What are the guidelines we need to follow when we have a corporate sponsor which is willing to underwrite a PSA campaign…how do we gain exposure for them such as tagging PSAs with their name?
This is a complicated question in that there are a variety of ways – some subtle and some overt – to incorporate your sponsor’s name, tag or image into a PSA, and the amount of flexibility you have in terms of “corporate plugs” varies depending upon the medium. Broadcast networks and most broadcast stations will not permit any type of commercialism whatsoever, no matter how subtle and in many cases this includes asking for funds. On the other hand, local cable and radio stations may permit commercial plugs, or visual depictions such as corporate logos. In the broadcast TV context, most organizations that have been successful with PSAs that are paid for by a corporation, either use a related non-profit foundation to disseminate their PSA message or they find other creative ways to get their message across. Cellular telephone companies, for example, distributed a PSA through their industry trade group promoting the donation of cell phones to Town Watch groups. They got PSA airtime since
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