Survey says PR an important tool for membership

The Membership Development and Public Relations Divisions jointly conducted a survey regarding public relations (PR) practices throughout the Rotary world. The purpose of the survey was to obtain information about Rotary clubs’ current public relations resources and initiatives, and the awareness and effectiveness of the PR tools RI provides to clubs.

Public relations efforts help increase membership recruitment, according to 70% of Rotary clubs that responded to a recent RI survey. Half the respondents said that PR also helps with retention, and 87% credited their club’s public relations work with raising community awareness of Rotary.

According to survey results, 80% of the responding clubs include PR in their annual planning, and 77% launch PR efforts to coincide with specific events or projects. Of the responding clubs, 57% have a Web site, most of which provide club information directed to the general public. Almost all respondents reported obtaining newspaper coverage, but less than 50% had secured coverage on television, radio, Internet, or billboards.

The most significant barriers to public relations efforts cited were lack of interest from the media and lack of funding. When asked about resources provided by RI, respondents ranked Rotary Basics (595-EN), What’s Rotary? (419-EN), This Is Rotary (001-EN), and Humanity in Motion PSAs as the most useful. Many respondents also reported using The Rotarian, or their regional magazine, and the RI Web site in their PR efforts.

EXECUTIVE SUMMARY

In summary, more than 50% of respondents thought that PR increases community awareness of Rotary, recruitment, and contributions to the club, however less than 50% of respondents thought that PR increases retention and contributions to The Rotary Foundation of RI. 80% of clubs include PR in their annual planning, 77% regularly launch PR efforts to coincide with specific events or projects, 68% regularly have a PR committee chairperson. Of those clubs that have a PR committee, the average committee size is 3 people (including the chair). 62% of respondents feel their club’s PR activity has increased over 7 years ago, and half report activities have increased over 2 years ago.

91% of respondents report obtaining PR coverage in newspapers, and fewer than 50% have obtained radio, internet, television, or billboard coverage. Those that have obtained coverage find it relatively easy with internet being the easiest to obtain and television being the most difficult. Of those who have used one or both of the Humanity in Motion kits, newspapers were the most popular media in which to place the PSAs.

When asked to choose the three most significant barriers to PR efforts respondents report:
1. Lack of interest from media
2. Lack of funding for PR efforts
3. Lack of PR training
4. Lack of ready-to-use PR materials

Lack of funding was reinforced by responses to a question regarding why clubs have not used certain RI resources. They report it being “Too expensive / lack of funding.” Additionally, respondents were given a paragraph explaining the RI Public Relations Grants, and then asked several questions about them. According to the respondents:

• Only 42% were aware of the PR grants.

• However, 86% would consider applying for a grant in the future, if the grants were to be continued.

Regarding lack of PR training, when asked if RI’s PR resources give adequate training on how to obtain media coverage, 62% of respondents said yes and 38% said no. Those who said no were asked to elaborate. The most frequent responses were that the resources:
1. Don’t address local needs/requirements
2. Need to be supplemented by “in person” training
3. Are too general and vague
4. Need a specific plan for clubs to follow
5. Are too complex and advanced

The top response, “don’t address local needs / requirements” is always a concern. When asked whether RI’s PR messages are culturally appropriate for their area, 73% said yes and 27% said no. Looking more closely at the responses by region, the cultural appropriateness ranges from a low of about 60% in Western Europe to a high of nearly 80% in Japan, equivalent to the United States.

Those who indicated that RI’s PR messages are not culturally appropriate for their area were asked to elaborate. The most frequent responses were:
1. Materials don’t show local projects / relate to local issues
2. Cultures and customs are too different
3. Messages are too American (in philosophy, way of describing things, etc.)
4. Materials are not in our local language(s)

The topic of training was further explored to reveal that only 34% of all respondents have received PR training. Of those who have received training, most respondents received their training during presidents-elect training seminars, and were instructed by the district PR chair. This is, however, training aimed specifically at club presidents-elect, and club PR chairs and committee members would not likely have admittance to this event. Fewer than 50% indicated receiving training at district assembly a more likely event to which club PR chairs and committee members would have admittance. When asked about the best meeting during which to receive PR training most of the “Other” responses indicated they would prefer a separate meeting exclusively for PR training.

