Frequently Asked Questions

 

 

The Public Awareness Initiative and My Source

 

What is the Public Awareness Initiative?

What is My Source?

What is the difference between the PAI and My Source?

Why is CPB spending money on this initiative?

How will My Source be different from previous national efforts? 

Have stations been involved in the creation of My Source?

Was the PAI designed for radio or TV?

How long will the PAI last?

 

Integration with Existing System Activities and Station Positioning 

 

How will the PAI work with PBS, NPR, PRI, APM and other national programmers?

How does the PAI complement the work of the Major Giving Initiative?

How does My Source integrate with the existing Be More branding?

How can local stations incorporate the My Source platform into existing station programs and activities without compromising existing marketing and positioning efforts?

I am concerned about adding another level of messages from My Source to my station’s existing messages. Will this confuse our viewers/listeners?

 

Station Participation

  

How does my station participate?

How much is required of my station to participate?

Can my station create new programs and events to incorporate My Source, or are we only to integrate the platform into pre-existing activities?

Do I need approval for the use of My Source in my station’s programs and activities?

Will My Source work for all station formats? 

My station has limited production capabilities. How can we participate?  

How can I use local viewers/listeners to promote this local station?

My station does not have the funds and/or manpower to integrate My Source into our existing programs. What do we do?

Who or which department should be responsible for the integration of My Source at my station?

 

Finding Help

 

What/where are the materials and resources?

Where do I go for help?

 

 

 

The Public Awareness Initiative and My Source

  

Question: What is the PAI?

 

Answer: The Public Awareness Initiative (PAI) is a collaborative effort to increase recognition of public media as a trusted, relevant and essential resource in our local communities and an invaluable addition to our civil society.

 

CPB, along with public television and radio stations and national programming partners, recognizes the need for our system to better engage and inform citizens about the value and service of public broadcasting both nationally and in local communities. 

 

The PAI will provide stations with the skills and tools to engage viewers and listeners to communicate the value and relevance of public broadcasting in American life. For non-viewers and listeners, the PAI will strive to inform them about our nation's public service media and the many ways in which they can take advantage of this free service.

 

Question: What is My Source?

 

Answer: My Source is the vehicle that drives the PAI. Through the use of the shared My Source framework, the voices of public broadcasting supporters and the work of stations will be aggregated to better illustrate the critical role public broadcasting plays in today's society.

 

Along with the My Source initiative, CPB will continue to invest in multi-faceted public awareness programs, such as the Local Service Initiative and Major Giving Initiative. Collectively, these programs and others increase stations' skills at engaging the public and raising awareness of the services provided on air and in the community.

 

Question: What is the difference between the PAI and My Source?

 

Answer: My Source was created as a framework around which to organize PAI activities. It provides consistent messaging, common creative elements and a strong visual identity.

 

Question: Why is CPB spending money on this initiative?

 

Answer: The PAI is part of CPB’s ongoing responsibility to support the success and growth of the entire public broadcasting system. It is a natural extension of the Major Giving Initiative. The PAI will add value to existing work on the local level as well as showcase the unique strengths of the entire system on a national level.

 

Question: How will My Source be different from previous national efforts?

 

Answer: Unlike previous campaigns that focused on national advertising to increase awareness, My Source is a grassroots approach that helps stations actively engage viewers and listeners as advocates who can demonstrate the value of public broadcasting – and each individual station – in their local communities.

 

Although there are standards and guidelines that ensure a unified voice for My Source, its tools and resources can easily be customized and integrated into individual stations' existing branding, messaging and public education initiatives. The aggregate participation of local stations – each in its own way, emphasizing its own strengths – will result in an effective national initiative.

 

Question: Have stations been involved in the creation of My Source?

 

Answer: Nearly 30 test stations, including radio, television and joint licensees, have played a key role in the development of My Source. An additional 60 radio and television stations are working through the National Center for Outreach to test My Source materials. Throughout the development of the initiative, CPB has convened a number of meetings with station managers and communications staff, and with representatives of national radio and television organizations to ensure their input was heard.

 

Question: Was the PAI designed for radio or TV?

 

Answer: The PAI was designed to work equally well for radio, television and the Internet. Radio stations, television stations and joint licensees partipicated in the test phase of My Source to ensure that all forms of public broadcasting outlets are provided with the necessary tools and reources to implement My Source.

 

Question: How long will the PAI last?

 

Answer: The PAI was designed as a multi-year effort, and My Source was created to grow and evolve within stations and achieve positive, long-term effects.   

  

 

Integration with Existing System Activities and Station Positioning 

 

Question: How will the PAI work with PBS, NPR, PRI, APM and other national programmers?

 

Answer: The PAI was designed in consultation with major national organizations and many public television and radio stations. It its designed to complement their work and activities.

 

Question: How does PAI complement the work of the Major Giving Initiative?

