Ever thought about promoting your organization and its mission on television? More and more non-profits are getting their message across by getting on the air waves. An effective addition to an organization’s marketing arsenal, community TV can be used in a number of ways. A good place to start advancing your cause is with the local bulletin board channel, a rotating videotext message that runs day and night. Usually available without charge, bulletin boards provide an excellent first foray into the world of cable.

Perhaps your office or national headquarters has already produced a 15-, 30- or 60-second public service announcement (PSA). Ideal filler, you can also send PSAs to commercial TV stations for use between programming as space permits. Also appropriate to put on air are any existing educational, training or exhibit tapes. Be sure you have permission to use them. If your tape is a national production, often the community TV staff will help you out by adding your local information to the end of the message.

Maybe you want to go for maximum impact and/or attract a new volunteer and member base. If so, consider availing yourself of the free or low-cost training available to non-profits. With a volunteer production staff and crew, and free access to the cameras, studios and other equipment, it’s relatively easy to produce your own TV show. By shooting your own cable program your team will expand their skill base, your communication and marketing goals will be supported, and your organization’s image and issues will be bolstered.

According to Jan Rosenthal, a former Director of Public Relations for Suburban Community Channels (SCC) in a recent Non-profit World article, “It’s a promotional opportunity most non-profits only dream about: an entire TV show devoted solely to their organization.” Her sage advice; “You’ll need to decide the best way to tell your story. Would your information be most effectively presented through a panel discussion or a short documentary? Should one person make the presentation, or should you interview staff, clients and volunteers as well? How about showing some of your pre-produced tapes during the program and then talking about them? Your community TV staff can show your group how to use the TV cameras and other equipment, and they can help you decide what kind of program to make. They may even be able to put you in touch with other production volunteers willing to help work on your show.”

Once your program has been produced don’t overlook the importance of marketing. Focus as much attention on the program as possible by using newsletters, media releases and word of mouth. And when the program finally airs, use the tape by playing it in your lobby on a monitor, at conferences, or by making it available to your clients on a loan basis. If your organization wants to be heard and is looking for new opportunities to grow, consider adding community TV to your marketing plan.