Date Approved

5-10-2003

Embargo Period

5-3-2016

Document Type

Thesis

Degree Name

M.A. in Public Relations

Department

Public Relations & Advertising

College

College of Communication & Creative Arts

First Advisor

Bagin, Donald

Subject(s)

Advertising, Public service--Pennsylvania--Philadelphia; Television advertising--Pennsylvania--Philadelphia

Disciplines

Public Relations and Advertising

Abstract

The researcher carried out this study to determine if national trends in television public service have influenced decision makers in Philadelphia and to provide public relations practitioners with detailed information about local practices. Online and library searches were conducted to secure information about television public service. In addition, the author interviewed communication experts, surveyed staff at six local channels and reviewed station materials.

The author found that Philadelphia's television stations continue to provide free airtime to charities along with traditional public service campaigns. However, research shows that paid PSA campaigns and third-party advertising agreements have grown in popularity. Public relations professionals employed by non-profit organizations should be aware of these new trends hovering on the horizon so that they are prepared to operate within this new framework.

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