In the new era of digital distribution, campaign promotion
is more important than ever, because unlike in the past where we
sent hard copy tapes directly to our media contacts, now files
are delivered to the “cloud,” meaning someone other than the public
service director is initially receiving them, and in most cases it is the
traffic director. Accordingly, we use the following tactics to promote our
The storyboard tells the public service director what is on the digital
file sent to them so they do not have to look at the digital files to
decide if it is appropriate. It serves as a digital “pitch” for the PSA,
but due to format limitations, it lacks context. To provide that, we design
a one-page newsletter called Broadcasters Café, that goes on the reverse of
the storyboard to complete the .PDF digital file sent to stations.
Just to be sure the recipient of the digital files understands where they
should be sent, we also send Traffic Instructions.
Other Promotional Tactics
We help our clients promote their campaigns via several methods which include:
Posting client PSAs on the NAB Spot Center
Posting client PSAs on our PSA Digital Download site
Blast Emails to stations, networks and State Broadcast Associations
Personal TV network outreach
To keep our clients updated on the latest PSA trends and developments,
we produce newsletters, articles, a blog, and case studies posted on a
separate website called the PSA Research Center.
The PSA Research Center