By T. R. Shaw
Jr.
I admit I’m a little old-fashioned
and a bit of a traditionalist. The world
changes dramatically, almost on a daily, if not hourly basis. Sometimes it takes a while to accept new and
changing circumstances.
I graduated from a great journalism
school at Central Michigan University back in the days of land line phones, typewriters,
carbon paper, and vario-typers. We kept
an eye on the Associated Press teletype in the corner of newsroom that
constantly had to be fed paper. Google
some of that stuff, you might find it at the Smithsonian today.
Part
of the journalism program involved outstanding training on photography and
graphics which I have always enjoyed.
I’ve prided myself in the fact I have a keen sense of imagery and good
graphics; hence my reluctance to change.
For the past several years, I’ve
been the PR guy for our Rotary Club; officially the Public Image Chairman. Recently, I was selected to become the Public
Image Chairman for the entire Rotary District, consisting of 62 clubs in
Southwest Michigan.
I quickly found that many clubs
simply don’t embrace this Public Image stuff.
Many clubs, whose members are middle-aged and up, like me, have a hard
time dealing with the social media cascade, and can’t understand why things
have to change so much. I admit, I’m basically
self-taught with social media and still struggle from time to time with how it
all connects.
I recently attended a great Zone Training
session in Chicago which brought together leaders from 26 Rotary Districts in
the Upper Midwest. The two Zones
stretched from North Dakota through the Great Lakes and over into Pennsylvania
and New York, almost reaching into New England. Elbridge Gerry, the father of
“Gerrymandering”, would be proud of our Zone map.
I sat in with about 20 other PR
people in the Public Image sessions. Most of my colleagues had varying degrees of
expertise in public affairs, social media and communication.
I’ve been a journalist all my life,
served as a Navy Public Affairs Officer, and thought I had a pretty good grasp
of dealing with the media and the communication world today. I felt like I was at least at the curve, and
not behind it, when it came to today’s media trends.
A few years ago, Rotary launched a
new branding campaign which has taken almost six years to get on to the local
club’s radar. I’m guilty as anyone who
didn’t immediately embrace the change in our imagery. The classic Rotary Wheel and other emblems I
felt were too good to tinker with and the new stuff just wasn’t appealing.
I soon realized I became what Rotary
was fighting against…resistance to change.
Too many different variations of Rotary’s classic trademark, the Rotary
Wheel, were being used and diluting the brand.
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| Some of the old club logos which are no longer appropriate for consistent branding |
Until
it was all explained to me, I resisted using the new imagery, because the old
stuff was graphically better I thought.
Well, some of it might be, but I soon found that with an organization
the size and scope of Rotary it’s imperative we have a consistent brand
image. Until it was laid out how many
clubs, districts and zones were using variations of our imagery, I realized how
important it was. I was one of the old
“fuddy-duddys” who insisted that “if it ain’t broke, don’t fix it.”
It
took a huge gathering like this to see how none of us were in sync with our
branding and imagery campaign, and to realize that our “brand” is worth being
consistent in defining who we are.
The
biggest epiphany came to me when someone stated that “Consistency in branding is a sign of professionalism. We must be consistent and professional in our
branding and imagery if we want to attract professional people to our cause!”
Bingo!
The
lights went on for me. I am now working
to change the paradigm in my club and district to be compliant with our
branding campaign.
 |
| Some of the New Club Logos from Rotary's Branding Center which allows Personalization, yet consistency |
I’m
sure this same dilemma occurs in many organizations and businesses when those
“in the field” resist change.
Lesson
learned, change can only occur when those closest to it embrace it. It has to take place at the lowest level in
the organization to truly work. Without
realizing it, I was an impediment to change.
My
Rotary Public Image mission is now clear, lead the change and compel people to
realize it’s part of being a professional organization.
Isn’t
that what we all want to be a part of?
T. R. Shaw Jr. is CEO of Shaw
Communication in Battle Creek, Michigan.
He serves as Rotary District 6360 Public Image Chairman in Southwest
Michigan. You can read his blog, The
Reluctant R(L)eader at www.read-mor.blogspot.com
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