Louisiana Association of Broadcasters

Public Service

COMMUNITY SERVICE COMMITMENT

BY LOCAL BROADCASTERS

(Guidelines for Non-Profits and Governmental Agencies)

Local broadcasters are committed to community service through news programming, public service announcements, sponsorship of charitable events and local community affairs programming. Aside from pre-produced, on-air messages there are a number of ways to work with broadcasters to gain exposure for your group/organization.

  • Notify stations on your special events and news-worthy activities through press releases include background information about your group, any pertinent contact information, ext. Follow up with a call.
  • When broadcasters arrive to cover your event, be prepared with complete press packets, and have an articulate spokesperson prepared to handle an interview.
  • Provide stations pre-written copy for a voiced PSA, a concise, pre-timed (30 or 60 second) message with contact info included at the end.
  • Explain how your event or program will significantly impact the community in measurable ways.
  • Develop regular relationships with station Program Directors, rather than simply when you require airtime. The Program Director may also wear numerous hats. Do your homework and get to meet the right people at each station.
  • Identify and develop relationships with Producers of community affairs and news programs. Make sure your message fits the program’s style and structure.
  • Make yourself (or another eloquent and engaging representative) available for interview parts in newscasts or community affairs shows that are ongoing.
  • Offer to serve as an experienced consultant in your field on an ongoing basis. This is a great method to get your name/organization into the address book of the news director, producer, or program director–a great opportunity to create relationships. Your support for one story may lead to another chance for your organization at a later time.
  • Recognize the value of community calendars, etc. if offered in lieu of PSAs–be flexible.
  • Understand that stations make decisions about what to cover based on breaking news of the day. Don’t expect them to commit to coverage far in advance, and be prepared for last minute changes.
  • Be patient – build relationships – be focused in your message – demonstrate the measurable impact to the community. Utilize all the options above for premium exposure.