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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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Damage Avoidance We cannot emphasize it enough… If you don’t know the answer to a question, don’t be afraid to say so. It is a lot better than to blunder into sheer guesswork or a wrong response. If it is appropriate, refer the reporter to someone who may have the answer or offer to try to get the information needed. Then, follow up with the information as soon as possible! Do not present your own personal opinion in such a way that it might be interpreted as an official ARRL position or the position of your club or organization. When you think something you say might be interpreted that way, qualify what you say with “In my personal opinion…” or, better yet, avoid expressing them at all. If you feel yourself getting in over your head, dummy up until you can get some help or guidance from your Section Manager, Public Information Coordinator or organization leaders. Expect that, no matter how good a job you have done, there will be no shortage of people ready to find fault. Just do the best job you can and if you have promised to get responses to questions you deferred, be sure to follow up promptly. Remember, reporters are always fighting deadlines! Permission and Finding the reporters at an event Before you dig out the reporters at an community event, you need to get some permissions in order. One of the preparations you should have made well in advance is making contact with the Public Information Office for the event itself or whatever agency the hams are serving. In these situations Amateur Radio is not independent. We are part of their bigger story. And, while they will generally not object to our getting some coverage, they should be aware of our PR efforts and give you permission. So whether you’ve introduced yourself before or not, go visit the Public Information officials for the event first and get those permissions. If they learn from you what ham radio is doing, they’ll probably include our activity in their own press briefings, or even invite you to speak yourself on behalf of Amateur Radio. Limit the information you deliver to just what the radio operators are doing. You’re not a spokesman for the agencies we’re serving. 1. Know who you are speaking for. You may be the spokesperson for your local ARES group, for example, but not for the Red Cross Chapter with which you are closely working. Know where the boundaries are and recognize your limitations: If you are not the designated Red Cross spokesperson, don’t presume to speak for them. Be very careful about not “trespassing” on the media liaison roles of the event organizers. 2. Check your facts. Unconfirmed rumors abound in nearly every situation and they spread with remarkable speed and persist with great tenacity. |
