What is PEP?
A Public Education Partnership (PEP) is a radio and/ior television campaign used to deliver an important statewide, regional, or national public interest message. PEP candidates contract with one or more state broadcasters association to have this message delivered to massive broadcast audiences. This contract is secured with organizational funding, grant funding or underwriting from a third party, and airtime is provided on a “multiplier” basis. For every $1,000 of investment into a PEP campaign, the association(s) will guarantee up to $4,000 worth of airtime. In some cases, the final ratio delivered is better than a 5:1 or 6:1 airtime to investment ratio.
How is it different from a PSA?
A public service announcement (PSA) is aired by a station without a monetary commitment and is therefore aired by the station at its own discretion. PSAs are an effective and useful campaign approach for organizations that do not have access to enough funding to purchase airtime and who rely solely a station’s commitment to community service. PSAs do not hold any airtime guarantees – PEPs do!
Who is the “ideal” PEP candidate?
An ideal PEP candidate is a statewide, regional, or national government agency or nonprofit organization. Because the effectiveness of a PEP campaign is its reach, the ideal candidate is someone who needs to communicate a broad message.
Secondly, the ideal candidate is someone who is not currently purchasing over-the-air television or radio. In other words, the associations exist to support its members and does not compete with them for outreach dollars.
Want to learn more about PEP?
Contact a specific state broadcasters association using our contact information here OR fill out this brief form and a member of our team will reach out to you soon!