Dear Fellow Rotarians,
This September, I encourage every club to rethink how we tell Rotary stories.
Today’s media landscape is fast, competitive, and focused on urgent social issues. Routine event notices and cheque presentations rarely attract coverage. To be heard, we must move from internal announcements to public-interest storytelling. Instead of saying “Rotary is holding an event,” ask: What problems are we solving? Who is affected? What human change are we making? Lead with the issue, offer real voices, then show how Rotary provides a solution.
Be proactive. Build relationships with editors and reporters. Offer expert comment when social issues make news. Turn weekly luncheons with prominent speakers into media opportunities. At club level, please take four simple steps: choose one signature project with news potential; appoint a Public Image Chair; build a small media contact list; and host one press-ready meeting this year. When we tell real stories of service, we strengthen Rotary’s image and attract new members.
I also urge all clubs to support our District-wide image project: 「萬耆共賞 共創傳奇」. On 15 November 2026, we plan to bring over 10,000 seniors to a movie across cinemas in Hong Kong, Macau and Mongolia followed by a Guinness World Records ceremony. This is more than a film show. It is a powerful story of respect, inclusion, and cross-generational love. It shows that our elders are seen and valued. It brings families, volunteers, and the community together. And it gives Rotary a visible, positive presence across Hong Kong, Macau and Mongolia.
Let us pitch this as a human-interest story: seniors’ contributions, loneliness, mental wellness, and community care. Let us invite media to witness thousands of smiling faces and a historic record attempt. Let us show our communities what Rotary stands for.
Please join the sponsor program, identify seniors, provide volunteers, and promote the poster through your networks. Together, let us tell stories that move people and grow Rotary.
Yours in Rotary
CP Jimmy Lau
District Governor
