ACSM should have a PR Program

by Richard R. Randall

The arts of surveying and mapping have for centuries been universally recognized as essential to many aspects of national and international endeavor. And since the founding of ACSM in 1941, their role in providing geographic information about our world has grown exponentially in the U.S. At the heart of this development was new, sophisticated technology which made it possible to survey and map difficult-to-access ares within and outside U.S., and, indeed, beyond Earth. Our perspectives of our world have changed forever.

The American Congress on Surveying and Mapping evolved, in part, in response to the new perceptions about the role of surveying and cartography in our national economy in the 20th and 21st centuries The organization expanded the scope of its functions and, in 2004, was restructured into four independent organizations—the American Association for Geodetic Surveying (AAGS), Cartography and Geographic Information Society (CaGIS), Geographic and Land Information Society (GLIS), and National Society of Professional Surveyors (NSPS).
Because the work of surveyors and cartographers continues to be of utmost importance to our society, it seems logical that the public deserves to know more about these professions—via a vigorous public relations effort.
There is some evidence to suggest that the desire to pursue such a program is there. Recently, member organizations of ACSM have jointly or individually sponsored various activities aimed at introducing surveying, geodesy, cartography, and GIS to broad audiences. Here are a few examples.
The Geography and Map Division of the Library of Congress currently hosts “Maps in Our Lives,” an exhibit of maps and other objects that tell the story of the surveying and mapping profession in the U.S. and introduce the four founding members of the “ACSM Congress.” A large part of the exhibit was devoted to maps submitted to the ACSM Map Design Competition, which was launched 30 years ago. The exhibit is accessible to the general public and, because of its proximity to the U.S. Capitol, it has also caught the eyes of many Senators and House Representatives. A comment such as, “Oh, you’re from the organization with all those cool maps in the Library of Congress,” is the first step to better awareness of who we are.
For years, NSPS has actively participated in the National Boy Scouts Jamboree in Ft. A.P. Hill, Virginia, through the Surveying Merit Badge. The Badge has a long history—as long as the Boy Scouts themselves. As a matter of fact, the badge was part of the first handbook issued shortly after the creation of the Boy Scouts in 1910. In 2005, the ACSM Bulletin (July-August 2005) carried an article about the Surveying Merit Badge, which, quite appropriately, emphasized that surveying (and mapping) have been an element of the Boy Scouts curriculum for nearly a century.
Another interesting series of articles in the ACSM Bulletin with a PR function is the “Ask Dr. Map” column. In the column, Dr. Map, who has “a PhD and a cartographic license,” interacts with readers young and old. The column provides answers to questions ranging from those of a highly technical nature to cartographic trivia, all of which makes it a one-of-a-kind informal cartography forum for people wanting to know about maps and those who make them.
Bob Church’s articles “Why Lobby?” which were published in the ACSM Bulletin in 2005, are yet another example of good PR. Church stressed the value of understanding how elected officials can react to organized efforts to influence legislation which affects (or could affect) surveying and cartography in particular and the public at large. The points he makes would be worth incorporating in any ACSM program aimed at increasing public awareness of its work.
An important accomplishment achieved after sustained lobbying was the passage of S. Res. 361 on January 31, 2006, to “recommend the establishment of a National Surveyors Week.” During the third week of March each year, appropriate ceremonies are recommended to honor the historical and future accomplishments of the surveying profession. The ACSM Bulletin no. 221 (June 2006) featured a fascinating story about a ceremony honoring the sponsors of the resolution, Senators Stevens (Alaska) and Allen (Virginia).
A House version of the resolution is being promoted. If it is passed, the National Surveyors Week would become a major vehicle for concerted public awareness efforts on behalf of the surveying profession in the U.S. The National Surveyors Week would have to be publicized outside the ACSM membership, which, in itself, would require a vigorous public awareness campaign. The cornerstone of that campaign should be the historic recognition of surveyors’ contributions to public good. Being a cartographer, I can’t help but ask, Will there be a similar effort to have a “National Cartographers Week”?
Even though ACSM and its member organizations may already pursue activities with communications or public relations elements, these functions may not be based on specified directives, and the assignment of persons to such efforts may not be long enough to successfully implement a sustained publicity effort.
During a meeting of the ACSM Communications Committee I attended in April this year in Orlando, Fl., Prof. Joseph Loon, Dr. Lynn Usery, and others recommended that the mission of the Committee should be redefined to focus on promoting the scope and importance of surveying and mapping to a wider audience. My discussions with other ACSM members confirmed the general feeling that better defined and more focused PR efforts would be beneficial.
Although there are calls for more effective PR by ACSM at various levels, as a member of ACSM for over 50 years,* I am prompted to recommend not only the creation of a new PR program for ACSM but also to identify actions I believe are necessary for success. My recommendations in this regard are:

ACSM should have a PR person at the ACSM headquarters (and also at each of its four units). His or her principal function would be to communicate to Washington legislative bodies, federal agencies, and various national organizations and institutions the benefits of existing ACSM programs and activities and to propose new activities in which ACSM could be involved. As appropriate, emphasis should be directed to emergency situations and also to such routine operations as transportation, environmental affairs, and city planning.
A related function would be to hold seminars identifying how surveying and mapping are valuable to local, regional, and national plans to improve a range of conditions. Also, preparing press releases on significant events would be logical. The HQ person also should circulate reports to ACSM member organizations about planned and actual events to ensure information is duly registered and, as needed, modified. The tasks may well justify a full-time job.
At local levels, PR persons should focus on talks at schools to inform students about surveying and mapping in general and about some of the activities that the national organizations already have in place that might be of benefit in promoting the professions locally. Examples are the various competitions ACSM member organizations already organize (such as the map plat and map design contests) and working with the Trig Star contestants. At the state level, the PR personnel may also be expected to appear on local radio or TV shows and submit reports to the press regarding the importance of maps in current local, national, or international affairs.
Actual and planned actions at the local level should be reported to the HQ office to ensure coordination of events. The person may not need to work on a full-time basis; only as required to ensure full implementation of described functions.
Both headquarters and local PR units should play a prominent role in advertising ACSM conferences and other major meetings. In particular, they should circulate to the press and other concerned segments of the public press releases specifying the place and date of the meeting and providing information about the meeting’s program, keynote speaker, and other facts that would help attract the public to the meeting.

A press room (other than an area with conference materials) staffed by a qualified person and open to press personnel should be available. Interviews should be arranged with press representatives regarding subjects worthy of attention.
While such actions may now be carried out, a statement of purpose defining ACSM-wide standards could strengthen the efforts. A related goal should be to ensure that the ACSM Bulletin is not designed mainly for the interest of its members, but also speaks to the general public about issues of wider interest within and without the surveying and mapping profession.
Certainly an upgraded PR program that will bring benefits to society and to ACSM members as well will justify the efforts.

About the author: For a few years, Richard Randall was periodically active in ACSM: in its Cartography Division, particularly during ACSM annual conferences; in its headquarters in Washington serving as assistant editor of the ACSM Bulletin; and as its initial director of public relations. Concurrently, he also served as the Washington representative for Rand McNally & Company, Executive Secretary of the U.S. Board on Geographic Names, and Geographer of the Defense Mapping Agency.