Članstvo – liderstvo – komunikacija - Ayoub M Ayoub

Rotary Public Image, District 2483 Seminar, Belgrade,

February 25, 2012

Promoting Public Image of Rotary by Modern Means of Communication

RPIC Ayoub Mahmoud Ayoub

PUBLIC IMAGE Impact on Community

Rotary can't afford to simply expect its good work to speak for itself. “The creation of the RPIC group is designed to help foster a consistent but regionally appropriate approach to Rotary’s public image efforts,” RIP Kalyan Banerjee says. How this reflects on Zone 20B?

ZONE 20: Section B: Algeria, Armenia, Azerbaijan, Bahrain, Bulgaria, Cyprus, Egypt, Gibraltar, Greece, Jordan, Kazakhstan, Kosovo, Kyrgyzstan, Lebanon, Mauritania, Montenegro, Morocco, Georgia, Serbia, Sudan, South Sudan, Tajikistan, Macedonia, Tunisia, Turkey, UAE. Nine Districts of: 2420, 2430*, 2440, 2450*, 2470,2482, 2483*, 2484, 9010*Enhancing Rotary’s public image by assisting districts, clubs and others to tell Rotary’s success stories to all media, local govt. officials, communities, civic leaders and similar entities. To reach our goals, we use social media which directly reflects on public’s perception of Rotary and promotes the RI priorities.

Social media includes web-based and mobile technologies used to turn communication into interactive dialogue. Social media takes on many different forms including magazines, Internet forums, weblogs, social blogs, microblogging, podcasts, pictures, video, rating and social bookmarking.

Putting Rotary in the public eye, by using Social Media

• Promoting Rotary • Putting Rotary in the public eye involves more than just writing press releases and

maintaining contact with local media. Rotary International provides pre-produced public service announcements and encourages all clubs to localize these materials for use in their communities.

• There are different types of social media, some of the more widely used are: • collaborative projects (e.g. Wikipedia), • blogs and micro blogs (e.g. Twitter), • content communities (e.g. Youtube), • social networking sites (e.g. Facebook), Social media services focus on some or all of seven functional building blocks :• identity, conversations, • sharing, presence, • relationships, reputation, and groups). • These building blocks help understand the engagement needs of the social media audience.

For instance, LinkedIn users care mostly about identity, reputation and relationships, whereas YouTube’s primary building blocks are sharing, conversations, groups and reputation.

Non-Traditional means appeal to youth

• Special events and other outlets• Sponsoring a movie premiere that raised money for brain research and promoted Rotary at the same time. • Auction or raffle off a luxury car, boat, house built as a vocational service project, vacation packages, tickets to sports

events.• • Create special items for sale, including CDs, DVDs, cookbooks, craftwork, and Push to End Polio T-shirts, bumper

stickers, and toy bears.• • Organize special events such as a walkathon, telethon, golf tournament, car rally, festival, fun fair, flea market, variety

show

Other promotional outlets include:-• Television , Billboards, posters and signs , Newspaper supplements , Club brochures ,Presentations and speeches ..etc

• Beyond traditional media• Promoting Rotary in the 21st century means moving beyond traditional media. New technology hasn’t made press

releases obsolete, but it has added to the arsenal of media tools.• Blogs and podcasts• Blogs are online journals that can include text, audio, video, and images. When the December 2004 tsunami hit Sri

Lanka, the Rotary Club of Colombo Regency used a blog to collect donations and help coordinate relief efforts.• A podcast is a digital audio file distributed over the Internet, usually through a subscription-based service. • Other new media tools include electronic press releases, distributed through e-mail, and uploaded videos. More than

50 video uploading and sharing sites allow you to publicize your Rotary efforts on the Web .

Using Facebook page to Enhance Rotary Image and Fundraising“Rotary Public Image Zone 20B”

•Facebook is increasingly used by millions around the world as a social network. On January 2011, we released our page “Rotary Public Image Zone 20B” to enhance Rotary Image and use it as a tool for fundraising and membership extension

Examples of stories with public image content: how the public looks to Rotary and interact with it

Examples of stories with public image content: how the public looks to Rotary and interact with it

New generations have a place and a say

Billboards, TV spots, print media coverage and Rotary club meetingsAre tools for the coverage of projects financed by donors

Pinpointing areas of interest to the community and the donors

From Southern Europe to vocational training projects, would-be donors also need recognition and appreciation

Success record Rotary eliminated 99% of polio cases. W are now “This Close” to

ending polio, thanks to donors.

Minister of Tourism, Egypt All Rotarians, RC Heliopolis,

raise their hands with THIS CLOSE