Tips for Building a Quality Media List for Your Service Club

Just a few of the stories we've placed

Written by Robyn T. Braley

There are different names for it. Pitching the story. Selling the story. Placing the story or getting media coverage!

Whatever you call it, your goal is to generate media coverage for your cause, event, notable speaker or any other story related to the work of serving your community.

Six Types of Media Exposure you Need to Know About

Story coverage takes thought and planning.

Media is inundated by requests from worthwhile not-for-profit organizations which all need - and deserve - publicity. 

Each one comes requesting news coverage, sponsorship, and "free" advertising.

But, successful media campaigns don't just happen. They are well planned and executed. Excellent Public Relations resources are downloadable from the Rotary International website. 

In this post, I provide further background to information published there. I have outlined 6 ways to receive media exposure

Media convergence' old and new!

Let Me Be Clear

But, first, a clarification. When I use the term “media,” I include both social and traditional. In the age of media convergence, one is totally integrated with the other.

How does it work? If radio, TV or newspapers run a story about your project or event, it is usually posted online. It is then promoted through the their social media channels.

Why Media Kits Play a Key Role in Engaging Media. Tips

Media Kits help generate news

 Written by Robyn T. Braley

This post is part of a series about how to develop a media program for service clubs and other not-for-profit organizations. The series answers the question, “How can we generate media stories about our cause?”

Why a Media Kit

Why do you need a media kit? To answer this question, let me ask another. “How do you tell the story of Rotary on single page?” The short answer is, you can’t.

The story is complex and has many layers. If you try to tell it in a single multipage document crammed with information, readers will become frustrated and confused. In the end, few will read any of it.

Pitching a News Story Requires a Well Crafted Media Release. Why? Tips!

Dr. Bob Scott (Polio Plus) Interview with CTV

If you have ever pitched a story to the media, the first thing you will be asked is to send your story in writing. 

You must send a document that will get their attention and then draw them into the story potential.

Media specialists do not differentiate between mainstream, online or social media. When we do story placement campaigns, all media forms are automatically included in our strategies.

Let’s clarify meaning. A release should be called a “news” or “media” release, not a “press” release. The term “press” dates you and is not relevant today.

Crafting for Success

The purpose of a release is to generate TV, Radio and newspaper stories. But, there is more! It must also accommodate online distribution. A media release must be formatted for posting on websites, blogsites and online newsites.  

How the Calgary West Rotary Club Attracted 25 New Members in 18 Months

Unified clubs can do great things!

There is a simple definition of the word brand. Your brand is what others think it is. 

But, the heart of a brand goes much deeper. What you think of yourself and your organization will dictate how you shape it's brand in a way that engages others.

The heart of a strong Rotary Club brand is the feeling of pride members have for their club and the work of Rotary. If they feel good about their club, they will be fully engaged in fellowship and in community service. They will influence others to collaborate and even become members.

Background; The Can-do Club

The Calgary West Rotary first met in May, 1967. The club soon became known as a "can-do" club that was known for it's service projects. 

They reached far beyond what could reasonably be expected from a club of 80 to 100 members. Thousands of lives throughout the world were forever changed due to a collective passion for service and making a difference.  

8 Posts Packed Full of Tips for Growing Your Rotary Club Speakers Program

Robyn Braley speaking at a District 5360 event

Written by Robyn T. Braley

A strong speaker program is key to sustaining a healthy and vibrant Rotary club. Meetings are a time for coming together, being refreshed, renewed and re energized. 

Every time I tweet the following from our BTRB twitter account I receive retweets. 

“If you want to develop a positive outlook, hang out with positive people. Rotarians know that positivity is positively contagious. That's a positive!" 

-Robyn T. Braley 

It is safe to assume you have experienced more than one occasion when you were going through a rough patch in your career or personal life. As a Rotarian, going to your meeting or anywhere else was the last thing you wanted to do. 

But you went. Unexpectedly, the speaker that day said something that lifted you up and caused you so see things differently.  Their topic had no relevance whatsoever to what you were going through.

I've had troubled times when stimulating conversation with fellow Rotarians around our luncheon table raised my spirits. More than that, the discussion caused me to think differently about my problems. I found a solution when I thought one was impossible.

Part 5; Tips for Promoting Guest Speakers as Membership Growth Tool

Mountaineer and Speaker Tom Valentine

Written by Robyn T. Braley

This is the last in my series about how to develop impact Rotary Club meetings. In this post, I explain how to bundle programs to make them easy to promote within your club and community. 

Developing a quality speaker program engages and inspires Rotarians. Great programs can also play a significant role in attracting new members and raising the club profile in the community.

Creating Promotable Concepts

There is no one way to do this. You might choose one outstanding speaker to build a promotion campaign around. Another approach is to bundle 3-4 programs representing the variety of topics offered during a typical Rotary year. 

• Not-for-profit leader
• Business leader
• Educational leader
• Sports leader
• Healthcare leader
• Media personality