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IN THE FIRST PLACE, TIME ON ANY NETWORK IS EXTREMELY VALUABLE - THAT TRUISM MOST OF YOU HAVE HEARD MANY TIMES BEFORE. VALUABLE FROM TWO STANDPOINTS - EVERY PROGRAM SCHEDULED HAS A DOUBLE DUTY TO PERFORM, IT MOST TO CATCH AND HOLD THE ATTENTION OF THE LISTENER FIRST AND SECOND IT SHOULD ENCOURAGE THE LISTENER TO STAY WITH THE STATION TO HEAR THE PROGRAM TO FOLLOW. So TIME IS VALUABLE FROM A LISTENER STANDPOINT AND IN ADDITION FROM A SALES STAND¬ POINT. Every fifteen or thirty minutes given to any group or organization, MEANS A FIFTEEN OR THIRTY MINUTES WITHDRAWN FROM SALE, MEANS LESS REVENUE TO THE STATION. Ir THE PROGRAM BOOKED IN THAT PERIOD, AS A SUSTAINING FEATURE, IS INTERESTING ENOUGH TO HOLD THE ATTENTION OF MANY LISTENERS, THE GOODWILL BUILT FOR THE STATION, BROADCASTING THE PROGRAM, AND IN TURN FOR THE NETWORK, JUSTIFIES THE GIVING OF THE TIME. So, I SHOULD SAY, THAT THE FIRST WAY, NOT TO SEEK PUBLIC RELATIONS THROUGH THE NETWORKS, WAS TO ASK FOR TIME AND THEN OFFER A POOR PROGRAM. In THE SECOND PLACE, IN ASKING FOR TIME, WHAT IS YOUR OBJECTIVE? ^0 OFFER A PROGRAM OF INTEREST TO THE GENERAL PUBLIC REGARDLESS OF ITS INTEREST IM THE SCHOOL YOU REPRESENT, OR MERELY AS ANOTHER MEANS ©F ACQUIRING BORE PUBLICITY - ANOTHER ITEM TO ADD TO YOUR SCRAP-BOOK AT THE END OF THE YEAR, WITH NO THOUGHT OF YOUR OBLIGATION TO THE STATION OR THE PUBLIC* F THAT IS TRUE, THAT IS THE SECOND LINK IN THE CHAIN OF HOW NOT GO SEEK PUBLIC RELATIONS THROUGH THE NETWORK. Im THE THIRD PLACE, LET US SAY TOU HAVE THE TIME AND A GOOD PROG RAM - IN OTHER WORDS YOU DO HAVE SOMETHING UNDERSTANDING OF THIS NEW MEDIUM, RAD 0, AND yoL ARE DEFINITELY CONSCIOUS OF YOUR RESPONSIBIL.TY WHEN YOU ACCEPT THE TIME ON A NETWORK, ANOTHER GOOD V'AY OF NOT BUILDING PUBLIC RELATIONS