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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Answer: The Testimonial Tool was developed to enable stations to better collect, review and display local or national testimonials. Click here to read more about the benefits of the new My Source Testimonial Tool.
Answer: Click here to submit a request for a login and password. You should receive your password within one business day. Once you are logged in, follow the guide to embed the mosaic and populate it with testimonials.
Answer: Your station administrator may have set preferences for the mosaic on your station’s page to “Show Only Local Submissions.” If visitors to your web site have not submitted enough testimonials to fill the mosaic, the mosaic will only display testimonials submitted. Set preferences to select “National Content” which will display testimonials from other stations until your tool has station has received more submissions.
Answer: First, set preferences to “Show Only Local Submissions.” Next, go to the Edit/Manage Submissions Tab and review submissions. Select “Publish” for submissions you would like to appear in the mosaic. Alternatively, you can select “Auto-Publish” under the Display Options preference and submissions should automatically appear in the mosaic.
Answer: It is recommended for stations to select “National Content” when first using the tool on station web sites. Allow time for users to submit material, encourage your staff, supporters and fans to submit testimonials. National content, or stories submitted by other stations’ listeners and viewers, will populate the mosaic on your station website until your station has received enough submissions to populate the mosaic. 40 submissions will populate the landscape mosaic and 18 submissions will populate the skyscraper mosaic. Once your station has received enough, you can switch from “National Content” to “Show Only Local Submissions.”
Answer: The station administrator that hosts the original submission reviews/approves comments for that submission.
Answer: The Testimonial Tool is new and always improving. If you are having technical problems, try again later. If problems continue, please Report A Problem [link].
Answer: If a submission in your queue is compelling and you feel it should be displayed on the mosaic that appears at MySourcefor.org and on other stations’ websites, recommend the spot for national by clicking the options in “Edit/Manage Submissions.” Recommended testimonials will be reviewed by the Corporation for Public Broadcasting (CPB). CPB reserves the right to accept or reject recommendations for national display.
Answer: You can edit a submission by clicking on the submission in your queue under the Edit/Manage Submissions tab. It is not recommended to edit submissions without the user’s permission. If the submission is not appropriate for the mosaic, you can choose to leave the submission un-published.
For more Frequently Asked Questions on using the tool, click here.
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.
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