Session 1: Club Public Relations Committee Role and Responsibilities

Session 1: Club Public Relations Committee Role and Responsibilities (45 minutes + 5 minute float = 50 MINUTES) Learning Objectives At the end of this session, participants will be able to: 1. Understand the role of Club Public Relations 2. Identify the role of the public relations committee 3. Select appropriate committee members Session Outline Introduction What is Public Relations? Role of Club Public Relations Selecting Committee Members Review 4 minutes 17 minutes 14 minutes 9 minutes 1 minutes Materials Slides PR 1.01 Session 1 Title PR 1.02 Learning Objectives PR 1.03 What is Public Relations? PR 1.04 What message? PR 1.05 What tools does? PR 1.06 What is the goal? PR 1.07 What Message Does This Send? PR 1.08 What is the role? PR 1.09 What are the responsibilities? PR 1.10 How do you make? PR 1.11 How does the club prepare? PR 1.12 Who affects the club message? PR 1.13 Who should be on? PR 1.14 Did We Do It? Worksheet 1. Summary For information on facilitating this session and a list of interactive activities, refer to How to Use the Session Guides at the beginning of this leaders guide. It is available from your district training committee. This session guide is an outline. Review it and tailor it to your audience, inserting district examples where appropriate. During the session, refer participants to their Club Public Relations Committee Manual, and explain the sections relevant to this session. For current Rotary information and publications, go to www.rotary.org. SESSION 1: CLUB PUBLIC RELATIONS COMMITTEE ROLE AND RESPONSIBILITIES 151

Introduction NOTES: Club Public Relations Committee (4 MINUTES) TO SHOW SLIDE PR 1.01 (@0:00 2 Min.) Session 1: Role and Responsibilities Introduce yourself to participants, and explain your role. Suggest group guidelines to ensure the discussions are effective, welcoming and accepting all comments, and limiting use of mobile phones. Consider starting the session with a getting to SLIDE PR 1.01 know you activity related to the session topic. Review the session s learning objectives with participants. Refer participants to the summary sheet, and encourage them to take notes. SHOW SLIDE PR 1.02 (@0:02 2 Min.) Learning Objectives REFER TO WORKSHEET 1: Summary Question: What is your experience with Public Relations? Identify the learning objectives Gauge participants knowledge and experience using the questions below, and adjust the facilitated discussion accordingly. SLIDE PR 1.02 SESSION 1: CLUB PUBLIC RELATIONS COMMITTEE ROLE AND RESPONSIBILITIES 152

What is Public Relations? SHOW SLIDE PR 1.03 (@0:04 3 Min.) What is Public Relations? Question: What does Public Relations mean to you? NOTES: Club Public Relations Committee (17 MINUTES) TO Invite people to offer their understanding of Public Relations. Publicity and public image should be suggested by group, but if not add them. SLIDE PR 1.03 Question: What is public image? Question: Is public image how Rotarians perceive Rotary, or how non- Rotarians perceive Rotary? If needed, ask whether people like or dislike certain nationally known companies (Starbucks, Microsoft, Southwest Airlines) and then point out that public image is the perception held (like/dislike) of those companies. Public image can be both internal and external. A club should attempt to learn about the perceptions of the club that are held by Rotarians and the public. SHOW SLIDE PR 1.04 (@0:07 5 Min.) What message does your Club want to send? Question: What message does your club want to send? To the public? Explore what the participants understanding of what public image they would like their club to SLIDE PR 1.04 present. After hearing the ideas of the participants, explore whether they have a different message to send to the Rotary Family and to members. SESSION 1: CLUB PUBLIC RELATIONS COMMITTEE ROLE AND RESPONSIBILITIES 153

SHOW SLIDE PR 1.05 (@0:12 5 Min.) What tools does the Club have to send the message? Question: What does the club use to send the message? Externally? Internally? Possibilities: Public Service Announcements (PSA s), newspapers, radio, billboards. Club bulletin/newsletter, website, social media sites (Facebook, LinkedIn, Twitter, etc.) Good opportunity for cross-club sharing of experiences. SLIDE PR 1.05 SHOW SLIDE PR 1.06 (@0:17 2 Min.) What is the goal of Club Public Relations? Ask if people agree with stated goal and accept alternative suggestions of stated goal. SHOW SLIDE PR 1.07 (@0:19 2 Min.) What Message Does This Send? SLIDE PR 1.06 Question: What message does this send? Externally? Internally? This is a great opportunity for participants to discuss the 2010-11 Rotary Theme and the message it sends both internally and externally. SLIDE PR 1.07 SESSION 1: CLUB PUBLIC RELATIONS COMMITTEE ROLE AND RESPONSIBILITIES 154

