Christina Bredin, Rotary public
image coordinator for Zone 15, is
a marketing and communications
specialist. She has spearheaded
the implementation of Rotary’s
brand initiative in the Nordic
countries. She has been a member
of the Rotary Club of Västerås
Rudbeckius, Sweden, since 1995.
There is an old Latin saying:
“Constant dropping wears
away the stone.” Implementing
Rotary’s brand in the Nordic
countries has been like that.
It has required constant
communication with Rotary
members in every district and
club. To motivate people to adopt
changes, you have to give them
good background information
ROTARY’S BRAND FOR
ASK THE EXPERT
Hold PR seminars regularly in your district.
Include the Strengthening Rotary presentation at every
Include an item about the brand in the governor’s monthly
Train members to share their Rotary moment.
Public relations is best in the native tongue, so translate PR
materials from Rotary International.
Hold webinars to reach a wide audience in a cost-effective way.
Keep your newsletters short and to the point.
Use Facebook and other social media often.
Form PR teams made up of representatives from clubs in a given
area to cooperate in events and other PR activities.
Create forums for the exchange of ideas and sharing of material.
Involve Rotarians who are PR professionals.
about why the changes are
In our part of the world,
Strengthening Rotary is very
much about changing the concept
of Rotary from a closed, invisible
organization to an open, visible
one. The new generation does
not mind promoting Rotary, but
we have had to advise more-established members that it is
good to wear shirts, jackets, or
vests with the Rotary logo when
out on the street, and to address
In Sweden, we felt it was
imperative that we update
the Swedish website to
communicate that something
new and fresh was happening in
Rotary. That way, members in all
parts of Sweden were informed
at the same time about Rotary’s
Rotary’s Brand Center has made
it easier for coordinators and
Rotary leaders at both the club
and district levels to motivate
clubs to use the new look. Some
district public relations chairs
even used the Brand Center to
make logos for all of their clubs
so the logos were consistent
throughout the district. We plan
soon to implement a Swedish
version of the Brand Center that
will have material translated into
The reaction of Rotary members
has been very positive since
it was made clear that the
lapel pin would stay the
“old way” — another example
of the importance of clear
Here are some other tips for
regionalizing Rotary’s brand: