Author: B. Goodwill
Synopsis: What is the mass medium that does the best job of reaching demographic subsets of our population, engages people out of home when they are stuck in traffic, jogging or at the beach, and stimulates people to do on-line searches? The answer of course is radio, and its portability of radio is hard to beat. However, like other forms of media it must be produced packaged and distributed properly to get on the air. This case tells you what you need to do.
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"How to Launch a Record Radio PSA"
Author: Suzanne Cale Young
Synopsis: This article shows what can be achieved when all the pieces come together to form a solid strategy for radio - great creative, media flexibility, a partnership with Clear Channel, a plan to engage community partners and thorough evaluation.
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"10 Things You Need to Know to be Successful With Radio PSAs"
Author: B. Goodwill
Synopsis: What is the mass medium that does the best job of reaching demographic subsets of our population, engages people out of home when they are stuck in traffic, jogging or at the beach, and stimulates people to do on-line searches? The answer of course is radio, and its portability of radio is hard to beat.
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"Marketing Your Message - Using Radio PSAs Effectively"
Author: B. Goodwill, Government Communications Magazine
Synopsis: Article outlines steps for effective distribution, packaging and evaluation of radio campaigns including the most popular material formats to distribute, the most desired lengths stations want, and the impact of post-campaign reminder mailings.
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"Radio Postcards: Low Cost, High Impact PSA Vehicle"
Author: B. Goodwill, Public Service Report Newsletter
Synopsis: Row inexpensive four-color postcards can be used to send live announcer copy to radio stations and the expected results.
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"Tips for More Effective Radio Public Service Ad Campaigns"
Author: B. Goodwill
Synopsis: Pamphlet provides ten practical tips for organizations to consider when planning PSA campaigns.
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article