Public Image
Rotary brand resources – including customizable logos, images, ads, and videos – are now available on-demand at the Rotary Brand Center. Using these online resources will help ensure you are working with the most up to date materials. The People of Action resources are particularly useful in creating a personal connection with your audience to convey who we are and how we create change in the communities we serve.
Here are helpful tools to get you started:
Our team of Rotary Public Image Experts focus on helping clubs and districts identify effective ways to tell their story as People of Action to the public and within Rotary. The team consists of members with a variety of expertise in media, operations, public image, branding, marketing, collateral development, website, social media and so much more.
We are prepared to:
- Share examples, resources, and expert advice on updating websites.
- Advise on social media strategies.
- Illustrate online tools — including the Rotary Brand Center – that are available to help clubs and districts build effective campaigns; and, on the appropriate use of the Rotary’s brand and public image materials.
Yearly programs in Public Image include:
- Monthly online training that encourages the use of Rotary’s Brand Center and all visual identity assets to better tell Rotary’s story with a consistent and unified Rotary message.
- Calendar of webinars based on branding and public image best practices, including how to master a ZOOM meeting, social media, People of Action campaigns, storytelling, etc.
KEY PROGRAMS PLANNED
Our PI team provides online training is ZOOM through out the Rotary year that instructs on the use of Rotary’s Brand Center and all visual identity assets to better tell Rotary’s story with a consistent and unified Rotary message as well as webinars based on branding and public image best practices, on , social media, publicity, People of Action campaigns, storytelling, marketing your District and club, and PI success stories from around all of our districts, etc.
Our team consists of members with a variety of expertise who although assigned to specific districts, each is a resource to every district and are available to you via email or phone on the Expert Hub.
HOW TO FIND: Public relations tools are found in the Brand Center on Rotary’s website.
Rotary Public Image Coordinators
Bret McKeand | Rotary Public Image Coordinator
A member of the Rotary Club of Peoria North, AZ, Bret joined Rotary in 2007 and over the years has served in several club and district positions. His commitment to Rotary is grounded in his belief that Rotary brings out the best in people, and when it comes down to it, only people – even one person – can make positive change in our world.
He served as his club president in 2016-17, and then Assistant Governor before serving as District 5495 Governor in 2021-22. A firm believer that every act of service is an act of peace, Bret has participated in myriad international projects, volunteered at RYLA camps and helped launch the district’s “Rotary Week of Service” in 2020.
Bret’s background in publishing, journalism, marketing and community service led him to take on the role of District 5495 Public Image Chair in 2022. He believes Rotary’s best marketing tool lies in its members and the incredible work they and their clubs do throughout the world. Bret is convinced sharing our “Rotary Moments” with non-Rotarians is the strongest way to build Rotary membership in North America.
In 2025, Bret served as chair of Southwest PELS, the oldest and largest Rotary presidents-elect learning session in North America.
Originally from Illinois, Bret spent his entire career with Independent Newsmedia Inc. USA in Arizona. He began his newspaper career as a reporter for the company and worked as an editor and publisher before retiring as president of the company’s Arizona operations in 2021. He has also served on the boards of numerous Arizona nonprofit organizations and was president of the statewide press association and the local chamber of commerce.
A history fan, Bret volunteers with the Del Webb Sun Cities Museum and is a member of their Speaker’s Bureau. He is the author of “Images of America: Sun City,” published by Arcadia Publishing.
Bret and his wife, Michelle, live in Peoria, AZ. They have two grown children and one grandchild.
Caleb Summerfelt | Rotary Public Image Coordinator
Caleb Summerfelt is a retired Chief Information Officer with over two decades of experience leading technology, design, infrastructure, and strategic growth. He served as the 2023–2024 Rotary District Governor, where he helped advance public image and digital engagement initiatives by creating UD5020—a storytelling platform that transformed how Rotary District 5020 communicated, collaborated, and shared their impact across clubs.
Outside of Rotary, Caleb is the founder and president of two complementary creative companies. NSB Design Works is a fabrication studio specializing in the creation of physical objects—from signage and displays to interactive installations—crafted from wood, metal, acrylic, and other materials. Whether producing one-of-a-kind pieces or managing full-scale production, NSB brings ideas into tangible form with precision and artistry. Great Bowerbirdling Design focuses on the digital side of storytelling, offering services in branding, digital publishing, and strategic visual communication. The studio supports nonprofits, entrepreneurs, and mission-driven organizations through custom design, content development, and marketing solutions tailored to create meaningful impact.
Caleb is also a published author whose work explores resilience, leadership, and the power of personal stories. His current book, The Other Side of Struggle, draws from lived experience to encourage readers to embrace difference, overcome adversity, and lead with quiet strength.