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Sometimes the smallest detail can make or break your media effort. Knowing what reporters need and expect from you is crucial for successful story placements, and helps you establish yourself as a reliable source for Amateur Radio information in your community.
Here are a few simple tips to help you communicate effectively with the local media:
1. Target the right person
Make sure you are sending your news releases to the right reporter or editor. News items that fall into the "wrong hands" might not get passed on. Don't hesitate to contact the newsroom, tell the staff person what kind of news item you have, and ask to whom it should be addressed.
2. Offer complete contact information
Be sure to include your day and evening phone numbers on news releases, pitch letters, club meeting announcements, etc. Include your e-mail address as well. More and more, reporters are using e-mail as a quick, efficient way to check facts and conduct interviews. If you use your cell phone a lot, don't forget that number too!
3. Drop the jargon in news releases
A reporter or assignment editor wants to get the gist of the story -- fast. Technical ham radio jargon -- including call signs -- distract and confuse the uninitiated. Your main points may get overlooked, and your press release could end up in the "circular file." If a particular technical word or phrase is essential to the story, wait until you do the interview. At that point you can offer the reporter a simple explanation in layman's terms, and he or she will decide how to work it into the story.
4. Watch your spelling and grammar
Start off on the right foot with reporters by taking the time to check and double-check your work before it's submitted. Accurate, well-written press materials reflect on the sender, and his or her credibility as a source of good information.
5. Don't answer "off-the-cuff"
If a reporter calls you for an interview, don't feel that you need to jump into it right away. Most will be perfectly willing to give you a few minutes to organize your thoughts and gather up any needed information. Be sure to call back as soon as possible, though, especially if the reporter is on a tight deadline.
6. Don't badger a reporter about running the story
If you've worked with a reporter on a ham radio story, it's OK to ask when the story might run, but further questioning and repeated phone calls won't get you anywhere. Reporters will share what information they have at the time, but stories can be postponed for a variety of reasons or bumped altogether if breaking news hits.
7. Say "thank you"
Mailing a brief note or sending an e-mail message is a nice way to say thanks to a reporter who has shown Amateur Radio in a positive light. Reporters appreciate knowing that their work was well received.
Field Day and the Jamboree on the Air are great publicity getters, but they only happen once a year. Having a well-rounded publicity effort means searching out stories you can promote all year long.
Keep on top of these ten topics and you'll have some "hits" on your hands:
1. ARISS
The two-man Expedition 8 crew (both hams) will start participating in school group contacts toward the end of October. The previous crew was averaging one contact per week. If there is an ARISS contact planned with a school near you in the coming months, don't miss the opportunity to get involved in publicizing the event!
A lot of good information on the ARISS program, along with the latest contact schedules and schools selected for future contacts, is available on the ARRL Web site at http://www.arrl.org/ARISS/
2. Club activities
Promote your club's routine meeting schedule, upcoming speakers and other group events. Most newspapers have space reserved for this kind of community news. Don't forget to invite the public in your announcements whenever appropriate, and list a contact name and number for more information.
3. Notable hams
Is your mayor, fire chief or another town official into ham radio? Do you have any famous (or not-so-famous but real interesting) hams in your community? You can do an interview and write up a release, or pitch the idea to your local media contacts.
4. Public service
Keep yourself in the loop on all public service activities, not just the occasional emergency. Reporters also are interested in the role hams play during marathons, parades and local festivals.
5. Educational activities
What's going on in your schools? Teachers and students may be doing some newsworthy things with ham radio.
6. Trends
What's new in Amateur Radio? Will people in your community be affected? The "numbers" show that ham radio is very much alive and well in the 21st Century. Reporters might be interested in knowing that fact, and in interviewing local ham radio enthusiasts.
7. Kids
Kids are always a hit with the media! Talk to club members with young hams in their families, and keep on top of Scout activities too.
8. Disaster preparedness
You don't have to wait for Field Day or the Simulated Emergency Test in October. Many hams prepare for emergencies all year long.
9. Awards
A press release is in order when an honor or appointment is bestowed on a local ham, or a club.
10. Community involvement
Are local hams doing something at the library, the senior center or with the Rotary Club?
Keep all of these topics in mind when you're reading the club newsletter or talking with your friends. You may be surprised at how many good story angles develop!
If you've seen a particularly good article on ham radio in print, on television, or heard one on the radio, you might want to nominate the reporter for the 2003 Bill Leonard, W2SKE, Professional Media Award. The deadline for nominations is December 5, 2003. Nominated work must have appeared between December 5, 2002 and December 5, 2003.
The annual award honors a professional journalist whose outstanding coverage in TV, radio, print or multimedia best reflects the enjoyment, importance and public service value of Amateur Radio. The award was created as a tribute to the late CBS News President Bill Leonard, W2SKE. He was an avid Amateur Radio operator, and most active on the air during the 1960s and 1970s.
Nominations are judged by members of the League's PR Committee, and the final decision is made during the January Board of Director's meeting. The winner receives an engraved plaque and a cash award of $500. Please note that some news organizations prohibit journalists from entering contests that offer monetary awards. Checking with your potential nominee ahead of time is a good idea.
For more information about the award, or to obtain a nomination form and the official rules for entry, contact Media Relations Manager Allen Pitts, W1AGP apitts@arrl.org; 860-594-0328.
In an e-mail message earlier this year, ARRL PR Committee Chairman Jeff Reinhardt, AA6JR, posed an interesting thought. What if Public Information Coordinators and Officers could commit to publicizing one Amateur Radio story per month?
Building a good working relationship with media representatives and establishing yourself as a reliable source of Amateur Radio information for reporters and editors are just two of the benefits you'd reap from the effort. You'd also be getting the public exposed to ham radio as a positive element in the community, and possibly increasing the frequency of media placements.
Some suggested publicity opportunities include club activities, special event stations, emergency drills, holiday-related operations and ARRL-sponsored events. An entertaining ham bio, youth in ham radio or a human interest piece featuring a ham who has formed a lot of international friendships are just a few more story ideas that could be promoted at any time during the year.
If you decide to make "a story a month" one of your PR goals, please let us know how it works for you.
"It's these 'grassroots' functions that lead to long-term success in media relations at the local and regional levels," said Reinhardt. We couldn't agree more!
If you want to shine during your next media interview, this site offers a lot of helpful pointers: http://www.online-pr.com/OnlinePRInterviewPreptips.html. Like a lot of the PR Web sites out there, not all of the information can be applied to the work you do as a public information volunteer for ham radio. Still, it's worth a look. You can also go back to the main site (www.online-pr.com) for more free articles and tips.
