Page 1 MISPRPS Version 1 .3 3/1/92 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 Let's not cross thread the brass screw. RB128 to 186