Business Dictionary - Perception:
The process by which people translate sensory impressions into a
coherent and unified view of the world around them. Though necessarily based on incomplete and
unverified (or unreliable) information, perception is equated with reality for
most practical purposes and guides human behavior in general.
Peter
Drucker, in his book Managing in a Time
of Great Change, said, "Today's
perceptiveness is more important than analysis.
Organizations must be able to recognize patterns to see what is actually
there rather that what they would rather see." Rotary's brand perception is not owned by
Rotary International (RI), The Rotary Foundation, the Polio Eradication
initiative, or the general public. It is
owned by those who give RI revenue to operate - dues-paying Rotarians. Rotary's brand is what local Rotarians throughout
the world perceive it to be day in and day out.
In our information society, it is even more critical that RI senior and
staff leaders understand why Rotarians are willing to pay the dues that enable
the association to flourish.
RI's zone and district leaders, through their newsletters, assemblies, awards, conferences, seminars, speeches, and other actions, are the prime influencers on the impressions clubs and Rotarians have of RI. The words and deeds of these influencers must deliver the perception that they, too, are People
of Action that ". . . exist solely
to help clubs advance the Object of Rotary" (RI Code of Policies 17.010).
Their deeds will be more influential and lasting than thousands of words.
That is why RI must follow through with quality,
professional education and support for staff, directors, coordinators, district
governors, and clubs on how to manage and deliver the brand perception that Rotary
International is THE Association Organized by and for People of Action.
Rotarians are normally people of action even before they join a club. To help make their community better, they usually influence local conditions, practice sound leadership strategies, and/or
write checks to support various initiatives. RI's People of Action campaign signals
that it realizes that the more Rotarians clubs develop, the better communities and the world will be. This is a positive, monumental change in philosophy and direction.
By far, its biggest challenge will be to overcome what is commonly
called corporate ego; an ego that has been nurtured and passed down,
particularly in legacy markets, for nearly three decades. This will be a long process filled with
obstacles. RI and its administrative zones
and districts, through their deeds, must demonstrate that attracting, developing, and supporting People
of Action is its priority. If
such deeds do not happen, RI's long-term investment in People of Action videos, print
advertisements, online and social media ads, radio and outdoor advertising will
be wasted.
RI's zone and district leaders, through their newsletters, assemblies, awards, conferences, seminars, speeches, and other actions, are the prime influencers on the impressions clubs and Rotarians have of RI. The words and deeds of these influencers must deliver the perception that they, too, are People
of Action that ". . . exist solely
to help clubs advance the Object of Rotary" (RI Code of Policies 17.010).
Their deeds will be more influential and lasting than thousands of words.
That is why RI must follow through with quality,
professional education and support for staff, directors, coordinators, district
governors, and clubs on how to manage and deliver the brand perception that Rotary
International is THE Association Organized by and for People of Action.