Public relations
When you get local news media to cover your Rotary activities, you increase the community's understanding of Rotary — and our ability to improve lives around the world.
Rotary as a news source
As business, community, and professional leaders who take action to improve lives at home and abroad, Rotary members can connect journalists to interesting local and global stories to inform, engage, and even inspire their audiences.
What journalists are looking for
You can increase the likelihood of getting media attention for your club's activities by knowing what kinds of stories media outlets want and how they want to learn about what's happening in the communities they cover. In deciding whether to cover a story, journalists and news outlets look for:
- Newsworthiness. Stories related to current events, trends, or observances. For example, how your club responded to a local need or natural disaster, or how it's observing World Polio Day, would make a good news story.
- Timeliness. Stories about upcoming, ongoing, or recently completed events or projects.
- Proximity. Stories that relate to issues, people, or events in the community.
- Prominence. Stories that involve local public figures, including elected officials, business leaders, and media personalities.
- Human interest. Stories that elicit an emotional response. For example, stories about families who benefited from your club's food project or children experiencing homelessness who attend a school your club helped establish.
- Visual impact. Images that are dramatic and action-oriented. For example, images of children drinking clean water from a well your club built or a member vaccinating a child against polio.
- Supporting data. Statistics and research to support the story and demonstrate your project's impact.
Getting started
Building relationships with journalists and being a knowledgeable and trusted resource on issues that affect your community can lead to more coverage of your club's projects and events.
Get to know the reporters in your area
Develop a list of journalists' names, contact details, and titles, along with the topics they cover. Include local bloggers and social media influencers, too. Make note of any feedback you receive from these people that may help you get media coverage in the future.
Larger newspapers or broadcast stations may have reporters who specialize in certain topics, such as business, features, medical news, event calendars, or education. A business writer may be interested in your club's career day for students or a microloan project, an education writer may want to interview an exchange student or Rotary Peace Fellow, feature writers might profile a club member, and a health reporter may want to cover your club's response to a disease outbreak or local health issue.
Tips for working with journalists
- Approach journalists strategically. Pitch stories that are a good fit for a reporter's publication and the topics it covers.
- Use the reporter's preferred method to submit story ideas. Some journalists accept ideas by email only. Others prefer a phone call. Ask for your reporter's preference. If in doubt, start with email.
- Understand their publication schedules. Reporters often have tight schedules and need story details and accompanying materials right away. Have photos, videos, statistics, project and background data, and any other helpful material ready.
- Respond promptly to media inquiries.
- Take advantage of unexpected meetings. If you meet a journalist by chance, take the opportunity to introduce yourself, share information about Rotary's work in the community, and exchange contact information.
- Engage media in your events. Invite journalists to club meetings that feature speakers who address topics they cover. Or invite them to participate in a project, event, or other Rotary activity.
How to pitch your story
When you first contact a reporter about a story:
- Make sure the story is newsworthy and relevant to the news outlet's audience.
- Be informative but concise. Plan what you'll say before you contact the reporter.
- Follow up, but be careful about the number of times you call or email.
When communicating with reporters:
- Email first. Put the news release in the body of your email with a short note above it. Reporters' email addresses can usually be found on their publication's website or on their most recent stories.
- Call second. If you don't receive a response, call to follow up. If you get voice mail, leave a message and wait 24 to 48 hours before calling again.
- Recap third. If you don't connect with a reporter before an event or project, you still have an opportunity to promote Rotary. Send a message about its successes such as milestones or fundraising goals met, and include photos.
Share published stories on social media. And be sure to post them on your club website and send them to your Rotary public image coordinator.
When a reporter declines to cover your story
If a reporter isn't interested in your story, accept their decision, but make sure to keep their information for future opportunities. This story may not be a good fit, but that doesn't mean the next won't be.
Other ways to encourage media coverage
In addition to contacting a journalist directly, you can create interest in your club's activities and events by using news releases, letters to the editor, and opinion pieces.
News releases
Write a news release to promote a specific club event, accomplishment, or significant activity, such as a service project or dedication. The goal is to get the media to want to cover your story and seek additional information.
News releases should be one page and written from a third-person perspective. Creative and compelling openings draw interest in your event, but your first sentence should be concise, direct and clear. And remember to include the who, what, where, when, and why.
Letters to the editor and opinion pieces
The editorial page is one of the most read sections of the newspaper, and is a great way to reach a large, diverse audience. Letters to the editor can be used to comment on or correct earlier news coverage. Opinion pieces can offer a different perspective or suggest a course of action on timely news issues and community concerns.
Remember the following when you submit a letter or opinion piece:
- Check the publication's policies and submission guidelines.
- Keep it short and simple — no more than 500 words.
- Focus on one main message, and make sure to state your point clearly in your first sentence.
- Include references. If you respond to a recent news article, letter, editorial, or news event, refer to it by date and headline.
- Support your stance with facts and data.
- Edit and proofread the piece before you submit it.
- Don't use Rotary jargon.
- Include your contact information.
- Follow up on an opinion piece if it isn't published. Ask if you can revise it to improve its chances of being published.
Read How to Teach Anti-Vaxxers the Truth, an opinion piece by RI General Secretary John Hewko that appeared in Time magazine.
When a crisis occurs
During times of crisis, handling media inquiries and taking a proactive approach to communicating with the public are crucial for protecting the reputation of Rotary and your club. Consult the Media Crisis Guide for tips. If you need help, contact Rotary's Public Relations staff at +1-847-866-3466 or pr@rotary.org.
Media interview tips
Whether you're responding to a crisis or have been asked to speak on a topic of interest to you, knowing how to prepare for and respond to questions during an interview will give you the confidence you need to speak with authority.
Learn how to talk with the media, including in television interviews.
Customizable templates
Find customizable news releases, media advisories, and letters to the editor to promote your club or district's activities and accomplishments to the media.
Resources and reference
Take the Public Relations and Your Club course in the Learning Center.