Getting summer reading announcements of your summer reading programs on the
air is one of the best ways to get the word out. But like most everything else,
you are more likely to enjoy success (and save yourself work) if you have a
plan.
Most radio and TV stations air public service announcements at no cost, as
their airtime permits. Although they may not air in prime time, these spots may
still reach a considerable audience and add to the wave of publicity that you
are trying to build.
Both radio and TV stations receive many requests. The best way to make sure
your spot gets used is to follow the guidelines they provide. You also can make
your job easier by following these tips.
- Allow plenty of time. Stations try to schedule spots in a timely way,
but this is often challenging because of how many they receive. The general
rule is first come, first services. You will want to approach them at least
six weeks in advance of when you hope to have the spot run.
- Compile a list of radio and TV stations that are willing to run public
service spots and whether they accept taped spots and which format they
prefer. Guidelines can off often be found on the station's Web page under
Community. Also make sure the station's audience is appropriate for the tone
and content of the message. If the station doesn't accept taped spots, check
for other opportunities such as a Calendar of Events.
- Call (or email) first to find out of the spot is of interest and in the
preferred format. The person to contact is generally the public service or
community affairs director. This person gets deluged with requests for
announcements and will be both appreciative and more receptive if you only
approach them about announcements that are appropriate for their station.
- Once you have established the station is interested/willing, ask for an
appointment to personally drop off the tape and view/listen to with the
director. You may also want to ask about having a personalized tagline added
for your library... Something simple like "Sign up today at all
- - - -Library branches." or, "For more information, call - - - - - - -."
Many stations will do this as a courtesy both to you and their
listeners/viewers.
- If the PSA contact declines a visit but agrees to review the spot, be
sure to include the script, a brief note and your contact information. If
you don't hear back in five working days, follow up with a call.
- Last but not least, be sure to thank the Public Service Director for
their cooperation in running/reviewing the spot.
For future reference, you may want to ask those who sign up to fill out a
brief questionnaire asking how they heard about the summer reading program—was
it a newspaper, radio or TV announcement—which one? Providing feedback to media
outlets is another way of thanking them for this service and letting them know
it is effective. Better yet, knowing the answer will help you target your
publicity more effectively next time.
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