Speaker
Public Relations with Purpose (and Personality)
Brian Cole kicked things off by introducing our own Lawrence Chew, Rotary Sunrise’s Director of Public Relations — and clearly someone who knows his way around branding, storytelling, and a good LinkedIn profile. Lawrence brings 25+ years of experience at Nicola Wealth Management, where he’s held senior roles in marketing, communications, brand, and strategy. In short: we’re lucky to have him. Brian also shared Lawrence’s favourite self-description — modern marketing as a mix of strategy and creativity — driven by solving real problems, telling meaningful stories, and yes, even learning from famous branding missteps like New Coke.
Lawrence then walked the club through how he’s been rethinking PR this year — starting with a simple but powerful idea: PR isn’t just about “getting the word out.” It’s about knowing what the word actually is.
His goal has been to clearly define who Richmond Sunrise Rotary is, how we’re different, and what people say about us when we’re not in the room. Using a brand framework (and a very successful sticky-note session with club members), Lawrence helped distill our identity by looking at:
What we do (our features),
What members get (benefits),
How it feels to belong (emotional reward),
Our personality, and
Ultimately, our core essence.
From that work, three clear brand pillars emerged — the “elevator answer” to Who are we?
We build real relationships, face-to-face
Weekly in-person breakfasts create genuine friendships, mentorships, and a strong sense of belonging. Members support each other through life, not just Rotary projects.
We have a local heart with global reach
Deeply rooted in Richmond, our club makes real local impact while being connected to Rotary’s worldwide network — turning conversation into action, both close to home and abroad.
You actually enjoy being here
Purpose plus laughter. Meetings are energizing, welcoming, and fun — the kind you look forward to, not another obligation on the calendar.
Lawrence also explained how these pillars now guide our social media and membership outreach, with different messages tailored for business owners, younger professionals, retirees, and community leaders — especially on LinkedIn and Facebook. Posts now include clear invitations to visit, because the best way to understand Rotary Sunrise… is to experience it.
His final ask was simple but important: share the posts. PR works best when members help tell the story through their own networks — inviting people like us, who might just be looking for exactly what we offer.
A thoughtful, practical, and very “Sunrise” look at how we present who we are — and why it matters.
SERGEANT At Arms Tidbits
Brian kicked things off with a classic Rotary moment—networking in action. While scouting for future speakers, he connected on LinkedIn with Maryam… or so he thought. Turns out, they already knew each other. Cue laughter, déjà vu, and a reminder that Rotary connections sometimes come with name mix-ups and great stories.
Maryam leaned into the humor, sharing that being misnamed is practically her Rotary superpower. From “Marianne” emails that lasted four years to presidential citations with the wrong name, she took it all in stride and had the club laughing. All in all, a great week and a great laugh.
Susan described life in foggy Richmond—where it feels like a different world until you leave town and find sunshine. She’s looking forward to the weekend and excited that her mom is coming to visit.
Michael shared a mix of tech trouble and travel plans. A faulty microphone means Zoom appearances for the next five weeks, as his mother-in-law heads to India and family logistics ramp up at home. On the fun side, he enjoyed Canucks Pride Night, ran into fellow Rotarians, and even spotted Sam Jaffe on the big screen—Rotary representation at its finest.
Jeanette praised Lawrence’s presentation and shared her personal wellness journey. After a chat with her doctor, she’s committed to more walking—serious walking. Daily laps, fast-paced strides, and a determination not to be slowed down by chatty friends have her fully focused on health goals.
Garth kept it simple: Whistler this weekend. Enough said.
John gave a renovation update, shared concern about Sandy’s knee, and jokingly recalled a missed hockey invitation saga involving Garth and some very fast-moving tickets.
Mary Lou celebrated consistency—ten weeks in a row not attending the club—and highlighted how Rotary truly feels like family. Members may drift, but they don’t really leave.
Bill added color to Sam Jaffe’s big moment at the hockey game, noting Sam’s nerves, sky-high heart rate, and how proud everyone was to see him representing on such a big stage.
Amanda complimented the presentation and the club’s humor, then proudly bragged about her dad, who’s moving from competing in triathlons to officiating at national and international levels. Big family excitement all around.
Bobby contrasted Toronto’s deep freeze with West Coast living, shared plans for snowshoeing on Cypress with his son, and noted he’ll miss next week while attending a Richmond Christmas Fund breakfast.
Debbie S. shared how inspired she felt by Mark Carney’s Davos speech, especially the line “nostalgia is no strategy,” connecting it thoughtfully to Rotary’s ongoing efforts to stay relevant and forward-looking.
Patricia described a very relatable struggle with online systems, blocked accounts, and government IDs—ultimately deciding paper is the way to go (for now). She wrapped up by thanking Lawrence for a great presentation.
Melinda shared a glimpse into home life, with pets, school mornings, and an upcoming visit that promises to be… granddaughter eventful.
Sandra reflected on how foggy Richmond can be—bad, but not as bad as the old days. She also enjoyed a sunny Vancouver escape, a fantastic Canucks game with lounge dining, and is now counting down to Hawaii (and politely asking for motivation).
Debbie M. had a busy week filled with inspections, slippery driveways, and paddling with a much younger team—where she proudly proved she’s still got it.
Judy reminded everyone of Peter’s lovely Celebration of Life, shared her temporary move to Beach Avenue, and described the shock of driving from sunny Vancouver straight into Richmond fog. She’s settling into her temporary place and cheering on her twins—one of whom scored two goals and stole the show.
Lawrence shared a busy and emotional January, including his dad’s recent hospitalization and recovery challenges. He also recounted a fog-filled ferry ride to Bowen Island and an unexpected subpoena that made for an eventful stretch—on top of work and life moving at full speed.
Blair caught up on sports, reflected on the importance of face-to-face relationships, and praised Lawrence’s presentation for truly nailing the message.
Debbie T. described her street turning into a full-scale construction zone—holes, heavy equipment, shaken houses, and nervous dogs included. She thanked the club for breakfast, shared an upcoming container loading bound for Belize on February 7, and reminded everyone there’s just one more requirement left to reach full compliance.
Larry closed on a somber note, sharing that he’ll be meeting with five families today at the funeral home, a reminder of the important work done quietly behind the scenes.
