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| Home » Packaging & Distribution » Positioning |
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Positioning Your Issue or Cause |
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| Many PSA distributors come from
a production background, and while they may thoroughly
understand how to distribute a PSA, they may not know
how to help a client organization position its issue to
gain maximum media support. |
 To maximize PSA attainment, it is important
that you understand the mindset of the media gatekeepers
who will decide if your PSA gets aired or not. While
you, the producing organization, may be thinking
mostly about your self-interest, the media is thinking
mostly about theirs. If you want to get your message
on the air, you have to think about their interests
as well as your own. In short, the things they care
most about are shown below called the 4 R’s of Broadcasting.
While you cannot directly impact the first two R’s
through PSAs, you can produce PSAs that are locally
relevant, which can gain broadcasters recognition,
and that recognition is then translated into greater
ratings and revenue, the lifeblood of any media
enterprise. |
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| For mini-case histories on how we have
helped our clients position their issues or create additional value
for their organizations, click on the following: |
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| Spot Length Flexibility & Expanded Print Distribution–
Environmental Protection Agency |
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| Building Community Support – The Make-A-Wish Foundation |
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| Multi-Organizational
PSA Campaign– the Choose to Save Coalition |
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| Capitalizing
on Research – the Social Security Administration |
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