NOTES: Club Public Relations Committee Role of Club PR Committee (14 MINUTES) TO SHOW SLIDE PR 1.08 (@0:21 2 Min.) What is the role of the Club PR Committee Ask if people agree with stated role and accept alternative suggestions. SHOW SLIDE PR 1.09 (@0:23 5 Min.) What are the responsibilities of the PR Committee? SLIDE PR 1.08 Note that PR is to assist CLUB goals After listing the responsibilities, ask if they agree. Question: Are there other responsibilities? If so, what are they? SLIDE PR 1.09 SHOW SLIDE PR 1.10 (@0:28 5 Min.) How do you make your Club PR Smart? Question: What other ideas do you have about Public Relations in Action? Another good opportunity for cross-club sharing of ideas. SLIDE PR 1.10 SESSION 1: CLUB PUBLIC RELATIONS COMMITTEE ROLE AND RESPONSIBILITIES 155

SHOW SLIDE PR 1.11 (@0:33 2 Min.) How does the Club prepare for a media interaction? Question: What other suggestions do you have about working with the media? SLIDE PR 1.11 SESSION 1: CLUB PUBLIC RELATIONS COMMITTEE ROLE AND RESPONSIBILITIES 156

NOTES: Club Public Relations Committee Selecting Committee Members (9 MINUTES) TO SHOW SLIDE PR 1.12 (@0:35 4 Min.) Who affects the Club message? Question: Who affects the Club Message? Externally? Internally? Note the people listed and be prepared to use the information on the next slide. SHOW SLIDE PR 1.13 (@0:39 5 Min.) Who should be on the PR Committee? SLIDE PR 1.12 Question: Who should be on the PR Committee? Many of the people listed from the last slide should be considered for the PR Committee. SLIDE PR 1.13 Note that some people may only be needed when the PR Committee is setting goals (President, President Elect, etc.), but others should be at each Quarterly meeting (bulletin/newsletter editor, Webmaster, Program Chair, etc.) SESSION 1: CLUB PUBLIC RELATIONS COMMITTEE ROLE AND RESPONSIBILITIES 157

Review NOTES: Club Public Relations Committee (1 MINUTE) TO SHOW SLIDE PR 1.14 (@0:44 1 Min.) Did We Do It? Question: Did we do it? Handle any additional questions or discussion. If on schedule, the group has five extra minutes to discuss ideas further, or talk about other ideas, or have a 15 min. break instead of a 10 min. break. SLIDE PR 1.14 Briefly describe Session 2. Note that the group needs to be back from break and ready to go for the next session. SESSION 1: CLUB PUBLIC RELATIONS COMMITTEE ROLE AND RESPONSIBILITIES 158

Session 2: Club Public Relations Committee Developing Goals (50 MINUTES) Learning Objectives At the end of this session, participants will be learning: 1. How to establish Club PR goals 2. How to build an Action Plan 3. How to establish a follow through plan for Club PR goals Session Outline Introduction Establishing Club PR Goals Building an Action Plan Review 4 minutes 23 minutes 22 minutes 1 minute Materials Slides PR 2.15 Session 2 Title PR 2.23 How often should? PR 2.16 Learning Objectives PR 2.24 Goal Example #1 PR 2.17 How can Club PR Help? PR 2.25 What steps of action? PR 2.18 How can the PR Committee? PR 2.26 What resources should? PR 2.19 What PR resources..? PR 2.27 What are the elements..? PR 2.20 What are the key elements.? PR 2.28 What goal setting issues? PR 2.21 What should be done? PR 2.29 Did We Do It? PR 2.22 What are the elements..? Worksheet 2. Goals 3. Action Plan Review the slides in advance and note the time allocated. Some slides are meant for interaction and some are informational. Note the time allocated for each slide and work to stay on schedule. This session guide is an outline. Review it and tailor it to your audience, inserting district examples where appropriate. During the session, refer participants to their Club Public Relations Committee Manual, and explain the sections relevant to this session. For current Rotary information and publications, go to www.rotary.org. SESSION 1: CLUB PUBLIC RELATIONS COMMITTEE ROLE AND RESPONSIBILITIES 159

