Axiom Communications Group Capabilities Presentation for DHS Public Affairs December 19, 2003

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Axiom Communications GroupCapabilities
Presentation for DHS Public AffairsDecember 19,
2003
Placing Recorded and Live Read PSAs For National
Community Planning Month July 23, 2008
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What Is a PSA?

• A radio advertisement that qualifies for free air
  time if it is used to promote a not-for-profit
  organization or public service
• PSAs use commercial advertising techniques for
  non-commercial purposes
• A not for-profit entity, such as the American
  Planning Association can be mentioned in a PSA

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Famous PSAs

• Buckle Up
• Click It or Ticket
• Crash Test Dummies
• Keep America Beautiful
• Love. It Comes in All Colors.
• McGruff the Crime Dog
• This is Your Brain

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PSAs Frequently Address Current Issues

• Foreclosure

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PSAs Frequently Address Current Issues

• Myanmar

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PSAs Frequently Address Current Issues

• Global Warming

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Challenges in the PSA Environment

• TV and radio stations no longer have to air PSAs
  in exchange for a license.
• Many PSAs address emotional, marquee issues
  currently in the news (e.g., cancer research,
  Myanmar)
• Some not-for-profits build relationships with
  stations through the purchase of airtime.

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How radio PSAs Can Help Planners

• Reach a broad audience
• Appeal to local concerns
• Raise awareness of the benefits of planning, draw
  attention to local planning and create awareness
  about the local planning agency
• Build momentum
• Synergies between PSAs and other activities
  conducted as part of National Community Planning
  Month will help you have an impact!
• Spur action

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2008 PSAs for National CommunityPlanning Month

• Recorded PSAs distributed by TV Access and APA
  members
• Professional on-air quality spots, preferred by
  many radio stations
• Live read PSAs distributed by TV Access and APA
  members
• An option also used by radio stations
• By offering two options, there is greater chance
  of airing

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2008 Recorded PSAs

• Specially designed packaging

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2008 Recorded PSAs

• Packaging includes
• Letter about the APA PSA campaign
• CD with recorded spots
• Scripts for recorded spots
• Scripts for live read spots
• Distributed by TV Access
• Long-term relationships with media gatekeepers
  from all major radio networks and regional
  outlets
• Continual monitoring of each station's needs and
  preferences
• Custom database system and the ability to offer
  tailored reports
• Distributed to over 1200 stations across the
  country
• One-on-one calls from TV Access to stations
• Distributed by you!

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You Can Make A Difference

• APA has the list of TV Access stations, with
  which you can follow-up
• You can also call stations in your region not on
  the TV Access list
• Send copies of recorded and live reads
• APA will create a list of stations for you
• APA has extra copies of recorded PSAs for you to
  distribute

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2008 Recorded PSAs

• Do Something Homelessness 25/05
• Going Gasless 25/05
• Dont Get Burned Wildfires 25/05
• Protection From Storms 25/05
• Great Places/Central Park 60
• Great Streets/St. Charles 60
• Planning Makes Great Places 60

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2008 Live Read PSAs

• DO SOMETHING HOMELESSNESS 30
• LOCAL DO SOMETHING REAL ABOUT HOMELESSNESS 30
• GOING GASLESS 30
• LOCAL GOING GASLESS 30
• PLAN TO KEEP IT BEAUTIFUL 30
• LOCAL PLAN TO KEEP IT BEAUTIFUL 30
• DONT GET BURNED WILDFIRES 30
• PLANNED PROTECTION WATER 30
• HEALTH BENEFITS 30/15
• ECONOMIC BENEFITS 30/15
• RECLAIMED LAND 30/15
• GAS SAVINGS 30/15
• AMERICAN PLANNING MOVEMENT CENTENNIAL 60/30
• BUILT-IN PROTECTION FROM STORMS 30
• GREAT PLACES/CENTRAL PARK 60
• GREAT STREETS/ ST. CHARLES 60
• PLANNING MAKES GREAT PLACES 60

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Localizing Live-Read Scripts

• Some of the scripts are easily localized
• N.B. - this is not a rewrite, simply the
  insertion of a reference to a local city, county
  or region
• Select scripts that are germane to your local
  audience
• Add a 4-second local ID at the end of each 30
  spot and each 15-second spot, as desired
• Replace generic references e.g., your
  hometown, here, community with a specific
  reference to your local community
• NOTE Be sure to check the timing on any
  replacements and/or supplements you make to the
  script.

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Example Plan to Keep it Beautiful

• LOCAL 30
• (_________________) is a great place to live.
  But as more families move here, our roads,
  schools and parks are taking a hit. Thats why a
  lot of people are working with local planners to
  help make sure that growth in the
  (______________-area) is well-planned. That way
  we can enjoy all the great things that make
  (________________) such a wonderful place to
  live. Learn more at www.planning.org. A public
  service of the American Planning Association and
  (03 LOCAL ID).

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Example Do Something Real About Homelessness

• LOCAL 30
• When you see a homeless person, what do you do?
  Look for loose change? Or look the other way? Now
  you can do something moresomething that goes to
  the heart of homelessness in ( _______________).
  You can join other folks who are working with
  local planners to make sure that theres
  affordable housing for everyone here in
  (_______________.) Learn more at
  www.planning.org. A public service of the
  American Planning Association and (03 LOCAL ID).

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Preparing and Submitting the Live-Read Scripts

• Update the scripts with local information (be
  sure to time the script to fit within the 15 or
  30 guidelines)
• Provide each script on a separate page, with bold
  headers featuring the title and running time
• Include
• The name of your organization
• Your name
• Your contact information
• APA will provide scripts in Word format so it is
  easy to localize to your city or region

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Pitching PSAs - Know Who to Call

• TV Access may contact stations in your region,
  but a direct call from a local planner can help!
• You can help by identifying local radio stations
  that have demonstrated interest in planning
  issues.
• Send station names, call letters or other
  information to Denny Johnson at
  djohnson_at_planning.org
• If needed, APA will provide a list of PSA
  contacts at the four top radio stations in your
  market.
• Tap your network to identify a personal
  connection to the Public Affairs Director.

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Pitching PSAs - Closing the Deal

• Arrange for a 10-minute meeting with the Public
  Affairs/Community Service Director at the local
  station
• Call first and follow up with an e-mail
• Face-to-face is best telephone is okay if
  in-person is not possible
• Touch on National Community Planning Month and
  local planning issues
• Articulate the local importance of planning
  provide local examples of activities/projects/outc
  omes of good planning
• Say that your organization is part of a national
  effort
• Take or send copies of the PSAs
• Check and modify the station tag, as appropriate
• Be prepared to defend the public benefit of the
  spot
• PA director may not understand role or importance
  of planning
• Specific, local examples help to tell the story

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Sample Talking Points for Your Meeting

• Thanks for taking the time to see me.
• I understand we both know Mr. Smith
• Think back over the major issues our community
  has faced in the past year, and youll see that
  planning has been integral to them
• Traffic, new school, development of new
  neighborhood, an election
• This October National Community Planning Month
  we want people here in (HOMETOWN) to be aware
  and think about ways they can get involved in
  charting the future of this community
  specifically through planning.
• These PSAs are designed to help local citizens
  understand they have a role to play and to let
  them know how they can get involved.
• Their involvement will make possible another
  success story such as
• cite an example of a positive planning
  achievement, with community involvement, in your
  area
• Thank you for helping us help the residents of
  this great town.

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Be Persistent

• Follow up with the Public Affairs/Community
  Service Director after your meeting.
• Send localized scripts again with a cover
  summarizing the main points and thanking the
  Public Service Director for meeting with you
• When a story that involves planning makes news in
  your community, write a brief note or call the
  Director to remind them that planning is an
  important issue
• If the Public Affairs/Community Service Director
  choose not to put the PSAs in rotation one week,
  call back at the end of that week to re-pitch the
  spots. Stations cannot afford any dead air!

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Next Steps

• Follow-up with TV Access stations
• APA to provide list of stations in your area to
  which TV Access is sending PSAs
• Appoint coordinator for participating members in
  your state do not want redundant efforts
• Approach stations not getting package from TV
  Access
• APA has additional copies of the recorded and
  live-read PSA package, that you can send to other
  stations
• APA will provide list of top 4 to 6 stations in
  your region and contacts
• APA will also provide live-read script in Word
  format for easy localizing
• Appoint coordinator for participating members in
  your state do not want redundant efforts

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QUESTIONS?