QRZ! Ham Radio 1/QRZ Ham Radio Callsign Database - December 1993.iso/buffalo/pio_info.txt

Text File | 1993-10-05 | 116KB | 2,533 lines

Subject:   ARRL Public Information Officer's Handbook



                    By Gene Pressler, W3ZXV





          An ARRL Field Services Department Publication


ABOUT THE AUTHOR

     Gene Pressler, W3ZXV, has been licensed since 1955. A
newspaper reporter for some years early in his career, he is
now retired as Senior Vice President/Human Resources for a
major Pennsylvania bank.
     Former president of several area radio clubs in
southeastern Pennsylvania, he is currently President of the
Telford Area Repeater Association (TARA) in suburban
Philadelphia and a member of the Warminster Amateur Radio
Club.
     Gene Pressler is an Assistant Director for the ARRL
Atlantic Division and Public Information Coordinator for the
League's Eastern Pennsylvania Section.
     He has been a contributor to the League's QST magazine
and is the author of a number of articles and publications
in his professional field.

TABLE OF CONTENTS


ONE            INTRODUCTION

TWO            THE ARRL PUBLIC INFORMATION OFFICER

THREE          THE MEDIA - AN OVERVIEW

               3.1 The Right Place

               3.2 The Right Time

               3.3 The Proper Form

               3.4 Needs of the Media

               3.5 Print Media

               3.6 Electronic Media

               3.7 Get To Know The Media

               QST reprint, "The Media Game"

FOUR           KNOWING AND USING YOUR RESOURCES

               4.1 Media Resources

               4.2 Amateur Radio Resources

FIVE           THE PRESS RELEASE

               Sample press releases

SIX            HOW TO HANDLE MEDIA INTERVIEWS

               6.1 Meeting The Press

               6.2 Damage Avoidance

SEVEN          GETTING YOUR NEWS PUBLISHED

               7.1 Preparation and Assessment

               7.2 Contacting Media Staff

EIGHT          HANDLING THE BIG STORY

               8.1 San Francisco Earthquake

               8.2 The Big Story In Your Backyard

               8.3 Guidelines

               8.4 Be Prepared

               8.5 News Gathering, the Media and Part 97

               8.6 ARRL On-The-Air Operating Guidelines

NINE           OTHER PUBLIC RELATIONS IDEAS

               9.1 Amateur Radio Public Awareness Day

               9.2 Club "Fact Sheet"

               9.3 Public Service Events

               9.4 Invite Local Officials To Field Day, Club
                   Meetings

               9.5 Proclamations

               9.6 Recognition Awards

               9.7 Cable TV

               9.8 Other Organizations

               9.9 The Workplace

               9.10 Speakers Bureau

               9.11 Public Programs

TEN            RADIO AND TV

ELEVEN         ON RADIO AND TV TALK SHOWS

               11.1 Celebrities Only?

               11.2 Types Of Talk Shows

               11.3 How To Handle the Tough Interview

               11.4 How To Get Invited

               11.5 Conclusion

               11.6 Broadcast Industry Directories

TWELVE         WRITING FOR NON-HAM PUBLICATIONS

               12.1 Target Your Story To The Audience

               12.2 What Should and Shouldn't Be Included In
                    Your Story

               12.3 Target Your Story To the Magazine

               12.4 How To Make Professional Submissions

               12.5 Article Ideas

THIRTEEN       WRITING LETTERS TO THE EDITOR

Chapter One

Introduction

     You're proud of being an Amateur Radio operator, right?
You recall how hard you worked to get there, aware of our
proud record of technological development and public
service.  You feel sort of special, right? We all do.
     And then what happens? Someone asks what kind of radio
that is under your dashboard and you puff up and say, "I'm
an Amateur Radio operator." How quickly do you deflate when
that person responds with a blank stare or by confusing you
with, say, a Citizens Band operator?
     Have you ever introduced yourself as an Amateur Radio
operator and had the other person respond by saying, "Oh,
you're one of those people who messes up television
reception."
     Does your community have an emergency preparedness plan
in place which doesn't include a role for Amateur Radio,
probably because the people who planned it didn't know you
existed?
     How about that parade you watched downtown a while
back? You know, the one you noticed really could have used
radio as a means of helping its organizers coordinate its
movements?
     And did you ever call the local newspaper with what you
thought to be a worthwhile story, only to find a deaf ear?
     These are failures in the Amateur Radio community's
public relations efforts, and, unfortunately, they are all
too common. We need to correct those mistaken images and the
way to do it is by improving the public's understanding of
who we are and what we do. And we can do that best by doing
what we do best, communicating. The problem is that we
communicate mostly with ourselves and too little with the
public.
     This is what the American Radio Relay League's public
information program is all about and the reason you chose to
become a Public Information Officer or Coordinator. The
purpose of this publication is to help you do the job.

Chapter Two

The Public Information Officer

     Improving the public's understanding of Amateur Radio
has to be an effort "from the grass roots up." Neither the
League HQ nor any other body or group of individuals can do
it alone. That's where you, the ARRL Public Information
Officer (PIO) or Coordinator (PIC), come in.
     By taking on the job of Public Information Officer,
you've made a commitment to communicate Amateur Radio
activities to the public. Grass roots public relations
involves the regular and frequent publicizing of these
activities through your local news media. But, even more
than that, it should embrace a wide range of other
activities including community service, school programs,
presentations to local service clubs and organizations,
exhibits and demonstrations and other efforts. The idea is
to help improve the public's awareness of who we are and
what we do and to create a positive image for Amateur Radio.
     It's in our interest that we be perceived as performing
vital public services, not just in times of communications
emergencies but in our day to day activities: from training
young people in electronics and communications to being good
will ambassadors the world over. We don't want to be seen as
troublesome nuisances or just as a group of people pursuing
a little-known and slightly peculiar hobby interest. We have
a public relations problem when the only times we are heard
from is when we're protesting a restrictive antenna
ordinance or are on the short end of an interference
controversy.
     You are not expected to do all of this by yourself, of
course, but, as a Public Information Officer, you can and
should be a critical part of this process and a key player
in making it all work. Doing the job really well can be a
great challenge, an exciting one and a source of great
satisfaction.
     The PIO qualifications are simple: you need to have (1)
the interest, (2) the ability to write simple declarative
sentences and (3) membership in the League.
     Following this chapter, you will find official ARRL job
descriptions for the Public Information Coordinator and
Officer positions. They contain additional, specific
information on performance expectations and should be
reviewed carefully.


Chapter Three

The Media -- An Overview


     To be effective in your public relations efforts, you
must get your message to the right place, at the right time,
and in the proper form.
     If any of these elements is missing, your message may
not accomplish the desired results.

3.1 The Right Place

     If you are trying to publicize the election of officers
at your local Amateur Radio club, for example, there is
little point in sending a story about it to your local
network-affiliated TV station because the station is
unlikely to consider it as having enough significance. Try a
community newspaper instead.

3.2 The Right Time

     Even if your story is one that does have substantial
significance, there is usually no use in sending it after
the actual event. By then, the opportunity for reportorial
or photographic coverage (in cases where those may be
appropriate) will have been lost. Get your story to the
right place in a timely manner as set by the medium's own
standards.

3.3 The Proper Form

     Always use the proper form for your submissions.  For
example, newspapers generally shun color photographs because
they do not reproduce as well in that black and white
medium. Unless you are really proficient with a camera, you
are going to need all the edge you can get for a newspaper
to consider your photos of high enough quality to use. So,
the proper form for your submission of photographs is B & W
film (except Polaroid, which is not of sufficient quality
for this purpose).

     Much of this may seem like common sense -- and it is --
but you would be surprised at how many times these basic
considerations are overlooked. And, generally, when they
are, it is at the cost of having the opportunity to tell
your story lost.
     There are guidelines for dealing with the needs of
various media which we will cover, but there are few hard
and fast rules. For example, you might be considering how to
approach a newspaper editor with a story. Should you make a
request of him to send a reporter to cover an event or would
it be better to send him a press release describing it? The
truth is that some editors respond better to one approach
while some prefer the other. Most editors will respond to
either, however, depending upon how a particular story idea
strikes him at the time.
     Newspapers are generally considered to be print-
oriented black and white news media but to stop there would
be to sell them short. In addition to the news aspect, every
newspaper has sections or articles devoted to things like
neighborhood news, community events, feature articles and
the like, some of it in color with handsome graphics.
     If your article isn't big "front page news," don't be
discouraged. Cast your story in a way so that the editor
might find a place for it one of these other forums.
     The story below appeared in a big metropolitan daily,
The Philadelphia Inquirer. It is a homely story by "news"
standards but it earned space in the newspaper's weekly
Neighbors magazine which regularly carries a potpourri of
local interest items like garden clubs, people, hobbies,
women's groups, and civic activities.


HAM RADIO OPERATORS MARK DISCOVERY
OF THE TELEGRAPH

-- MORRISTOWN, NJ (AP) -

About 30 ham radio operators gathered
Sunday at the factory where Samuel F.
B. Morse's telegraph was first publicly
demonstrated to celebrate the 150th
anniversary of the revolutionary
technology.

Today is the anniversary of the day the
telegraph sent the message, "Railroad
cars just arrived, 345 passengers".

The ham radio operators sent a message
around the world in Morse code and in
voice to other hams to commemorate
the occasion.

"Morse code is very important to ham
operators," said Peter Glenn, one of the
ham radio operators transmitting at
Historic Speedwell, the 7.5-acre estate
where Morse tested the telegraph.

Although it has been largely replaced by
voice and data transmission,
"Sometimes there may be times when
the only type of message you can use is
one of Morse code," he said.

Those times include emergencies such
as the Mexico City earthquake, when
there is so much interference or the
signals are so weak that Morse code is
the only available form of communi-
cation.

The gathering of the ham radio
operators was part of a year-long series
of events to mark the telegraph's
contribution to technological progress,
said Sarah Haskins, executive director of
Historic Speedwell, now a museum.

The museum formed a corporation to
coordinate activities this year and, along
with the New Jersey Commission on
Science and Technology, was a co-
sponsor of the weekend events, she
said.

While Morse invented the telegraph, he
was supported financially and technically
by a Morristown family.

Alfred Vail, the son of a wealthy Morris-
town entrepreneur, was intrigued by a
demonstration of Morse's telegraph and
persuaded his father to invest $2000 in
the invention.

Ham radio operators Sunday celebrated
the anniversary by transmitting this
message: "We are commemorating the
150th anniversary of the first public
demonstration of the electromagnetic ...



     The point is that you should not be afraid to try to
get your story across. Editors respond in different and very
individual ways. What works in one instance may not work in
another and there are no absolute, sure-fire answers.
     There is really only one rule you should keep in mind
and that is:

     Not every effort you make will be rewarded with success
but be sure to put your best into every effort you make.


