BLUEPRINT: Pitching PSAs: It Takes A Lot More Than a Good Cause

Public service announcements are another way for communications and PR executives to cut through the media clutter. But for PSAs to resonate with the audience, PR pros have to
make sure the message matches the issue(s) being addressed. "As topics like CSR become more important PSAs are often an overlooked, yet very effective PR tool," says Mark Dembo,
chief operating officer of New York-based West Glen Communications, which handles about 100 PSA campaigns a year on behalf of such clients as Girls Scouts of the USA, Shriners
Hospitals for Children and the National Alliance of Breast Cancer Organizations. Despite changes in telecommunications regulations, broadcasters continue to be strong supporters
of PSA. Dembo provided PR NEWS with a series of strategies on how to effectively get your PSA message on the air.