扶輪教育與訓練Training & Education 

地區總監的教育

District Governor's Education

─上一頁─

轉載本網頁資料請註明出處

D3520 PDG DENS提供

 

 

公共關係

Public Relations


總監的角色

Your_Role_As_Governor

 

與媒體的公共關係

Public_Relations_with_the_Media

 

媒體以外的公關

Public_Relations

without_the_Media

 

回答扶輪的問題

Answering_Rotary_Questions

 

資源

Resources

 

迴響篇

Chapter Reflection

 

附錄─

扶輪問題回答範本

APPENDIX─Sample

Responses_to_Rotary_Questions

 

 

與媒體的公共關係

Public Relations with the Media


媒體是一個很廣泛的名詞,它包含了主要的都市電視台、全國性新聞、國際電信服務、電子資源諸如全球資訊網、及其它組織及機構的出版物。在地區,你要洽當的與當地報紙及電台、電視台記者們一起合作。

Media is a broad term that can include major urban television stations, a national press, international wire services, electronic resources such as the Internet, local press, and the publications of other organizations and institutions. On the district level, you will most likely work with reporters from local newspapers and radio, television, and cable stations.

身為總監,您必須負責處理當地媒體有興趣的事項及問題。加強您的扶輪知識以準備面對這些問題是很重要的。請特別專心注意本章第72-73頁的〝回答有關扶輪的問題〞的內容.

As district governor, you will be responsible for handling questions and interests of the local media. It is important to prepare for these questions by enhancing your knowledge of Rotary. Please take special note of the Answering Rotary Questions section in this chapter (p. 72-73).

有效能的公共關係就是傳播正面的扶輪訊息給一般社會大眾的任何行動,並對該組織的計劃與活動產生了有利的公共評價。請列出地區內(從去年或預定今年會進行的)六項可以製造扶輪的正面形象的活動。

Effective public relations is any activity that communicates positive information about Rotary to the general public and creates a favorable public opinion toward the organization’s programs and activities. List six activities within the district (from last year or planned for this year) that could be used to create a positive image of Rotary.

1.

 

 

1.

 

2.

 

 

2.

 

3.

 

 

3.

 

4.

4.


 

 

5.

 

 

5.

 

6.

 

 

6.

請選擇其中三項活動,並對每一項活動找出一位會發現關於此活動有興趣、覺得有益或值得他們參加的資訊的非扶輪社員觀眾。請別忘了扶輪計劃的受惠人、獎學金前受獎人或貴地區以外的扶輪社員,作為潛在的觀眾。

Please select three of these activities, and for each one identify a non-Rotarian audience that would find information about the activity interesting, beneficial, or worthy of their participation. Do not forget beneficiaries of Rotary projects, scholarship alumni, or Rotarians outside the district as potential audiences.

1.

 

 

1.

 

2.

 

 

2.

 

3.

 

 

3.

您的地區公共關係委員會

Your District Public Relations Committee

公共關係是一種重要的責任,需要對一個地區公共關係委員會(DPRC)週全的委派以及持續的支持。地區公共關係委員會藉著地區內廣大報導媒體的接洽與提供各社公共關係的輔導來促進地區的扶輪。委員會的規模大小是依據地區大小及可能達到的正面公關曝光率而定。

Public relations is an important responsibility and requires the thoughtful appointment and ongoing support of a district public relations committee, which promotes Rotary within the district by contacting local media and providing public relations counsel to clubs. The size of the committee depends on the size of the district and the potential for achieving positive public exposure.

委員會委員應對有關扶輪、他們所代表的地區及區域內媒體有所了解。理想的委員是要有專業的媒體、公關或市場行銷經驗,以及曾經擔任過扶輪社公關主委者。在年度的開始之前就做好你的委派來和你的前輩及繼承者一起工作,提供地區公共關係的持續性。請在〝地區委任表〞上詳填您地區公共關係委員會主委的姓名及聯絡資料,該表格請參考本手冊第十二章,以確保他們會收到國際扶輪的公共關係資料。

Committee members should be knowledgeable about Rotary, the district they represent, and area media. Preference should be given to those with professional media, public relations, or marketing skills and to those who have served as a club public relations chair. Make your appointments well in advance of the start of the year, working with your predecessor and successor to provide continuity to the district public relations program. Include the name and contact information for your district public relations committee chair on the District Appointment form, located in chapter 12, to ensure that public relations materials from RI will reach them.

雖然不可能預料到每一個公關機會,然而規劃仍然是必要的。請在年度開始和你的主委協商,尋找即將來臨之活動和可能性的報導。有些可能是新聞性的材料、則是有價值的專欄頭條、或許是兩者皆是。

While it is impossible to anticipate every public relations opportunity, planning is still necessary. At the beginning of the year, confer with your chair to identify upcoming activities and potential stories. Some of these will be news items, some worthy of more extensive feature coverage, and some may be both.

有關委員會架構、資格、訓練的要求及責任請參閱第八章的地區組織

For more information on the committee structure, qualifications, training requirements, and responsibilities, refer to chapter 8, “District Organization.”

新聞稿

News Releases

新聞稿是傳送訊息給新聞媒體的最基本及最常用的方法。它可以通知媒體參加活動或將新聞故事的大綱先發佈出去。一份好的新聞稿已回答了基本面的問題:人?事?時?地?原因?新聞稿必須是簡潔扼要及客觀,加註引號來表達觀點,只需提到必要的訊息,而且將長度控制在一頁以內或少於一頁。

A news release is the most basic and widely used means of sending information to the news media. It can alert media to an event and serve as the basis of a news story. A good news release answers basic questions up front: Who? What? When? Where? Why? and How? Keep the release concise and objective, express opinions in quotations marks, include only necessary information, and strive to limit the length to one page or less.

