Internal vs External Communications

INTERNAL vs EXTERNAL COMMUNICATIONS
Getting the message right for every audience
Effective communication starts with knowing who you're speaking to. There's a big difference between how we talk with fellow Rotarians and how we engage the wider community. Here's how to make sure your message hits the mark.
Know Your Audience
  • Internal communication (just for Rotarians):
    Feel free to use Rotary-specific terms like Districts or Rotary Community Groups. These terms make sense to people within our organisation.
  • External communication (everyone else):
    Avoid Rotary jargon or administrative labels. People outside Rotary — like potential members, community partners, media, and even brand-new Rotarians — may not understand these terms. Keep it simple and relevant.
Tailor Your Content
  • Club newsletters (internal) can include:
    • Lists or group photos of members who attended an event.
    • Updates that use familiar names and references.
  • Widely distributed newsletters (external):
    • Think broader! Include content that explains what Rotary does, not just who was there.
    • Avoid assuming the reader knows Rotary’s structure or people.
  • Media releases:
    • Include all the essential facts: Who, What, When, Where, Why, and How.
    • Always use the full day and date format: Saturday, 5 July 2025. This helps avoid confusion.
  • Impact matters:
    Every story should clearly show Rotary in action — real people, doing real things, creating real change. Highlight the impact over the event.
Photo Tips That Make a Difference
  • Take high-resolution photos — it’s easy to make them smaller, but not the other way around.
  • Avoid poor-quality or blurry images — they won’t be used.
  • Always caption your photos like this:
    (Left to right): Paul McCartney, George Harrison, Ringo Starr and John Lennon.
Engage the Broader Community
Include and highlight non-Rotarians in your stories — community members, young people, business owners, project partners. It shows how we work with others and create meaningful change together.
❌ No Acronyms, Please!
Always spell out Rotary programs the first time you mention them:
✔️ Rotary Youth Leadership Awards (RYLA)
Then you can use the abbreviation (RYLA) if needed.
For more tips and guidance, contact:
publicimage@rotarysouthpacific.org