Sending out public service announcements can be a time-consuming process, especially in a large market, like Phoenix.  Recently, I worked on sending out PSAs for a month-long campaign to radio and television stations in Phoenix, Tucson and outlying areas.  After spending more than a week on this project, I’d like to share some suggestions and lessons learned.

• PSAs come in all shapes and sizes — MP3s, live copy, CDs, BETA and VHS, and each station has a preference.  Knowing each station’s preference is the most important part of sending out a PSA successfully.  Whether you use the FinderBinder, Cision MediaSource or another database, be sure to check which format is favored.
• Make sure you are sending the PSA to the right person.  Again, use a database to find out whose attention the PSA should go to.  It wouldn’t hurt to call the station front desk and double check, as databases can be outdated.  If you don’t send your PSA to the right person, it could get lost in the shuffle.
• Follow-up a week or so after sending out the PSA.  If you are calling, as Alix mentioned in a previous blog post, make a script.  By making a script you reduce the chance of using filler words (“um,” “so,” etc.) and you get right to the point.  The people you are calling will also appreciate your directness.  Also, after saying it a few times, you will have it memorized and it will come naturally.
• During follow-up, find out if the station will play the PSA.  It is important to know which stations plan on playing the PSA so you can track how many people will be seeing it.  Otherwise, it will be difficult to tell how successful your PSA campaign really was.

Following these tips helped me in my project, and I hope you find them useful as well.  If you have any questions, find me on Twitter @abbygilmore.