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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 10 - Easy PR ## Letters to Editors ## Proclamations ## ## Goals of this section Be able to differentiate proactive and reactive PR activities and the opportunities they present in public relations work. Develop several activity plans for PR in your own location. Just as the title suggests, this section is devoted to plucking that “low hanging fruit”, or what we’ll call “Easy P.R.” Easy P.R. can be divided into two major approaches - proactive and reactive. By far the better approach is proactive, meaning you, the PIO, control the theme and emphasis on the story you are trying to convey. Reactive P.R. means responding to an event or situation where amateur radio is part of the story. Before we dissect how best to take advantage of these two approaches to “Easy P.R.”, you need to remember an important rule - the PIO is a support resource to the amateur radio community. This means that you should not send releases or speak to the public at large without clearing your plans first with the officers of the local amateur radio club or clubs impacted by your efforts. In many communities there may be several amateur radio clubs, with each having a distinct purpose, such as ones dedicated to ARES®, or DX, or local VHF/UHF repeater support. Even if your plan is to highlight efforts by one such specialized club, it’s wise to share your plan as a courtesy to other clubs in the area. The PIO who communicates with the media without the knowledge and support of an amateur radio organization ends up doing a disservice to all clubs in the area, to amateur radio as perceived by the public, and ultimately to the PIO himself. Besides being politically a wise move, the PIO can gain insight and wisdom into shaping an effective PR strategy for both proactive and reactive situations when he or she consults with other amateur radio officers. No one person has a monopoly on knowledge. After completing the PR-101 course, you will understand better how to work with media, but the content of your PR message must have the support of other amateur radio officers in the club or clubs with which you are affiliated. Equally important, other club officers may have knowledge of a perspective that will enhance your ability to craft your message, so that it be both accurate and relevant. In the end, the best PR campaigns are those in which the PIO synthesizes the knowledge he or she has gained through consultations with other amateur radio leaders, and has discussed with them what are the best approaches to achieving the goal of letting the public know about amateur radio.