 One other area where we develop customized services for
clients is in trying to determine "best practices" for
reaching and influencing important media gatekeepers,
and television community affairs directors in particular.
For the last twelve years of its existence, we were active in the
National Broadcast Association for Community Affairs,
the only organization exclusively dedicated to the
broadcast community affairs profession. Our principal,
Bill Goodwill, was Chairman and Vice Chairman
of the Partners in Public Service, the non-profit
affiliate of NBACA. Through NBACA, we established
relationships with TV community affairs directors
in many major markets whom we can call when we
need feedback on very specific questions about a
client's campaign.
In many cases, if we are not clear about how a client's
campaign may be received, if we have questions that
could help us avoid problems, or increase our attainment
on a station, we go direct to the source. We conduct gatekeeper
surveys to determine what public service directors look
for when determining what PSAs to air, the best way to
package PSAs, and other information about
community affairs practices. We have conducted
a variety of different types of surveys using telephone, email,
direct mail and blast faxes to elicit feedback from stations. |
