Local Media
Getting your club into the local paper, radio and community newsletters.
Local media
Local news still reaches the people social media doesn't.
31%
of members in our survey want help telling their club's story in local media
District PI and IT survey, as at November 2026
What makes a story news
Rotary International lists what journalists look for (Brand Center, public relations). The more of these your story has, the better its chance.
New
Newsworthiness: tied to current events, trends or observances
Now
Timeliness: tied to this week
Near
Proximity: in their readers' town
Known
Prominence: a well-known person or place
Human
Human interest: people and how they were affected
Visual
Visual impact: a strong photo
Proof
Supporting data: numbers that show the result
Anatomy of a media release
Keep it to one page, written in the third person (Rotary International's advice).
- Headline. The result, in plain words. For example: "Rotary club grants $3,000 to seven local groups" (example figures).
- First paragraph. Who, what, when, where and why. If the editor reads nothing else, this is the story.
- One quote. From a person who was helped or a member who did the work, not a list of thanks.
- The detail. Numbers, partners, what happens next. No Rotary jargon.
- Contact. A name and phone number that will answer that day.
- Photos. One or two action shots, attached as files, with a caption naming the people (who have agreed to be named).
Working with your local media
- Get to know your local journalist or editor before you need them.
- Offer the photo opportunity before the event, not only a write-up afterwards.
- Lead with the local angle: the people helped, the local partner, the young person who won.
- Letters to the editor: under 500 words, no Rotary jargon (Rotary International's advice).
- Templates: Rotary South Pacific's public image resources include a media release template and a media planning sheet, and the Brand Center has customisable news release templates.
A story bigger than your town?
The district Public Image team includes a Media Liaison, PDG Brian Beesley. Email publicimage@rotary9660.org.au and we'll help with the release or pass it on.