Lingle radio ads
challenged

Critics say the appeals in the
public-service announcements
make them political pitches

Gov. Linda Lingle is drawing criticism, not for what she says in a new round of radio addresses, but because stations are broadcasting them as public-service announcements.

In the one-minute radio spots, Lingle gives updates on issues before the Legislature, stresses her administration's position and urges the public to call their lawmakers to support her position.

Speaking of her bills to extend tax credits and increase the standard deduction on income taxes, Lingle says in one radio spot, "The Legislature should pass these tax cuts so you can keep more of the money you earn."

Senate President Robert Bunda discounts the public-service portion of the spots, saying Lingle is campaigning.

"The message is obviously political in nature. She is using her office to put these messages, and it is political and campaigning for next year's race," said Bunda (D, Kaena-Pupukea-Wahiawa).

"There is no question about it, this is for next year's race," Bunda said.

Brickwood Galuteria, a veteran radio announcer with KINE-FM and chairman of the Democratic Party, says he was concerned the first time he heard Lingle's spots.

"On the air, I am nonpartisan, I don't do political things on the air. But when I heard this, it was obviously very partisan, and in my opinion abusing the concept of a public service announcement," Galuteria said.

"In no way does it provide information that is nonpartisan," Galuteria added.

A public-service spot, he said, would do something like "providing health information, which is different from selling a health product."

"What the governor is doing is selling her administration, her agenda," Galuteria said.

The morning-radio personality and entertainer, who took over as head of the state Democratic Party last year, said he thinks it would be "inappropriate for me to leverage my position as party chair."

The Federal Communications Commission deregulated many of the requirements for public-service announcements in 1984. Standards for content and requirements that broadcasters report their daily PSA schedule were scrapped, so it is up to each station to decide what PSAs to accept and broadcast.

Lingle sees the addresses as "a chance to reach people who don't have the time to follow everything at the Legislature."

"It allows me to say what I feel are the most important issues of this session," Lingle said.

The governor's office pointed to five other state governors who give regular radio addresses.

"If you look at the messages, they are about affordable housing, early-childhood education, tax cuts, things that I believe were important when the session began," Lingle said.

A former newspaper editor and publisher, Lingle says her weekly radio reports are a way for neighbor islanders "who don't have reporters from their hometown papers stationed at the Capitol" to get information about state issues.

"I don't see this as being political, I think of it as a way to share information with the public," Lingle said.

"I say to tell the legislators that affordable housing is important. It is no different than doing a radio interview or an interview with a newspaper."

Radio reporters and broadcasting executives, however, have their own concerns about the Lingle address.

John Detz, general manager of Visionary Entertainment, which owns three local radio stations, said his radio group is "still analyzing" the spots.

"We will make a decision on a case-by-case basis," Detz said when asked if he would broadcast the spots as public-service announcements.

Russ Roberts, the news director for four Big Island radio stations, said he has used some of the broadcasts, but edited them to remove what he calls "the political appeals."

"It is not because what she is saying is not important -- because she is the governor and it is important," Roberts said.

But the radio spots "are a little fluffy, and could use a little more meat," he said. "And her appeal to call your legislators is a political appeal."

Lingle's senior adviser for communication, Lenny Klompus, defended the spots, noting that they are recorded while she is at KHVH radio for her weekly statewide radio appearance, so they don't cost anything.

New digital technology allows the spots to be e-mailed to the various radio stations around the state," Klompus said.

"It is giving the governor the opportunity to communicate with the public. ... Anything that is helping to keep the public informed is good," Klompus said.