Are television and radio stations cutting back on their community affairs work?
It is hard for community affairs professionals to quantify their departments as profit centers for a media outlet. They are often the people within a radio or TV station who are giving things away for free. Unfortunately, too many station managers are not making the connection that the relationships an outlet fosters in the community translate into increased listenership and viewership. So, they are folding these departments into sales or creative services. If a community does not complain, then media management will continue operating this way. So, in today’s economy, can groups like Covering Kids & Families get PSAs placed? Yes, although it has become more challenging in the last decade. There are opportunities, because many media outlets still want to do some good in the community, so you should take advantage of them. Realistically, though, a station is more likely to respond to a group that can partner with a client who can pay for some advertising. Without funds to purchase adver
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