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The preceding chapters have given you the basic tools you'll need for being an effective representative of your club, and of amateur radio, to the news media and your neighbors. Now you need to create a plan of action and begin putting all these tools to use.
Decide what you want to accomplish in the public relations arena, then set up a reasonable, step-by-step, timetable for getting it done. You can use a fancy computer program, a personal digital assistant, or a chart on your wall, whatever works best for you. Set simple, achievable, goals in a realistic timeframe. For example:
Next 2 weeks: Contact local media; introduce yourself; find out who should get news releases; get deadlines, phone/fax numbers and e-mail addresses. Follow up with mailing of your own contact info.
Every 4 weeks: Send out meeting notice (remember their deadlines), highlight program/speaker. If program has any interest outside amateur radio, follow up with news release on meeting program.
Next 6 weeks: Pitch article on member's trip to East Brigadoon for "Radio Adventure" (DXpedition); if no bites, follow up to see what types of stories might be of more interest; then try to develop them.
Early June: Pitch Field Day coverage; follow up with invitations/directions.
Note that every goal on this short sample list included "follow up." That can be as important as the initial contact and is a key ingredient in establishing and maintaining a good working relationship with the reporters, editors and news directors in your area.
Like ham radio itself, effective public relations really is about relationships -- the same people skills you use in club leadership or on the air will help you "put it all together" as an ARRL PIO. Good luck, and remember -- your section PIC, your fellow PIOs on the internet PR reflector, the HQ media relations staff, and members of the ARRL Public Relations Committee are all available to answer questions and offer suggestions. You're not alone. Now get out there and start pitching!
