While many good PR opportunities often pop up unexpectedly, there are some events you can count on each year to garner positive publicity for ham radio in your community. Prior to each event, ARRL will have a fill-in-the-blank news release you can tailor to your local activities.
Also included on the list are the nomination deadlines for ARRL's two public relations awards, one for PR volunteers and one for professional journalists. Nominations for the McGan award are now being accepted. The official call for Leonard Award nominations will go out in early July.
Here's the lineup for 2004:
|
Kid's Day |
January 4 |
|
Spring National Exam Days |
April 24-25 |
|
Public Relations forum at Hamvention® 2004 |
May 16, 8:30-10:00 AM |
|
McGan Award Nomination Deadline |
May 21 (Details in Feb. QST) |
|
Kid's Day |
June 19 |
|
Amateur Radio Week |
June 20-27 |
|
Field Day |
June 26-27 |
|
Amateur Radio Awareness Day |
September 11 |
|
Fall National Exam Days |
September 25-26 |
|
Simulated Emergency Test (SET) |
October 2-3 |
|
Jamboree On The Air (JOTA) |
October 16-17 |
| Leonard Professional Media Award Deadline | December 3 |
|
SKYWARN Recognition Day |
December 4 (UTC) |
We saw a lot of great media hits in 2003, including Amateur Radio stories in The Wall Street Journal, The Washington Post, Los Angeles Times, on MSNBC news and many more large and small media outlets around the country.
Such "hits" are often the result of good, consistent public relations by ARRL, our Public Information Coordinators and Officers and others who work hard to tell the Amateur Radio story.
Here are some simple tips to help you (especially newer PR volunteers) reach your PR goals and score solid media hits in the New Year:
Have a plan
Map out the year (by month) and write in national and local Amateur Radio events and activities. Plan when you'll write and send out news releases, and make media calls.
Establish contacts
Call or visit your local papers, TV and radio stations to introduce yourself as a key ham radio contact in your community. If you've talked to a reporter via telephone, follow up soon thereafter by dropping off a media kit or other information requested. Be sure to update your media lists several times during the year, as reporters frequently move around within news organizations. You don't want your calls or news releases to fall through the cracks.
Make sure it's news
The media wants what is of interest to, or affects, its audience. Local public events, personalities, human interest features, educational activities and emergency service are all good examples of ham radio stories that the media would consider newsworthy. If you're unsure if a particular item will "float" with the local reporters, ask a non-ham friend for his or her opinion. If the subject is of interest to non-hams, chances are it'll also be of interest to reporters.
Keep news flowing
Make a plan to send one news release a month or pitch three story ideas. Reporters may not bite each time, but your information may be filed away for future use. Either way, you'll be keeping in practice and reinforcing your role as a good source of information.
Publicize local appointments
Send out a release promoting new club officers, including public information and disaster-related appointments. Big city papers may not run the news, but smaller community papers and news-format radio stations often cover "people on the move" type stories.
Push public service
Subjects such as weather watchers, emergency service drills and hams helping at local events are usually an easy sell because they are activities that directly benefit the community. Emergency preparedness is a hot topic in big cities and small towns throughout the country. Promoting ham radio's capabilities will grab the attention not only of the public at large, but also town officials and local served agencies.
Be reliable
Always respond to the media in a timely fashion and offer accurate information, whether you're providing facts about ham radio or names and phone numbers. The news media will consider you a credible source of information, look to you for information in the future and may be more likely to respond to your requests for media coverage.
Get to know newsroom hams
Keep a list of hams who work in local media outlets. While you don't want to take advantage of their positions, you could contact them and ask if they'd like to receive your press materials. When it's appropriate, those "on the inside" will be willing to lend a hand, even if it's just making sure that your news release gets delivered to the right desk in the newsroom.
Give talks
Libraries, community centers and schools are always willing to bring in a good, interesting speaker. Public presentations are a great way to raise awareness about ham radio. You can download and print out Amateur Radio handouts from the ARRL Web site, or contact the League's Field and Educational Services department for professionally printed versions. (A nominal charge may apply.)
Be patient
Media hits are never guaranteed because news coverage hinges on many different factors. But, if you keep up the pace and feed the media and the public what they want, you'll see that your efforts will pay off.
Interesting stories involving young people almost always generate coverage, particularly those with a technology angle. The upcoming Kid's Day event offers the perfect opportunity to promote ham radio in your local press.
Whether you are hosting kids at your radio shack, or know someone who is, you can use this press release to help promote the event. Please feel free to tailor the release to cover planned activities in your community, and include a local contact for more information.
Let us know how the publicity effort goes!
For More Information:
Allen Pitts, W1AGP
American
Radio Relay League
860-594-0328
apitts@arrl.org
Newington, Conn., December 22, 2003 -- On January 4, hundreds of young people throughout the country will be chatting with other kids, not via the Internet, but over the airwaves using Amateur Radio (or "ham radio") technology during Kid's Day. Now in it's tenth year, Kid's Day is sponsored by ARRL -- the national association for Amateur Radio.
Many of today's Amateur Radio enthusiasts got involved with the technology in their youth, sometimes through a relative or a neighbor in town. During the event, licensed Amateur Radio operators will encourage their children, young people from the neighborhood or even a local scout troop to experience the enjoyment of ham radio firsthand.
"We've seen that ham radio technology is popular with young people, and getting involved may spark not only a lifelong interest, but also may lead to future educational or career choices in technology and communications fields," says Jean Wolfgang of ARRL Field and Educational Services.
Today there are nearly 700,000 Amateur Radio operators in the United States and more than 2.5 million worldwide. Information on how to become involved in Amateur Radio is available from ARRL--the national association for Amateur Radio, 225 Main Street, Newington, CT 06111 or by calling 1-800-32-NEW HAM. Visit ARRL on the Web at www.arrl.org.
