PUBLIC
INFORMATION COORDINATOR
The ARRL Public Information Coordinator (PIC) is a section-level official
appointed by and reports to the Section Manager (SM) as
the section's expert on public information and public relations matters. The PIC
is responsible for organizing, training, guiding and coordinating the activities
of the Public Information Officers (PIOs) within the
section.
The Public Information Coordinator must be a Full member of the ARRL and,
preferably, have professional public relations or journalism experience or a
significantly related background in dealing with the public media.
The purpose of public relations goes beyond column inches and minutes of air
time. Those are means to an end--generally, telling a specific story about hams,
ham radio or ham-related activities for a specific purpose. Goals may range from
recruiting potential hams for a licensing course to improving public awareness
of amateurs' service to the community. Likewise, success is measured not in
column inches or air time, but in how well that story gets across and how
effectively it generates the desired results.
For this reason, public relations are not conducted in a vacuum. Even the
best PR is wasted without effective follow-up. To do this best, PR activities
must be well-timed and well-coordinated within the amateur community, so that
clubs, Elmers, instructors and so on are prepared to deal with the interest the
PR generates. Effective PICs will convey this goal-oriented perspective and
attitude to their PIOs and help them coordinate public relations efforts with
others in their sections.
Recruitment of new hams and League members is an integral part of the job of
every League appointee. Appointees should take advantage of every opportunity to
recruit a new ham or member to foster growth of Field Organization programs, and
our abilities to serve the public.
Specific Duties of the Public Information Coordinator
- Advises the Section Manager on building and maintaining a positive public
image for Amateur Radio in the section; keeps the SM informed of all significant
events which would benefit from the SM's personal involvement and reports
regularly to the SM on activities.
- Counsels the SM in dealing with the media and with government officials,
particularly when representing the ARRL and/or Amateur Radio in a public forum.
- Maintains contact with other section level League officials, particularly
the Section Manager and others such as the State Government Liaison, Section
Emergency Coordinator, Affiliated Club Coordinator and Bulletin Manager on
matters appropriate for their attention and to otherwise help to assure and
promote a coordinated and cohesive ARRL Field Organization.
- Works closely with the section Affiliated Club Coordinator and
ARRL-affiliated clubs in the section to recruit and train a team of Public
Information Officers (PIOs). With the approval of the Section Manager, makes PI0
appointments within the section.
- Works with the SM and other PICs in the division to develop regional
training programs for PIOs and club publicity chairpersons.
- Coordinates public relations efforts for events and activities which may
involve more than one section, and provides input on matters before the League's
Public Relations Committee for discussion or action.
- Establishes and coordinates a section-wide Speakers Bureau to provide
knowledgeable and effective speakers who are available to address community
groups about Amateur Radio, and works with PIOs to promote interest among those
groups.
- Helps local PIOs to recognize and publicize newsworthy stories in their
areas. Monitors news releases sent out by the PIOs for stories of broader
interest and offers constructive comments for possible improvement. Helps local
PIOs in learning to deal with, and attempting to minimize, any negative
publicity about Amateur Radio or to correct negative stories incorrectly
ascribed to Amateur Radio operators.
- Working with the PIOs, develops and maintains a comprehensive list of media
outlets and contacts in the section for use in section-wide or nationwide
mailings.
- Helps local PIOs prepare emergency response PR kits containing general
information on Amateur Radio and on local clubs, which may be distributed in
advance to local Emergency Coordinators and District Emergency Coordinators for
use in dealing with the media during emergencies.
- Works with PIOs, SM and ARRL staff to identify and publicize League-related
stories of local or regional interest, including election or appointment of ARRL
leadership officials, scholarship winners/award winners, QST articles by
local authors or local achievements noted or featured in QST.
- Familiarizes self with ARRL Public Service Announcements (PSAs), brochures
and audiovisual materials; assists PIOs in arranging air time for PSAs; helps
PIOs and speakers choose and secure appropriate brochures and audiovisual
materials for events or presentations.
- At the request of the Section Manager or Division Director, may assist with
preparation of a section or division newsletter.
- Encourages, organizes and conducts public information/public relations
sessions at ARRL hamfests and conventions.
- Works with PIOs to encourage activities that place Amateur Radio in the
public eye, including demonstrations, Field Day activities, etc. and assures
that sponsoring organizations are prepared to follow-up on interest generated by
these activities.
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