The keys to successfully placing a public service advertisement (PSA) in your local newspaper are advance planning and research. You will be asking the newspaper to give you space for free or at a reduced cost - space the paper usually sells to companies willing to pay full price. Therefore, to place your ad, you must be willing to meet the requirements of the newspaper and be flexible.

Consider these pointers to help you successfully navigate the world of newspaper public service advertising.

What is and isn't a PSA
A PSA is a message promoting a "public service," or something for which people won't pay a transactional fee. It is not a message to buy a product or service, and it does not endorse a company's product or service, even if it will help people become more fire safe.

This is a public service message: "Create a minimum 30-foot defensible space, it could save your home in the event of a wildfire. Contact your local fire department at 555-6789 for more information."

This is not a public service message: "Create a minimum 30-foot defensible space, it could save your home in the event of a wildfire. Ajax Landscaping has 50 years experience in fire safe landscaping and can help you design your defensible space. Contact Ajax at 555-3456 for more information."

Learn the Newspaper's Policy on PSAs
You probably have a great idea for a fire safety ad that you know will really impact people. The question is, will your local newspaper run the ad as a PSA? Contact the newspaper to learn:

• If they'll run PSAs
• Will they run the PSA free-of-charge, or do you have to pay a rate for the ad? If you have to pay a fee, ask what you can do to receive a reduced rate.
• Will the newspaper help you find a company to help sponsor the ad if a fee is required to place the ad?
• What restrictions does the paper have for PSAs, including ad size, font and photo requirements?
• Will the paper help you design the ad, or do they expect you to submit a camera-ready version?
• How do they want the ad submitted, on computer disk or as an ad slick? If you must supply the ad on disk, ask what program or file type the paper accepts.
• How far in advance do you have to submit the PSA for placement in the paper?
• How long will the PSA run?
• Can you run the same PSA at different times throughout the year, or do you have to submit a new one?
• What type of results reporting will the paper provide in terms of people reached and equivalent advertising value? This may be something you have to figure out yourself using numbers provided by the paper.

How to Get the Ad Made
If you don't have the photos, computers or other tools needed to create an ad, search for those in the community who do. Fire Safe Council members such as those who create newsletters often have the resources and expertise to help create the ad. Consider placing their logo on the ad as a "thank you" for their efforts.

If You Have to Buy Ad Space
Again, ask for help. Companies that stand to gain financially when homeowners make their homes fire safe are the best to ask for help buying ad space. For example, nurseries, landscape architects, insurance companies, utilities, hardware stores and certified arborists are among many in your community who can reap a benefit from fire safe activity. Check your local Council roster for possible partners and learn who will make the decision about whether to help fund the ad. If it's someone other than the representative who attends the meetings, ask if that representative will help you "sell-in" the concept to the decision-maker, and what steps will be required to obtain buy-off. Again, placing the organization's logo on the ad is a great way to acknowledge their efforts publicly and demonstrate their good corporate citizenship to the community.

Meet All Deadlines
Newspapers run on deadlines. Since you're the one asking for help, it is critical that you meet all key dates. Missing a deadline could prohibit your PSA from running and hinder any future efforts.

Ask Questions
Would you expect the advertising sales manager to fully understand your job? Similarly, good ad sales managers won't expect you to be advertising experts. Showing that you want to learn about how best to meet their requirements and get your ad placed will usually result in the ad sales manager telling you what you need to know and more. Again, advance planning is key, so contact them long before you want to place an ad and learn about their requirements.

Good luck, and Be Fire Safe!