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Since television stations are giving you free airtime, do not automatically expect to get a slot at your first choice. Television spots are competitive so it helps if you know someone at the station who can vouch for you.  Some television stations have PSA directors who are responsible for placing PSA films. Check to see if your choice station has a person like that. Consider the audience of the station. Is it the same audience you are trying to reach with your PSA? Do not just send the file of your PSA film to stations. Reach out to them by phone and introduce yourself first. Tell them what your goals with the film are and ask who you should be speaking with.  If they show initial interest, ask to meet with someone in person.  They might ask you to send a copy of your PSA film. Make sure you know what file format they want the film in. Meet with someone at the station (or talk with them over the phone) and give them a one or two minute pitch about your PSA film's goals and call-to-action. Tell them why your PSA is relevant to their station's audience. For example, if your PSA is healthcare related, reach out to a local healthcare agency before they host or sponsor a community event and ask if your organization can attend. Show your PSA film at the event. In return, you can mention their name somewhere in your booth or on the film. When your PSA film airs, send thank-you letters to everyone involved. Send them to key staff at the station aired your film, as well as anyone who aided in getting your PSA out to the public.
Decide where you want to air your PSA. Reach out to television stations. Pitch your PSA film. Get your film to be part of a community event. Send thank-you letters.