By  faithfully  evaluating  clippings,  we  have compiled  a  store  of  documented  data  for  each publication with which we deal. Periodically, the Clip Slip information is tabulated, making it easy to spot recurring forms of editing. In  addition,  a  provision  is  made  on  our distribution sheets for checking off the publications using our stories. This makes for speedy study of coverage. Like any other procedure, Clipanalysis is not a cumbersome task if the work is not allowed to pile up. The evaluation process is really quite intriguing. The  system  helps  our  firm  gauge  its  effec- tiveness in a very concrete way, but more important, it lets us know how well we are servicing our clients. This kind of evaluation is an area in which too many public relations firms are lax, and an area where advertising  agencies  take  the  lead. The advantages of Clipanalysis are appealing to any  public  relations  practioner.  It  relieves  tension by transforming guesswork about placement into documented guidelines. And it aids in relations with editors by always providing them with what they want–nothing  more,  nothing  less,  nothing  un- acceptable. THE TELEPHONE Learning   Objective:    Recognize  the  fundamentals  of telephone   etiquette,   properly   taking   messages   and using answering and facsimile machines. Good telephone communications are vital to the smooth operation of a public affairs office. The way you conduct yourself on the telephone will leave lasting impressions, either favorable or unfavorable ones, on the person calling your office. As the public affairs office manager, you must make sure your staff is well versed on  telephone  procedures  so  favorable  impressions  are commonplace. ETIQUETTE Open  a  telephone  conversation  with  a  phrase identifying  your  office  and  yourself.  In  answering  the telephone,  you  might  say,  for  example,  “Naval  Air Station Public Affairs, Petty Officer Knott speaking, may  I  help  you  please?  The  following  are  some telephone  etiquette  tips: .   Slow   down.   Blurting   out   “Navalairstation- public   affairs, Pettyofficer   Knottspeakin, mayIhelpyouplease?” in less than three seconds is disconcerting and has no place in public affairs office telephone communications. An introduc- tion  using  a  steady,  conversational  tone  is  best and will make the caller feel at ease. . Give the caller your undivided attention. Picking up the receiver while finishing a conversation with someone in the office is annoying and rude. . Do not eat or drink. Coming across as a “marble mouth”   will   do   nothing   to   enhance   your credibility and that of the office. If the caller’s identity is unknown, you should ask for a name and organization. Ask for it tactfully, for example, “May I ask who is calling, please?” or “May I have your name, please?” Avoid phrases that sound abrupt or suspicious, such as “Who is this?” or “Who’s calling?” After  obtaining  the  caller’s  identity,  cordially  offer any assistance or answer desired by the caller. If a call is received for another member of the staff, do not put the caller on hold without telling him what you are doing. “One moment, please,” followed by the action you are taking, is acceptable.  NEVER use the long- standing, ill-advised phrase, “Wait one.” Also avoid “Hold on,” “Hang on,” “Hold the line,” “Just a minute,” “Just a second,” and so forth. A good public affairs office manager will maintain a sign-in/out board where a staff member can list his time  of  departure,  destination  and  an  estimated  time  of return. This information comes in handy when handling a call for someone who is absent. Offer this information to a telephone caller if it appears appropriate. It is often a good idea, when the person called is out, to say, “Perhaps I could help you.” Even if it turns out that you cannot, the caller will appreciate your good will. Some additional telephone etiquette tips are as follows: l l l Answer  the  telephone  as  promptly  as  possible.  It should not be left unattended during working hours. When you make a call, allow the person plenty of time (about 10 rings) to reach the instrument. If you have placed a caller on hold, return to the telephone as quickly as you can. If you see it is going to take longer than you thought, explain the difficulty, and ask if the caller would prefer to wait or to have you call back. 1-40