3.4 Needs of The Media

     Now that we have established that the footing here is a
little spongy, what are some of the things we need to
consider in getting our story out?
     The media we are most likely to deal with include
various print media such as newspapers and magazines, and
electronic media, normally radio and TV. How do their needs
differ and what do we need to know about those differences
in order to deal with them effectively? Let's take a look at
them, one at a time.


3.5 Print Media

     This category actually includes quite a variety of
slightly different printed media. You need to expand your
thinking a bit to appreciate the array of options available.
     Newspapers, for example, consist of a number of
sections and cover everything from local to international
news. Newspapers contain sports articles, feature stories,
advertisements, want ads, editorials, letters to the editor,
advice columns, "how-to" articles, obituaries, comics,
puzzles, and more. Many of them, like The Philadelphia
Inquirer mentioned above, contain supplements and magazine
sections and publish Sunday editions.
     The point is that newspapers are not monolithic wholes
but consist of a great many parts, some of which present
excellent opportunities for you to get your story in print
in other than a straight "news" context, as discussed above.
     The only item they have in common, of course, is that
they all rely on the printed word. Because they do, you need
to reduce your message to words, present it with a natural
"angle" which makes it interesting and perhaps plan to
supplement it with one or more photographs. Try to get your
story there two or three days before the date when the event
will actually occur.

3.6 Electronic Media

     The electronic media are a lot more fickle. You should
not plan to put all your efforts in one basket. Radio and TV
stations work on schedules measured in seconds and a late-
breaking, important news story can result in the need to cut
out your most carefully-conceived and executed effort to get
coverage of your story.
     As with newspapers, you need to consider that the radio
and TV media also consist of parts. Their news programs
cover everything from international to local news and many
"news" programs routinely include feature sections which
present opportunities for covering a story on a local
Amateur Radio event like Field Day. Some stations have "news
magazines" which, like their print media cousins, offer
similar opportunities. The advice on timing discussed in the
print media section above, applies equally well to the
electronic media, although here, because of the more
cumbersome logistics involved in assigning camera crews, for
example, two or three weeks' notice may work a lot better.
     Editors tend to know a lot more about things like
parades, bridge collapses, political campaigns, automobile
collisions and the like than they do about Amateur Radio.
Lace your efforts with some information educating them about
the basics of Amateur Radio.
     In making your presentation, for example, you may want
to supplement a Field Day story idea and request coverage
with a good quality audio tape as possible background sound
from the prior year's on-air operations to provide a "feel"
for the event in the editor's mind. You could also consider
adding "still" photographs to further help him visualize the
story's potential and capture his imagination.
     And, if you have not planned that far ahead, tape some
current on-the-air activity and use that, along with some
still photos of a few typical radio shacks.

3.7 Get To Know The Media

     It is important to get to know the local media. If it
is a newspaper, what sections offer the best opportunities
for your story and, if it is a radio or TV station, where
would a particular type of story "fit" best?
     Try to think like an editor and, when you sit down to
plan your approach, consider the "style" used in presenting
similar pieces and try to cast your story in a similar mold.
If you are calling an editor with a request for coverage,
name similar stories you have seen him cover when you make
your appeal.
     The important thing to remember in considering the
special needs of the media is not so much a set of rigid
rules that should inhibit your efforts but that your target
is pretty broad and can be approached from many different
angles. With a little commonsense consideration of how the
various media work, any of several possible approaches can
be successful with the application of a little imaginative,
intelligent and timely effort.
     And, finally, remember the old adage, "Nothing
ventured, nothing gained". Failure comes only from not
trying.
     We have been looking at the "big picture" in an
overview of "public relations." As you can see, this covers
a wide spectrum of means and techniques to communicate
newsworthy things about your activities or your organization
to others in our communities. It means developing an on-
going relationship with various public media, including
radio and TV and print publications up to magazines with
wide readerships.
     In the real world which nearly all of us inhabit,
however, the possibility of our ever gaining access to the
national media is both beyond our means and the intended
purpose of this publication. That's a job for experts and
not even they are always as successful as they would like to
be.
     Our actual possibilities are considerably more limited
but the truth is that very few Amateur Radio organizations
will ever even approach those limitations. Most of us, in
fact, are not meeting the potential we do have and that is
something on which we can realistically focus our efforts.

Chapter Four

Knowing and Using Your Resources

     When a PR opportunity knocks, your immediate problem is
to organize your resources quickly so that you will be able
to use them and respond most effectively.
     What do we mean by "resources"? What kinds are there
and how do we use them? We need to think of resources on the
Amateur Radio side as "sources" of information, while
resources on the media side can carry that information for
you to the public you want to reach. These media resources
are the "purveyors" of news.
     While your role may at times be that of a broker or
middleman in the process of conveying information across
from one side to the other, there are other times when you
will yourself be the source of the story.
     Let's look at the resources you have available to you
as a public information specialist. How well you are able to
use these resources will determine how effective you will
be.

4.1 Media Resources

     For most of us, learning the news business is not all
that difficult. Most towns, except for the largest, have a
local newspaper, possibly a radio station and maybe even a
TV station. Getting to know who is who at each one is
usually a simple matter of paying attention or making a
phone call.
     Newspapers list their editorial staffs on the editorial
page. Individual reporters often have by-lines. Also, a
simple phone call to the local radio or TV station will
almost always produce this information easily. Unless you
enjoy working under the handicap of a cold start, don't wait
until a story hits to uncover that information and cultivate
these resources whenever and however possible.
     Picture yourself with a hot story, trying to explain it
to an editor who has never heard of Amateur Radio. You will
be expecting him to absorb a lot all at once and he is
likely to think that it is all just too complicated and
esoteric to catch his readers, listeners or viewers.
     It is better to start earlier by feeding him articles
whenever you can on more mundane things like the election of
officers at your club, a ham flea market or an annual
banquet. These will help open a channel of communication as
well as establish yourself in his mind as a source of
information. Then, when you need him, you will be able to
call on a reservoir of knowledge and good will you have
helped to build.
     News people and editors are not strange gnomes hidden
away in unapproachable recesses of their offices or studios.
They cannot afford to be and, in fact, they probably need
news sources like you more than you need them. Their
livelihoods depend upon being able to tap knowledgeable and
credible sources of information on a wide variety of
subjects. The idea is to make yourself one!
     What do you do if a reporter calls on you for
information or even an interview? The answer probably
depends to some extent on the type of media involved and how
much notice you get.
     With a little notice, it is probably a good idea to
prepare a statement or a press release in advance. This will
give you a crutch to lean on during the interview and help
channel your thinking, and the reporter's, so that you cover
all the points you want to make. Reporters appreciate people
who make their jobs easier by giving them handouts,
especially on subjects about which they may have only an
imperfect understanding.
     If the reporter plans to bring along a photographer, he
will usually tell you that in advance. If he does, dress for
the occasion, clean up the shack or do whatever else is
appropriate so that you will present yourself and Amateur
Radio in the best light.
     The same considerations apply to radio or TV coverage
but the emphasis changes subtly. In radio for example, the
focus is on voice timbre, vocabulary, elocution and the
like, while on TV, personal appearance, expression and
mannerisms are added dimensions.
     Each is important and each should be considered
carefully, even to the point of selecting spokespersons or
settings whose images will be conveyed best in the
particular medium.
     The task of getting yourself known, and respected, is
obviously simpler in a small town and it is not a bad idea
to call at the local newspaper office to introduce yourself
to the editor. Take along some information on Amateur Radio
and explain what we do, who you are and the kind of
activities you, your club or group conducts. Ask him for his
support and how you can help him: He may tell you how he
would prefer you to submit stories, what the paper's
deadlines are and provide you with other information which
could make both your jobs easier.

4.2 Amateur Radio Resources

     You need to develop your own resources, on the Amateur
Radio side of things. This requires quite a bit of effort.
Your experience and knowledge of other hams and clubs in the
area will need to be tapped. A little attention here --
before an actual need arises -- can be a godsend when a
story does break.
     Years of experience do not necessarily invest any of us
with all-encompassing knowledge. If a story were to develop
involving packet radio, for instance, would your
understanding be comprehensive enough to answer questions
intelligently? If it is, how about other aspects of Amateur
Radio such as UHF, space communications, DX or traffic
handling? Could you speak with equal expertise on each?
     Few of us are competent in all the diverse areas of
Amateur Radio and, for that reason, you need to develop a
list of resources available to you in covering the broad
range of our interests.
     There are a couple of ways to develop an "inventory" of
experts. A good place to start is to prepare a list of
subjects which you might be called on to cover. You can
proceed from there by trying to match each subject with the
name of an individual who is expert in that area. At the
same time, get the name of a backup to call on in case your
first choice is not available. Develop a skills inventory
list for members of your club.
     Be sure to get telephone numbers and any other
information you might need to work with your resource people
so that you will be able to reach them on short notice. You
may need quick access to your contacts at unpredictable
times. Be ready.
     Be sure to let the people you pick know that they are
on your list of experts so they might be better prepared
when a story develops and, just as importantly, to let them
know of your interest.
     Pick people who are knowledgeable, of course, but be
mindful, too, that they may become spokespeople for Amateur
Radio when a story breaks. Whenever possible, pick people
who will be seen as articulate and responsible and who will
be as agreeable-sounding and -appearing as possible.
     Give some thought, too, to the settings used for your
stories. Invite the media to meet with you at a well-
organized, photogenic shack where the background is going to
help you convey the image you want to project.
     At first thought, it may seem that you cannot always
control location but, even on a Field Day story, which is
going to be set in whatever spot the group happens to have
selected for the activity, there are a number of things you
can do. You can clean up the site before the news people
arrive, steer them to the best-looking setups and away from
ones establishing new lows in unsafe wiring, which will
probably show up with remarkable clarity in the background
of any photos taken. (And clear out the beer cans, too. Same
reason).
     The whole idea here is to go about your task with as
much prior preparation and as much professionalism as
possible. The more work you do "up front," the easier it
will be to react quickly and effectively when the need
arises.
     For most people, "meeting the press" is a stressful
situation which is confronted seldomly in their lives and
thorough preparation is a certain way to remove most of this
stress from these encounters. If you can accomplish that,
you will be able to deal more effectively with the
opportunities presented and make the most of them. You will
be shaping the reporting rather than simply being part of
it.

Chapter Five

The Press Release

     "Press Releases" are the most common ways of
communicating information about our activities to the public
and, fortunately, they are the easiest to master.
     Newspapers are the most accessible of all the different
types of media available to us; the best way to get your
story into print in a newspaper is to do part or all of the
editor's work for him.
     A newspaper's resources may be limited in the sense
that reporters are not always available to cover every
story. None are expert in every field of human endeavor.
Particularly in cases like ours, where many of the stories
are a bit esoteric, editors tire quickly of callers with
lengthy explanations about their "news." Many also conclude
quickly, perhaps too quickly, that if the story is all that
complicated, the paper's readers will not be that
interested.
     News releases help solve these problems and, even more
importantly, they help to assure that your story will be
told the way you would like it to be told.

