The math is really simple--you've got what they want (a signal going into thousands or millions of homes) and they've got what you need (hundreds of members looking for a connection with your news talent). Treat each other with businesslike precision and you can't lose.
In fact, even though your research indicates your talent may be way down on the list and your network isn't on top this year, it's time to bulk up on your community commitment. It's the one thing that all dominant stations have in common--control of promoting the biggest events with the best payoffs in the community.
When I worked in South Carolina, I was approached by a woman who had an event on which she wanted us to partner. She pitched me in my office on how great the event was going to be, and then was shocked when I came back with "that sounds great, but what do WE get?"
"What do you mean? You get to be the media sponsor of a great event."
Because she didn't offer us position above the level of radio and the newspaper, I took a pass. Great event. Bad deal. They were one of dozens of charities wanting our air time and news commitment, but with the current demand on my avails, and the surplus of advertisers expecting value-added and dot.com expectations, I wanted more. If you're a duopoly, you're also dealing with a lot of cross-channel demand.
Here are seven tips I can offer to maximize your public service commitments:
1. Only work with the charities and events where you get the most return then COMMIT!
You can't do everything with everyone and do it well. If you're going to take the time to meet with the charity, write, shoot and create a spot, create the schedule and take daily calls from the executive or marketing director saying "is the spot running? I never see it"...make sure your station is getting a big return. Make sure when the event ends, every person there knows it was You who was supporting the event and love you for it. If everyone doesn't know your call letters at the event, why do it?
2. Make sure your news department is on board
Your PSA's are nice, but we know that unless they have a news package, or at least a VO/SOT, they won't be happy. If your news director sees value in that, you're in great shape. If he/she doesn't, be straight with the organization's exec director right up front. It'll cut down on the unhappy phone calls to your general manager.
3. Demand Top Billing
Don't be afraid to ask for top billing: NewsChannel 49 presents Run for Dandruff 2013. Sponsoring a charity run along with six radio stations, the newspaper and ten other businesses is really easy to agree to, but not good for you. Even if you're the dog in the market, you still bring more value than other media outlets. I don't know how you feel, but radio stations and the newspaper are my competition, not my pals. You need to graciously educate the charity as to the law of the jungle. That being said, be prepared to have your feet held to the fire about delivering on your promises. It's a business negotiation. No different than if you were buying time in print or radio. The newspaper won't ask for this, and the charity rep has no problem adding other media outlets before they approach you. This is a tough conversation to have, but if you're in television, you're the lead dog, you're going to invest tens of thousands of dollars in the event.
4. Give the spots a twist
If you really want to stand out, don't do the standard "talent in t-shirt with rep from the charity where you give them one line to make them feel great about being on television" spot. Instead of tagging the spot with all the logos, try creating a logo organically (street chalk, foliage, skywriting). For God's sake, this is a real chance to shine! Too many of these spots are treated as throw-aways with the same approach as last year's. Remember that in many cases, your competitors are dying to have the Komen Race for the Cure, the Food Drive or the Toy Drive in their portfolio. Make these some of your best work every year.
5. Beware: Charities are Fickle. Get a Contract!
No matter what you give them, they'll want more, and your competitors will always be chatting up the top charities to steal the event from you. If you like the event and organization enough, sign at least a three year deal with YOUR option to renew, This will keep the wolves away from the door. If they want your attention, make them commit.
6. Create Your Own Charity Event
During Feb, May and November, your brain and that of your news director and general manager, are deep into winning the sweep. Do not even think about doing a huge charity event in those months. The goal is to be Number One in those events, even if you're in a metered market. As my greatest general manager/mentor said: "Nobody cares who was Number One in October, December, January, March or the summer." These are the months to be working on your community image. If your competitors have a race, create one that you can own that is even bigger. At KGW, we noticed that we had a month (March) that was free of any community commitments, the network was in reruns and Blazers basketball was winding down, so we created the KGW Great Food Drive. For the entire month of March, in its first year (2004), the news department put their shoulders behind it, sales got the event fully sponsored, and we raised a million pounds of food. Now in its tenth year, they will again top a million and make even more money for the station.
Which station cares the most about feeding the hungry in Portland? It isn't even close...and this event was created from nothing by a group of department heads who worked together and always knew the value of our own air.
7. Make Money
Never give away your air. For every charity and event, there is a major sponsor who loves that charity and wants to be on television. Got a bank or hospital? I'll bet they would love to get their CEO on camera talking about fighting hunger. Just get the call letters right on the check.
For all of you out there who just put your logo at the end of some PSA with a celebrity talent and call that public service, know this--your competitors are out there right now creating real value partnering with events and community leaders that build a lasting image that some "breaking news" promo can only dream about.
Use these events to permanently move news audiences and make money for your charity and your station at the same time. To use an overworked phrase, it's a "win-win." To use my phrase, it's smart business.
Why shouldn't you be the lead dog? Your general manager and your community will thank you.
--Rich Brase
redrich24@yahoo.com
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