EXTERNAL COMMUNICATION WORKBOOK SESSION 17
STRENGTHENING ROTARY | 2
ROTARY PUBLIC IMAGE COORDINATORS
Zone 24 West Zone 24 East Zone 32
Sean Hogan, RPIC Ken Miller Assistant RPIC
Tanya Wolff, RPIC Guy Bissonnette, Carrie Jones, Brian Thompson Assistant RPICS
Dan Ceglia, RPIC
STRENGTHENING ROTARY | 3
• Identify your audience • Determine the message and content • Format & delivery of the message • Create or refine an external
communication plan
LEARNING OBJECTIVES
STRENGTHENING ROTARY | 4
EXTERNAL COMMUNICATIONS
STRENGTHENING ROTARY | 5
Audience - Content - Format
EXTERNAL COMMUNICATION
Who? What? How?
STRENGTHENING ROTARY | 6
AUDIENCE
Who Do You
Need To
Talk To?
Potential Members & General Public
STRENGTHENING ROTARY | 7
MESSAGE
What’s Your
Message?
Inform: What is Rotary Invite: Join Rotary Involve: Youth Support: Fundraiser Promote: Event
STRENGTHENING ROTARY | 8
Never Heard of Rotary
Know Name Only
Some Familiarity
MESSAGE
STRENGTHENING ROTARY | 9
Unites leaders
To exchange ideas And take action
MESSAGE
STRENGTHENING ROTARY | 10
Local impact With friends Taking action
MESSAGE
STRENGTHENING ROTARY | 11
Compelling story
Avoiding “Rotary” speak Consistent visuals
MESSAGE
STRENGTHENING ROTARY | 12
Smart
Compassionate Perservering Inspiring
MESSAGE
STRENGTHENING ROTARY | 13
FORMAT
How Do You
Talk To
Them?
STRENGTHENING ROTARY | 14
ROTARY BRAND CENTER
STRENGTHENING ROTARY | 15
ZONE WEBSITE RESOURCES
STRENGTHENING ROTARY | 16
Discussion Groups My Rotary under Exchange Ideas
Rotary Ideas ideas.rotary.org
Rotary Showcase My Rotary under
Take Action
ROTARY RESOURCES
STRENGTHENING ROTARY | 17
RESOURCES HANDOUT
STRENGTHENING ROTARY | 18
CONTENT
Communicate as it happens
Promote District events
Share pictures and stories about service projects and fundraising events
Get support for projects and events
STRENGTHENING ROTARY | 19
CONTENT
Grab attention with the subject line and first paragraph
What do members want to hear?
Keep it brief –short articles with links to the full story Use existing Rotary content Use pictures and videos!
STRENGTHENING ROTARY | 20
DEVELOPING A PLAN
Solo Planning
STRENGTHENING ROTARY | 21
DEVELOPING A PLAN
STRENGTHENING ROTARY | 22
• Identify your audience • Determine the message and content • Format & delivery of the message • Create or refine an external
communication plan
LEARNING OBJECTIVES