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● Introduction & Index ● What is PR ● Job Expectations ● Types of Media ● Building Relationships ● Media, Hams & FCC Rules ● The Basic News Release ● Interviews and Live ● Making your own show ● Easy P.R. ● Public Service Events ● Piggy-back to Events ● Pictures NOW! ● P.R. Research Aids ● Making Friends ● ARES® PIO ● Final Exam Information |
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PROACTIVE OPPORTUNITIES Media opportunities where you, the PIO, make the media aware of upcoming events are know as “Proactive Opportunities”. In general, PIOs prefer proactive opportunities because the PIO initiates the dialogue from the viewpoint of amateur radio. Proactive PR is preferable over Reactive PR for the following reasons: · - PIO sets the theme of the story or event · - PIO controls the emphasis and highlights · - PIO shapes the data (provided, of course, that all data is accurate and comes from reputable sources). · - PIO includes perspectives that might be overlooked in a Reactive PR situation. · - Media are directed to contact the PIO, making him or her the first level subject matter expert. So what’s the best way to design an effective Proactive PR strategy? The best tool is to construct a calendar of events for the year, then design a PR campaign for each of the identified events. Here’s a prototypical calendar for an amateur radio club by month. February (second week) - School Club Roundup* March - your state’s QSO Party in which your club will be on-the-air April - communications support for a local charity walk May - local DXpedition to a nearby park or island June (last full weekend) - Field Day* August - Amateur Radio Lighthouse Society (ARLS) lighthouse activation* September - National Preparedness Month* October - ARES® Section Simulated Emergency Test (SET) exercises* October (third full weekend) Boy Scout JOTA (Jamboree On-The-Air)* December (first Saturday) - SKYWARN Recognition Day* * - actual nationally recognized amateur radio events |
