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| *Ostroff, Fair and Company>>>Other - Advertising & Marketing |
How do I go about convincing a public broadcast station to broadcast a 30 sec commercial about a non-profit? |
organization for FREE? The conversation goes something like this: "Hello, program director. I have a non-profit organization that <insert speel about what your organization does here>. I understand that as a public broadcast station you must devote a certain amount of broadcast time to public service broadcasts. How do I go about getting y'all to help raise public awareness about the existence of my organization?" The networks have to devote a certain amount of time to a "cause" (free). You have as good a shot as any. Look at this like a job interview. Not everybody gets it. Only the ones that can get the job done. Be a closer. You can do it. First, just ask. They are required to do a certain amount of that and if your organization and public service announcement is interesting and ready to go (recorded and of broadcast quality) you may be pleasantly surprised. stress the positive PR of being aligned with the non-profit and the kudos of 'donating' a free advert Offer something in return such as an acknowledgment of the free advert on company literature or paper or on on upcoming posters Kinda hard to advise you if you don't tell us the name of the station and the type of non profit it is. If they say 'no' ask why and then go back to them having sorted out their objections and convince them of the worthiness of going with your commercial Be persistent I spent 10 years selling advertising I would find out who they have done it for already, and bring that up. You did it for "x", we demand equal time in your next available slot. If they don't respond positively you may have legal recourse to force it unless it's some wacky non-profit like "save the mice" or something. But above all, be polite and professional. Jim <- Ad sales for 15 years (And counting) |
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