How To Get More Cluck for the Buck when Distributing PSAs - TV

    • 1. CULTIVATE THE NETWORKS.
      The networks will deliver the lion's share of your PSA attainment, but it's important to get advance clearance. Send them your scripts and storyboards at least a month before production begins. They'll notify you when the spot is acceptable.

    • 2. KNOW WHAT LOCAL STATIONS WANT.
      There are roughly 1,000 commercial TV stations and 8,000 radio stations in America today. Each has its own PSA material preferences. If a station wants a l" video tape, send them l" not 3/4" or what you think they want. You'll increase the chances of getting air time. The same applies to radio in terms of discs versus tape, live scripts, etc.

    • 3. PUT PIZZAZZ IN YOUR PACKAGE.
      CBS network alone received 17,000 PSA packages in 1985. The demand for network air time increased 40% in six years. The competition is tough, and you've got to beat them to get on the air. Your packaging could be part of the answer, because it's the first thing the public service director sees. Consider:

      • Using a well designed four color label on the exterior.
      • Including a four color storyboard and letter to public service directors telling them what the PSA is about and why it's important to their viewers.
      • Including a postage paid business reply card (BRC) in the package which tells how often the station used the PSA and what video formats they prefer.

    • 4. ALERT STATIONS IN ADVANCE.
      Think about sending a telegram, note, or specially designed promo piece to local stations on your mailing list in advance of distributing your PSA. Tell them why your message is important to their viewers, rather than your organization's interests.

    • 5. USE STRATEGIC DISTRIBUTION.
      With roughly 9,000 radio and TV stations available in America, which ones should you target? You should give the same thought to distributing your materials as you did in producing them. You should be able to answer: Who are my primary and secondary target audiences? Where do they live? What stations reach them most efficiently? Answering these questions will help you plan a more strategic distribution procedure.

    • 6. CONSIDER "CONTRACTING OUT."
      Even after the challenging job of getting your campaign "in the can," you've still got a lot of work to do. There are mailing lists to compile, labels to produce, video or audio tapes to duplicate in the proper quantities and formats, printed elements to produce, materials to be inserted, labels to affix and postage regulations to follow. You may be able to reduce costs and use your staff more productively by selecting a full-service vendor to handle these important but tedious details.

    • 7. BUILD GOOD STATION RELATIONS.
      If a public service director takes the time to return your campaign business reply card, send them a thank you note. Have your local representatives take them to lunch. Send them premium items or unique certificates of appreciation. Have their photo taken with your local rep awarding the certificate. It's corny in the big cities, but it plays well in Peoria.

    • 8. KEEP STATIONS INFORMED.
      Grey Advertising sent the media a special newsletter on the progress of their anti-drunk driving campaign. The U.S. Coast Guard invited the networks to the Statue of Liberty re-dedication to see the kinds of work they perform. Other agencies use briefings, luncheons, or whatever works. The point is, don't always go to the stations asking for a handout. Make them a part of your campaign in some imaginative way.

    • 9. EVALUATE YOUR CAMPAIGN.
      We can't stress how important it is to know where and when your public service announcements are airing. It's even nice to know what they are worth. Perhaps as important, you should know where they are not playing and why. If you don't know, your boss will probably want to know:

      • What are we getting for our money?
      • In which of our primary markets are we getting air time?
      • What kinds of audiences are we reaching with our message?
      • What formats do the media want to receive?

    • 10. ACT UPON EVALUATION RESULTS.
      Once evaluation is complete, use the results as a basis for taking corrective action. Consider using a different mix of video materials; test the effectiveness of local versus national distribution in selected markets; contact stations which have not used your materials and determine why. Evaluation data is worthless unless you use it to improve performance.