 

Answer: A natural extension of the Major Giving Initiative, the PAI will help stations connect with their communities and tell their stories in a way that will be compelling for Major Giving efforts. The two projects were designed to be complementary.

 

Question: How does My Source integrate with the existing Be More branding?

 

Answer: My Source was designed to complement, not compete with, Be More. It is not designed to be an overall marketing strategy. Rather, My Source is a communications framework that enables public television and radio stations to collaborate in an important effort to tell public broadcasting success stories. To find where My Source fits among Be More and other existing public broadcasting and station brands, check out the brand ladder developed by PBS.

 

Question: How can local stations incorporate the My Source platform into existing station programs and activities without compromising existing marketing and positioning efforts?

 

Answer: My Source enables stations to engage individual viewers and listeners to demonstrate how stations serve as a source for their community. The station may be a source for educational resources, a source for the latest music or a source for trusted information, among other things. The flexibility of this approach enables stations to use My Source to complement their existing communications and marketing efforts. Rather than offering a prescribed set of messages that may not fit easily with a station’s ongoing work, My Source allows stations to highlight local strengths. Check out how other stations are using My Source.

 

Question: I am concerned about adding another level of messages from My Source to my station’s existing messages. Will this confuse our viewers/listeners?

 

Answer: My Source provides stations the opportunity to participate in a collective effort while retaining their own unique message. Stations should utilize My Source to complement their existing messaging. To avoid confusion for viewers and listeners, My Source has a unique look, feel and sound. Access the materials and resources to read the style guidelines for My Source, view the My Source logo, colors and font, and see and hear My Source examples.

 

 

Station Participation

 

Question: How does my station participate?

 

Answer: The best place to begin is to read the three steps to start and review the materials and resources. Everything is designed to be adaptable and to work with your station’s mission and strategic plan. Check out the communications vehicles utilized by your public broadcasting colleagues to get some ideas for implementing My Source. Feel free to contact us if you are in need of guidance or have any questions.

 

Question: How much is required of my station to participate?

 

Answer: There are no requirements for participation in the PAI. Stations are encouraged to undertake as much as their resources and creativity allow. Contact us if you have questions; help is available as needed.

 

Question: Can my station create new programs and events to incorporate My Source, or are we only to integrate the platform into pre-existing activities?

 

Answer: Yes. Stations may - but are not required to - develop new programs and activities to use My Source to engage your community. Nearly 30 test stations took part in the development of My Source activities. Utilize the online resources, such as templates and on-air spots, to help your station incorporate My Source. View sample on-air spots from test stations to learn how they incorporated My Source into on-air messages. Contact us if you require assistance thinking through this new initiative.

 

Question: Do I need approval for use of My Source in my station’s programs and activities?

 

Answer: Stations have ultimate control over when and how they use My Source, and approval from CPB or other national organizations is not required. We are happy to review your station's work and provide feedback on materials and on-air spots created by your station. Feel free to contact us for guidance at any time.

 

That said, please note the style guide has been created to ensure the consistency of My Source throughout the public broadcasting system.

 

Question: Will My Source work for all station formats?

 

Answer: Yes. Television and radio stations of various formats were consulted during the development of My Source, and have provided guidance and advice on its implementation. My Source materials and resources are designed to be used across platforms and formats, on-air, online and in print.

 

Question: My station has limited production capabilities. How can we participate?

 

Answer: Templates for print and on-air testimonials are available online. Other free tools can be found in the materials and resources section. Remember, you can avoid high production costs by focusing on online My Source activities. One such activity utilizes the testimonial tool, which was designed to help stations easily capture viewer and listener comments.

 

Question: How can I use local viewers/listeners to promote this local station?

 

Answer: Engaged, local viewers and listeners can record testimonials about the impact of public broadcasting on their lives. Create compelling testimonials by planning and coaching your viewers and listeners.

 

Question: My station does not have the funds and/or manpower to integrate My Source into our already existing programs. What do we do?

 

Answer: My Source is a program that was designed to meet the needs of stations small and large. There are many customizable template materials that provide an easy way for any station to become involved. The My Source test stations learned that it is critical for one staff member to take the lead for this initiative to be successful.

 

Question: Who or which department should be responsible for integration of the My Source at my station?

 

Answer: Many test stations found success by appointing one lead person to coordinate among departments. Depending on the station, the lead person may come from the membership, communications or production department.

 

 

Finding Help

 

Question: What/where are the materials and resources?

 

Answer: My Source materials and resources consist of tools and strategies to guide stations on how to incorporate My Source into existing station programs and activities. Online, you can find templates and other creative elements to develop on-air spots as well as best practices from test stations to guide your use of My Source.

 

Question: Where do I go for help?

 

Answer: First consult the online resources for suggestions from other local stations. Then, feel free to contact us to ask questions or seek further guidance.