Public Relations
The RI Strategic Plan
Introduction
In RY 2001-02, Rotary International launched the development of a Strategic Plan to guide our association as it prepared to enter its second century of service. Working with the consulting firm, Interactive Business Systems, a Strategic Planning Committee appointed by the RI President outlined seven major goals for Rotary. These goals were developed after careful consideration of data collected at the leadership, staff and grassroots levels of the organisation as to the important issues and challenges that Rotary faces in the coming decade.
The Vision
Key to a Strategic Plan is the ability to look out into the future and imagine what our organisation will look like in the future. Following is Rotary’s vision statement:
- Rotary will be recognized for its leadership and success in the eradication of polio.
- Rotary will have a strong and visible presence worldwide.
- Rotary will achieve enhanced capacity for friendship and service through a strong organisation with increased and diverse membership.
- Rotary will advance its ideals of high ethical standards, international understanding, goodwill, and peace through a membership united in service.
Educating Rotarians on Rotary's Strategic Plan will be key to widespread understanding and acceptance of the direction that Rotary is taking.
Goals and Objectives
Goal 1: Eradicate Polio
Objectives
- Advocate for funding and human resources for completion of the eradication effort are committed by The Rotary Foundation and global partners.
- Maintain a high level of awareness of Rotary’s involvement in the polio eradication effort among Rotarians and the general public.
- Participate in global strategic planning to achieve certification by the earliest possible date.
Goal 2: Sharpen Program Focus
Objectives
- Create a process for identifying, developing, implementing and evaluating a consistent multi-year program of service, for endorsement by each COL, and eliminate the annual change of program focus by the President and/or Board of RI.
- Create a program focus that unites Clubs in their efforts and provides opportunity, flexibility, and encouragement to individual Rotary Clubs to respond to the needs of their communities.
- Pursue opportunities for cooperating with other organisations to better achieve our program objectives.
Goal 3: Select New Corporate Program Focus
Objectives
- Develop the criteria that will be used to select a future corporate program, including a standard measure of success.
- Develop a process to identify a future corporate program.
- Develop a plan to build organisational consensus for the selected corporate program.
Goal 4: Refine Governance/Leadership Structure
Objectives
- Develop a plan and process that will more effectively utilize the organisation’s management resources to achieve greater efficiency in service to Rotary Clubs.
- Prepare legislative proposals that define the authority of the organisation’s president, Board and leadership in regard to approved organisational focus, plans, programs and expenditures.
- Prepare legislative proposals that provide sustained focus over time for the organisation’s programs and that also provides for the Strategic Planning Committee to prepare a report annually for the Board, which in turn must report to the Council on Legislation (COL) when in session.
- Identify the core values of RI as they pertain to matters of governance, and incorporate such values into the constitution documents and the code of policies.
- Define the respective roles of those involved in governance at all levels.
Goal 5: Improve Training and Education at all Levels
Objectives
- Make an in-depth analysis to determine the knowledge and skills necessary for all Club, district, and senior international leadership positions and also assess the effectiveness of the current training program.
- Develop training programs to provide the knowledge and skills identified.
Goal 6: Expand and Integrate Membership Globally
Objectives
- Create and implement a plan that provides for the recognition and preservation of cultural diversity within the organisation.
- Develop and implement a comprehensive plan for membership development and retention based on assessment of current practices. .
- Develop and implement a comprehensive plan for the extension of Rotary to all countries and communities able to sustain a Club.
- Emphasize the importance of relevant weekly meetings that provide members with opportunities for business and personal development.
Goal 7: Enhance Public Image
Objectives
- Develop a review process to determine the success of the current public image campaign.
- Optimise the opportunities to enhance the public image of Rotary in conjunction with centennial objectives, with particular emphasis on the Chicago area in 2004-05.
- Ensure a diversified approach to public relations utilising all media and recognizing regional differences.
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