As a district governor in 2010-11, Frank van der Meijden helped clubs
use local media to increase Rotary's visibility throughout The
Netherlands.
Van der Meijden, a Rotary public image coordinator for Zone 18B and
part of Zone 13, is now using this experience to make clubs in his area
known more for their community work than for their weekly meetings. (click below to read more)
“Having developed a good relationship with the media, we can now
use these connections quickly and with better focus,” Van der Meijden
says. “The past campaign and its support from radio and TV was something
never done before in The Netherlands.”
Van der Meijden is one of 49 Rotary public image coordinators (RPICs) working to enhance Rotary's public image. The RPICs work in partnership with their zone's RI director, regional Rotary Foundation coordinator, Rotary coordinator,
and district governors to raise awareness of Rotary’s humanitarian
efforts among the general public, media, and local government
officials.
RI President Kalyan Banerjee says Rotary can't afford to simply expect its good work to speak for itself.
“The creation of the RPIC group is designed to help foster a
consistent but regionally appropriate approach to Rotary’s public image
efforts,” he says.
Publicizing action-oriented service is a goal of the RI Strategic Plan.
Van der Meijden has been encouraging Rotarians to use public
displays like bus shelter advertisements to increase Rotary's visibility
in the community.
He says Rotarians also should develop working relationships with
local media, and buy radio and TV spots to plug their clubs' service
projects and activities.
In addition, Van der Meidjen has been urging Rotarians to take part
in community events in groups. For example, Rotarians signed up to walk
in the International Four Day Marches in Nijmegen, one of the country's
largest festivals. During the annual July event promoting physical
education, more than 40,000 participants walk 30, 40 or 50 kilometers a
day. The Rotarians planned to wear End Polio Now shirts to promote
Rotary's efforts to eradicate the disease.
For World Polio Day on 24 October, Van der Meijden has arranged
with a TV station to air a 40-minute film highlighting the participation
of Dutch volunteers in a National Immunization Day in India. The
station will also feature an interview with polio experts as part of the
nationwide broadcast.
“The most important thing to remember is that when only a few
Rotarians show up for an event, why would the press cover it? Rotarians
need to go out and make themselves seen,” Van der Meijden says. “It’s
all about participating in highly visible activities.”
Silvia Campos, an RPIC for zones 22 and 23A, agrees on the need to
emphasize the promotion of community projects and activities.
“We urgently need to show that it is necessary to promote our activities. Only then will we have visibility.”
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