Introduction

Hello, my name is Liz McDougall and I am responsible for the delivery and support of the Public Image portfolio for Rotary South Pacific.

 

I have spent most of my working life telling stories — starting as a journalist with The Manly Daily, and later working as a freelance writer overseas. She brought those skills to her role as a media and communications specialist at Sydney Legacy, a charity that supports the families of Australian veterans.

One of my most memorable experiences was helping lead a group of 75 young people (aged 16 to 25) on a Legacy Centenary trip to Pozieres, France, in 2016. It was an unforgettable journey that tested everyone’s stamina and spirit, but it was incredibly rewarding.

In the 1990s, I lived in Japan, the Philippines, and Fiji, where I not only experienced different cultures but also lived through earthquakes and cyclones, giving me a real-world understanding of resilience.

I also visited Rotary projects in places such as Fiji, Timor-Leste, Cambodia, and Wales, seeing firsthand how Rotary makes a difference in communities around the world. It is through these experiences that I lend my hand to supporting Rotary Clubs with their promotion and engagement — and I encourage you to read on and discover how we can all communicate Rotary’s impact more effectively.

Understanding Public Image and Public Relations

 

Public Image
Public image is the way an individual, organisation, or brand is viewed by the public. It's the overall impression people form based on experiences, media coverage, social media, and word-of-mouth. This perception can be positive, negative, or neutral, and while organisations can influence it through actions and communication, it ultimately resides in the public's mind. Think of it as a snapshot of public opinion at any given time.

Public Relations (PR)
Public Relations is the strategic process of managing communication between an organisation and its audiences—such as customers, employees, investors, media, and governments.
PR aims to build trust and positive relationships through planned and ethical communication. It includes activities like:

While public image is the outcome, PR is the strategy used to shape and influence that outcome over time. In simple terms: public image is what people think; PR is how you guide what they think.