Action-orientated service 'sells'

As a district governor in 2010-11, Frank van der Meijden helped clubs use local media to increase Rotary's visibility throughout The Netherlands. 

Boris Crestia, Rotary public image coordinator
for Zone 20, and and Ayoub M. Ayoub,
coordinator for Zone 20B, during
a training session in Nairobi, Kenya,
in June. Photo by Janey Ball

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. 

“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.  

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