Media and Promotions

MEDIA AND PROMOTIONSMEDIA AND PROMOTIONS

Sofía Sotomayor M. D 4100 Mexico

PR is the practice of managing the spread of information between an individual or an organization and the public. It involves the cultivation of favorable relations for them and their target audience, thru

the use of a variety of communication channels and tools.

Why is PR important for us?Why is PR important for us?

It generates the need to plan and organize.

It creates and image of ourselves, our organization and our program.

It differentiates ourselves from others. It help us to promote the image and

activities of a person, enterprise, or organization.

Regardless of cultural differences, all Rotary Clubs have audiences with whom they should communicate, including the media, government, business and civic leaders, as well

as qualified prospective

members and people

directly interested in

Rotary programs.

Components of PRComponents of PR

Understanding newsPR writingMedia RelationsExternal RelationsNon traditional media

Necessary Elements of NewsNecessary Elements of News

ImmediacyProximityProminenceSingularityConflictEmotional appealConsequence

PR Writing for a Press Release

PR Writing for a Press Release

Additional informationAdditional information

Include a fact sheet about RotaryMedia Kit, including a club or

district brochure, a news release about the event and a fact sheet about the Rotary program involved.

Media RelationsMedia Relations

Identifying media targets.Developing a media list.Contacting the media.Conducting interviews with the

media.Managing crisis.

External RelationsExternal Relations

Working with other organizations is an important component of PR today.

It helps to increase public awareness of your club’s activities, multiply the impact of a project and expand your access to technical or financial resources.

Tips to Maximize your ERTips to Maximize your ERDevelop clear guidelines. Ask the cooperating organization to

feature information of the joint project in their Website, as well as information of your club, district and program.

Issue joint press releases.Host local events to raise funds for

both organizations.

Beyond Traditional MediaBeyond Traditional Media

Cable and Public Access TelevisionPublic Service AnnouncementsBuilding an effective WebsiteBillboards, posters and signageNewspaper supplementsBrochuresPresentations and speeches

Websites and Social MediaWebsites and Social Media

View Websites and Social Media as part of your PR and marketing budget. Your online presence should not be an isolated expense or something for the “techie” person of your Committee to work on alone.

Maximazing your Website Effect

Maximazing your Website Effect

Go on line before you start your own social media page, to see what other districts are doing, note what you like and what you think would work well for communicating to your community and reaching your goals.

Develop a communications plan. This includes identifying an intended audience (Prospective YES, host families, Rotarians) goals (Promote the program in your community, find committee members) and a message

(Our program has a signature project, our district offers cultural trips)

Update your page regularly, but not too often, with photos, videos and text.

Plan to update your Facebook, or Tweeter at least once per week, but not five times per day.

If you update too much, people will be overwhelmed and tune you out. If you don’t update enough, people will think your district isn’t active.

Designate moderators.

Check all social media sites for spam or other inappropriate comments nearly every day.

Look professional.

Social media pages are a reflection of your program, check your spelling and use the Rotary emblems correctly.

We should embrace technology because even though is human to fear change, change is the only way to embrace progress.