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Beyond Powerful Radio, 2nd Edition by Valerie Geller

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CHAPTER 16

Beyond Powerful Radio

Public Service Announcements

“It is better to give than to receive.”

—Acts 20:35

It's generally understood that radio stations are licensed to serve the public. It can be radio at its best, or worst. In Europe, as well as in the United States, some radio stations exist entirely to perform public service, but what that means is open to interpretation. Most stations continue to solicit input from the community to determine its needs. These information gathering efforts are called “ascertainments.”

Smart commercial broadcasters know that assessing the true concerns of a community and addressing those issues can enhance a station's image and raise its public profile. Public service works best when the entire station ...

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