How to be a Media Relations Superstar! Public Relations for the Ham Radio Volunteer Jeff Reinhardt AA6JR
Why PR is important... • Community Outreach • Protects Operating Privileges • Recruitment
The Basics... • Establish media contacts. • Know your subject matter! • Have a GOOD story to tell.
Media contacts... • You must cultivate a relationship. • “Shop” your story around. • Be aware of audience segmentation. • Work with your reporter to…. • Get the story right! • Have names, titles, call signs, spellings. • Let the reporter do his/her job.
Your Media “Toolbox…” • Established contact with reporter. • Line up resources that support the story! • People who are experts in their area. • Equipment that works!! • The facts at your fingertips. • A printed fact sheet. • Prompt follow-up.
The News Release... • The “5 W’s” • Shorter is better. • Bait the hook with a good headline/angle. • Tailor your release to the appropriate media. • Print: Details • TV: Visual elements • Radio: Sound bites!
Shorter is better! Factoids Keep It Simple! Clarify when necessary Spread the credits We are bigger than the sum of our parts! Damage Control Don’t lose it! Keep on point Don’t comment on other organizations Positive disposition You represent 650,000 licensees (no pressure) The Media Interview...
Breaking News... • Is it here or somewhere else? • If here, who’s available, what’s involved, do you need help? • If elsewhere, what’s the local angle?
TV & Cable... • VISUAL Medium!!! • Have dynamic elements • Weekend is a good time for feature stories • Public access cable TV shows are fun! • Tell a good story.
Talk Shows... • They’re looking for guests. • Prepare your host. • Assemble a press kit. • Prepare for offbeat questions. • Don’t stray far off topic.
Magazines... • Get an author’s kit. • Tailor your story to the publication. • Good quality photos are a must. • Drawings & schematics where needed. • Good place for detail but don’t go too far. • Attributions and resources. • You’re still telling a story!
Letters to Editor Ham Radio Awareness Day Club Fact sheet Operating Activities get a plug for your club! Create an event Invite “celebs” to your club meetings Get a city proclamation Honor a local personality Speakers Bureau Blood drive, etc... Other PR Activities...
Putting it all together... • 2 weeks: Get contacts, phone/fax numbers, deadlines, follow up by sending your info. • 4 weeks: send out meeting notice w/date, time & speaker, follow up release if something cool happens at meeting • 6 weeks: pitch member activities or operating events • Follow up!!!
Your Support Team... • www.arrl.org/pio/
Now You’re a SUPERSTAR! Go to it and be sure to share your success stories!