5.1 Structure

     The press release consists of four parts: 1) the
heading, 2) the opening sentence or paragraph, 3) the body
of the story and, 4) the press contact.
     The heading should simply communicate to the editor
that the paper or papers he is holding constitute a press
release, so the words, "Press Release" should appear right
at the top of the first page. (Incidentally, whether you
prepare your press release on plain paper, on a club
letterhead or your personal stationery is not important).
     You might follow that up with information on when it
would be appropriate for the editor to use your release.
Depending on the circumstances, you could say "For Immediate
Release" or "For Release on (Date)."
     It is not necessary but you might elect to give the
press release a title which the editor might decide to use
as the headline for your story, for example, "AMATEUR RADIO
CLUB ELECTS OFFICERS".
     The opening sentence or paragraph is the most important
part of the press release because this is where you must
catch the editor's (and the reader's) attention. Get this
part right and the rest of the story will write itself.
Let's give you an example and then work backwards to explain
this:

"At its annual reorganization meeting on June 1 at the
Hilton Fire House, the Hamrad Amateur Radio Club elects new
officers for 1990-91."

     This sets out the "meat" of the story and tells the
reader what he can expect as he reads further. It tells
"What," the annual meeting of the Hamrad club; "When," on
June 1; and "Who," that it elected new officers.
     In the opening as well as in the body of the story, you
have to follow one of the most basic journalistic
imperatives and that is to be sure your story covers the
"Five W's" - Who, What, When, Where and Why. Some of these
were covered in the opening of our story: The body of the
story will deal with these in more detail. For example:

"The Hamrad club, comprising over 80 federally-licensed
Amateur Radio operators in and around Amok County, elected
Mike Rochip, president; Farad Aye, vice president; Iona
Sphere, treasurer; and Ann Tenna, secretary.
     "All of the club's new officers are residents of Amok
County and its members are active in the county American Red
Cross disaster service.
     "Incoming president Rochip said on Tuesday that he
expects to continue the club's commitment to providing radio
emergency communications to Red Cross".

     In the first paragraph of our story, we name the Whos
and Wheres while the second and third paragraphs elaborate
and cover some of the Whys. The story covers the event - the
club's election of officers - and provides an opportunity
for us to tie in what happened with some human interest and
public service angles.
     Finally, the press contact is an easy but too often
forgotten ending. [The contact can also be listed at the
outset of the release]. It goes something like this:

"For Further Information, please contact Clark Kent, Hamrad
Amateur Radio Club, 1234 Metropolis Street, Amok City.
Telephone [phone]."

     The purpose, obviously, is to let the editor know whom
he should contact for more information. A less well
understood reason to include this information is so the
editor will be able to check the authenticity of his source.
Few editors will publish a story without being able to
verify that the source of the story provided is reliable and
that the information involved is accurate.
     Well, there you have it, a complete how-to guide to
writing a press release. As you can see, there is nothing
mysterious about this, there are no skills you don't already
have and it is all really pretty simple.
     Now, take a look at the samples at the end of this
chapter. They'll give you a head start on your own first
release.

.pa
                                    (Sample release #13
                                     General interest
                                     Hams Honor Mayor


[The following is a type of release your club could use to
highlight an award given to a city or emergency management
official who, like our fictional mayor, has done something
noteworthy deserving of recognition by your group. This news
release could be expanded upon by mentioning other amateur
organizations such as RACES or ARES, which may have been
active in the flood emergency, individual members who
contributed, or more background on the club itself.]



For Immediate Release


HAM OPERATORS HONOR AMOK CITY MAYOR

     Mayor Lamont Cranston was honored this week by area
Amateur Radio operators for his recent unveiling of the Amok
City Disaster Plan.
     City council adopted the plan at its meeting last
month. The plan provides for the mobilization of various
Amok City emergency service organizations in the event of a
natural disaster.
     Mayor Cranston's initiative in forming and leading a
task force which led to the adoption of the plan was sparked
by last year's flood. Occurring last May 11-12, the flood
caused extensive damage in the Witch Hazel section of town
along the Amok River.
     The mayor received a framed certificate of appreciation
from members of the Hamrad Amateur Radio Club at a meeting
on Tuesday at the Hilton Fire House on Arson street. The
club is made up of over 80 federally-licensed Amateur Radio
operators in the city and surrounding Amok county.
     In presenting the certificate to the mayor, club
president Mike Rochip noted, "We should be better prepared
to deal with future disasters now that we have a plan in
place to deal with them.
     "We thank Mayor Lamont Cranston for supporting these
efforts and for his leadership", Rochip continued. "His
active support helped produce this plan in a much shorter
time than expected."
     The Amok City Disaster Plan provides for the
coordination of the community's emergency facilities and
organizations including city officials; fire, police and
rescue organizations; Amok Memorial Hospital; and others
which might be needed to cope with a disaster.
     Mayor Cranston used the opportunity on Tuesday to thank
Rochip and other members of the Hamrad radio club who aided
during the flood emergency.
     "Amateur radio operators provided us with the only
communications we had with the stricken area for several
days when the telephone company's central office was damaged
by rising waters from the river," Mayor Cranston said, "and
the Hamrad radio club plays an important role in our
emergency preparedness plan".
FOR FURTHER INFORMATION, please contact:
          Clark Kent
          Hamrad Amateur Radio Club
          1234 Metropolis Street
          Amok City

Telephone: [phone]



                                   (Sample release #14
                                    General interest
                                       Field Day


[This Field Day event has a little different "twist" than
most since it contains an invitation for the public to
attend. In addition to the fact that this increases the
possibility that the newspaper will be interested in
covering this story, the invitation turns the event into one
where there is an opportunity to inform members of the
community about the club's role in its emergency management
plans. It's an added opportunity to make friends for Amateur
Radio.]


For Release On or Before June 20

AMATEUR RADIO OPERATORS TO DEMONSTRATE SKILLS
     Amateur radio operators will be gathering at the Amok
County Fair Grounds on Saturday morning, June 22, for their
annual Field Day exercise. Part of a nationwide emergency
preparedness exercise in which the local radio enthusiasts
will be participating, members of the Hamrad Amateur Radio
Club have invited local residents to drop in on the event
and witness some of their unique activities this weekend.
     Club members will begin early Saturday morning to erect
temporary antennas, two-way radio stations and portable
electric generators to power their equipment. That afternoon
they will begin participating in this national drill to test
their ability to provide radio communications under
emergency conditions.
     The Hamrad club is associated with the Amok County
American Red Cross Chapter and has been assigned the role of
providing emergency communications in the event of a natural
disaster. Last May, when a destructive tornado struck in the
Bumbleville area of Plodder county, members of the Hamrad
club supplied communications into and out of the area for
several days until regular telephone service could be
restored.

     The Field Day exercise emphasizes the Amateur Radio
operators' ability to set up and operate their equipment in
a minimum amount of time and operate from batteries or
portable generators. During the 24-hour period of the test
the five "ham" stations which will be operated by the club
will contact other Field Day stations operating all across
the country. Last year, the Hamrad club made contact with
over 9,000 other stations.
     Club president Mike Rochip suggested that members of
the public interested in learning more about Amateur Radio
and this weekend's activity stop at the fair grounds after 2
pm on Saturday or before the same time on Sunday afternoon
while the stations are actually operating.
          Members of the club will be available to explain
more about the event and a special tent will be set up to
welcome visitors.   Rick O'Shay, 333 Main street, Amok City,
will be in charge of the Amateur Radio event at the fair
grounds this weekend.  Nationally, the Field Day exercise
is being sponsored by the American Radio Relay League, a
national association of Amateur Radio operators located in
Newington, CT.

.pa
                                        (Sample release #15
                                         General interest
                                          Feature story)


[This is an example of a "feature" story highlighting, in
this case, a husband and wife team who share a common
interest in Amateur Radio. There are many other story ideas
which could be developed as newspaper feature articles. You
could either submit your idea as a press release or suggest
it as a feature story possibility to the editor of your
local paper. In many cases, the editor will want to include
photos as part of his newspaper's coverage of the story. It
may not be necessary to remind you of this but be sure to
get permission for the story from the subject or subjects of
your story before you submit it.]


For Release As Needed


     Popular Amok high school teachers Nick and Nora Charles
share a number of common interests. On Saturday afternoons
each fall Mr. Charles can be found coaching the Amok
"Scapegoats" football team at Amok stadium while Mrs.
Charles is nearby leading the school's marching band.
     Last year the team had a 3 and 8 record in the
Independence football division while the band placed third
in the state championships held last November in
Bumbleville. Nick and Nora Charles were there.
     During the off-seasons, Mr. Charles teaches civics
while Mrs. Charles heads up the school's music program. Both
graduated from the Amok City high school before moving on to
their college studies at the state university.
     Mr. Charles graduated in 1980, Mrs. Charles in 1981.
Mrs. Charles later returned to earn her M. A. degree in
Musicology in 1984.
     While the couple share their interests in teaching and
their jobs compliment each other's, especially during
football season, their shared interests go beyond that to a
common interest in the same hobby.
     Mr. Charles became a licensed Amateur Radio operator
while still in high school. After they met and married, Mrs.
Charles became interested as well and she received her
Federal Communications Commission radio license in 1984.
     "We both lead pretty active lives," Mrs. Charles says,
"But we always find time in them for ham radio. Nick and I
both have transmitters in our cars and it's a good way to
keep in touch when one or the other of us is on the road".
     The Charles' home on Weaver street near  Bumbleville
pike is distinguished by several unusual-looking antennas.
One, a 45-foot steel tower in the back yard, provides
support for a large rotatable antenna structure which the
couple uses to talk to other Amateur Radio stations around
the world.

     Nick and Nora Charles can often be found inside the
house in their "radio shack," a fully-equipped Amateur Radio
station, where they operate. The walls of their converted
den are covered with the "QSL cards" which Amateur Radio
operators trade with each other as proof of the fact that a
contact between them has been made.
     The Charles' collection includes contact confirmations
with such exotic places as the South Pole, Sri Lanka, China,
Mozambique and the Soloman Islands.
     "Since I teach civics", Mr. Charles reflects, "It is
very interesting for me to be able to talk to people in
other countries, people with different cultures, languages
and backgrounds. And I am usually able to work some of the
perspectives I gain into my classes."
     For Mrs. Charles, she says, "I may not be able to use
much of what I learn into my school work but it's helping me
prepare a list of places Nick and I would like to visit when
we retire one day."
     Mr. and Mrs. Charles are both members of Amok City's
Hamrad Amateur Radio Club. The couple worked side by side in
Bumbleville following last year's tornado, which disrupted
telephone communications for several days in that city. They
relayed messages for the Amok County American Red Cross
Chapter to help with the relief efforts.
FOR FURTHER INFORMATION, please contact:

          Clark Kent
          Hamrad Amateur Radio Club
          1234 Metropolis Street
          Amok City

Telephone: [phone]
Chapter Six
How To Handle Media Interviews
     The press release is a great tool, but some reporters,
and some stories, will require face-to-face or telephone
interviews. When there are several reporters or several
types of media involved, this becomes a "press conference."
     Again, you need to be as well prepared as possible.
Preparation, depending on how much advance notice you get,
should include writing a press release, a statement or at
least some written notes as a "crutch" to use during the
interview. (Having on hand some ARRL literature or
descriptive material explaining the organization you
represent may help, too). A press release is also something
the reporter can walk away with and use later when he's
writing his story. If you have done your job well when you
put it together, it will contain the points you want to make
and increase the probability that the reporter will include
them in his final story.

