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QRZ Ham Radio Callsign Database - Volume 4.iso
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misprps.txt
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1994-11-27
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Page 1
MISPRPS Version 1 .3 3/1/92
Subject: PUBLIC RELATIONS/PRESS [Category MIS]
PRESS - PUBLIC RELATIONS FOR HAMS
An address by PAUL W. GIRARD, Contra Costa County R.A.C.E.S.
Emergency Response Institute October 27, 1990 - San Ramon, CA
The theme of the Fourth Emergency Response Institute has been
centered around the "Changing Role of Amateur Radio in the
1990's." There have been changes, and there will be more. It
isn't going to be over until the fat lady sings and she isn't
nearly in top form ... yet!Yesterday, when the role change was
mentioned by one speaker, it brought a kind and gentle, but firm,
rebuke from one of the "elder statesmen" of the Amateur Radio
community. He reminded us that our task was to provide
communications when no other way was feasible, and that when
"ham" operators were no longer necessary, they should, in effect,
"go home."
In the final analysis, when we are no longer necessary to an
event maybe we ought to fade into the woodwork.On the other hand,
maybe the Ham operators ought to openly display a multifaceted
talent pool.We heard about the exploits of one Ham, a mechanic,
who saved the bacon of a California Department of Forestry and
Fire Protection engine crew with fuel pump problems in the middle
of a fire. We heard reports of another group of hams who fixed
the antenna system of a city in trouble. They fixed the problem
under adverse conditions, and got the city back on track.Some
newspaper editors used to have `hot flashes' when a local ham
made contact with King Hussein of Jordan, who is a ham operator.
Golly, there would be pictures and bylined stories, and all sort
of stuff.During hurricanes, and floods, in remote parts of the
world in which local hams were active, we used to be able to
pickup 5 to 20 inches of copy. No more!
The point is that the world is looking at ham radio from a new
perspective. Hams have had their play, and until new Mt.
Everest's have been conquered and we can tell our story in terms
that are understood, hams in today's news environment need a "new
peg" in order to make the news pages. We need to tell our story.
The story of the good we do. The story of the public services we
perform, with new and enlightened vigor, and patience.
Remember a few minutes ago when I told you about my public
utility feeding the press pablum? That's what we have to do. Only
ours needs to be oats and honey and perhaps a pint of warm
cream.So how do we perform this miracle? "It ain't gonna be easy
McGee," as Molly used to tell the Fibber. But it can be done!
What we are fooling with here is the basis for a textbook case in
public relations. We don't need new twists in the PR aspects, it
is just that we have to understand the need to tell a complicated
electronics story in terms that a person with a seventh grade
education can understand. Preferably with pictures. Remember the
old Chinese proverb...."A picture is worth one thousand words?"
If we can successfully "sell" a picture before it is taken, then
we have the basis for a "photo opportunity." All we need to do is
get hold of the local newspaper, radio and television station and
tell them in graphic terms what is about to come down...or what
is happening.I have gotten the horse before the cart...but I have
not left the barn door open. Good public relations for Amateur
Radio begins by cultivating the press. That is accomplished by
careful care and feeding. Very short telephone calls -- or
personal -- conversations with the City Desk, or Assignment Desk
of the local newspaper or TV, or radio station.That conversation
might go something like this:Ham: "Hi. This is Joe Doakes. I am
an amateur radio operator -- a ham -- and I thought you might
like to know about X, Y or Z." Make it short. Be credible.
Talk clearly. Answer any questions as concisely as you can.From a
practical standpoint for the purposes of getting the attention of
the press for your club, a club event, or even an individual ham,
don't be shy. Speak right up. Tell the story quickly and
completely. If you are writing a press release, follow these
simple guide lines:
* Be sure it is typed.* Be sure your spelling and grammar are
clean.
* Be sure you have all the names spelled correctly.
* Be sure to put your name, address and phone number at the top
of the page.
* Try not to make the release more than one page...double spaced.
* The first paragraph should answer the who, what, when, where
and why (or how). If you are sending photo, be sure it is in
focus.
* Be sure that you have identified exactly what is going on in
the picture.
* Be sure to identify everyone in the photo from left to right.
* Be sure to include call signs, if appropriate.If you are trying
to get publicity for an event that you know is coming up, let the
press know about that event at least 10 days in advance.If you
can start the "feeding" 20 days in advance and keep updated
stories, or new twists coming at 5 day intervals.
We've touched on some of the nuances of publicity, or routine
press.
Now, lets talk for a few minutes about Emergency PR. That is a
little different.
Let's take an incident or two that we are all familiar with.The
Loma Prieta earthquake comes to mind. How do we handle that sort
of a situation?
First of all, Loma Prieta came under the Incident Command System.
And that puts an entirely different perspective on publicity and
PR for our egos.
In any ICS event there can be only ONE VOICE. Don't ever forget
that I said, ONE VOICE. A one-voice story comes from the Public
Information Officer ONLY. That's the one voice I am talking
about.
If you are doing your job as a communication specialist, the
chances are that at some point the press will poke its nose into
your "bailiwick" and will want to know what is going on. It is
the absolute right of the press under the First Amendment to the
United States Constitution to know and report what is going on in
the public domain. That is Freedom of the Press.
In any situation in which we are working under the ICS system,
and that will usually be the case in disasters or severe
emergencies from here on out, what we say MUST be cleared with
the Public Information Officer who speaks for the entire
incident.
The reason, simply, is consistency. We can't have, for instance,
one fireman saying that the fire is "under control" and another
fireman saying, "all hell is going to bust loose any minute." We
can't have a cop saying "the situation is under control" when
another cop says "the gunman is still armed, has five more rounds
of ammo and two grenades." Or, one weatherman saying "the eye of
the storm has passed" and another saying, "You have not seen the
worst of it yet!"
The single voice system is the ICS way of controlling rumors. We
don't want to be part of any rumor mill. What we must do with the
press if they show up is to assign one member of the ham radio
community to interface with the Incident Public Information
Officer and the Press. It may sound cumbersome, and it can be,
but it can also protect our credibility with the community, and
with the press, and the Incident Commander. The IC will
appreciate our attention to this matter.How do we go about this
delicate task of telling our side, and continuing to feed that
oat and honey mixture to the press? First of all, agree at your
location how the press will be handled -- and by whom. Know who
the public information officer is and how to get hold of him
pronto.
Tell the press officer you have a member of the press on site,
and relay the press request. Usually you can get a quick
"statement for use if asked" from the PIO on site.Stay within the
accepted and acknowledged guidelines for what can and can't be
said.Now, tell the press exactly what it is you are doing to aid
the situation. Explain any interesting equipment or tactics.
Remember, what may be routine to you, such as using ATV, or
packet, or using a computer to send a Morse message, may peak the
interest of the reporter. TV is another facet of this wonderful
game. A few tips:* Look directly at the reporter, not the lens of
the camera. * Be absolutely relaxed. * Keep your answers very
very short and to the point.
What I have attempted to give you is a very quick glimpse into
the care and feeding of press for our own public relations.Every
incident is unique, but the simple matter is that if we feed and
care for the press with "good stuff" before an incident, then in
an incident you can bet your bottom dollar that the press won't
forget you.
Summing it all up: If we have a story to tell -- outside of the
an ICS incident -- tell it as best you know how. Keep It Simple
Stupid (KISS) when dealing with the press.If you need PR or press
during an ICS incident, be sure you go through proper channels.
Let's not cross thread the brass screw. RB128 to 186