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We hope to see these PSAs airing in communities nationwide. We also hope the PSAs can be a resource to you locally to help increase awareness and motivate more baby boomers to volunteer. As PSAs are aired free of charge and at the discretion of the media outlets, there is tremendous competition for PSA time and space. The success of the campaign depends on how well we market the PSA and the issue locally.
You can help by contacting your local media to encourage them to use the PSA. Here’s how:
STEP 1: Order the PSA
You can order a copy of the PSAs for you to deliver to your local media. Here’s how:
- In the case of TV, call your local station and ask them what format they require for PSAs (Beta, Beta SP, ¾ inch, etc.) Stations differ and you want to make sure you give them the correct format. You should also ask to whom the PSA should be sent. For print and radio, there is only one version so you will not need to call.
- Next, call (202) 606-6722 to request copies. We will send the PSAs to you so you may hand deliver them, to add a personal face to the campaign and increase the chances of the PSA airing.
- After you’ve completed the process for ordering the PSA, continue to Step 2.
STEP 2: Pitch the PSA
Now you know your local TV, radio station, or newspaper has received the PSAs. Next you want to ask them to use them. Here’s how:
- Call and ask for the PSA Director.
- Tell them you work with the Corporation for National and Community Service and that locally your organization has tremendous need for baby boomer volunteers. Provide them with a local fact sheet or information on your activities. Express how volunteers help you achieve your program’s mission.
- Ask them to consider running the PSAs.
Here is an example of what you can say:
“Hi, my name is _______ and I’m with __________ organization. We help serve the community by _________, and we are a partner of the Corporation for National and Community Service. I noticed that your station has received our “Get Involved” PSAs and I want to encourage you to please run it. I’d be happy to provide you with examples of how baby boomers can help by volunteering locally and even set up interviews with local boomers who are already giving back.“
Also, please take the time to monitor your local newspaper, radio, or television station to see if this PSA has run.
- If the PSA does run, please call or write the local outlet and thank them.
- If the PSA does not run within four weeks, follow up with a reminder phone call or postcard to see if there is something more that you can do.
Remember: The media have dozens of issues presented to them, all of which are important to the organizations vying for time and space. Be professional and thorough in your approach and respect the media's time. Make them a part of your issue and you stand a good chance of getting your issue covered.
Do’s and Don'ts for Contacting the Media
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Localize the Story - Consider ways to localize the impact of your issue by using local statistics.
Know Your Issue Cold - Have information and quick facts you can compile on your issue at hand.
Be Compelling - Facts alone can be impersonal. Compelling stories about how your issue affects people in the local community are very powerful.
Be Prepared - Know your issue well and also learn as much as you can about the media outlet (i.e. program format of radio, coverage area, personalities, etc.) and how your issue and their station can mutually benefit from a partnership. |
Be a Nuisance - Don’t keep calling the media to ask when your PSA will appear. Media regard these calls as a “nuisance” so find a more engaging way to make contacts.
Be Aggressive - Don’t try to force a personal meeting with media; they are very busy and if they can't see you personally, handle your contact in writing instead or with a follow-up phone call.
Be Demanding - Don’t expect the media to do a lot of work to make your materials ready to use. Do the work for them and it will increase your chances. |
If you have questions about the PSA or would like to request copies, please call (202) 606-6722.
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