6.1 Meeting The Press

     When you meet with the press, you should try quickly to
evaluate the reporter. How much does this person know about
Amateur Radio? About the event or situation you are talking
about? What is the reporter's agenda or, in other words,
what preconceived notions does he bring with him to the
interview? And are those correct notions?
     Next, listen to the questions you are asked, make sure
you understand them and then answer carefully and
thoughtfully.
     There are different types of questions and there are
different ways of answering them. If you are lucky, the
questions you get will be simple, straightforward and aimed
at the right target. There are also poor questions which are
wide of the mark. In these cases, try to help the reporter
rechannel them into intelligent, useful or constructive
veins by your answers and explanations.
     If you don't understand what the reporter is getting
at, try something like, "As I understand it, you are
asking..." and then repeat or paraphrase the question until
you get it right.
     Watch the reporter's "body English," eye movements and
expressions for signs that your answers may not be getting
through. Take a little more time and provide a little more
information until you are certain your message gets there in
the way you intended.
     Avoid one-word answers: They make lousy quotes and
leave you open to the reporter's misinterpretation. He may
think he's asking one question while you may be answering
the one you think he's asking. Did you ever hear the one
that goes...

"I know you believe you understand what you think I said but
I'm not sure you realize that what you think you heard is
not what I meant."

     Remember that your interviewer probably doesn't know
very much about radio or about our Amateur Radio activities.
You will be lucky indeed if he knows that electrons were
responsible for having heated his morning muffin in the
microwave oven. And, if he knew as much as you know about
the situation you are discussing, there would be no need for
him to talk to you at all.
     And make sure you don't take off on windy and complex
explanations or lapse into ham radio jargon or technical
dissertations over everyone's head except another amateur's.
     Do try to control the direction of the interview by
staying focused on the subject.
     You actually have a big advantage here and you should
use it. After all, you know the subject; your interviewer
probably does not. Because he's groping his way through
unfamiliar territory, you can probably lead him pretty
easily in the direction you want by your informed statements
and knowledgeable replies to the questions asked.


6.2 Damage Avoidance

     If you don't know the answer to a question, don't be
afraid to say so. It is a lot better to do that than it is
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.
     Whatever happens, don't "lose your cool". There is no
provocation, no situation or circumstance in which you can
afford to be rude, arrogant or offensive in your handling of
the media. They, after all, have the last word...and it will
be in print or on the air.
     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. Know how the
policies of these organizations are formulated. 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.
     Statements critical of other persons or organizations
can cause real grief, whether or not they happen to be true.
They may damage hard won reputations, undo someone else's
hard work and cause irreversible damage. They could even
lead to a law suit or other such nastiness. If you feel
tempted, run for the nearest exit.
     If you find yourself giving credit, make sure all the
organizations or individuals involved are included. Don't
risk offending someone through oversight.
     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 develop a thick hide.

Chapter Seven

Getting Your News Published

     Earlier, we considered the nuts and bolts issues of
preparing press releases. How can you be sure they will
actually be published?

7.1 Preparation and Assessment

  The answer depends on how well you do your homework
and, strangely enough, to some extent on where you live. A
small town paper will probably be grateful for anything you
send in and the chances are excellent that most of your
articles will be used. The larger the town, however, the
more difficult it will be for its newspaper's editor to see
your items as "news"... unless they are actually news.
     Let's take these two situations separately.
     First, small town papers focus on local people and
events which generally are not of sufficient interest to be
considered news by a larger city's newspaper editor. As a
consequence, in a small town paper, events like a club
meeting or an election of radio club officers will probably
appear in print.
     Newspapers in larger towns, depending on how much
larger, may be interested in an announcement of your club's
election but, almost certainly, a meeting announcement will
likely find its way into the editor's "round file." There
are just too many organizations vying for attention in
larger towns and, because the editor cannot accommodate them
all, he will use that type of article for only the most
newsworthy community activities -- and then, usually, only
after the fact if the outcome of the meeting is considered
newsworthy.
     All is not lost, however. With a little thought and
some patient salesmanship, larger papers can be interested,
for example, in feature articles such as a story about a
Field Day exercise.
     Newspaper editors respond first to news but they have
other "hot buttons" which can be pressed. Human interest
stories have a high degree of potential: A blind ham,
someone who participated in a communications emergency, or
one who performed some sort of unique public service are all
good stories. These are all possibilities to consider and
explore.
     Your club may have among its members a "ham family,"
one where several of its members are Amateur Radio
operators. One of your members or perhaps your club as a
group did something that would get an editor's juices
flowing because of some human interest angle. You need to
think about what those possibilities are in your particular
case and try to get them into print.
     Study your local newspaper. One large daily, located in
one of the country's major metropolitan areas, publishes a
weekly "Neighbors" newsmagazine. A regionalized newspaper
supplement, this is aimed at local happenings. Articles
appear there from time to time on amateur events and
individual amateur activities and this is the very type of
thing on which you can focus your efforts.
     In a smaller suburban home town paper, there may be a
column on "Community Happenings" and, while your club
meeting announcements may not get a rise out of the editor
for his general coverage space, press releases directed at
the "Community Happenings" section usually end up with
meetings being announced.

7.2 Contacting Media Staff

     Newspapers are really rather individual and the best
suggestion, as we said before, is to do your homework. Study
the contents of your local paper and take careful aim at the
most likely targets, depending on the story you are trying
to get across. Think like a newspaper editor.
     If you take a little time to study it, you will find
your local newspaper is a gold mine of information -- about
itself -- and the people who put the paper together.
     Check the editorial page: In most cases that is where
you will find a box listing the names of the publisher, the
managing editor and editors of the newspaper's various
sections or features.
     Most people, and most newspaper editors, too, react
more favorably to well-directed personal approaches. Try
sending your press releases to a specific individual rather
than "To the Editor, Amok County Gazette."
     Especially if you live in a small town, you might poll
your friends and other club members to ask if any of them
personally know the editor or any of his key staff members.
You may be able to use that information to get yourself
known and raise the probability of getting your stories
published.
     The important things to remember are patience,
persistence and the will to try again when one of your
efforts fails.

Chapter Eight

Handling The Big Story

     If you have read this far you should be pretty well
prepared to handle routine, small-scale stories. But what
about the BIG stories that come along once in a while, like
a hurricane, earthquake or other major disaster?
     If you have developed the recognition we have been
advocating in this book, you should be expecting a call from
the news media, asking for the Amateur Radio perspective on
events. What do you do then? Well, first and foremost, don't
panic. You are probably better prepared for this than you
think.

8.1 San Francisco Earthquake

     Let's talk about a couple of possible scenarios and
consider first an event occurring remote from your own area.
In the 1989 San Francisco earthquake, for example, local
newspapers all across the country reacted exactly as you
would expect them to, by looking for local tie-ins to this
major national news story.
     As far away as on the east coast, reporters scoured
their sources for these local tie-ins. The idea, of course,
is logical from the media's point of view. You are a source
of a little local spin on the event. You might have received
a call from a reporter, probing for that kind of
information. What do you do then?
     The reporter probably imagines that, when an event like
that occurs, Amateur Radio operators across the country fire
up their rigs and begin communicating with the stricken
area. You know that's not the way it happens. The reporter
also probably assumes that health and welfare messages are a
high priority but you know they are not and that, to an area
caught up in an actual disaster, they are just clutter that
may get in the way of saving lives and property.
     The reporter's purpose in these circumstances is not to
give free column space or air time to Amateur Radio. The
story line he has in mind is probably something like,
"tearful relatives wait for word by ham radio about the fate
of former area resident living in the stricken area."
     Explain the facts to the reporter, nicely. You could
tell him that local amateurs are following the event closely
by listening in on communications activity in the affected
area to see if any help is needed. Then, go on to explain
something about the role of local Amateur Radio. Tell him
that local amateurs may become active in health and welfare
or other types of message traffic once the crisis stage has
passed and that you will call him back if you should learn
of any newsworthy activity between your area and the
affected one. Then follow through on that promise by
checking your own sources over the next few days or weeks to
see if anything of interest is actually happening.

8.2 The Big Story In Your Backyard

     What if the story involves your own area? A disaster
striking in your own backyard is a whole different matter.
For one thing, you can count on a call from the local media,
looking for information.
     This is where having already done your homework is
really going to become critical. Hopefully, in such an
event, you will already be known to your area's amateur and
public emergency service groups and, just as importantly,
they will know who you are.
     In these situations you need to understand thoroughly
the emergency communications facilities operating in your
area. Hopefully, you are already participating in RACES,
ARES and/or NTS activities and able to explain, in simple
terms, what amateur operators are doing in support of
government and relief organizations in the affected area.
You need to set and follow your own agenda in these matters,
not the media's. Don't allow yourself to get wrapped up in
the media's agenda. You should know what's right, what it is
you want the media to say about amateur activity and then
try to steer it along that line.
     You should be aware that in these kinds of dynamic
situations, roles may shift far from the norms you are
accustomed to or are prepared to deal with. Chaos to a
greater or lesser extent is an inseparable companion to any
serious disaster. Sometimes there are changes in roles and
relationships which occur unpredictably, sometimes subtly
and sometimes graphically. Be prepared to roll along with
events: Things are unlikely to occur just the way you might
have imagined beforehand.
     Your role in an emergency may shift from your usual one
as a news source to that of a news coordinator or liaison
between the media and Amateur Radio communications
organizations. Depending on the exact role you usually play
in your local ARES organization, you may or may not be in a
position to actually speak for it in the circumstances in
which you find yourself. Your role may be one of simply
referring the news media to the proper ARES official and
perhaps helping by offering explanations which will help the
reporter understand the group's operation. The ARES official
becomes the source in this situation: your role in this case
becomes that of a liaison.

8.3 Guidelines

     We cannot anticipate every situation in which you might
find yourself during an emergency but there are a few simple
guidelines that should be universally applicable:

1. Move quickly to get on the scene once an emergency
occurs. The more time you have to find out what's happening,
the better prepared you will be to deal with the questions
you might be asked.

2. Move slowly enough, once you get there, to be sure about
anything you do say. Don't let a reporter lead you or your
news source into saying something you didn't intend to say.

3. 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 it.

4. Check your facts. This may be the fourth on this more or
less chronological list but it is really first in
importance. Unconfirmed rumors abound in nearly every
disaster situation and they spread with remarkable speed and
persist with great tenacity. Become a tyrant with regard to
facts; insist on confirming every bit of news and pass along
only those you know to be true.