Introduction NOTES: Club Public Relations Committee (4 MINUTES) TO SHOW SLIDE PR 2.15 (@0:00 1 Min.) Session 2: Developing Goals Refer participants to the summary sheet, and encourage them to take notes. SHOW SLIDE PR 2.16 (@0:01 3 Min.) Learning Objectives REFER TO WORKSHEET 2: Goals REFER TO WORKSHEET 3: Action Plan SLIDE PR 2.15 Note that the information regarding the 2 nd and 3 rd objectives will be presented together. Question: On a scale of 1 to 5, how good is your club at setting measurable goals? SLIDE PR 2.16 Identify the learning objectives SESSION 1: CLUB PUBLIC RELATIONS COMMITTEE ROLE AND RESPONSIBILITIES 160

NOTES: Club Public Relations Committee Establishing Club PR Goals (23 MINUTES) TO SHOW SLIDE PR 2.17 (@0:04 5 Min.) How Can Club PR Help? Question: Can Public Relations assist the efforts of Membership Recruitment? Retention? How? Invite people to offer their suggestions of how PR can help Membership goals Question: Community Service efforts? Question: TRF goals? Question: Vocational Service programs? Question: International Service projects? SLIDE PR 2.17 The objective is to show the participants how Public Relations can assist all areas of club activities. Once the point has been made the facilitator should move on. SHOW SLIDE PR 2.18 (@0:09 5 Min.) How can the PR Committee Assess Club needs? Question: What is the first step you would take in building a Club PR plan? After the participants have made suggestions go through the questions on the slides. These SLIDE PR 2.18 questions are meant to guide Clubs to assess their public image, club PR needs, existing tools, and desired tools, (Club bulletin, website, social media, etc.) SESSION 1: CLUB PUBLIC RELATIONS COMMITTEE ROLE AND RESPONSIBILITIES 161

SHOW SLIDE PR 2.19 (@0:14 5 Min.) What PR resources does the Club have available? Question: What PR resources does your club have available? This is a good opportunity for participants to gain ideas from each other. SHOW SLIDE PR 2.20 (@0:19 3 Min.) What are the key elements of effective goals? SLIDE PR 2.19 Question: What are the characteristics of good goals? If the participants have experience in goal setting this slide will be a refresher of what they already know. SLIDE PR 2.20 SHOW SLIDE PR 2.21 (@0:22 5 Min.) What should be done at the first Club PR meeting? Question: How do you start the process of setting the PR goals for the Club? These are suggested topics for the first PR committee meeting. If time allows the SLIDE PR 2.21 facilitator can ask for other suggestions from the participants. Note that the first PR committee meeting might include some or all of the Club s Board of Directors and Club committee chairs. SESSION 1: CLUB PUBLIC RELATIONS COMMITTEE ROLE AND RESPONSIBILITIES 162

Building an Action Plan SHOW SLIDE PR 2.22 (@0:27 2 Min.) What are the elements of each PR Goal? The questions can be rhetorical as many participants may not have experience in establishing and action plan or a followthrough plan. NOTES: Club Public Relations Committee (22 MINUTES) TO Question: Once the goals are set how does the PR committee put them in SLIDE PR 2.22 action? How can you make sure they are effective goals and that there is appropriate followthrough? SHOW SLIDE PR 2.23 (@0:29 3 Min.) How often should PR goals be set/re-evaluated? There are three types of goals based on time frame. Quarterly goals are a first step for the Club s PR action plan, but quarterly goals should be guided by the Club President s vision and the Long-Range vision of the Club. Question: Are there different types of goals based on the time frame of the goal? SLIDE PR 2.23 SESSION 1: CLUB PUBLIC RELATIONS COMMITTEE ROLE AND RESPONSIBILITIES 163

SHOW SLIDE PR 2.24 (@0:32 4 Min.) Goal Example #1 The next slide gives an example of a goal for a Club PR plan. Statement: Here is a goal that the PR committee might establish. SLIDE PR 2.24 SHOW SLIDE PR 2.25 (@0:36 4 Min.) What steps of action can the PR Committee take? While the participants may have additional suggestions, these six steps are considered to be a foundation to put a Club PR plan in action and establish a method of follow-through and evaluation of the goal s effectiveness. SLIDE PR 2.25 Statement: There are six recommended steps to put your Club PR goals into action and create a method of follow-through. SESSION 1: CLUB PUBLIC RELATIONS COMMITTEE ROLE AND RESPONSIBILITIES 164

SHOW SLIDE PR 2.26 (@0:40 3 Min.) What resources should be researched? Statement: In the example of the two Club PR Goals here are some possible resources to be researched. Question: What other resources might the Club PR committee consider researching? SLIDE PR 2.26 This is meant to provide an example of resources. The participants may have additional ideas. Be aware of your time remaining. SHOW SLIDE PR 2.27 (@0:43 4 Min.) What are the elements of an Action Plan? Statement: Here are some basic steps that we can apply to the example. These steps are the Club s can use fully develop an action plan for each of the goal of the PR plan. Be aware of your time remaining. SLIDE PR 2.27 SESSION 1: CLUB PUBLIC RELATIONS COMMITTEE ROLE AND RESPONSIBILITIES 165

