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● Introduction & Index ● What is PR ● Job Expectations ● Types of Media ● Building Relationships ● Media, Hams & FCC Rules ● The Basic News Release ● Interviews and Live ● Making your own show ● Easy P.R. ● Public Service Events ● Piggy-back to Events ● Pictures NOW! ● P.R. Research Aids ● Making Friends ● ARES® PIO ● Final Exam Information Next Page

## Section 2 - What is PR ? PR and non profits In Group vs. Public Goals of this section: Understand and define the role of Public Relations Recognize the importance of PR for non profit organizations Properly identify the target of ARRL PR efforts What is PR? Within Public Relations circles, there is an old story that helps to define what PR actually is all about. In the story, a circus is coming to a small town. You paint a sign saying ‘Circus Coming Saturday’, that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed, that’s publicity. And if you get the mayor to laugh about it, that’s Public Relations. Finally, if the town’s citizens go the circus, and they spend a lot of money, that’s sales. Public Relations is about creating positive relationships. It is developing the image that an organization is made up of the kind of people you actually would like, trust and want to know. It is the basis for everything else we do. It comes before marketing, recruitment, or any agreements. Just as you choose to go elsewhere rather than deal with a store that you do not like or trust, people make basic decisions all the time on their perceptions about us. Personalities, initial presentations, images - all these play into any decision we make when we choose a product or become allied with some group. Vast amounts of information are available about how a person makes these decisions, but this topic is beyond our scope here. Most of this material examines why people buy certain products. In our case, we set the stage well before that action. We focus on making friendships for Amateur Radio. If we can accomplish that, all other things are possible.