What is the best way to handle kill dates so we don t get in trouble with the unions by letting PSAs air beyond the talent agreement?
First, make sure that your collateral packaging includes a pull date if there is a definite date when the talent payments expire, because by placing that expiration date on the collateral storyboards, external label and/or on the tape itself you have fulfilled your obligation to notify stations. If, however, you did not put a kill date on your package, and you re not sure at the outset when you will terminate the campaign, then when that date occurs, simply send a postcard to stations telling them to pull the PSA. When trying to decide how to handle this situation, be advised that TV PSA campaigns can still get respectable levels of airplays two years after release and unless you are releasing another campaign to replace what s airing, you should try to let it air as long as possible to build more value for your efforts.