5. Check the rumors. Rumors may simply be facts reported
early, before they can be properly confirmed. Check out each
one until you can speak with authority to either dismiss
those that prove to be unfounded or confirm those which
prove to be true.

6. Know the limits of your authority. In the wake of
Hurricane Hugo in 1989, one Amateur Radio operator's
transmission from devastated St. Thomas in the Virgin
Islands was rebroadcast on network TV demanding that the
National Guard be activated to help stop looting. The
looting turned out to be relatively minor but less clear was
on whose authority, if anyone's, the amateur was acting?
This type of request is clearly in the domain of civil
authorities and not that of an individual Amateur Radio
operator.
     And, don't forget, Part 97 of the regulations has some
things to say about the proper use of Amateur Radio in
newsgathering situations. You are going to have to know what
they are and keep these regulations in mind. (See discussion
at end of chapter).

8.4 Be Prepared

     In sum, preparing for the unexpected is largely a
matter of keeping your head and having done your homework
well in advance of an actual need. Beyond that, there are no
precise rules to follow and getting through a communications
emergency is largely a matter of careful improvisation (the
emphasis here is on both words). The care needed in your
approach to these events will be a matter of foresight and
self-discipline: Your ability to improvise on the scene will
be a product of your preparation before an actual event.
     Have you ever watched someone throw a ball and then
lean this way or that, trying to "steer" the ball on its way
to the target? Bowlers, in particular, seem to do that a
lot. It is the mark of an amateur athlete: Professionals
don't do that. They know that, once the ball leaves their
hand, no amount of "body English," eccentric gyrations or
muttered oaths is going to affect the ball's trajectory.
Similarly, once an emergency occurs, it is too late to get
prepared. With some advance planning, you can affect your
public relations box score.
     The things that count in being prepared are your
involvement in and understanding of Amateur Radio and
disaster service organizations operating in your area. You
need to know who they are, what their missions are and who
the responsible officials are in each one. And they need
this same information about you and the organization or
organizations you represent.
     Disasters are scary things and being on the front lines
with a serious responsibility like yours can be a stressful
experience. Advance preparation can soften the stress
involved and help you function better when an event does
occur.

8.5 News Gathering, the Media and Part 97

    You must not allow your amateur station to be used for
any activity directly related to program production or news
gathering for broadcast purposes. There is only one
exception: You can transmit news information about an event
if the following requirements are met: (1) the news
information involves the immediate safety of life or
individuals or the immediate protection of property; (2) the
news information is directly related to the event; (3) the
information can't be transmitted by any other means because
normal communications systems have been disrupted or because
there are no other communications systems available at the
place where the information is originated; and (4) other
means of communication could not be reasonably provided
before or during the event.
    FCC completed a sweeping review of the relationship
between broadcasting and Amateur Radio in June 1985. A
number of rules in both the Broadcast and Amateur services
were modified or overturned altogether. One change was the
elimination of the requirement that broadcasters obtain
permission from amateurs to rebroadcast amateur signals:
Such permission is no longer required, and broadcasters are
no longer obligated to advise FCC that any such
retranmission has occurred. This arises from Amateur Radio's
exemption from the secrecy of communications provisions of
Section 705 of the Communications Act of 1934, as amended.
The FCC felt there was still sufficient protection against
Amateur Radio stations being used for broadcast program
production and news gathering.


8.6 ARRL On-The-Air operating Guidelines

    Face it, chances are that sooner or later your amateur
activity may come to the attention of the media. For
example, a local TV station may want to interview you at
your station concerning the latest ham transmissions from a
hurricane-devastated Caribbean island.
    News reporters can be pushy, to say the least. To help
you cope with one breathing heavily down your back, asking
you to sell your soul (and license) for his evening edition,
ARRL has come up with a set of guidelines to keep in the
back of your mind when under the hot, bright camera lights:
    * Amateur Radio operators may assist news media
representatives in their efforts to gather information for
relay to the public from areas where normal communications
have been disrupted.
    * Amateurs may ask questions of, or relay media
questions to, amateurs in the emergency area. The responses
may be electronically recorded by media representatives.
    * Amateur Radio must not be used to assist the news
media in gathering information when telephones or other
commercial means of communication are available.
    * Amateur Radio must not be used to facilitate the
operation of any business.
    * Amateur Radio operators should depend on their own
judgement when dealing with the news media and when
operating their station in the public interest, convenience
and necessity.

Chapter Nine

Other Public Relations Ideas

     Here are a few additional public relations tips you
might try in getting your message through:


9.1 Amateur Radio Public Awareness Day

     To make the public more aware of the existence,
purposes, and benefits of Amateur Radio, clubs and Field
Organization members set up public displays across the
nation, in schools, libraries, town halls, parks -- anywhere
an imaginative group can think of -- on Amateur Radio Public
Awareness Day. The special day is held each September on the
third Saturday. Why September? It's a time when no other
major Amateur Radio event is taking place. Schools are back
in session, and clubs are looking for a good kick-off for
their fall season. The weather is generally good enough for
outdoor exhibits at fairs and town parks.
     For a comprehensive tutorial on putting together a good
exhibit, see the ARRL Special Events Communications Manual.


9.2 Club "Fact Sheet"

     If your club or organization doesn't already have one,
prepare a brochure or "fact sheet" giving a little of its
history, describing its mission, listing its officers and
outlining the programs and events it sponsors. This is a
great handout to use when you meet with the press or with
government and emergency management officials. It can also
be a neat thing to use in recruiting or orienting new
members.
     Here's a sample:

HAMRAD AMATEUR RADIO CLUB

Would you enjoy a hobby that will last a lifetime?
A hobby that will expand your horizons and challenge
your intellect, one that will help you build lasting
friendships at home and even around the world? Are
you looking for ways to become involved in worth-
while community service?

Then we have something unique and exciting to offer.

WELCOME TO THE HAMRAD AMATEUR RADIO CLUB!

     Amateur Radio is a challenging high-tech hobby offering
service to the community, life-long opportunities for
learning and the excitement of communicating with other
Amateur Radio operators around the world. Amateur radio
operators today can explore many different communications
modes, including all the more familiar methods of voice,
computer and Morse communication as well as more exotic
techniques involving Amateur Radio television, earth-
satellite and moon bounce communications.
     The Hamrad Amateur Radio Club, founded in 1968, is a
general interest radio club having over 125 members.
Although membership is concentrated in the greater Amok City
area, the club's members also come from many other areas in
and around Amok County. While an Amateur Radio license is
required for full voting membership in the club, unlicensed
individuals are invited to join as associate members. The
Hamrad club is affiliated with the American Radio Relay
League, the national association of Amateur Radio operators.
     MEETINGS are held on the second Wednesday of every
month at 8 PM at the Hilton Fire House on Arson Road. Short
business meetings are followed by regular programs of
interest to Amateur Radio operators. Refreshments are
served. Anyone with an interest in Amateur Radio is welcome
to attend.
     The club's service activities include public safety
communications for the annual Amok County Firemen's Parade,
cooperation with the county's American Red Cross Disaster
Service and the operation of a weekly net to drill members
to prepare for providing emergency communications in natural
disasters such as the 1989 Amok River flood which devastated
Bumbleville.
     Other activities include an annual Field Day emergency
communications exercise, a hamfest (an Amateur Radio flea
market), an annual picnic, maintaining a repeater station
serving amateurs in Amok County and conducting Amateur Radio
licensing classes.
     The club conducts 8-week licensing classes each quarter
during the year. Qualified instructors and volunteer
examiners certified by the American Radio Relay League
administer periodic examinations leading to Federal
Communications Commission licenses. Telephone Edgar Bergen,
555-6286, for the next class schedule.
     For more information on the Hamrad Amateur Radio Club,
or on Amateur Radio in general, write to Clark Kent, 1234
Metropolis Street, Amok City.


9.3 Public Service Events

     Public events present unique settings for a "captive"
audience to become more aware of Amateur Radio. They are
ideal for attracting inquiries and promoting interest in our
hobby.
     After a club has committed to providing communications
for an event, ask for support for the public information and
public relations effort. Most every event sponsor is eager
to help us promote Amateur Radio at their events.
     Ask for space for a paragraph on Amateur Radio in the
event brochure, program and Press Kit. Depending on the
event and the circumstances, this can range from mere
acknowledgment of Amateur Radio operators to a brief
description of our hobby and contact information such  as
the ARRL (for the prospective ham mailing with list of local
clubs, classes and exam sessions).
     In most cases, it is better for the promotion of
Amateur Radio to refer to the group "generically" as
Amateur Radio Operators or Ham Radio rather than using your
club or group name (if you have one). The idea is to get the
words "Amateur Radio" or "Ham Radio" in front of the public
eye as much as possible. The Wireless Association of
Greater Norfolk County may be a super club but the name
doesn't convey Amateur Radio to the general public.
     Make your activity and participants visible! Position a
station in a highly visible and well traveled (with  regard
to spectators and participants) location. The Net Control
Station (when feasible) or an Information station  with a
LARGE sign or banner displaying Ham Radio or Amateur  Radio
is a good  attention getter. You may find someone in your
area or  club who has one to loan or who can generate one
with computer banner or sign programs.
     Ask  to  have  the  Public Address Announcer make a few
announcements regarding Amateur Radio. Have "prepared" copy
to be read, thanking the amateurs for their participation
and inviting people to get more information about Amateur
Radio. You or one of your crew can hand this to the Public
Address Announcer directly.
     Ask for space on the event information table or for
your own info table. Handouts can include: Address of ARRL
for prospective Ham mailing, list of local clubs or classes,
and a brochure describing Amateur Radio. You may want to
collect names and addresses of interested persons and
forward them to ARRL for the prospective ham mailing (using
sign-up slips and a "bucket" or other methods).
     Arrange for visible means of identifying each ham
participant and station. Signs on mobile communications
vehicles and caps with the words Ham Radio on them are
excellent. The general public should be able to read
these from a distance. Buttons, ribbons, vests, arm-bands,
sashes and badges are also good, but in a crowded
environment, baseball caps stand out well. Some event
sponsors find it to their advantage to have the Hams easy
to locate in a crowd and may provide reimbursement for
such items. Ask them!
     Do  arrange  for a press release of some sort to the
local press and media before and after the event. Again,
this is to get the words Amateur Radio in front of them. Who
knows, you may find that someone wants to get more of the
story on the Amateur Radio involvement at the event.


9.4 Invite Local Officials To Field Day, Club Meetings

     Adopt selected key government officials and invite them
to attend a Field Day exercise or other activity where you
can show off your capabilities. Invite them to a club
meeting to talk to your members about the community's
emergency planning.
     Invite local emergency management officials to your
meetings, too.