Regarding lack of ready-to-use PR materials, Rotary International produces many PR resources for clubs, including informational brochures, public service announcements, PR guidebooks, and a newsletter. Respondents were asked to indicate whether or not they had heard of 11 PR resources produced by RI:

• Fewer than 50% of respondents had heard of Humanity in Motion I – Eradicating Polio and Effective Public Relations: A Guide for Rotary Clubs

• Fewer than 40% had heard of the Effective PR section of rotary.org, Promoting Peace through International Scholarships, and Humanity in Motion II – Promoting Peace

• Fewer than 20% had heard of the PR Tips e-newsletter and Five Easy Steps: A Guide to Public Image Projects

However, although Humanity in Motion II – Promoting Peace, the PR Tips e-newsletter, and Five Easy Steps: A Guide to Public Image Projects were identified as some of the least frequently heard of or used resources, all three were rated relatively high in usefulness by those that use them.

Respondents were given a paragraph explaining the RI Public Image Resource Group, and then asked several questions about it. According to the respondents:

• Only 21% are aware of the RI Public Image Resource Group

• Only 15% know who their Public Image Resource Group coordinator is

• Of those who know who their Public Image Resource Group coordinator is:

• 17% have received support from the coordinator.

• 37% have not required support from the coordinator.

• 46% have not been contacted by the coordinator.

Lastly, 79% of clubs indicated that they would like additional PR support from RI. To find out what kind of support they most desire, clubs were asked to identify the most important things they would like RI to provide.
1. Additional ready-to-use materials
2. PR materials that can be more easily customized by region
3. Additional PR materials that can be customized
4. Better promotion of existing PR training resources

REPORT OF RESULTS

The survey was sent to a random sampling of 3269 Rotary clubs worldwide on 9 October 2006. Because PR initiatives can be long ranging and involve any number of individuals, clubs were instructed to convene a group of 3-4 individuals who have been responsible for PR activities in the club in recent years and have them complete the survey as a group. This was requested so RI could learn about the PR tendencies of the club in general as opposed to the activities led by one particular person in any year.

By 1 December 2006, 756 completed surveys were returned to RI – a 23% response rate. The completed surveys represent 63 countries and geographic areas and 370 districts. The following are the survey results.

Approach to Public Relations

To gauge the respondents’ general attitudes about PR, they were asked whether PR increases, decreases, or has no impact. As indicated in the chart, more than 50% of respondents thought that PR increases community awareness of Rotary, recruitment, and contributions to the club, however less than 50% of respondents thought that PR increases retention and contributions to The Rotary Foundation of RI.

Additionally it was determined that:

• 80% of clubs include PR in their annual planning

• 77% regularly launch PR efforts to coincide with specific events or projects

• 68% regularly have a PR committee chairperson

• Of those clubs that have a PR committee, the average committee size is 3 people (including the chair)

• 90% indicate that their district leadership emphasizes the importance of PR

To determine whether clubs’ PR efforts are increasing, decreasing, or remaining the same, clubs were asked to compare their current PR activities to their activities 2, 5, and 7 years ago.

57% of clubs indicated that their club has a Web site. Of those that have a Web site, 84% indicated that it provides information about the club directed to the general public. The frequency of updates to the club Web site is indicated in the following chart.

To understand their experience in obtaining PR coverage, clubs were asked whether or not they had obtained coverage in various media. As indicated in the following chart, most have obtained newspaper coverage, however fewer than 50% of respondents have ever obtained radio, internet, television, or billboard coverage.

Clubs were then asked to choose the three most significant barriers to PR efforts in their area. Their responses are indicated in the following chart.

As indicated in the table, most resources were considered moderately useful.

Rotary Basics, What’s Rotary, and This is Rotary were identified as the three resources that are most frequently heard of and used (as seen in the previous chart) and they also received the highest ratings by those that use them (as seen in the table). The publication Tell Children Your Rotary Story was the least frequently heard of and used, as well as the lowest rated. It is interesting to note that Humanity in Motion II – Promoting Peace, the PR Tips e-newsletter, and Five Easy Steps: A Guide to Public Image Projects were identified as some of the least frequently heard of or used resources, however all three were rated relatively high by those that use them.

Those respondents who know how to obtain coverage in any of the mediums were then asked to rate their comfort level with obtaining coverage in that medium. As indicated in the following chart, most respondents were moderately comfortable with obtaining coverage, being most comfortable with newspaper and least comfortable with television.

79% of clubs indicated that they would like additional PR support from RI. To find out what kind of support they most desire, clubs were asked to identify the most important things they would like RI to provide. Their responses are indicated in the following chart:

Although clubs face some PR challenges, most seem to agree that PR is important. This agrees with the Rotary Strategic Plan's emphasis on improving Rotary's public image. If clubs, districts, and Rotary International work together to address their PR challenges and opportunities, Rotary’s potential for PR can be achieved. Download Rotary PR resources.