A. S. Abell Publishing Co. has promoted Richard M. Basoco to general manager of The Baltimore Sun. Basoco, who will retain his position as senior vice president, will manage advertising, circulation and production operations for the companies' morning and evening newspapers.

Gannett Co. Inc., publisher of USA Today, has named Sen. Howard H. Baker Jr. (R-Tenn.) to its board of directors. Baker, who is retiring this year, is Senate majority leader.

Intelsat, the international telecommunications organization, has appointed W. Gilbert Carter to counselor, with responsibilities for representing Intelsat in negotiations with governments and telecommunications organizations worldwide. Carter, who received an award from the State Department for his role in the creation of Intelsat, was recently a partner in the law firm of Squire, Sanders & Dempsey.

American Satellite Co., a partnership between Fairchild Industries Inc. and Continental Telecom Inc., has announced two senior-level appointments: George P. Roberts, a former senior manager with Pacific Telecommunications Inc., RCA/Alascom, and, most recently, general manager of Harris Corp., has joined the Rockville-based firm as senior vice president of operations and engineering. And Robert McArdle, previously vice president of marketing and sales for Centel Business Systems, has been appointed national sales director.

Ginsberg & Associates, a Washington-based broadcast consulting firm, has named Michael Roessler vice president and director of sales and marketing in its newly-opened Atlanta office. He was formerly an executive with Metromedia Inc. and Turner Broadcasting Co.

United Telecom Communications Inc. (Uninet) has promoted Paul K. Wickre to director of its federal systems division in Tysons Corner. Uninet, a division of the Kansas City-based United Telecom Inc., provides data communications services.

Frank Gumpert Printing Co. Inc. has named Robert E. Rak controller of the Kensington-based printing operation. He was previously financial accounting manager of the Claims Administration Corp., a subsidiary of CNA Insurance Co.

Annapolis-based Whitmore Printing Co. has appointed Robert A. Weber marketing director for the Washington area.