Does PSA Promotion Really Work?
When we prepare cost estimates for PSA distribution – TV in particular – there is a line item listed as “Promotion,” and then a description of the tactics we use to promote our client campaigns. While it is a fairly modest cost in the total scheme of things, clients typically ask “why do I need to do these things – what does promotion do for my campaign?”
There are at least three reasons for campaign promotion, and especially broadcast TV, which typically accounts for 70-80% of all PSA values and exposure.
● To engage the TV public service director in your issue
● To gain a competitive edge over other non-profits seeking airtime
● It delivers quantifiable results
It is natural to think that the issue we are working on is the most important one in the world. However, if you were a public service director for a major TV station, your issue is just one of the hundreds they deal with in any given month.
The typical profile of a major market TV station is an African-American woman, working in a one person department, who is over worked and under paid.
In addition to dealing with hundreds of requests for PSA airtime, she has other station duties, and is inundated with calls from all over the country begging for airtime. And oh, did I mention that she works in a non-revenue producing department, which means management does not give her nearly the resources she needs to do her job well?
This graphic is a take-off on the famous McGraw-Hill Man in the Chair ad where a gruff old man looks into the camera saying that he never hears from the ad rep who calls on him, but now is asked to buy something from him. This ad is the essence of why media promotion and engagement is important.
There are a variety of ways to inform, educate and engage the media in your issue, but given space limitations, we cannot address them all.
One of the most effective is to do a newsletter which tells the media why your issue is important, and why it deserves their consideration, such as this one shown.
These newsletters can be printed in hard copy and inserted into the packages going to TV stations, or they can be sent via Constant Contact to stations via email. To see samples, go to: http://www.goodwillcommunications.com/Newsletters.aspx.
A Competitive Edge
When I speak at PSA workshops, one of my favorite questions is: how many TV PSAs does the typical broadcast TV station receive? It is interesting to note that almost everyone under estimates the true numbers. As shown in this graph, over half of all TV stations receive from 32-120 PSAs monthly.
What this means is that the non-profit that does a better job of marketing and promoting their issue is going to get their PSAs used. Others who do not understand the competition for scarce time, and do nothing to cut through the clutter, will find their PSAs sitting on the shelf.
Delivering Quantifiable Results
There are two fairly recent trends that have almost revolutionized the number of TV PSAs that get used, and the number of people who see them. The first was when TV stations began to embrace High Definition. As part of that technological shift, local TV stations were given up to six sub-channels which could be used to expand their programming. Many of them use this expanded capacity to air PSAs, and thus we have seen a substantial increase in PSA usage across the board for all our client campaigns.
The second trend is the explosion in national cable networks, which have been created to meet very specific audience interests and lifestyles.
When you channel surf, you see TV programming catering to people who love to cook, history buffs, dog lovers, nature enthusiasts and everything in between. Numerically, the number of national TV networks to which we distribute our client PSAs, has grown from 35 three years ago, to 150 today.
Due to the reach and importance of these networks, three years ago we hired an outreach specialist, named Margaret Kessler, who contacts each of the networks to which our PSAs are distributed, and she sells them on the importance of our various client issues. This takes a very gifted and special person to do this day after day, but Margaret has performed some miracles for our clients, which are detailed in her bio at http://www.goodwillcommunications.com/Team.aspx#G4.
After bringing Margaret on our team, we thought it would be important to isolate network reporting from all other local broadcast TV usage, so we created a separate network TV report for each of our client campaigns.
This makes it very easy for clients to see the impact of our promotional activity, and is a tool Margaret can use to see which networks are actually using PSAs as compared to her call sheet indicating a commitment to use them. For those which had committed, but are not using our PSAs, she calls them back to gently nudge them to fulfill their verbal commitment. It is pick and shovel work, but it pays dividends, as shown by the following table.
The table shows a campaign we distributed for the American Academy of Dermatology where no network outreach was done, and the results from those campaigns where we contacted networks personally. It is a pretty convincing argument to show that promotion pays.