Radio and television can be important tools for any publicity campaign. Under the terms of the Federal Communications Commission license to operate, each radio station, television station and cable system must show that it operates in the public interest. This is accomplished by allotting time for public service announcements (free on-air announcements of a worthy cause or event). You can take advantage of this rule by developing a public service announcement for your Laboratory Week activities.

For radio, you can develop 10 and 30 second spots that will be read by the announcer. These public service announcements (PSAs) must be written so they can be read clearly in the allotted time. Resist the temptation to tell the listener everything. Focus on a single upcoming event and the dates, rather than several events or ideas. It is also important that the piece can be read aloud easily. This means avoiding long sentences, tongue-twisters and lots of words that begin with the letter "s."

For television, you can use the same releases you wrote for radio. However, you will need a visual or two to go along with the message. This can be anything from a photograph of your institution to the words "National Medical Laboratory Week" in bold letters mounted on stiff cardboard. The visuals must be seen clearly; do not print letters in yellow, for instance. Black letters on a light background usually work best.

Contact the Media

In smaller cities, choosing the appropriate radio or television station is relatively easy. In fact, you should probably contact them all. Don't forget the public access channels of the local cable television service. In larger metropolitan areas, you should limit yourself to the relevant stations. By listening and watching, you can soon discover which stations have health-related programs or broadcast PSAs with content similar to yours.

Once you have a list of stations, call each one to learn the name of the contact person and the procedure for submitting PSAs. Also ask for the name of a health/science reporter (or the program manager). By sending a PSA to the station and a release to its health reporter or program manager, you have a very good chance of getting some coverage for your events. When you call a television station, remember to ask about the visuals required. Most stations have definite size, shape and color guidelines. You will save time by determining these criteria in advance.

PSA Format

It is how you present the PSA that will determine if it is broadcast or not. Just like the press release, the PSA should be typed double-spaced on one side of a standard lettersize paper (8.5 x 11) with ample margins. The upper left-hand corner should include the subject, release date, name of the person submitting the article and a phone number where someone can be reached during the day.

Tip: You will increase the credibility of the PSA if you type it on your institution's letterhead.

Here are some sample PSAs:

• 10 seconds—Discover how laboratory professionals make the link between technology and good health. Find out about their important work by calling (institution) at 000-000-000 during Medical Laboratory Week, (insert date of Lab Week)
• 10 seconds—During National Medical Laboratory Week, (insert date of Lab Week), (institution) reminds you that laboratory professionals use their knowledge and skills to be your link between technology and good health
• 30 seconds—During National Medical Laboratory Week, (insert date of Lab Week), (institution) invites you to tour their laboratory. Discover how highly trained professionals use their knowledge and expertise to confirm your physician's diagnosis. Meet the people that work for your good health. For information, call 000.000.0000.
• 30 seconds (This announcement should be recorded by a member of the laboratory staff.) You can always count on laboratory professionals to help you get the best in health care. Hello, I'm (name) from (institution). During National Medical Laboratory Week, (insert date of Lab Week), discover how the highly trained laboratory professionals use their knowledge and skills to help doctors with your treatment. Come take a free tour of the laboratory and see how it is done. For more information, call 000.000.0000.

Appear on a Local Talk Show

Another way to use the broadcast media is through talk shows. Many areas have at least one television or radio station with an interview style show. If you are willing to discuss your profession on the air, let the station know by telephoning or writing a letter. Your broadcast representatives should be carefully chosen since the viewer or listener will make judgements about medical laboratory professionals based on their appearance and personality.

• Agree with the interviewer about the subject of the interview and review relevant material.
• Try to answer questions briefly and as colorfully as possible. Don't ramble.
• Avoid "umms" and "ahhs"! Keep your language simple - don't use a lot of technical jargon.