Getting the word out — Summer Reading PSAs
by Linda Wallace, Library Communications Strategies, Inc.
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.
California Summer Reading Program Collaborative
2003 - 2004 - 2005