9.5 Proclamations

     If your club or organization has a significant
anniversary like, "The Hamrad Amateur Radio Club's 25th
year," ask the town fathers or even the state's chief
executive to issue a proclamation commemorating the event.
They are usually happy to oblige. Follow up with a
press release. These are considered newsworthy events:
Don't miss the opportunity.
     Here's a sample of a proclamation recognizing Amateur
Radio Public Awareness Day:

Arizona Recognizes Public Awareness Day

Here are the words of the August, 1990 proclamation of the
Governor of the state of Arizona:




                  Office of the Governor

                       PROCLAMATION

              * AMATEUR RADIO AWARENESS DAY *

WHEREAS, the American Radio Relay League, the backbone of
Amateur Radio in the United States, has declared September
15 as "Amateur Radio Public Awareness Day"; and

WHEREAS, "ham radio operators" are often the first to get
word out of an area hit by a hurricane, earthquake, or some
other major disaster; and

WHEREAS, Amateur Radio organizations, in cooperation with
those in public service, also provide much needed
communications for local events such as the Multiple
Sclerosis Best Dam Bike Ride, the Palo Verde Siren Tests and
Evacuation Drills, the Phoenix Jaycees Rodeo of Rodeos
Parade, and the March of Dimes Walk America event; and

WHEREAS, September 15 from 8 AM until 4 PM the Arizona
Repeater Association, along with several other Amateur Radio
organizations in our State, are planning a major show-and-
tell operation for the public, the largest in the Phoenix
area taking place at 16th Street and Indian School Road; and

WHEREAS, several clubs will be demonstrating what amateur
radio is all about at this event by giving people an
opportunity to try their hand at operating some of the
equipment; and

WHEREAS, Amateur Radio operators, licensed by the Federal
Communications Commission, are forbidden by federal law to
change for services, and any organization that requires
their services may call on them;

NOW, THEREFORE, I, Rose Mofford, Governor of the State of
Arizona, do hereby proclaim September 15, 1990, as * AMATEUR
RADIO AWARENESS DAY *


9.6 Recognition Awards

     Give a recognition award of your own. If you can
identify a local government or emergency planning official
in your community who deserves recognition, give him an
award. A classy-looking certificate can be made up easily by
one of your computer-literate members with a laser printer,
a decent piece of paper and a suitable frame. Invite your
honoree and the press to a club meeting to make the
presentation. If the local garden club can do it, so can
you!


9.7 Cable TV

     Your meeting announcements, club auction date or an
invitation for the public to attend your Field Day exercise
could be sent to your local cable TV system's
"Community Bulletin Board." All the cable companies offer
this service by one name or another and most of them would
be delighted to carry your message.
     Cable Television has become commonplace. In fact, many
of us would be lost without our converter boxes and remote
controllers. Few realize that there are many aspects of
cable TV that are available to the subscriber aside from
more channels to watch.
   Cable TV comes into a community by way of a franchise
agreement.  Cable companies bid for a franchise and one is
selected on the basis of cost per customer, quality of
programming and services to be provided to the community.
Many subscribers do not realize that one of the services
almost always a part of each franchise agreement is called
"Public Access."
   Public Access is a channel reserved for residents' own
programs.  Some franchises provide production assistance
including equipment and training.  The best part is that
Public Access costs nothing to the group putting on a
program.
   Consider promoting your ham radio club or running a
series of license classes on TV. Show the "New World of
Amateur Radio" videotape. Show your recent hamfest
videotape! Televise your Field Day or demonstrate OSCAR.
These are all great ways to reach thousands of potential
hams.
   By calling or stopping by your local cable TV company,
you can easily get the information you'll need to get
started.  Instead of sitting home and watching all of those
channels with color bars go by, why not see if you can
activate one and bring ham radio into your community.

Sample Letter To Cable TV Company

[The following can be sent to the local cable TV station to
appear on its "Community Bulletin Board". Different cable
channels have different requirements as to format, in this
case, each line is to contain no more than ten words and a
maximum number of lines. Be sure to check this with your
local cable company before sending your announcement to be
sure it fits the company's requirements. Because these
announcements are usually free of cost, be sure to thank the
cable company that runs your messages.]


Mr. Calvin N. Hobbs
Butt and Head Cable Company
100 Main Street
Amok City

Dear Mr. Hobbs:

I am writing you as a member of the Hamrad Amateur Radio
Club, of which I am a member.

Please accept the following announcement for the Channel 16
"Community Bulletin Board". We are asking that the
announcement be run during the week ending September 20:


     THE HAMRAD AMATEUR RADIO CLUB WILL HOLD AN AUCTION OF

USED RADIO PARTS AND EQUIPMENT AT ITS MEETING ON TUESDAY,

SEPTEMBER 24, AT THE HILTON FIRE HOUSE ON ARSON ROAD,

AMOK CITY BEGINNING AT 8 PM.

     AREA RESIDENTS INTERESTED IN RADIO ARE INVITED TO

ATTEND. IN ADDITION TO THE AUCTION, REGISTRATION WILL BE

HELD FOR THOSE INTERESTED IN ATTENDING CLASSES TO PREPARE

THEM FOR AMATEUR RADIO OPERATORS' EXAMINATIONS.

     REFRESHMENTS WILL BE SERVED.


If you have any questions, please call me at the above
number. Thank you for your past kindnesses.

Very truly yours,

Clark Kent

9.8 Other Organizations

     If your club meets in a church, a firehouse or a lodge
hall, these organizations may be willing and interested in
including your club's meeting announcements or other
information about your activities in their newsletters or
other publications.

9.9 The Workplace

     If any of your members works for a company or entity
with a company house organ, consider communicating with its
editor to suggest an article on the employee's amateur
activity. Many company house organs often feature unusual
employee hobbies.


9.10 Speakers Bureau

     Help your club start a speakers bureau and then promote
it. Let your local schools and community service groups know
it exists and that you have people willing to present a
program. These groups need program material, too, to keep
their meetings interesting.

9.11 Public Programs

     Consider having your club work on a project to develop
a really interesting program about Amateur Radio using
slides or a video format. This is a great idea for clubs
looking for something interesting to do that will help them
grow.
     Use the slide or video program you developed above to
meet with your local service clubs and present programs to
them on local Amateur Radio activity.


     These are just a few of the things you can do. With a
little effort, you could easily add to this list of projects
that have a positive public relations impact.

Chapter Ten

Radio and TV

     The print media, along with radio and TV, are what we
collectively call the news media. They share the common
purpose of being "agencies of mass communication" as
described in a dictionary definition of the word "media."
     Nearly everything we have covered so far applies
equally well to each of the various types of media but there
are some differences. These differences are not so much in
the way we deal with radio and TV but in the ways they
communicate with their audiences. The print media appeal to
our eyes, radio to our ears and television to our eyes and
ears. Therein lie the principle differences between them.
     Operating in worlds measured in minutes and seconds of
expensive air time, radio and TV are tougher to break into.
Fortunately, it's not impossible. Once again, however, much
of your success is going to depend on where you live. Small
town stations are easier targets than large urban broadcast
facilities.
     Whether you live in a small town or a large one, start
by analyzing your local station or stations and their
programming. Like newspapers, radio and TV station
programming consists of parts, including news programs and
segments of news programs, panel shows, interviews,
documentaries and a whole host of others. There are also
different types of stations - commercial, cable and public
broadcast stations.
     Press releases, of course, are not going to be
particularly helpful here, except perhaps as background
information for the radio or TV station to use in evaluating
your story's potential. A press statement or release may
still be helpful to you in these situations as a crutch to
help organize your thoughts. A word of caution: Don't try to
write and present your own script. These are a whole
different matter, one best left to station personnel who are
experts at this.
     Emergency situations are the most likely subjects to
receive coverage from the electronic news media. Field Day
events may be another possibility, especially in smaller
communities. There are others, of course, but the points to
keep in mind are that the kinds of stories that will appeal
most to the electronic news media are those with dramatic
impact which appeal to the ears and/or eyes and those which
can be told in a short time.
     One of the frustrations in dealing with the electronic
media is the fact that only rarely are they willing to
promise coverage in advance for a particular event. The
reason for this is obvious if you think about it: They need
to be ready to cover breaking news. Camera and radio remote
crews may have to be pulled from one story to cover another,
more important story.
     On most weekends, however, there is a dearth of news.
The electronic media's usual newsmakers are at home,
hopefully staying out of trouble. Politicians are usually
relaxing, legislatures are not usually in session and there
is generally less going on. Weekend news programs are often
scratching for stories to fill the available air time.
Weekends offer an opportunity for you to get coverage for
your story. Most stations keep "HFA," or " Hold for Air
stories" to draw on as the need arises to fill air time on
weekends. There are real opportunities for you to exploit on
weekends.
     As mentioned earlier, radio stations offer interviews
and television has panel show formats which may offer
possibilities to explore. Among the cable TV stations in
your area you may have The Discovery Channel, or something
like it, featuring documentaries on subjects in science and
nature.
     The local Public Broadcasting System channel is another
possibility. In Philadelphia not long ago, the PBS channel
ran the ARRL film, "The World of Amateur Radio," as a result
of the efforts of an area Amateur Radio operator.
     The ways you might use to get to your local electronic
media are as straightforward as the ones you would use to
get to the print media. In addition, radio and TV stations
are run by engineers, some of whom may be Amateur Radio
operators. If you have one of them as a member of your club
or organization, discuss your story possibilities with him
and ask the best way for you to make an approach to the
station's programming people.
     If your local station nibbles at your bait or pulls the
line off your reel, be ready to follow through quickly,
intelligently and with as much prior preparation and
professionalism as possible.
     Prior preparation is important in all of the contacts
you will have with any of the media. In the electronic
media, especially in "live" shows, it is absolutely
imperative. Put your very best spokespeople forward and
prepare them as completely as possible. Fumbling, erratic,
unprepared or hesitant performances compound greatly in
front of these media and you need someone who will be able
to cope with the pressures and function well in these
circumstances.
     You will be on your mettle in these situations and you
may well have to be ready to improvise quickly to meet
whatever challenge you are presented with. But, more than
just a challenge, these are golden opportunities. Use them
well.

Chapter Eleven

On Radio And TV Talk Shows

By Joseph J. Carr, K4IPV

     More than 4,000 talk, interview and local public
affairs shows are aired daily in the United States. They
reach audiences totaling millions of people.  According to
the Washington, D.C. - based Broadcast Interview Source more
than 350 of the 9700 stations in the USA are exclusively
"talk." This forum represents a virtually untapped resource
for you, the ARRL Public Information Officer. Here's how you
can tap it.

