Non-Profit Media Relations

A fundamental difference between traditional advertising and public service advertising is that the former is paid for (purchased) and the latter is donated at the sole discretion of the media. To increase the odds of a public service advertising campaign running, you need an active, professional non-profit media relations effort.

Essentially, to get public service advertising (or PSAs) placed pro bono requires a different approach. We at PlowShare Group develop creative that addresses the needs of the media “gate-keeper” first and the ultimate consumer target second. If one fails to address the media’s needs, the advertising will simply not run.

In addition, PlowShare maintains an active non-profit media relations program on behalf of our clients. The media relations program is comprised of in-person visits, telemarketing and direct mail marketing. The net result is that we are in constant dialogue with the media and we understand the issues and constraints facing them. We know their format preferences, areas of priority, public service announcement usage habits and other valuable information. Such information is captured and stored in our proprietary media database called FertileData.