Leveraging Timely Campaigns to Create Success

Many of us are familiar with key awareness months that help create attention for important causes and groups such as National Breast Cancer Awareness Month in October, Black History Month in February and Hispanic Heritage Month in September. Over the years, this list has continued to grow as presidential proclamations have been made for many other awareness dates.

Public service announcements (PSAs) are one of the best tools for promoting special dates or events such as local walks or runs.  Broadcast stations air PSAs regularly and will often place these in rotation for timely happenings. With this in mind, these best practices can help organizations create timely PSA campaigns that will result in long-term success:

  • Plan ahead: For timely campaigns, it’s best to coordinate for production and distribution at least two or three months in advance.   Stations generally need at least 4-6 weeks of lead-time for PSA usage.  This is especially important for time-sensitive PSAs. 
  • Create an evergreen version: Including both a time-sensitive and an evergreen PSA in a distribution is essential for creating longer lasting results. Having an evergreen version can generate ongoing PSA airings, impressions and donated media value.
  • Have a spokesperson available: Stations may request an interview to discuss the topic that is being promoted in a timely campaign. Having a spokesperson readily available helps expand media coverage.
  • Consider an integrated campaign: Integrating digital and social media inititiaves along with broadcast provides a holistic approach.  While broadcast is perfect for broad exposure, online opportunities are perfect for shorter duration campaigns and can be geo- and demo-tarteged to achieve quality audience engagement.  

To learn more about how Connect360 can help your organization create a successful, timely campaign, please contact us here: http://c360m.com/contact-us/

About The Author

Ivette Achong

Ivette Achong leads Connect360’s public service division and is the company’s multicultural specialist. In these roles, Ivette provides clients with the strategic counsel and services that effectively connect them to their target audiences while generating maximum return on investment.

About Connect 360

Connect360 is a leading media placement agency driving measurable results for some of Charity Navigator’s highest-ranked nonprofits, well-known associations, government agencies and public relations/marketing firms.

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