A unique by-product of the cable television systems in this country is what is known as community access television, or CAT for short. As part of the federal regulations concerning cable television, CAT is endowed by the cable systems that serve the community, and receives its annual operating budget from a small percentage of each subscriber's cable television bill. Obviously, communities with larger populations and multiple cable systems will have larger budgets, more staff and facilities. As a general rule, the cable subscribers in most communities are about 60% of the television households (as of December 2006). Urban areas (major cities) tend to have well-endowed and staffed CAT stations, whereas suburban communities may have joint facilities or none at all.

CAT doesn't function quite the same as commercial broadcast television, or for that matter "public television" (PBS.) The technology and broadcast fundamentals are the same (some CAT stations have equipment that is technically on par with their larger commercial cousins - it's just that the commercial stations have more of it and more paid professional staff.) CAT stations are staffed by a small cadre of television professionals - who often have many roles. Typically, a small station may have a Station Manager and a Director of Programming, and then perhaps a Community Outreach staff person. The rest are volunteers who have been trained in television production by the staff, and then crew the various productions.

The goals of CAT are two-fold: to provide as much coverage of community-oriented events as possible, and also to provide opportunities for the volunteer producer-members to create original programming on just about any topic that interests them. This orientation can provide a channel for publicizing a client's activities or executives (mostly their community involvement), and rather interestingly, an opportunity for public relations professionals themselves to come up to speed on television production. However, it is important for public relations professionals to understand how to approach CAT, and to also set both their own and their clients' expectations in terms of what the results may be.

Unlike commercial television, there is no ‘assignment desk editor' or strict hierarchy at the CAT station. Most of the production work is done by volunteers - but don't be mislead by that term - you are very likely to encounter experienced adults who are professionals in their other fields, and help out either out of sense of community involvement or because they want to produce original programming. At minimum, they are trained in basic television production, and in some cases, create "network quality" programming. (I recently sat on a national judging panel for CAT stations' election coverage and saw many examples of this.) Recent advances in digital camera technology and non-linear (computer-based) editing software have dramatically closed the gap between commercial television and CAT. As an aside, most of the program production at CAT stations takes place in the evenings or on weekends - and if you are going to work with them - both your schedule and your clients' have to conform to that reality.

What clients or causes would lend themselves to CAT? Obviously, community-oriented clients or causes would top the list. However, causes that have a national appeal can fit into this description as well. For example, PSAs on college savings programs, traffic safety and smoking cessation. Rather interestingly, virtually no PSAs are sent to one of the CAT stations that I'm affiliated with - which serves an affluent Boston suburb.

An example of community-based organization would be the local hospital. This particular hospital is a major volunteer and charitable activity for many of the community's business and political leaders. Each year, they run a week-long fund raiser that culminates in a black-tie affair. They also put of a cabaret show each year featuring the hospital staff and volunteers. The community access station produced a multi-camera production of that event that utilized their field production truck (yes, CAT stations do have field production facilities - one resourceful Massachusetts community even got the police force to split the cost and share their truck as a tactical emergency headquarters!)

The hospital also has a number of alternative-medicine programs, and has become the basis of an on-going medical segment on the monthly community video news magazine that the CAT station produces. With a client like that, a public relations firm would have easy access to the CAT station, and could offer may program-subject opportunities.

Another opportunity for public relations firms and professionals is to join their local CAT and get trained in the basics of television production. There are many advantages to this - first, you will develop much greater insights into the use of television for public relations. There is absolutely no substitute for the experienced gained in participating in actual television production activities. Secondly - you will have much greater credibility with CAT stations if you're a CAT producer-member yourself. You know their situation and talk their lingo. With 1,000 PEG (political, educational and governmental) stations in this country - that credibility goes a long way. You will also have greater credibility with commercial television producers and staff - you know the procedures and the terminology. When ever I go into a commercial television station or production facility - I'm a kid in a candy store - and the staff loves it because they know I understand and appreciate what they are doing - that attitude resonates with any professional. Any public relations professional who wants to make the investment can do the same - it just takes time, and maybe all of $50 a year in dues to your local community access station (note - usually membership is also open to any business in the community - so if your firm has offices in that community - you should be eligible to join)!

Here are some tips for public relations professionals who want to leverage the opportunities in community access television:

• Your primary relationship should be with the member-producers. If something is going to get produced - they will be the ones doing it. The station manager and director of programming, although the initial contacts, are focused on being responsive to the community's direct needs (such as governmental coverage, sports, community events, etc.)



• Check your client roster for those who are good community citizens and/or whose executives play leadership roles in their local communities.



• Determine which CAT stations serve those communities. Call and introduce yourself - pay a visit and find out what kind of programing they do - don't be just a voice on the telephone.



• If you are doing an event or some activity (such as a ‘Run for the Cure') that has visual and community value - ask if they are interested in covering it. Don't even think of the high-pressure pitch - you'll get absolutely nowhere. Worse yet - it could exclude you from future consideration.



• Remember that often a story can be covered backwards: such as when you spot a CAT crew filming a client-related community event. Talk to the camera operator and/or the location director/producer.(Note - sometimes the camera operator is the producer.) Ask what production they are working on. If your client is related to it - and they already have taped the "b-roll" (supplemental footage) - often the rest of a peripheral story can be back-filled and taped pretty easily. Suggest it and make it easy for them.



• If you produced PSAs - don't forget to include CAT stations in your distribution list. Sometimes the CAT station can produce a PSA on a community-related subject that you're advocating.



• Encourage your staff (or yourself if you are a sole practitoner) to join their local CAT and become member-producers themselves. Not only will that enhance their capabilities, it gains credibility with the CAT community, and who knows - they can pitch in and help get the community-related coverage for your clients.



• With recent technical developments, community access programs can be uploaded to a centralized server for distribution nationally to other CAT stations or others who want to download the program. This extends the reach of a locally-produced program to a potential national audience. Check with your local CAT station to determine if they are aware of this development.

Alliance for Community Media - www.alliancecm.org

The Global Village CAT - http://www.communitymedia.se/cat/

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see the related article Do-It-Yourself Business Video - How to Avoid the Land Mines

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