Getting those PSA's on the air is somewhat difficult.  We've found that if
you purchase some airtime and then ask that the station use the PSA in the
future to fill their requirement you get a better result.  Our PSA's are very
cute and professionally done so once they see them they are more likely to
use them again.  The problem seems to be that the producer get piles of these
PSA's, they don't screen them regularly so they don't really know what is in
their pile.  So it may be better for you to hand deliver the PSA and ask that
the producer view it with you before you go.
Another issue that always arises is the time that the PSA is placed on the
air.  You really have no control over that but you certainly can request that
it be shown during Oprah, soap operas, etc.

You may also want to go to your cable company in your area and offer it to
them.  They have the same guidelines for using their air time for PSA's as
the networks.  Many of the channels are frequently watched by families in the
home. The Learning Channel, the Cartoon Network, Nickalodeon, Discovery,
Animal Planet,  Women's Entertainment Network and Lifetime are all
possibities.  You might even take a simple poll of your patients or clients
and see where they spend their TV time.  You may be surprised at what you
find.  I dream of seeing a breastfeeding ad on MTV.  My daughters in their
mid-twenties still watch that channel regularly so it's not a choice that you
should overlook.

The radio seems to be an easier entry for PSA's but you have to be careful
that they are appealing to the audience you want to reach.  This is an
especially fruitful way to reach the Spanish speaking population in the US.
But again if you can get the powers that be to listen to the PSA with you
it's a help.

Linda Inglis, BS, IBCLC
Best Start Social Marketing
Tampa, FL
1-800-277-4975

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