11.1 Celebrities Only?

     Fame never hurts, but isn't strictly necessary to book on
talk shows.  While a well-known Amateur such as Senator
Barry Goldwater (K7UGA) would get the approving nod in a
heartbeat, there are thousands of opportunities for lesser
celebrities -- like you.  An average of half a million
interviews annually on 4,000 shows makes a lot of space for
the right people.  So who are these "right people?"  They
are people who talk show producers believe will 1) interest
listeners or viewers, and 2) are a good, reliable interview.
Your IQ (Interest Quotient) hangs heavily on whether or not
people want or need to hear what you have to say. Depending
upon the type of show, you must either be controversial, or
able to offer them something that can change their lives for
the better.  Your IQ takes a nosedive, however, if you are a
mere poor imitation of someone else; it soars to the heights
if you are unique and well-spoken.  That "well-spoken"
remark comes from the opinion  of talk-show experts who
believe that how you say it is often more important that
what you say.  For promoting Amateur radio we need to
convince producers that listeners will find "hamming" an
interesting and vital hobby that they might like to join.
     A good, reliable interview is several things.  First, it
is an interviewee (you!) who shows up on the right day, at
the right time and in the right place.  For a telephone
interview (a "phoner") it means that you are at the phone at
the right time -- and were smart enough to make it a phone
in a quiet location and without the "Call Waiting" service.
After all, your hollering kids and the "click-thunk-splatz"
of the Call Waiting signal go out over the air right along
with your most eloquent profundities!
     Remember Calvin Coolidge?  A story they tell about the
30th president involves an incident that happened at a White
House party.  "Silent Cal" was a man of few words.  He was
approached during the party by a woman socialite who told
him:  "Mr. President, I bet Mrs. Smith that I could make you
say three words."  The dour prexy retorted in his best
murmer: "You lose."  Don't be a "Silent Cal" interview
unless you want some ticked off host to say: "you lose."  A
"good interview" is one where you do most of the talking.
One community affairs show host told me that he sometimes
awakens in a cold sweat from a deep sleep because of a
recurring nightmare: a whole string of tight-lipped,
uptight, "Silent Cal" interviews.  After we taped my
interview he told me "you're a good talk, Carr, I only had
to use four of the seven questions we laid out for the 15-
minutes."
     A "good talk" is able to carry the conversation because
he or she is an expert on the topic ...and has lots of
material on hand.  My 8th grade social studies teacher once
scolded me with the remark "...you've got the world's
largest store of useless knowledge."  She was wrong about
that (and a lot more, it turned out) because a large
collection of anecdotal material is golden on a talk show.
     Another of my teachers -- one of the best in the
business -- taught a public speaking course at George
Washington University.  Doc Stevens offered his students one
piece of advice that should be tatooed on the forearms of
all who seek talk show appearances: don't ever speak
impromptu. Always be prepared for contingencies in case
things don't go the way they were planned.  Have a talk or
line of questioning planned, and be prepared to talk on it
at length.  Too much preparation is never a problem ...but
too little is a disaster.

11.2 Types Of Talk Shows

     Talk and interview shows come in a wide variety of
shapes and sizes.  I have been interviewed for a three
minute mini-book-review on a 1,000-watt flea-powered station
in Podunk, and also for two hours in prime time on a 50,000-
watt clear channel rockcrusher that dominated its spot on
the AM dial from Mexico to Canada, and from the Mississippi
River to the western slope of the Rockies.  I have also been
interviewed for 90-minutes on a nationwide satellited
network show.
     Some shows are call-in talk shows.  Listeners telephone
the studio and ask their questions live on-the-air.
Although this format attracts its share of nuts and cranks,
it is also a vigorous arena that taxes you to the limit.  I
personally enjoy this format, especially when some of the
callers disagree with me... or know as much as I do about my
topic.
     Another format is the cross-the-table interview with no
call-ins.  This type of interview is typically pre-taped for
airing at a later time, although some shows do it live.

11.3 How To Handle The Tough Interview

     Inevitibly, if you do a lot of interviews you will
encounter either the hostile host or a call-in jerk who
wants to make life difficult for you (probably someone with
an unresolved TVI complaint).  Pioneer TV talk show host Joe
Pine sometimes told his guest to go "...gargle with razor
blades."  Journalist Dan Wooding (Open Doors News Service)
told me that a person does not really come of age in the
interview biz until they have survived an interview on
Britain's BBC.  According to Wooding, a BBC interview is a
vicious rite of passage into the adulthood of the talk show
circuit.
     But Dan also offered advice on how to handle that kind
of interviewer.  When he asks a provocative, outrageous or
embarrassing question...ignore it.  Answer in a happy,
chipper, comfortable and thoroughly congenial manner, but
answer by asking a question of your own.  You can then burn
up about five minutes of that broadcaster's equivalent of a
bear trap with your own answer to your own question.
     In other cases, the interviewer will ask legitimate
questions that, although designed to lead you out onto a
shakey verbal pier above a school of man-eating barracudas,
are nonetheless in your best interest to answer.  Keep it
cool, be amiable, and skewer the rogue with a well thought
out answer.  After all, you have had a lot more time to
think about the topic than that overworked talk show host.
     Another tough interview is the incompetent host.
Guests on talk shows are a dime a dozen, and press releases
and PR material comes into the station by the box load.  Far
too many talk show hosts never even see your stuff until you
hand him or her a copy five minutes before the air time.
The interview then degenerates into a discussion of the
major headings ("Joe, what do you mean by..." as he reads a
title to 500,000 listeners). The only hope for the "incomp"
interview is to take command and run away with the host's
show: yak it up!  I suspect that the host will actually be
relieved.  After all, if he is too lazy to at least
speedread the material that you sent in beforehand, then he
is probably too lazy to keep the ball rolling: it's your
show from the minute you realize that the host is taking the
table of contents route.


11.4 How To Get Invited

     Fortunately, getting invited on radio and TV talk shows
is  not too difficult. First, you will have to identify the
shows that fit your program.  There are several avenues open
for this phase of the campaign.  The first step might be to
listen to your local radio station to find out what shows
are aired locally.  You could also ask the local station
manager for advice.  You can also look in the standard
broadcasting industry directories.  Although some libraries
might have them, in most cases you will have to spend some
bucks to buy your own copies.  See below for a list of
recommended resources.
     Second, you must prepare a press kit.  According to
Mitch Davis of Broadcast Interview Source,  there is a "45-
cent" rule for the press kit.  If it weighs more than two-
ounces in the envelope (which can be mailed first-class for
45-cents), then it is too big.
     The press kit should demonstrate that you are
experienced with the media (list even one little local
interview); if clips are available, include them.
Demonstrate why your topic, or your experience, is timely
and newsworthy.  For example, if Amateurs helped with
communications for a storm emergency recently, contact the
station or show producer about doing a story.  Exploit any
seasonal or annual aspects of your topic (Field Day, for
example).
     Also, if the station or show has a narrow range of
listeners, then there might be an Amateur Radio angle that
can be exploited. For example, if there is a local Christian
radio station in your town, then tune in on and become
familiar with the Halo Missionary Net (21.390 MHz, 1800Z).
This topic can also be exploited for personal appearances,
lunch and breakfast talks, and other gatherings of local
religious groups.  I found that both Roman Catholic
Protestant churches are eager to hear talks on their
missionaries from a radio perspective.  It's fresh,
different, and so relevant to their own interests.
     Expand your topic to include the greatest number of
listeners.  ALWAYS be a primary source ("I'm kinda like So-
and-So" won't cut it -- they'll go get ol' So-and-So instead
of you).  Make sure that your phone number appears in at
least three places in the press kit.
     In a seminar for Washington's Open University, Mitch
Davis and his associate Joe Shafran stressed the importance
of a little hype to get the producer to actually open your
letter (many -- maybe most -- wind up in the circular file
unopened).  Use a real stamp, not a postage meter stamp, and
a well-designed envelope that stands out (but not too much
glitz, please).  Don't use computer generated mailing
labels.  In fact, Davis recommends hand writing the address
on the envelope.  Above all, address the press kit to a real
person -- not just "guest coordinator" or "producer."  If
you have to call the show or station to find out the correct
name, then do it.  In fact, it is a good idea to call the
person anyway.  Ask for about thirty seconds of time, and
then use it (and no more unless invited to do so) to tell
him why you would be a good guest, and state that "some
additional information" (the press kit) will hit his desk
any day now.
     Make yourself visible.  A press kit, although very
valuable, is a temporary asset at best.  It dies (if not on
arrival) very soon after arrival.  The "we'll file it
against the day when..." is the kiss of death.  "The day
when..." never comes.  One way to achieve visibility is to
send out multiple (but different) mailings to producers
several times a year.  Perhaps a better way is to buy a
listing in one of the broadcast industry directories.  The
Talk Show Guest Directory (available from Broadcast
Interview Source for $19.95) will sell you a one-liner
listing or a paragraph display ad for a relatively low
price.  Talk show producers use the directory to locate
interesting guests, especially those with expertise or
interest in special areas.


11.5 Conclusion

     The radio-TV interview is one of the most powerful and
rewarding methods to promote a book, a cause, an idea ... or
Amateur radio.  It works, it is accessible and it's for you.
     Joe Carr, K4IPV, has a report available called TALK
SHOW ACCESS. Contact him at POB 1099, Falls Church, VA
22041, for details.


11.6 Broadcast Industry Directories

Talk Show Guest Directory.  New directory, but with a proven
track record.  Free one line listings.  Paid advertisements
at reasonable rates.

Broadcast Interview Source, Suite 930, 2500 Wisconsin Ave.
NW, Washington, DC 20007. Phone: [phone]. Directory
costs $25/copy.

Talk Show Mailing List. Contact Broadcast Interview Source
(see above) for prices and availability.

Broadcasting Yearbook. Broadcasting Magazine, 1735 DeSales
St. NW, Washington, DC 20036.  Lists every radio, TV and
cable outlet in the USA. $85

Directory Of Religious Broadcasting. National Religious
Broadcasters, CN 1926, Morristown, NJ 07960. $39.95 ($24.95
to NRB members).  Christian  and religious broadcasters
only; including many broadcast ministries.

Religious Broadcasting Magazine. Subscription $18/year (see
above for address).

Chapter Twelve

Writing For Non-Ham Publications

By Patty Winter, N6BIS


12.1 Target your story to the audience

     What's unique about the group you're writing for?  What
facets of Amateur Radio will interest them the most? Fire,
police, and similar personnel will naturally be interested
in the public service and emergency aspects of amateur
radio, but don't forget to mention how much sheer fun it can
be, too.
     It doesn't have to be "Why you should become a ham."
If you're writing to government or public service personnel,
it might be "How Amateur Radio can help you."  Give them
specific examples of how amateurs have served their
communities, and tell them how to find hams in their area to
set up emergency preparedness teams.  (If you're writing for
your geographical area, you could put yourself or your local
ARRL or radio club officer as a contact person.  If you're
writing for a national publication, refer them to ARRL
Headquarters.)

12.2 What should and shouldn't be included in your story

Do communicate the excitement of the hobby--and try to
target this for your audience.  For instance, technical
professionals might be amazed to learn that we're using
sophisticated digital techniques, and that we have our own
satellites.  Liven up your article with direct quotes from
people in their own profession/hobby who are excited about
Amateur Radio.

Do give a "call to action."  Tell your readers how they can
find out more; e.g., give the ARRL HQ address, or a local
contact if you're writing for a local publication.

