How do I promote my Club's project?
Including a public relations component in your project plan will help ensure your club’s projects and events get the attention and support they deserve. The following ideas can help you create a successful campaign.
Know your local media
Before sending stories to a journalist, get to know your audience. Read your local newspaper, listen to the evening news, and follow Facebook and Twitter to identify where a Rotary story might fit. Consider inviting a local journalist to speak to your club about how to work with the media or invite them to join a service project so they can see firsthand how your club is improving your community. You could also:
- Develop a media list and keep it current.
- Get to know local journalists by inviting them to learn more about Rotary, your club, or a specific project.
- Contact the media with newsworthy story ideas, being sure to:
- Know your story and anticipate questions.
- Send background materials immediately following contact.
- Be persuasive, persistent, and friendly, but not aggressive.
Write a press release that journalists want to read
Once you've developed a relationship with your local reporter, help them remember you through regular contact. Share news about your club projects, fundraising events, or the arrival of Youth Exchange students with a press release. You should:
- Develop your “news hook,” a persuasive reason for the news media to pursue a story
- Include the five ‘W’s in the opening paragraph of your press release: who, what, where, when, and why
- Keep it concise; limit the press release to one page and paste into the body of your email rather than sending it as an attachment
- Decide who will respond to media inquiries and include their contact information
- Include visuals when you send to TV stations
More ideas for promoting Rotary
There are many ways to promote Rotary. You can hold a special event, start a Facebook page, or place a billboard ad.
You could also:
- Advertise on cable and public access TV
- Create a public service announcement
- Write op-eds and letters to the editor
- Distribute club brochures, media kits, and fact sheets
- Post on your club website and social media outlets, including blogs, Facebook, Twitter, YouTube, and more
What do I do next?
It is exciting to see your club mentioned in the newspaper or see Rotary featured on a billboard. Keep track of your public relations efforts by watching for Rotary-related news clippings in the papers you have contacted. Remember to send a thank you note to those who helped you along the way.
