Rotary Must Move Beyond Visibility, Build Lasting Reputation — ARCON DG, PR Experts
…urge members to tell stories of impact, strengthen credibility
Rotary International Districts 9111 and 9112 have been urged to move beyond simply showcasing their activities and focus more on communicating the impact of their interventions in communities.
From left: District Governor 9112, Rotarian Olayioye Abidoye; Mrs Emme Akande represented the ARCON DG/CEO, Dr. Lekan Fadolapo; District Governor D9111, Rtn. Bukola Bakare; and District Governor Elect, D9111 2027-2028, Rotarian (Dr) Samuel Ayetutu, during the joint 2026 Public Image Seminar of the two Rotary districts, held at the Rotary Centre, Ikeja GRA, Lagos.
At 11:10am, the District Governor 9112, Rotarian Olayioye Abidoye calls the fellowship to order as part of routines of the Rotary fellowship to officially commence the public image symposium programme.
The speakers, including the Director-General/Chief Executive Officer of the Advertising Regulatory Council of Nigeria (ARCON), Dr. Lekan Fadolapo, represented by Mrs Emme Akande, and the Founder/Chief Executive Officer of TPT International PR Company, Mr Adetokunbo Modupe, stressed the importance of credibility, consistency, authenticity and measurable impact in building an enduring public image.
Speaking through his representative, Fadolapo challenged Rotarians to look beyond banners, photographs and publicity of projects and focus on the actual difference their interventions make in people's lives.
He asked Rotarians to consider whether projects delivered to communities, such as boreholes, were still functional years after commissioning and whether the intended beneficiaries were still benefiting from them.
According to him, being visible is not enough if the public cannot identify the value and impact of an organisation's activities.
Fadolapo noted that Rotary's public image could be viewed through three stages: visibility, credibility and legacy, stressing that visibility makes an organisation known, credibility builds trust, while a lasting legacy comes from transforming lives.
He also drew a connection between Rotary's Four-Way Test and the principles guiding advertising regulation, including truthfulness, fairness, decency and social responsibility.
He urged Rotarians to maintain consistency, humility, transparency and personal integrity, noting that the conduct of individual members could influence the wider perception of Rotary.
Tell stories of impact
Also speaking, Modupe said reputation should be deliberately built rather than left to chance.
He urged the organisation and its members to determine what they want to be known for and consistently demonstrate those qualities through their actions and communication.
According to him, ‘intentionality, authenticity and believability are essential to building a sustainable reputation.’
Modupe cautioned against using communication as a substitute for actual performance, stressing that publicity alone cannot create lasting credibility.
He advised Rotarians to define the legacy they want to build, demonstrate it through their activities, communicate it effectively, engage with their audiences and measure how people perceive them.
‘Don't just make Rotary visible’
Earlier, District 9111 Governor, Rotarian Bukola Bakare, illustrated the importance of effective storytelling with the experience of a young man who contacted her after seeing one of her posts on social media - TikTok.
While the young man expressed interest in joining Rotary, Bakare discovered during their conversation that he had misunderstood the organisation and believed its members were wealthy because of some secretive activities.
For Bakare, the experience showed that visibility without proper communication could create the wrong perception.
She said Rotarians should tell the stories behind their projects and make beneficiaries the focus of their public image efforts.
She cited a Rotary Club of Okota intervention involving the distribution of tailoring equipment, including sewing machines, where a beneficiary who had lost his job was moved to tears after receiving a sewing machine.
Bakare said the beneficiary’s story was more powerful than simply reporting the presentation of the equipment because it showed how Rotary could restore hope and opportunity to someone in difficulty.
She urged the Club’s Public Image officers to see themselves not merely as photographers, social media handlers or designers but as people responsible for helping the public understand Rotary.
“Don't just make Rotary visible. Help people understand Rotary,” Bakare said, stressing the need to show people, impact and the difference created by Rotary interventions.
‘Good done in silence does not inspire others’
Earlier in his welcome address, the District Public Image Chair, Rotary International District 9112, PAG Chinedu Ebo, said Rotary had done significant good around the world but needed to communicate its impact more effectively.
He said, “good done in silence does not inspire others,” noting that visibility through photographs, banners and social media posts was no longer enough.
Ebo said the seminar was designed to equip participants with skills in brand stewardship, reputation management, content creation and community engagement.
He urged participants to leave the seminar not merely as better photographers or social media managers but as custodians of Rotary's reputation, capable of projecting credibility, compassion and lasting change.
From left: Panelists, CEO, Brand Stewards Ltd., Mr. Ademola Akinbola; Chief Brand Strategist, Big and Bold Communications Ltd., Mr Jide Adeyemi; Chief Operation Officer, Landmark Media Coy Ltd., Mr. Oluwatobiloba Olusesi and the anchor, Rtn. Oyinlola Sale during the joint 2026 Public Image Seminar of the two Rotary districts, held at the Rotary Centre, Ikeja GRA, Lagos.
There was also a Panel discussion, which included the CEO, Brand Stewards Ltd., Mr. Ademola Akinbola; Chief Brand Strategist, Big and Bold Communications Ltd., Mr Jide Adeyemi; Chief Operation Officer, Landmark Media Coy Ltd., Mr. Oluwatobiloba Olusesi and anchored by Rtn. Oyinlola Sale.
.jpeg)
Comments
Post a Comment