Amid changes in the medium, there are certain ways to ensure success for a radio PSA.
Radio continues to be a great outlet for PSAs, despite consolidation among terrestrial stations and the proliferation of new technology. Developing relationships and catering to station needs are still the best ways to ensure wide distribution.
Priscilla Natkins, EVP and director of client services at the Advertising Council, says radio accounts for half of the $2 billion of donated media each year. She adds ...