Getting on TV and the radio is hard, especially when you have no advertising budget.
Public Service Announcements (PSA's) are a great way to get exposure while helping a good cause.
You may not know the name, but you've seen them.
Rosie the Riveter is one of the most recognizable images of World War II, and it's from a Public Service Campaign encouraging women to join the war effort.
The PSA's and public relations campaign worked. More than 2 million women joined the work force and helped build the tanks, fighters and bombers that won World War II.
McGruff the Crime Dog ("Take a bite out of crime") and Smokey the Bear ("Only you can prevent wildfires") are two more examples of iconic campaigns.
If you're a non-profit organization with zero budget for advertising, PSA's may be one of the few ways you can get a steady presence on TV and radio.
If you're a public figure -- an elected official, author, actor or rock star -- you can volunteer to record PSA's on behalf of non-profits and similar campaigns.
PETA (People for the Ethical Treatment of Animals) is a great modern example of how memorable and effective these spots can be. They raise your name recognition and do persuade people to volunteer their time, donate money or change their behavior.
Related links:
Case Study: How PETA Targets A Global Audience
Five Ways to Boost Name Recognition
World War II Rosie the Riveter and Her Sisters: Picture Gallery