Home' Rotary Down Under : June 2016 (NZ Pacific) Contents | 34 | ISSUE 584 JUNE 2016
PERSISTENCE KEY TO
The Rotary Club of Burnside, SA, has
found persistence to be key in getting
their club’s message out to the public.
Organising public events, such as their
hosting of Rotary’s 110th birthday at the
Adelaide Oval Stadium and a Ute relay
across District 9520, was only the first step
towards getting the publicity they desired.
After putting together a family picnic
day for the 110th birthday event, with live
entertainment, international cuisine and
an official welcome by Governor of South
Australia Hieu Van Le, the club got to
work contacting media outlets.
“They don’t just come to you,” district
governor nominee and member of the
Rotary Club of Burnside Bob Cooper said.
“If you want publicity you have to go out
and get it.”
The club found that local radio stations
were often amenable to shining a
spotlight on their activities, with Bob
giving an interview on an ABC station.
They were also lucky enough to have
Channel 7 do a live cross during their
primetime news and weather segment,
with the Rotary club holding 110 Rotary
balloons behind the announcer.
“You have to work for it,” Bob said.
“Sometimes it takes three times before
they’ll put your story in. Don’t give up
after the first rejection.”
Newer forms of media are also important.
The progress of their Ute, emblazoned
with End Polio and Rotary logos, as it
travelled from Broken Hill to Fleurieu
Peninsula earlier this year, was tracked on a
customised website allowing visitors to see
where it was stationed that day.
The Ute travelled for a month in the
lead up to World Polio Day, stopping off
at events organised by local clubs aimed
at educating the public on Rotary’s quest
to end polio. A customisable press release
was created for clubs to pass on to local
media outlets to attract attention.
“It was a learning process for us,” Bob
said. “Our initial press release mentioned
up front that the relay was starting in
Broken Hill until a journalist friend said
that it needed to be amended for each
region. We had to begin with the fact the
Ute would pass through their readership’s
home area, otherwise it would likely be
discarded by time-poor journalists.
“If you want to succeed it’s about
working with the system and keeping at it
until you do.”
USING SOCIAL MEDIA TO EXPAND
YOUR EVENT’S REACH
Rotary Club of Capitol Hill, Washington, DC
Investments in social media can substantially increase the reach of
events. I recently helped organise an event at the World Bank in
celebration of International Women’s Day, sponsored by the World
Bank Group Staff Association, with speakers including dynamic
Rotarians Marion Bunch and Deepa Willingham.
With about 250 people attending at the World Bank, the event was
already a success. Following this, however, 3341 unique visitors then
viewed the event through the World Bank Live platform. That means
13 times more people watched the event online as did in person. We
expect even more people to watch the recording of the event when it
is made available on the webpage.
Several steps contributed to the success of the web streaming. The
event was featured prominently on the World Bank’s page, as well
as on Instagram and Facebook, with strategically placed low-cost ads
reaching 1.6 million people. Promotion also took place through Twitter
as well as blog posts on Rotary Voices, World Bank blogs and the
Rotarian Economist blog.
If you are organising an event you believe has the potential to be a
success online, consider streaming it live and putting together a social
media campaign to increase your visibility.
Quentin Wodon is a lead economist at the World Bank. He holds
PhDs in economics and in theology and religious studies, and has
taught at universities in Europe and the U.S . He is a member of
the Rotary Club of Capitol Hill, Washington, DC, and is involved in
several innovative global grants. He is also author of the Rotarian
A notice about the live webcast
celebrating International Women’s Day
on the World Bank website.
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