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PRPA 602 Public Relations Techniques

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PRPA 602 Public Relations Techniques

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Course Code: PRPA602
University: University Of Maryland Global Campus

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Country: United States

Question

Task: The use of Public Service Announcements can be a valuable PR tactic for an organization’s strategic communications program. Therefore, as a PR practitioner, knowing how to create and use PSAs can be helpful when servicing the needs of a client.
Task: Radio and TV PSA Package
For this assignment, think carefully about how you will prepare this task for presentation to the Parabolic leadership and the client. 
Part 1: Draft two different public service announcements (PSAs) in an appropriate broadcast format—one for radio and one for television. Each PSA should be designed to help our client gain more audience exposure to its mission, purpose, and goals and meet a stations’ requirements. 
Remember, the intent and spirit of a PSA are to be to be educational—not blatantly self-promotional, or commercial. To meet FCC rules, a broadcast station will donate airtime” to IRS-designated (tax-deductible) charitable or educational organizations. Because the airtime essentially is “free,” a station my air a PSA at in an hour when commercial traffic is light, such as after midnight. Stations provide the number and identity of PSAs in their annual FCC license renewal applications. 
Review the course materials for the FCC rules, concepts for PSAs, etc.; sampling audio and video PSAs can be both instructive and helpful as you approach this task. For example, among the decisions you might need to consider could include: 

Who are the audiences and why?
What are the most important broadcast stations that should be targeted and why?
Should I just provide draft scripts for stations, or should I fully produce them with voice-over instructions and other production elements?
Could these PSA’s also be used for print or social media and why? 

Note: Some format examples can be found in Chapter 6 PSAs (University of Kansas) and the other 602 Course Resource materials. Remember, these PSAs should follow the content guidelines and use “persuasion” techniques discussed in this course, as well as the writing techniques for broadcast (audio and video). 
Part 2: Research and develop a list of local radio and television stations in one area or location in which the client operates (same client you’ve been using from Assignment 1) and include each station’s actual Points of Contact (real names, telephone numbers, etc.). 
Part 3: Draft a letter “pitching” your radio and television PSA to the single most appropriate station that will best serve the client’s audiences. Remember, this is a professional judgment call, so do your best. Also, check the selected stations’ PSA requirements to ensure your subject and format will meet their requirements.  

Answer

Part  1
TV and Radio Public Service Announcement
A public service announcement or a PSA is commonly a public service ad that attempts at providing public messages regarding social concerns.  The main objectives of a PSA are to raise awareness, educate the common public and to promote a social cause intended to change the common attitude towards social prejudices (Georgiadis, 2013).  The United Nations Foundations was founded in 1998 to support the philanthropic work of the United Nations Organisations by the donations made by Robert Edward Turner towards the establishment of the foundation.  This was also made to encourage donations from other philanthropic business persons who could contribute for a better world. The United Nations Foundation is based to focus on areas addressing climate change and energy, sustainable development, child health, women and girls and the populations and the development of world in a better way. The Foundation works with the partners to provide project proposals and along with policy recommendations. This memorandum will create a Public Service Announcements or PSA for promoting the causes of the Foundations that would be a referral to the clients for future reference of the nature of work that the UNF does. Sustainable development can only be possible with sustainable energy. Nearly one in five people on earth lack access to any form of energy mostly being electricity.  Nearly three billion people depend on carbon fuels for cooking and heating. The industrialized nations create waste and pollution making the world more polluted than ever. The inefficient use of energy is not only reducing the energy efficiency, decreasing economic productivity. The altering climate is also because of the improper use of energy as various forms of fuels. The United Nations foundations are creating an opportunity to provide sustainable energy for all by 2030. Sustainable energy will promote safer and a healthier planet for us in all. Sustainable energy can be the future for a cleaner and a safer environment, more a more resilient Planet in the future ().
Memorandum
To: Your name From: Faculty member Date: Month day, 2018 Subject: Public Service Announcements for Client
Public Service Announcement (radio)
To be aired for the month of september, 2018.
Your name
Phone
E-mail
The earth belongs to us, save energy to save the planet.
Duration: 1 minute
We sustain on the energy we build,
From the first spark of light to the recent day, we have used mother earth relentlessly,
It is time to look up to the sky than digging below.
The United Nations Foundation is working for a safer tomorrow, for a better today. Operating around the globe with Sustainable Energy for all, UNF promises to provide SE for all by 2030.
Let us join hands to change the way we create our energy, let us make a better world for tomorrow.
For further details connect us at: www.seforall.org/partnership
Back ground score: We are the World by Michael Jackson and Lionel Richie
(Seforall.org. 2018)
Public service announcement (television)
To be aired for the month of september, 2018.
Your name
Phone
E-mail
The earth belongs to us, save energy to save the planet.
Duration: 1 minute
We sustain on the energy we build,
From the first spark of light to the recent day, we have used mother earth relentlessly,
It is time to look up to the sky than digging below.
The United Nations Foundation is working for a safer tomorrow, for a better today. Operating around the globe with Sustainable Energy for all, UNF promises to provide SE for all by 2030.
Let us join hands to change the way we create our energy, let us make a better world for tomorrow.
For further details connect us at: www.seforall.org/partnership
Back ground score: We are the World by Michael Jackson and Lionel Richie. Please play the audio script send in the attachment along with the visual representation of the same.
Part 2
List of Parabolic Communications in the USA.
List of Radio Stations in the US
 