請瀏覽扶輪網站上扶輪社及地區有效的公共關係的網頁。

Visit the Effective Public Relations for Club and Districts page on RI’s Web site at www.rotary.org.


 

 

實況表

Fact Sheets

通常記者們會要求比新聞稿更多的消息。實況表可以提供國際扶輪的基本訊息,歷史、宗旨及其強調的計劃。在扶輪社員之間,實況表經常被用來教育新加入或未來的社員們;在扶輪之外,它們則可以提供背景資料給媒體,來提高公共知名度,以及向社會大眾通告扶輪社的活動。

Reporters often require more information than a news release. Fact sheets provide basic information on Rotary International, its history, objectives, and project emphases. Among Rotarians, fact sheets are used to educate new and prospective members; outside Rotary, they supply the media with background information, raise public awareness, and inform the general public of Rotary’s activities.

請製作一個單頁的實況表來介紹貴地區或扶輪社,內容須涵蓋以下的資料:

Create a one-page fact sheet about your district or club that includes the following information:

  • 一個有關扶輪是什麼、做些什麼及未來打算做些什麼的簡短聲明

  • 地區/扶輪社的歷史

  • 扶輪社員最新資料

  • 地區/扶輪社的社區及國際服務計劃

  • 輪基金會計劃的參與,例如配合獎助金、團體研究交換或大使獎學金

  • A brief statement about what Rotary is, does, and intends to do

  • The district/club history

  • Up-to-date information about membership

  • District/club community and international service projects

  • Participation in Rotary Foundation programs, such as Matching Grants, Group Study Exchange, or Ambassadorial Scholarships

此一般實況表可分發給來社訪問的非扶輪社員,以及扶輪社或地區公開活動中分送。

This general fact sheet can be distributed to all non-Rotarian visitors to the club and at club or district public events.

 

地區活動

District Activities

下列是媒體可能感興趣的地區活動:

The following are district activities that may interest the media:

  • 地區總監的選舉

  • 地區年會活動內容

  • 來訪的或外派的扶輪基金獎學金學生,特別是當地媒體及都市型報紙的教育編輯所感興趣的獎學金學生

  • 來訪的或派的團體研究交換團,特別是當地媒體及都市型報紙的商業編輯所感興趣的團隊

  • 青少年交換學生

  • 與根除小兒麻痺等疾病計劃有關的扶輪社員和扶輪發言人、或是某專業領域的扶輪社員在與其他特別的扶輪活動一起工作

  • 任何本地或國際地區贊助的人道計劃

  • 當地的扶輪社或計劃的週年紀念

  • 當地義務奉獻時間和資源的出色扶輪社員的簡介

  • Your election as district governor

  • District conference activities

  • Rotary Foundation Scholars, incoming or outgoing, particularly of interest to the local media and the education editor of an urban newspaper

  • Group Study Exchange teams, incoming or outgoing, particularly of interest to the local media and the business editor of an urban newspaper

  • Youth Exchange students

  • Rotarians and Rotary spokespeople involved with PolioPlus, or Rotarians who are experts in their fields, working on other special Rotary activities

  • Any local or international district-sponsored humanitarian project

  • Anniversaries of local clubs or programs

  • Profiles of outstanding local Rotarians who volunteer their time and resources

n 其他還有哪些地區層級的社區計劃或活動可向當地的報紙、電台或電視台請求發表呢?

 

 

n What other district-level community projects or activities might appeal to local newspapers, radio, or television?

n 有什麼多地區的活動是可以向當地媒體請求發表呢?

 

 

 

n What multidistrict activities might appeal to local media?

扶輪社的活動

Club Activities

大多數的扶輪所做的公關努力的結果必須是在地方層級上完成,而在地方級有效的進行公共關係,才能真正地造成一個正面和持久的影響。因為最好的故事是由扶輪社開始發生,您應鼓勵扶輪社公佈這些故事給媒體。有強烈的人類好奇的因素及關於大規模的社區群體活動最令記者們特別感興趣。扶輪幫助了某些人的故事(例如,獎學學生、老人、貧困的青少年) 經常是讓扶輪社登上新聞的有效方法。下列是有新聞價值的一些活動建議:

The bulk of Rotary’s public relations efforts must be done at the local level, where effective ongoing public relations can make a positive and lasting impact. Because the best stories begin with clubs, you should encourage clubs to present those stories to the media. Activities that have a strong human interest factor and pertain to the larger community are of particular interest to reporters. The story of someone being helped by Rotary (e.g., a scholar, an elderly person, a disadvantaged youth) is often an effective way to get Rotary in the news. Following are some ideas for newsworthy club activities:

  • 一個扶輪社參與任何當地的社區計劃(這是有用的公關一種特別好的資源)

  • 不尋常的或有趣的客座演講人(至少須在一星期前通知媒體)

  • 扶輪少年服務團或扶輪青年服務團的活動

  • 擴大新聞報導的扶輪社活動

  • 扶輪社所支持的一個國際服務計劃

  • Any local community project in which a club is involved (this is an especially good source of favorable public relations)

  • Unusual or interesting guest speakers (notify the press at least one week in advance)

  • Interact and Rotaract activities

  • Club activities that reinforce a larger news story

  • An international service project supported by a club

n 其他還有哪些扶輪社層級的社區計劃或活動可以向當地的報紙、電台或電視台發表呢?

 

 

 

n What other club-level community projects or activities might appeal to local newspapers, radio, or television?