Combining traditional and social media tactics can pay off for PSA campaigns that aim to reach children and parents. The viral nature of social media extends reach and hits highly specific audiences. Therefore, it's important for PR pros to continue to become adept at using online tactics in tandem with traditional outreach.

Susan Jacobsen, SVP of corporate communications at the Ad Council, explains that since last April, when the Ad Council launched its first social media effort, 15 ...