For successful PR, Sometimes it's WHO you know!
   
   
   Let's get down to the nitty gritty.  There are so many groups looking to 
   publicize and promote their group or hobby that media outlets are routinely 
   flooded with press releases.  Most of them wind up unopened in the 
   wastebasket. Telephone calls get ignored (or lost in the shuffle of a 
   hectic newsroom).  So simply sending a Press Release often isn't enough.  
   (see the section by KS1A on Press Releases and Field Day)
   
   One of the best ways to get your information to the media is to have 
   someone or know someone on 'the inside'.   It can really help if your ARRL 
   section has a public information officer or coordinator working at the 
   media outlet - there are almost always Hams working in the target company.  
   Look for them and introduce yourselves to them.  Public Information 
   Coordinators should always be looking for hams working in the media to join 
   the public information effort.  Recruitment can take many forms - including 
   asking for Notices to be posted on the Company employees bulletin boards to 
   recruit their Ham employees for your PR effort.  Ask around your Ham clubs, 
   "who knows a ham that works for the Newspaper/Cable TV/ Radio stations/TV 
   stations" and etc..   Then get to meet those individuals and discuss Ham 
   related Public Relations and Public Information. They may be able to 
   introduce you to their company news director, editors, reporters or Public 
   Service coordinators.  
   
   If you are heavily involved with Ham PR (such as ARRL PIC, PIO or ham club 
   PR person) you should introduce yourself to the area media.  Call news 
   directors, reporters or editors - let them know that when HAMS are in the 
   news you can help them get the information they want.  Offer to take them 
   out to lunch  or for coffee or arrange some other routine meeting with 
   them.  When you do meet with them be prepared to talk about what you or 
   your group can provide for the media (routine events like Field Day and 
   emergency situations too).  Discuss with them the things they would like to 
   have during a Ham involved situation.  Mention the 'newsgathering 
   restrictions' placed on HAMS but don't overdo it.  Just let them know what 
   they can expect from you and your group and what not to expect.  Build your 
   credibility.  Provide them with a card and/or sticker with information so 
   that they can contact HAMS when the need arises.  In essence, this is a 
   form of Networking and it does work.
   
   Also introduce yourself to the Public Service Coordinator. That's the 
   person who receives Press Releases and may schedule Public Service 
   Announcements.  Find out what method they prefer for submission of 
   information - discuss the types of items they would be interested in from 
   your club or group.  Make it personal.  
   
   Once you have established yourself as a source, the media will seek you out 
   when they need your expertise rather than you chasing them.  In a hectic 
   newsroom environment they would rather hear from a known credible person  
   than someone they just do not know.  Get to know them NOW and follow-up 
   every several months just to maintain contact - or update them on new 
   activities. 
   
   It will soon amaze you how often you run into these newspeople out in the 
   field.  If you run a 'thon or other public event you'll be surprised how 
   many media types may be there - and just like everywhere else when there is 
   a free moment they will gravitate toward people they know and recognize 
   whether for general socializing or for information gathering.  Maybe they 
   will mention your HAM work as a 'sidebar' or featurette.
   
   All in all, if the contact person at the media outlet knows you, your 
   chances of getting your message across improves greatly.  
   
   de K1HLZ  ARRL EMA PIC