Editor's note: ARRL can put you in touch with Kid's Day participants or young people in your area who are involved in Amateur Radio.
During television interviews, it's important to remember that the reporter isn't the only journalist in the room. Based on conversations with several news photojournalists, here are some things to keep in mind:
On the other hand, tell the photographer the rules. If there are restricted places where a photographer should not shoot for legal or safety reasons, let him know right away.
Thank the photographer. Remember his name. Chances are you'll see him again.
Copyright 2003 PR Tactics. Reprinted with permission from the Public Relations Society of America (www.prsa.org).
I chase DX, work an occasional contest, manage the Southern Florida section, work full time, belong to 6 radio groups, run a household without hired help, and engage in other hobbies -- so I qualify as a busy person just like each of you. I juggle limited "spare time" and get "media hits" and you can too. I'm not a professional journalist, salesperson or PR person, and none of you should feel you need to be a professional writer or salesperson to volunteer with your local club and with the ARRL to get the word out about Amateur Radio.
I have a special toolkit that I use to get Media Hits:
Media contact list:
The list includes e-mail addresses, phone numbers, and fax numbers for all local media outlets. (Don't forget the low power radio and TV stations and the weekly and monthly newspapers.)
Favorites or bookmarks on my Internet browser:
Build up a list of Web sites for local media outlets, Web sites for PR assistance and the ARRL Web page. (A list of these follows.)
Fax cover sheets:
Keep it simple. I write the fax number/s on the back of the news release. I can then take the cover sheets and the release to the fax machine and send several in about one minute.
Old press releases:
Keeping them on file to look back at helps you avoid duplicating the same phrases year after year for Field Day and other events.
Word processing program:
Keep spell check enabled as you type. When the article is complete use the spelling and grammar check -- this will also tell you if you have passive sentences. Always strive to use the active voice.
Proofreader:
My OM is my proofreader. Remember the spelling and grammar check doesn't do it all!
One page limit:
Your press releases don't have to be long or elaborate. One page, double-spaced with at least a one-inch margin is best. If it's well written it may be published verbatim, especially in smaller newspapers. Always ask yourself "What's the most important thing I want to say?" and put that idea in the first paragraph. If a reporter wants more information, he or she will call or e-mail you.
A pad of paper:
Keep one in your pocket, your purse and at your desk. Jot down ideas as they come to you -- don't think you'll remember them when you get home. Just remember to take the note home -- use the shirt pocket that holds your pen, the lunch box or bag, or staple it around the handle of the purse -- it all works. I also jot down my ideas on an e-mail and send them to myself at home -- makes it easy to copy and paste. Coffee breaks and lunch hours are a good time to sort the ideas you've collected and write part of the article. It's a great creative break if you work at a rigid, detail-driven job.
Say "Yes":
Don't shy away from participating in promotional exhibits or public service events. If you see a newspaper article about a community day at the local mall, a hurricane preparedness seminar or any event where it might be appropriate to promote Amateur Radio, pick up the phone or send an e-mail and ask for a table or booth at the event. The organizing group's press release will mention you as a participant, you can do your own in addition (ask first), and a reporter may interview you at the event -- three media hits! Accept proclamations in person, or ask someone in the club to accept it if you can't spare the time. Many local government meetings are broadcast on cable TV -- another media hit.
Telephone:
Pick up the phone and call local radio and TV talk show hosts. They are always looking for guests. They are not always going to search for you. Make a short fact sheet for the interview and fax it to them -- it will help with their lead questions.
Thank You:
Phone or send an e-mail to the reporter or talk show host. Tell him or her that it was a great interview or a well-written article. Say thanks for the airtime or the mention in the article. Send one to his or her boss if you can. Include a comment saying they should feel free to contact you for any future information about Amateur Radio. Three sentences will do the trick, and a call with a voice-mail message only takes a minute. If you write a letter to the editor, include a thank you for the paper's continuing coverage of Amateur Radio.
Magic, emergency communications, history, technology discoveries, love of Amateur Radio:
Try to include these topics in your press releases, when talking to a reporter or talk show host or during presentations to non-ham groups.
Remember the Who, What, When, Where, How and Why:
The answer to these questions should be the basis for all press releases. You can simply type these words and add a few lines to answer each question, send it to the media outlet and let them write the story or send a reporter to the event. Some newspapers even use this format on their Web sites to make it easy for not-for-profit groups to do releases.
Finding media outlets in your area:
www.gebbieinc.com
www.newsvoyager.com
For press releases, other than your local newspaper, on the Web:
For assistance in writing press releases, giving a speech, appearing on radio and television, doing a public display, finding new ways to promote Amateur Radio and recruit new hams:
www.mediainsider.com
www.3M.com/meetingnetwork (free
monthly newsletter)
www.drnunley.com (small business
promotion but the newsletters have some good ideas)
www.prsecrets.com
www.prweb.com
www.mediatrainingworldwide.com
(lengthy, with over 50% ads, BUT the 10 weekly tips at the beginning are
worth the subscription)
www.newswriting.com (some good
basics)
www.presentations.com
www.PublicityHound.com (free
newsletter)
Subscribe to the ARRL PR reflector to exchange ideas. (Contact ARRL Media Relations Manager Allen Pitts, W1AGP at apitts@arrl.org.)
I hope some of my thoughts will save you time and make it easier for you to get media hits. Remember -- it doesn't take a lot of time or words to promote our great hobby.
Sherri Brower, W4STB, is ARRL's Southern Florida Section Manager and a member of the League's Public Relations Committee.
The Web site for The National Academy of Engineering features a "Working with the Media" section with helpful advice on giving live or taped interviews.