SHOW SLIDE PR 2.28 (@0:47 2 Min.) What goal setting issues have we missed? Question: What are some issues we haven t addressed in goal setting? Question: What sources of funding might you have available to help meet the Club PR goals? SLIDE PR 2.28 Funding is often limited for to pay for expenses related to Public Relations. Club PR Committee s should look for creative ways to find revenue and keep expenses of the goals as low as possible. SESSION 1: CLUB PUBLIC RELATIONS COMMITTEE ROLE AND RESPONSIBILITIES 166

Review NOTES: Club Public Relations Committee (1 MINUTE) TO SHOW SLIDE PR 2.29 (@0:49 1 Min.) Did We Do It? Question: Did we do it? Handle any additional questions or discussion. Briefly describe Session 3. Note that the group needs to be back from break and ready to go for the next session. SLIDE PR 2.29 SESSION 1: CLUB PUBLIC RELATIONS COMMITTEE ROLE AND RESPONSIBILITIES 167

Session 3: Club Public Relations Committee Case Study Exercise (50 MINUTES) Learning Objectives At the end of this session, participants will be learning: Identify challenges and solve problems that your committee may face Practice problem solving Public Relations issues Session Outline Introduction Case Study ONE Case Study TWO Review 3 minutes 20 minutes 16 minutes 11 minutes Materials Slides PR 3.30 Session 3 Title PR 3.31 Learning Objectives PR 3.32 Case Study ONE PR 3.33 What did you learn? PR 3.34 Case Study TWO PR 3.35 What did you learn? PR 3.36 Did We Do It? PR 3.37 What s Next? PR 3.38 Questions? Worksheet 4. Case Study ONE 5. Case Study TWO This session is meant to give the participants an opportunity to problem solve situations that a typical club might face. In the first case study the groups should be no three to five people. After discussion of the issue one person should report back as to the discussion in the group. In the second case study one person should be selected to interview with the facilitator who will assume the role of a reporter. This session will likely be the most interactive of all sessions and will require the facilitators to control the time spent in discussion. SESSION 1: CLUB PUBLIC RELATIONS COMMITTEE ROLE AND RESPONSIBILITIES 168

Introduction NOTES: Club Public Relations Committee (3 MINUTES) TO SHOW SLIDE PR 3.30 (@0:00 1 Min.) Session 3: Case Study Exercises Explain that you will be breaking up into groups. The participants should work with people they do not know if possible. SLIDE PR 3.30 SHOW SLIDE PR 3.31 (@0:01 2 Min.) Learning Objectives Explain that there will be two case studies. The first will be a group exercise and the second will be a role playing exercise. Identify the learning objectives SLIDE PR 3.31 SESSION 1: CLUB PUBLIC RELATIONS COMMITTEE ROLE AND RESPONSIBILITIES 169

Case Study ONE NOTES: Club Public Relations Committee (20 MINUTES) TO SHOW SLIDE PR 3.32 (@0:03 15 Min.) Case Study ONE REFER TO WORKSHEET 4: Rotary Club of West Pine Membership Ask someone to read Case Study ONE aloud. Break them up into groups and ask them to discuss how PR can help Janet and come back with ideas to report. Quickly break the session up into groups of no more than five people and allow 10 minutes for discusson SLIDE PR 3.32 SHOW SLIDE PR 3.33 (@0:18 5 Min.) What did you learn? Stop the discussion and ask for some of the groups to tell everyone their ideas of how to help Janet. Question: What were some of the ideas your group came up with? SLIDE PR 3.33 SESSION 1: CLUB PUBLIC RELATIONS COMMITTEE ROLE AND RESPONSIBILITIES 170

Case Study TWO NOTES: Club Public Relations Committee (16 MINUTES) TO SHOW SLIDE PR 3.34 (@0:23 11 Min.) Case Study TWO REFER TO WORKSHEET 5: A Reporter Calls NOTE: The Facilitator must contact Paul Kiser at pakiser@sbcglobal.net to receive a copy of the reporter s questions. The questions cannot be made available publicly as it would eliminate the value of the exercise if the participants had access to the questions in advance. SLIDE PR 3.34 Ask someone to read Case Study TWO aloud. Select a volunteer. This is a role play a telephone call between the volunteer as Club President and the Facilitator as the Reporter. The Facilitator should be prepared to improvise as needed during the role playing. It is advised that the Facilitator rehearse this role play with someone before the session to feel more natural in the session. SHOW SLIDE PR 3.35 (@0:34 5 Min.) What did you learn? Thank the volunteer and begin the discussion. Question: What did the Club President do well? Question: What could be improved? Question: What did you learn? SLIDE PR 3.35 SESSION 1: CLUB PUBLIC RELATIONS COMMITTEE ROLE AND RESPONSIBILITIES 171

