PR Directors and bulletin officers given tips on good PR practices for Rotary Clubs

By Hannington Sebuliba

The Country PR Desk two weeks ago organised a one day seminar for all Club Presidents, PR Directors, and Bulletin Officers at Hotel Africana. It was attended by over 80 partcipants.

The purpose of the trainning was to impart skills and knowledge to Rotarians in line with Rotary International’s focus on the image of Rotary.

Dr. Peter Mwesige a media consultant gave participants the essentials of media which included what he termed as the “Ws”. These he said included What’s your message?

- Who are you communicating to? [Mass or specialised/class e.g. Rotarians]

- What are the best channels to reach your audience? Radio, TV, newspapers, digital, online, or multiple platforms?

- What tools are most effective? Press releases, news conferences, talk shows, media

interviews, or supplements? – For ex. Do you have the convening power to call a Press Conference?

He advised Rotarians to use media mileage to deal with larger issues in the country/society instead of myopically focusing on just getting your club visibility. He went on to give them advise in that  when they are dealing with the media, they need to know the sight media contacts? Reporters, editors [Newsroom structures]

He said that it was very vital for Rotarians to have facts on their fingertips when they are dealing with journalists as this would build confidence in them. He said that they need to Focus on the most important aspects, Keep it simple [KISS!].

 He reminded them that  journalists work under tight deadlines which means that they have to submit their work early. He further told them to always maintain  a professional relationship and never to bribe journalist. They will have much more respect for you even when they don’t run your story. He also  advised them to respond to media inquiries, and promptly too

 Rtn. Niyetegeka made a presentation on  the use of social media within the clubs to enhance public awareness on Rotary activities and to encourage participation and support of Rotary programmes.

 He informed Rotarians that there was really no need to dwell too much on the technicalities since Social Media is really about Communication;

He informed Rotarians that there were  too many tools and one just needed to know what  he/she wanted, his/her target audience and how to reach out to them – pick tools that are going to work for you and not a “Me 2” Strategy where you copy what everyone else is doing. “You do not need to have a website or a facebook if they will not be regularly updated”.  He noted

He pointed the most  common mistake is that we spend a lot of time on tactics and not the strategy.

He said that Social Media Strategy has to have a two-way communication: “You need to keep it active, communicate regularly, engage the followers: More and more people ignore one-way communication – websites need to be interactive” he said

He also advised Rotarians to  listen directly rather than ask a lot of questions – listen to what people are saying about Rotary; Learn how to share videos through You-tube, twitter, Facebook, Flicker; Do not just do an ok job: Check your impact ; Do not rely on “social media gurus” – You can do it on your own and to  Be transparent and don’t pretend to be something we are not.

The other topics presented included  Club Communication Organiser by  Fred Masadde, Country PR Chair, Managing your stakeholders- A plan for engagement and Partnership by Rtn. Henry Rugamba; Internal communications Basics by Jimmy Kiberu, Corporate Affairs Manager Tullow Oil and SMS media.

The training was opened by the Country Chair Rtn. Robert Wagwa Nsibirwa who said that the RI Board selected Enhancing Public Image and Awareness of Rotary as the 3rd focus area in order to make Rotary the organization of choice for those who want to serve community and support Rotary. If we are more coherent in our communications, we should be able to build membership; build partnerships with Corporate partners and donors.

Closing the training, District Governor Elect, Rtn. Emmanuel Katongole thanked all participants for making it to the Seminar. He stressed the importance of the Public Image focus area to Rotary International and requested the Country PR Chair to continue these sessions regularly to ensure that Rotary in Uganda spreads far and wide.