Producing Radio Spots
WRITING THE SPOTS
- 1.Be clear about your strategic purpose. How will the content and target audience for these ads contribute to achieving our goals? Why radio and not some other medium, or an earned media strategy? (See the tip sheet, “Paid Advertising: Pros and Cons.”)
Writing Print Ads
Develop a message that would threaten your opponent's interests. Is the ad targeting a building owner who is active in local charities and local politics and doesn't want to be seen as exploiting poor workers? Or a health care institution that doesn't want to be seen as providing less than quality care? Or a politician who needs votes from a particular constituency that depends on certain public services?
Paid advertising: pros and cons
- Make your opponent think you may launch a major campaign.
- Try to affect how the media frame issues in their coverage.
- Generate free or "earned" media coverage of the ads themselves.
- Get a message out that you can't get out in other ways.
- Shore up internal morale or support from allies.
- Create legitimacy and buzz among elites or other audiences.
- Counter an opponent's paid ads.