But how DO I put the "relating" into "public relations?"

Your club can do many things to educate your community about who Rotary is and what we do. The best part is, a lot of effective PR tactics are free or inexpensive--it just takes time and passion. The following are tools your club can use to inform the public about Rotary and inspire them to learn more (and potentially even join):

• Create and maintain an attractive club website and email address. Rotary does not have a storefront – you can’t physically walk in somewhere to learn more about Rotary—so our websites serve as our storefronts.

• Don't be afraid of social media: Facebook, Twitter, LinkedIn, YouTube, etc. Create a Facebook page for your club and ask club members to "Like" it. Post one new thing each week (stories, pictures, brief updates, blurbs, links to other content, etc. When those updates appear in individual members' Facebook feed, encourage them to "Like" and "Share" the posts, so that their social circle will see the information, too.

• Elect a PR committee and/or chairperson. Make PR a priority for your club by asking one or several members to focus on it. Create a committee—preferably headed by someone with media, PR or communications experience, and someone who has the time and passion to dedicate to the role. A PR committee is a great opportunity for younger, newer club members to get involved and really feel engaged; plus, many younger members are comfortable with technology.

• Partner with other local non-profits on joint projects. Partnering with respected local groups not only embraces the spirit of Rotary (Service Above Self), but shows the community that your club is open and willing to join forces for the greater good. This paints a very positive picture of your club. Plus, if several groups work together on one project, you can share resources and advertising dollars, to get maximum "bang for your buck."

• Join your city's Chamber of Commerce. Become a member and ask your Rotarians to take turns attending Chamber events as Rotary “Ambassadors"--they're not there to talk about their own businesses, but as a representative of your club.

• Create a club brochure or business cards for meeting guests and potential members – “leave-behinds.” Having something to hand out at events makes your club look professional and allows people to learn more about Rotary on their own time.

• Build relationships with local journalists, bloggers or dignitaries. If a journalist knows and likes you, he or she will be more willing to considering publishing your material. Built a relationship with reporters and bloggers (as well as your mayor, police chief, city council members, etc.) to educate them about the great things your club does—invite them to meetings (as guests or speakers) and keep in contact regularly.