Rotary Santa Maria Breakfast
DRAFT Public Relations Plan
September, 2007
Submitted by
Public Relations Committee Co-Chairs
Victoria Conner
Rich Watson
Introduction
Contents
Public Relations Committee……………………………………………………4
Target Audience……………………………………………………………………5
Goals/Strategies…………………………………………………………………...6
Media………………………………………………………………………….6
General Public……………………………………………………………..
Stakeholders of Recipient Organizations…………………………
Potential Members……………………………………………………….
Resource Needs 2007……………………………………………………………
Addendum
Rotary Santa Maria Breakfast Fact Sheet………………………………..
Logos/Signature Messages……………………………………………………
Calendar…………………………………………………………………………….
Rotary Santa Maria Breakfast
Public Relations Committee
Victoria Conner, Co-Chair
Rich Watson, Co-Chair
Kirk Spry, Club President
Jim Bray
Dale Johnson
Bruce Severance
Frank Ortiz
Target Audiences
The Rotary Santa Maria Breakfast Club has identified three audiences for its public relations efforts:
- Media
- General Public
- Stakeholders of organizations to which Rotary SMB contributes
- Potential Club members, especially those of occupational categories not currently represented in the Club
Goals, strategies and tactics are being designed to align with the above, but other target audiences may emerge and will be addressed if appropriate.
Rotary Santa Maria Breakfast Public Relations
Goals/Strategies
Target Audience: Media
Goal I
Facilitate easy, timely outreach to media as opportunities arise
Strategy
Develop stock PR materials that can be quickly assembled for target outreach
opportunities
Tactics
1.1Determine Club signature message (like Rotary Int’l Rotary Shares)
1.2Prepare fact sheet for Rotary SMB one side, Rotary Int’l other
1.3Prepare generic Rotary SMB overview press release from fact sheet (to be used for general nonprofit features and as press kit element) – include key Club member quotes around key Club activities, community support
1.4Review website for opportunities for standardized information for media
1.5Determine website target media information opportunities and address
1.6Determine press kit contents and develop materials
1.7Support development of stock photo section on website for easy media
retrieval of event, activity photos
Strategy
Identify key Club media priorities, opportunities
Tactics
1.8Meet with target Committee chairs, e.g. Community, Scholarship, Membership, for media outreach priorities/ideas
1.9Once available, provide Club president with stock of media kits to
distribute each week to anyone participating in an event at which media
may attend
Strategy
Introduce Rotary SMB PR contacts and ClubRunner website to local media
Tactics
1.10Create media list, select target media contacts for personal introductions (coordinate with event outreach such as Holiday parade)
1.11Schedule and hold meetings with those targeted (five top contacts), sharing fact sheet, ClubRunner website, describing media kit elements to be produced for web and distribution, verifying media target’s contact information, contact preferences (e.g. email)
Target Audience: General Public
Goal 2
Broaden awareness of Rotary SMB with local community
Strategy
Utilize Rotary events, activities to publicize good works of Rotary SMB
Tactics
2.1Meet with target Committee chairs, e.g. Community, Scholarship,
Membership for media/public outreach priorities, ideas (same as
1.8)
2.2Coordinate development/distribution of press release for target events;
contacting media to encourage coverage*
2.3Have available Rotary SMB fact sheets at events involving public
2.4Develop and hang “Rotary SMB” accomplishments banner at key events
2.5Once fact sheet developed, use part of Rotary meeting to orient Club
members to key messages, accomplishments, other fact sheet inclusions,
explaining role of member public outreach at public events, e.g.
speaking about Rotary SMB, distributing fact sheet, displaying banner,
etc., helping members understand resources available
*In cases where Rotary SMB is supporting another organization’s event, coordinate publicity efforts collaboratively
Strategy
Leverage Club’s radio connections to publicize Rotary SMB, its members, its
impact on the community
Tactics
2.6Invite Club members to record radio interviews through Rich Watson
2.7Ensure Club message of “service above self” comes through in each
interview
2.8Develop schedule of radio interviews on target local radio stations,
rotating ads to play more than once
2.9Develop strategies to leverage tapes of interviews for greater
public awareness
Strategy
Seek display opportunities around town to share Rotary message (e.g.
Airport display cases, library, etc.), including Rotary accomplishments and, if appropriate, Rotary meeting date/location, etc.
Tactics
2.10Meet with Airport administration regarding opportunities, costs
2.11ContactCity re: appropriate library contact for information about
potential new library publicity opportunities
2.12Identify/exploit other display-related opportunities as appropriate
Strategy
Leverage public awareness opportunities with meeting visitors, speakers
Tactics
2.13Provide Club President with stock of Fact Sheets; PR Committee members
bring Fact Sheets to meetings – distribute to guests of Rotary
2.14Provide Program Chair with electronic Fact Sheet for distribution to
speakers as presentation details are arranged
Strategy
Seek feature opportunities for public awareness with the media
Tactics
2.15Obtain and review calendar of designated months, e.g. heart health, etc.,
exploring opportunities for Rotary SMB interface for feature idea to media
2.16Identify major categories of service worthy of public attention as part of
larger story, e.g. homelessness – success of Rotary-sponsored shelter family room occupants; leverage as appropriate
2.17Explore general nonprofit feature opportunities as part of media contact
outreach meetings (see 1.11)
Strategy
Leverage ad hoc public awareness opportunities arising through member Rotary
or other activities
Tactics
2.18Explain strategy to membership, underlining intention to expand public
awareness through member activity
2.19Encourage members to suggest ad hoc opportunities to PR Committee
members
Strategy
Publicize Rotary SMB funding of community groups, individuals through media
Tactics
2.20Ensure press release of key Rotary SMB contributions, e.g. scholarships
2.21Invite press to check transfer for key opportunities, e.g. scholarships,
Strategy
Create Rotary banner campaign utilizing sides of buildings with good public
visibility
Tactics
2.22Hang printed banners with photos of our club members in human inter-
action shots on local and international projects to increase awareness of
breadth/scope of Rotary mission and global impact (e.g. 2-3 locations in
town along pedestrian walkways, new library(?), etc. to be changed every
six months to retain interest. Possible headlines: Service Above Self,
Local Rotary Participation in Polio Vaccination in Nigeria, Supporting Local
Youth Programs and Scholarships, Supporting Libraries in Baja, etc.
Target Audience: Contribution Recipients
Goal #3
Ensure that individual families and stakeholders of organizations receiving Rotary SMB contributions are aware of Rotary SMB support, other community service
Strategy
Distribute information to recipient families and organizations benefiting from
Rotary SMB direct contributions
Tactics
2.23Provide Rotary Fact Sheet with checks to individual/organizational
Recipients
2.24Provide press releases about Rotary SMB donations for organizations
to include in their newsletters
Target Audience: Potential Members
Goal #4
Reach out to target potential Club members with Rotary SMB membership message
Strategy and tactics TBD – under discussion with Membership Committee
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