Frank Deaver Rotary Editorials

     A century plus one.  Yes, we are now more than a year into the second century of Rotary.  The past year’s celebration of “A Century of Service” carried the parallel emphasis, “A New Century of Success.”  One measure of success is how well we are telling our communities – and our world – about Rotary.

     For much of its history, Rotary assumed that Public Relations was unnecessary – that Rotary’s good deeds would speak for themselves. But that perception has changed.  RI President Carl-Wilhelm Stenhammar, reporting on his visits world-wide, said he has found that “public image is one concern that stands out.”  He continued, “We could do a better job in letting the world know what we are doing.”

     Publicity about Rotary is not an ego-driven activity, not just patting ourselves on the back.  It has a very utilitarian purpose, and it works sequentially:
     1) Public awareness identifies Rotary as a service organization.
     2) Service-minded citizens are attracted to become members.
     3) Membership growth means more people, more money.
          4) Personnel and funds enable even more service.

     Clearly, the goals of Rotary are extended and strengthened with effective Public Relations.

     When we speak of Public Relations, our first thought is typically about getting the club’s weekly programs published in the local newspaper.  That is one useful application of PR, but the possibilities go far beyond that.  Let’s consider some additional opportunities.

     • Publish a simple but informative Club Brochure; distribute it to media, public officials, waiting rooms of doctors/lawyers/etc.;  to real estate companies (for new residents), and hotels/motels (for visiting Rotarians).
     • Ask members to contribute their copy of The Rotarian magazine after reading it; place copies in waiting rooms.
     • Design a Rotary business card, provide to officers, board members, others as appropriate.
     • Construct a bulletin board and/or display case in the local public library.
     • Erect (or maintain) highway signs and/or billboards identifying Rotary, its meeting place and day/hour.
     • Insert a telephone book entry under “Rotary,” listing the number of a member’s office or a retired member’s home; perhaps with a recorded message about next program, and welcome to visiting Rotarians.
     • Compile a speakers bureau from club membership; offer programs for area Rotary Clubs and other clubs; for schools and other organizations.
     • Publicize RI and District events, with emphasis on local participation.
     • Initiate a club website; no longer necessary to have a tech person in the club, no longer necessary to pay big money for a domain.  Use www.rotary-site.org  .

     This is certainly not a definitive list of possibilities. Each club can choose from these ideas, add others that are locally appropriate, and more effectively tell the story of Rotary.

     But beyond any organized effort at Public Relations, one reality stands above all others; and this is addressed to every Rotary member:

     “You are Rotary’s public relations.  As a member, you represent Rotary in your business or profession, and to your friends and neighbors.  Do others see in you the community service and vocational ethics that would make them want to be like you, a Rotarian?”