Don't go into details that are inappropriate for your
audience.  Talking about the Amateur Radio implementation of
the ARPA Internet protocol suite would be fine in Computer
Networking magazine, but not in Astronomy Today.  (But do
tell the astronomers about Amateur Radio astronomy!)

Don't get defensive about the common public confusion
between Amateur Radio and citizens' band.  A brief,
unemotional, informative statement is okay, such as:
"Amateur radio offers more privileges than other public
radio services, such as citizens band.  In return, we're
required to take a test and obtain a license from the
Federal Communications Commission."


12.3 Target your story to the magazine

     Get familiar with the magazine(s) you want to submit
your article to.  Here are some questions to think about as
you read them.

How long are the articles?

     One page? Two? Four or more? It will probably vary, and
may be quite flexible.  There may be a section that's
perfect for your article--such as "First Person" or "In My
Off Hours"--that's always a certain length; if so, make sure
you write to that length.

What viewpoint are they written from?

     Is everything in third person, or does the magazine
seem to run some of each kind?  First person can be fun
because you can write directly from your own experience, but
be sure to include interesting anecdotes from other hams in
the same profession/hobby, too.  Second person is good for
"you--yes, you!--can do this and have fun" articles.  For
third person, you simply describe your interviewees'
activities.

Do they include photographs?

     If so, figure out a way to get some--and make sure
they're of good quality.  Does the magazine use black and
white, color, or both?  Black-and-white-photos should be
printed on glossy (not matte) stock, have borders, and be at
least 5x7 inches in size (preferably 8x10).  Make sure the
picture has good contrast.  For color, send slides.  If
you're concerned about sending the original transparencies,
high-quality duplicates will generally be acceptable.
Whatever media you use, make sure the picture is clearly
focused and not "busy" with too much in it.  If possible,
crop out any distractions on the edges before submitting it.

Does the editor expect a query letter first?

     A query letter is a proposal to a magazine for a story.
Commercial magazines almost always want them, but
professional and hobby magazines often have looser policies.
If you aren't sure, you could go ahead and send one, or
check the magazine's listing in the annual Writer's Market.

Does the magazine have writer's guidelines?

     Again, the type of magazine we're discussing here may
not have such a beast, but it's polite to ask.  These
guidelines (usually just a couple of typewritten pages) will
include formatting requirements for submissions, and often
include hints on the style preferred by the magazine.

12.4 How to make professional submissions

     Your mother was right: neatness counts.  Make sure your
article is professional in appearance.  Double space, and
use wide margins (at least one inch on all sides).  Either
use a typewriter with a fresh ribbon, or a computer with a
daisywheel, laser, or high-quality dot-matrix printer.  (If
your dot-matrix printer uses only a few pins per character
or doesn't have true descenders, use a friend's.)  Good-
quality photocopies are fine.
     Put your name, address and daytime phone number at the
top of the first page, center the title about a third of the
way down, then leave a few lines before beginning the actual
article.  On subsequent pages, include the page number,
article title, and your name.
     Write a cover letter. This doesn't have to be fancy.
Just write a concise, professional letter that briefly
explains your article.
     Include return postage and envelope. If you don't want
your manuscript returned, mention that in your cover letter
and forget the postage.  If you do want it back, send a
self-addressed, stamped envelope (business-size for short
articles, 9x12 for thicker ones).
     Copyrights. What you write is yours.  When you submit
an article to a publication, it's generally assumed that
they will have only one-time rights to use it.  However,
this a complex subject, so if you're concerned about it,
read the section on rights in Writer's Market or some other
good freelancers' book.

12.5 Article Ideas

     Here's an easy exercise.  Stop for a moment and ask
yourself these questions:  What profession am I in?  What
other hobbies do I have besides Amateur Radio?  Do I belong
to civic or charitable organizations?  What family or other
activities am I involved in?
     Your answers will almost certainly provide the
springboard for several articles--ones which will be fun and
easy to do because you're already familiar with the subject
matter and the audience you're writing for!
     Some of those activities will have a natural link to
Amateur Radio, such as travel buffs who'd be excited about
talking to people in other countries, or businesspeople who
are on the road a lot and would enjoy the ability to meet
new friends in the cities they visit.

Here are some ideas to get you started:

Teachers.  Teachers are always looking for ways to motivate
students, so they'd love to hear how you use Amateur Radio
in the classroom to let your kids meet people in different
areas of the country, to teach world geography, or to
practice a foreign language.  Parents would be a prospective
audience for the same reasons.  You can also mention what
great after-hours relaxation it is for yourself.

Outdoors enthusiasts/private pilots.  Probably very few of
these people know about the availability of small,
lightweight VHF/UHF Amateur Radios.  Lives have been saved
because people had such radios with them when they were
stranded in a semi-remote area.  (The really remote areas
won't have repeaters, of course, but there are plenty of
ways to get yourself into trouble not far from metropolitan
areas.)

People who work with invalids.  Do health professionals and
volunteers know how Amateur Radio can brighten the day of
someone who's shut into their home or an institution?  You
can tell them.

History and genealogy buffs.  These people can have a
marvelous time talking with people in states or countries
that hold special interest for them.  The same with
retirees, especially those now living away from their former
homes.

Science and technical professionals, and hobbyists.  Some
professions and hobbies are a natural match with amateur
radio.  Many engineers could pass the Extra class theory
questions with their eyes closed.  Amateur astronomers might
enjoy Amateur Radio astronomy--and professionals can pass
the time while a spectrogram is exposing!  Computer
professionals and hobbyists can contribute their talents to
the new world of digital Amateur Radio--as indeed has
already happened.

     Those are just a few ideas for members of professions
and hobbies that seem to have a natural link with Amateur
Radio.  But what about the ones that don't?  Does that mean
those people wouldn't be interested?  Of course not; you're
in some of those groups and you're a ham, right?
     Maybe there's a link that isn't obvious.  For instance,
an unusually high percentage of my ham friends are lawyers.
There's no obvious reason I can think of why lawyers would
be disproportionately attracted to Amateur Radio.  My best
theory--from observing that most of them are avid contesters
and/or DXers--is that they like to play as hard as they
work.  They've chosen the aspects of Amateur Radio that are
most competitive.
     If I'm right, then that's a subtle link, but a link
nonetheless.  Maybe other peoples' professions predispose
them to Amateur Radio in ways that aren't immediately
obvious.  If you uncover those reasons, it will strengthen
your presentation of ham radio to that audience.
     Your article doesn't have to be a "hard sell piece" on
Amateur Radio, however.  Many magazines, professional
journals, company newsletters, and local newspapers are
looking for personality pieces--and heaven knows, there are
plenty of personalities in Amateur Radio!
     How about your coworker who recently won recognition
for her help with public-service and disaster-relief
communications?  What about the seemingly ordinary doctor in
your local medical association whose idea of a fun vacation
is dragging a few hundred pounds of radio equipment halfway
around the world for a DXpedition?  And don't forget the
high-school student whose interest in Amateur Radio helped
earn him a college scholarship.  Try local sports figures,
newscasters, and other celebrities.  With 400,000 hams in
the United States alone, there are a lot of fascinating
stories out there just waiting to be written.
     The point is that there are innumberable angles you can
use to make Amateur Radio interesting to all sorts of
people.  Let your mind explore the possibilities, and you
should have enough article ideas to keep you going for a
long, long time!

Chapter Thirteen

Writing Letters To The Editor

By Robert A. Smith, WD4RFD

     Amateurs anywhere can be attacked by unwarranted
legislation and regulation at any time. It is a shame when
we fall victim to some half baked ideas cooked up by
politicos trying to make their futures by attacking rather
than building. Amateurs must battle back. Many of these
battles are waged in the press with articles and editorials.
Amateurs need to have their opinions showing up on these
editorial pages. We must fight on this intellectual
battlefield in addition to all else we do combating
ignorance.
     Letters to the editor are important because they can
indicate strong community support those in the media may not
have known was there. The editors expect associations and
clubs to ship a letter on the club stationery protesting a
proposed antenna height restriction. Though that letter may
represent several hundred hams in a community, it still is
only one letter on his desk. If everyone writes, all of a
sudden he has a pile on his desk. First, you are getting
his attention. Then when one of the letters gets published
you have your point of view before the public. The facts
are now where they belong. You can debunk some of the
myths. It is a good feeling!
     Here are some general guidelines for those willing to
try.  I realize that for many writing goes back to high
school composition classes and has a bad feeling for some.
The thing to remember is we are still a democracy in which
the pen is mightier than the sword.
     These rules can also be applied to writing to your
legislators and other regulating agencies.  Keep in mind,
always, you are a citizen and a voter in this society and
not only deserve to be listened to but also have a
responsibility to speak up if you see something wrong.

1)  Have a clear goal in mind with your letter. Define your
ideas and know exactly what you want to say. An outline may
be helpful, at least make a list. Organize your thoughts so
they can be easily followed.

2)  Respond to a particular article or news item that is
already in the paper when possible. If it hasn't been in
the paper, the editor may have already decided his readers
aren't interested. You need to be relevant.

3) Respond in a timely fashion. In the news business an
item must be "hot" enough. Time is a critical factor.

4)  Don't get hysterical. A bunch of wild claims, ranting
with a flock of unsubstantiated rumors, and name calling can
present the editor with a piece that will show your side as
an ignorant shouting rube. This kind of letter does more
good for the opposition, if published, than for the side you
want to help.

5)  Be clean in your writing.  Make sure grammar is correct,
use a dictionary, and use a typewriter double spaced.  Don't
use a bunch of attention getting gimmicks like capital
letters and underlining.  The editor doesn't want to do a
lot of work on your letter.  He wants to decide what to
emphasize.  Both are his job.  Make it easy for him.

6)  Be persistent.  Only a few letters are published each
day.  The odds just from that perspective are formidable.
Writing puts one more letter in the editor's mailbag from
your point of view.  It lets the editor know there are lots
of folks interested thus enhancing the odds that someone
with your point of view will be selected.  He can't ignore a
lot of letters that convey the same idea.

7)  Keep it short. One page double spaced is almost an
absolute maximum. If you can say what you want with a
paragraph or two, and a catchy phrase, you will be
remembered. No one quotes an entire novel to get an idea
across. Try to say what you want in one page and make an
attempt to shorten it from there. A shorter letter almost
always will be picked over a long letter that says the same
thing.

8)  Be a real person.  Give your name, address, and
telephone number to the editor.  If you have a problem with
publication of your name, tell him, but he deserves to know
the source of material he is publishing. If you have
particular qualifications and are somewhat of an authority
in the subject you are writing about so much the better, and
this should be indicated. Anonymous letters don't go very
far.

9) Get to know the editor's name, write to him directly and
be respectful.

10) Remember there are those who want to stop what you want
to do, or do what you want to stop.  Keep in mind they are
writing too.  An editor can't publish what isn't on his
desk.  You must send your thoughts to him.

Now the hardest part:  Do your writing, and get your opinion
to the editor.  Let him know there is at least one person
with your point of view.


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