Get your club back into rhythm. |
Just a few thoughts stemming from a district meeting I had last night in King of Prussia....
Public
relations and communications are an important part of any successful company or
organization and Rotary is no different. Too often, this is something that is
overlooked both at the club and on the district level but that perspective is
slowly changing and those of us in District 7450 are doing our part by
encouraging our fellow Rotarians to make that mental transition. However, this
is a transition that is going to take a lot of time and a lot of energy.
The
mentality that exists within most clubs, particularly smaller ones, is that the
focus needs to be entirely on the service side of things. Those items or tasks
that are necessary to promote the club itself are secondary. This is why many
of us struggle with both membership and fundraising.
Unfortunately,
there is also the generational and technological disconnect that exists in the
membership which hinders the adoption both of methods and strategies essential
for growth. Obviously, things need to change and they need to do so in a big
way. The question is how do we implement such change into a system and a
population that is hesitant to embrace a new way of holistic service to the
community, club, district, and one another?
Change
needs to be a step by step process not a mandate. A perfect example is social
media. Many members are uninterested in having a Facebook profile and don’t see
the need for one. The task then becomes to create the need. Show them why it
would be a good thing to have in their lives both personally and regarding
their Rotary involvement.
Maybe
they want to see all the pictures of their grandkids, maybe they want to meet
new people, maybe they want to get more involved in their service but are
unable to make a regular time commitment. Demonstrate the value it can have in
their own lives and they will better understand the need for the club to have a
presence as well. It is not a guarantee but you will, most likely, reach at
least a few members with this approach.
Traditional
media is also something that needs to be high on the priority list and while it
may take greater effort it can also carry with it a greater impact on your club’s
exposure. Most clubs, large and small, promote large events and service
projects to the local main stream media but that is only part of the story. Clubs
need to write about and disseminate information regarding the weekly guest
speakers as well as the induction of new members at the very least. Remember,
if your club’s name is seen one time it’s a good thing but when people see your
club regularly then you are entering into the realm of PR. This is when you are
seen as an integral part of the community.
There
are numerous other topics and details that can be discussed around the subject of
PR and communications and many of them I have either already covered (here and here) or will be
covering in the future. But, for now, I will leave you with the above topics
for consideration and I encourage you to get involved by finding new ways to
promote your club and to promote Rotary. There is no question that we do great
work as Rotarians but sometimes they can go by the wayside if no one knows
about them so let your voice and your club’s voice be heard.
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