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Radio, TV and Cable
Nearly everything we have covered so far applies equally well to each of the various types of media but the electronic media -- radio, TV and cable -- have some unique needs, which means there are some differences in our approach. 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 principal differences between them.
Operating in worlds measured in minutes and seconds of expensive airtime, 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.
News releases may be less helpful with the electronic media than with print media, but send them anyway. Some stations, particularly smaller ones, will rewrite your news release in a broadcast format as a "tell" story (no reporter in the field); others may use your release as background information for the radio or TV station to use in evaluating your story's potential. 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.
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, plus human interest stories such as school contacts with astronauts in orbit. There are others, of course, such as public access programs on cable TV, 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. Remember, TV is a visual medium!
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 airtime. 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 airtime 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. In many communities, you can produce your own "public access" cable TV program. Contact your cable operator for details.
The local Public Broadcasting System channel is another possibility. In Philadelphia not long ago, the PBS channel ran the ARRL film, "New World of Amateur Radio," as a result of the efforts of an area Amateur Radio operator.
Many local radio stations run talk shows and call-in programming through the week. Again, nights and weekends are good times for programming devoted to leisure-time activities such as ham radio. Many stations also pre-record public service programs for airing on weekends. Ask your local operators if participating in such programs is a possibility.
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.
Cable TV
Cable television has become commonplace. In fact, many of us would be lost without cable. Few realize that there are many aspects of cable TV that are available to the subscriber aside from more channels to watch.
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. Click here for a sample letter to a cable TV company.
But there's another option available from your cable system that gives you an even greater ability to get your message out to the public. 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.
Public Service Announcements (PSAs)
Another effective way of getting the Amateur Radio message to the public via the broadcast media is through the use of Public Service Announcements (PSAs). PSAs are short, 10-second to 60- second announcements about the excitement of Amateur Radio. The ARRL HQ has PSAs available to PIOs for broadcast by local TV and radio stations (write for copies). Your local TV station may be willing to work with you on producing your own PSAs customized for your club. Getting PSAs is the easy part; the harder part is getting local TV and Radio stations to air them. Here are some tips that may help you:
When presenting your PSA (and do it in person if possible) to a local TV or Radio station representative, show him a triple-spaced hard copy of the script. This way, he'll know immediately what's on it, that it's appropriate, and that it won't need any special alteration. He'll be less likely file it in the circular file.
Give him a brief, one-page, triple-spaced outline of Amateur Radio and ARRL. Cover the five bases and purposes of Amateur Radio described in the FCC Rules. Explain that ARRL is a national scientific and educational, non-profit organization of, by and for Radio Amateurs, founded in 1914, that you are an ARRL appointee and (assuming it's the case) that your club is ARRL-affiliated..
Give him a brief cover letter describing your particular campaign.
Give him a list of local contacts; i.e., you, the PlOs, and/or the Section Manager.
Give him a brief list of local Amateur Radio happenings; cover last month's storm communications, parade effort, and Operation Santa Claus.
Follow these tips, and you'll improve your chances of getting your local TV/Radio station to air your PSA. It will bring the good message of Amateur Radio to millions of potential hams.
ARRL HQ PSA Library
Listed below are public service announcements available from League Headquarters:
Television Spots:
Television spots are currently available in three-quarter and one-inch formats. Other formats will be added as the technology changes.
If you're not sure which format you need, please contact the TV station and ask the public service director which format is preferred.
Radio Spots:
ARRL's radio spot is available on CD