Review NOTES: Club Public Relations Committee (1 MINUTE) TO SHOW SLIDE PR 3.36 (@0:39 2 Min.) Did We Do It? Question: Did we do it? Handle any additional questions or discussion. SLIDE PR 3.36 SHOW SLIDE PR 3.37 (@0:41 5 Min.) What s Next? Explain to them what are the next steps. SLIDE PR 3.37 SHOW SLIDE PR 3.38 (@0:46 4 Min.) Questions? Discuss any questions and remind them of the District Public Relations contact person. SLIDE PR 3.38 SESSION 1: CLUB PUBLIC RELATIONS COMMITTEE ROLE AND RESPONSIBILITIES 172

Worksheet 4: Public Relations Case Study ONE Rotary Club of West Pine Membership The Rotary Club of West Pine celebrated its 40 th anniversary last year. It has been a very active club in the community of 40,000 and has sponsored an annual high school track meet for the last 22 years. The club is known for the sponsorship of the track meet and most community members associate the club with that event and the fundraisers it has used in relation to the track meet. The club of 41 consists of mostly older men (over 60) with 6 women and 6 members under age 50, three of whom are women. The club is known to be a group that likes to laugh at each other and often there are good-natured jabs at each other, although sometimes the ribbing is a bit off color. At the meetings members are asked to bring a guest and if a table has no guest they have to pay a fine or tell a joke. Typically, there are two or three tables without guests and members typically come ready with a joke. The jokes are sometimes political in nature and historically have been about Hillary Clinton, President Obama, or another liberal politician. Membership has been declining since the 1991 when it peaked at 68. Part of the peak was the admission of women in the club and at that time the club had 12 women members. Four women remain of the 12 and the other two women joined in the late 1990 s. There have been several women admitted; however, few stay more than two years. There have also been young professionals (age 30 to 45) brought as guests and some have joined the club but rarely does anyone under 45 stay with the club more than a year. Janet Rupert has become the Membership Chair this year and she has been actively recruiting young professionals; however, she has had little success. Most people have given her polite answers that they don t have the time, or money to join, but a couple of people turned her down saying that they did not feel comfortable joining a group of old conservative men. How can the Public Relations committee assist Janet? SESSION 1: CLUB PUBLIC RELATIONS COMMITTEE ROLE AND RESPONSIBILITIES 173

Worksheet 5: Public Relations Case Study TWO A Reporter Calls You are the President of the Rotary Club of Mountain Creek Sunrise. The Club of 62 members is one of three in the area and it is the oldest. The club is known for its annual fundraiser that is coming up next month and for two annual projects that are linked to local schools. Over the last two years the club has grown by 15 members net, which is exceptional for the District. The Club Membership Chair, Diane Wilson, has focused on bringing in young professionals and has been very successful. The Club enjoys a healthy financial situation and the Club s Treasurer, Sam Duncan, has done a great job in reorganizing the financial reporting and budgeting process since he took over three years ago. When you suggested a change in banks for the Club account you were advised to let Sam do his thing by the Past President who feels that Sam has a good handle on the finances and the club would be better served by following his advice. The club is recently become consistent in its participation in the Rotary Youth Exchange program. Before last year the Club might or might not have an inbound student, but three years ago a member, Kathy Chang, became a passionate champion of the program and has worked hard to organize the Club s efforts. Currently the Club has a student from Sweden by the name of Heidi Vohschendel who has been in residence for six months. Last month she moved in with a new host family and the Host Mom, Jennifer Saxton is a member of the club who joined the club last year. Her husband Dale is well known by the Club as he has presented two programs at Club meetings that were interesting and thought provoking. Jennifer works as a Branch Manager at a local bank and Dale has a consulting business that deals with high tech security issues for government and private businesses. Dale and Jennifer have 16 year-old boy, and a five year-old girl. The Club also has two high profile community members. The City Mayor, Bob Percell, and the County Sheriff, Jack Wasserman, joined the club in the past five years. They are often in the local news and receive ribbing in meetings when they become the focus of the local news. You are at work and you receive a phone call. SESSION 1: CLUB PUBLIC RELATIONS COMMITTEE ROLE AND RESPONSIBILITIES 174