placing public service announcements (PSAs)

Public Service Announcements (PSAs) are used as free advertising. They can be played on radio and television stations and inserted in newspapers, magazines, and other print publications. PSAs are generally sent to the media's public service director. He or she evaluates them and makes the decision about their use.

Television, radio, and print PSAs are the cornerstone of The Right Care When It Counts campaign. The announcements have been carefully researched and tested to assure that they will deliver this important pediatric preparedness message to the intended audience. But no matter how well conceived and executed, the public service announcement will not be effective unless it reaches its intended audience. Therefore, it is crucial to the success of the campaign to get them aired. You can play a key role in making this happen by contacting the local media in your community and asking them to run the PSAs.

You will have a far greater chance of placing your ads if you meet and discuss them with the newspaper's public affairs or ad director rather than just mailing them off, because personal contact is critical. Organizations supporting The Right Care When It Counts can provide support for the campaign by writing letters or meeting with the PSA director to urge free placement of your ads. Deadlines for magazines are often two or three months in advance of the publication date. The most effective way to contact a magazine editor is by phone or a letter explaining the ads. Working to place PSAs in local magazines at different times throughout the year will extend the life of your program.

Following are some tips for PSA placement:

• Ascertain whether the media outlet runs PSAs.
  
• Determine who should receive "The Right Care When It Counts" PSAs. As pointed out earlier, most media will ask you to send them to the public service director. However, at magazines and newspapers you may be directed to the Advertising Department because print PSAs may be treated in the same way as paid print ads. In fact, they are often used in place of paid ads that are cancelled at the last minute.
  
• Prepare a list of public service directors/others who are responsible for the media outlet's public information and education programs.
  
• Ask to meet with the public service director or other responsible person to discuss your program. A face-to-face meeting offers you the best opportunity to present your case for running"The Right Care When It Counts" PSAs. If you meet with the public service director show him or her how and why the issue is important to the people of your community; explain who is supporting the program; indicate that it is timely and necessary; point out that the actions called for in the PSA are easy to take. Finally, make sure to ask that the ads be aired/printed.
  
• Encourage members of other organizations supporting the "The Right Care When It Counts" campaign to contact the media as well to express their interest in the PSAs being run. Sponsorship of the program by a diverse group of well-respected community organizations and individuals can improve a public service director's decision to run the PSAs.
  
• Call the media outlet a few days after sending materials to see if they have arrived. Ask if they have been reviewed and if the outlet plans to run them. If so, find out when. If they have not yet reviewed them, ask when you should follow up to determine their interest (this is a good time to pitch the PSAs again, pointing out their timeliness and importance to the community).
  
• Send information, reprints, articles, studies, or similar relevant information to your list of public service directors - even if they are not running your PSAs. It keeps them informed about the initiative and helps keep the subject in mind.