Call name
 

Band Frequency

Address

WHTZ-FM 

Z-100

NEW YORK

WBMP- FM

92.3 AMP RADIO

NEWYORK

KAMP-FM

AMP 07.1

LOS ANGELES

WKSC-FM

103.5 KISS FM

CHICAGO

KHKS-FM

106.1 KISS FM

DALLAS- FORTH WORTH

WZKS-FM

KISS 108

BOSTON

WIHT-FM

HOT 99.5

WASHINGTON D.C

KIIS-FM

102.7 KIIS FM

LOS ANGELES

WIOQ

Q102 PHILLY

PHILADELPHIA

List of tv stations in us.
 

CALL NAME

Channel name

Founded

Address

KENV-DT, KGNS-TV

NBC

1939

30, Rockefeller Plaza, New York City, New York

KAUZ-TV, KDKA-TV

CBS

1941

CBS Building, New York City, New York, United States
 

KASA-TV, KAAL

ABC

1948

New York City, New York, United States

KBVU

FOX

1986

Los Angeles, California

KBCA, KASN, KASW

THE CW

2006

Burbank, California, US

These are the major radio and the Television networks those can be pitched for airing the proposed the Public Service Announcements. These are based out of different states of the United States and accounts for the major coverage of the American population (The Public and Broadcasting (July 2008 edition) 2018).
Part 3
Dear Editor,
NBC network
30, Rockefeller Plaza, New York City, New York
RE: Green Week, Sustainable Energy for All.
Dear Public Affairs Director,
The whole of the nation is gearing up for the “Climate Change Cause” and the local governments, the federal agencies, the business magnets, and academies are gearing up for the cause for the Environment. The need to use sustainable energy and reducing fossil fuels is the major concern of the day. To promote this and generate awareness among the citizens of our nation, please allow us to present a PSA script that would provide the necessary awareness campaign and information about the global projects and tie ups of the United Nations Foundations. The attachments include the PSA script which will guide you through the matter of the PSA. Please find our contact details below for any further communication and inform us for the same. We would like to request you to air the PSA for the entire month. We look forward to your reply.
Thanking you,
Regards,
Name:
Email id:
Contact details:
References
Rogelj, J., McCollum, D. L., & Riahi, K. (2013). The UN’s’ Sustainable Energy for All’initiative is compatible with a warming limit of 2 C. Nature Climate Change, 3(6), 545.
Seforall.org. (2018). Sustainable Energy for All (SEforALL) |. [online] Available at: https://www.seforall.org/ [Accessed 25 Sep. 2018].
The Public and Broadcasting (July 2008 edition). (2018). Retrieved from https://www.fcc.gov/media/radio/public-and-broadcasting
Conca, K. (2015). An unfinished foundation: The United Nations and global environmental governance. Oxford University Press, USA.
Georgiadis, M. (2013). Motivating Behavior Change: A Content Analysis of Public Service Announcements From the” Let’s Move!” Campaign. Elon Journal of undergraduate research in communications, 4(1).

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