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PRODUCING HORTICUTURE TIPS PUBLIC SERVICE ANNOUNCEMENTS

Extension Education

Tim Baker
REGIONAL HORTICULTURE SPECIALIST (NORTHWEST)
GALLATIN

Abstract

\r\n    In the 1980’s, the Federal Communications Commission deregulated the broadcast industry and dropped the requirement that radio and television stations run public service announcements (PSAs) to fulfill their public interest obligation for FCC licensing. This means that running these sorts of announcements at no charge is totally up to the local station. Many rural radio stations are very willing to run Extension-related programming if they perceive it to be valuable to their listeners.  Interviews and special programs are usually one-time events.  Radio stations are willing to run PSAs more frequently, unless they are too lengthy. A series of weekly PSAs called “Horticulture Tips” has been developed to meet that need.  These are 30 seconds in length, and fit in well to commercial breaks. Radio stations have indicated that the short length works well in their programming, and these PSAs will receive more frequent play because of the short length. “University of Missouri Extension” is mentioned at the beginning and end of each tip, for consistency and name brand recognition. Numerous client contacts indicate that these PSAs are being heard and noted. This provides excellent public relations for MU Extension. This poster will explore the need, background, and development of the series, as well as the equipment and software that can be used by County Agents to record similar PSAs. Examples may be heard at: http://extension.missouri.edu/nwregion/hort/horttips.shtml

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Poster has NOT been presented at any previous NACAA AM/PIC

This poster is being submitted for judging. It will be displayed at the AM/PIC if not selected as a State winner. The abstract will be published in the proceedings.

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Authors: T.P. Baker, D.S. Johnson
  1. Baker, T. Horticulture Specialist, University of Missouri Extension, Missouri, 64640
  2. Johnson, D. Producer/Director Radio Media, Cooperative Media Group, University of Missouri, Missouri, 65211