT] Raising money through activities like the 50/50 gives us the resources to help support these organizations. [FOCUS ON AUDIENCE] So, every ticket that folks buy not only gives them a chance at a big money prize, it supports the Club in its mission to help others in need. Good luck to all of our ticket holders! 9

10. Communications: Strategy Communications: Strategy PR WORKS! AN EXAMPLE OF A RECENT SUCCESS STORY: Our High School Interact Club runs a food collection service, picking up from local families and delivering to food pantries An Interact student was named a NJ-11 Hero by our congresswoman We got the Madison Eagle to run a feature article noting that there were many heroes involved, and highlighting a local fifth grade student who wanted to help and got involved, not only contributing but helping to collect the food As a result of the publicity, we have gotten (so far) an additional family to contribute and a new Rotary member 10

11. Communications: ommunications: Mechanics / Process Mechanics / Process Distinguish among types of external communications: For weekly meetings/speakers Main focus is on announcing speakers rather than selling Club s mission Pre-event publicity for Club events Main focus is on drawing people to participate and/or support an event that advances the Club s mission; PR will tie to the mission Post-event publicity for Club events Main focus is report / congratulate / validate activity that has advanced the Club s mission Feature articles placed in local paper Depending on context, could be parallel to either pre- or post-event publicity 11

12. Communications: Communications: Mechanics / Process Mechanics / Process Traditional print media: Eagle, Madison Monthly Press releases weekly / monthly In advance of significant events Online: Social Media Facebook, Instagram, Madison Patch, TAPInto Madison Club Website; DG Shelby s Weekly Email Rolling will have same content/frequency as print releases, plus rolling postings Event announcements pre-event flyers/post-event where appropriate Need to be produced and distributed Event handouts Need to be created and on hand for event 12

13. Communications: Communications: Mechanics / Process Mechanics / Process In planning, start with Editorial Calendar Editorial Calendar: A forward-looking outline, preferably for the full Club year, outlining meetings and events for which external communications may be needed [This is obviously a working document, subject to updating as the year progresses] Such as: 13

14. Communications: Communications: Mechanics / Process Mechanics / Process 14

15. Communications: Communications: Mechanics / Process Mechanics / Process 15

16. Communications Responsibilities Communications Responsibilities- - P Program and Event Leaders P Program and Event Leaders Program personnel/weekly meetings: Provide speaker/date/topic info to Communications Committee for preparation of press releases Event Committees/Leaders: Pre-event, provide Event Info Form to Communications Committee for preparation of press releases Event Committees/Leaders: Post-event, provide Communications Committee with results of event, with quantification if relevant Event Committee/Leaders: Arrange for photography at events; post photographs to club Dropbox account Keep archive of press releases, photos, etc.!! 16

17. Additional Resources Additional Resources -- -- Handouts Handouts 17