In the media universe -- taking the Web out of the mix, for a moment -- space is still finite. But a recent nationwide survey of TV/radio public affairs directors and print
publishers found an increasing appetite for PSAs, one of the most effective PR vehicles. The study, conducted by West Glen Communications, a major player in the PSA field, says
all three media expect their PSA levels would at least stay the same in 2003 as in 2002 -- which had record levels -- and may even increase. To wit:
- TV (73% stay the same; 13% increase)
- Radio (80%: stay the same; 14% increase)
- Print (79% stay the same; 11% increase)
Half of all TV stations surveyed said they used both national and local spots (TV, 45%, radio 57%) with 40% TV and 33% radio saying they preferred local spots. Another stat to
mull over: Roughly two-thirds of TV stations and radio stations said they would consider PSAs using a celebrity who is featured on a cable network (32% said it depended; 11% an
outright 'no.') Yet 41% said they would not consider a celebrity on a competing TV network.