Report on Service to our Communities from
the Broadcasters of Washington state - June
the public interest." Those words, added
to the Communications Act by Washington's own
United States Senator C. C. Dill, form the common
commitment of community service among Washington's
free, over-the-air broadcasters, whether they
are radio or television stations, large or small,
commercial or public, serving communities in
Eastern or Western Washington. Washington's
broadcasters play a vital and active role in
the lives of every Washington community, every
day. And we are proud of the good work we do
for our neighbors.
Washington State Association of Broadcasters
and the National Association of Broadcasters
have just completed a survey of, and interviews
with, television and radio stations in Washington
to determine the extent of station engagement
in public service and community activities during
calendar year 2001.
of Washington's commercial TV stations participated
in the survey; and, 121 of the 196 commercial
radio stations (62%) replied. The overall response
rate (radio and TV combined) was 63%. Here's
a snapshot of what we found:
- Radio and television stations across Washington
raised more than $11 Million during 2001 for
charities, charitable causes or needy individuals.
And that's just the cash. It does not include
donations of clothing, blankets, food, and
other goods and services raised by the stations
in their donation drives.
donated more than $164.7 Million worth of
airtime for PSAs on topics ranging from drunk
driving to the breast cancer awareness.
average of 44% of TV PSA time is devoted to
local issues; for radio, 64% of PSA time is
of Washington television stations and 91%
of radio stations helped charities, charitable
causes or needy individuals through fund-raising
and other types of support.
stations in Washington typically broadcast
approximately 155 Public Service Announcements;
radio stations 237 PSAs, in a typical week.
response to the September 11th Attacks on
America, Washington radio and television stations
raised an additional $15 Million in on-air
campaigns and activities.
leading topics of Public Service Campaigns
conducted by Washington broadcasters included:
Health issues; poverty, hunger, homeless issues;
and, children's issues.
of local community organizations benefited
from Washington broadcasters' community service
efforts, including the United Way, the American
Cancer Society, the American Red Cross, the
Children's Miracle Network, Vanessa Behan
Crisis Nursery, Northwest Harvest, Boys &
Girls Clubs, Salvation Army, Mid-Columbia
Reading Foundation, Puget Sound Blood Center,
Children's Hospital and Medical Center, the
Alzheimer's Association, Children's Home Society
of Washington, libraries, Second Harvest,
YWCA, and many, many more.
of TV stations and 89% of radio stations ran
PSAs addressing children's issues;
93% of TV stations and 82% of radio stations
ran PSAs addressing hunger, homelessness,
87% of TV stations and 92% of radio stations
ran PSAs addressing drunk driving; and,
87% of TV stations and 88% of radio stations
ran PSAs addressing violence.
alone cannot tell the whole story of how Washington
broadcasters contribute to the quality of life
in their communities. The second part of WSAB's
research program was a series of interviews
with the General Managers and Community Relations
Directors of television and radio stations around
the state. The creativity and imagination stations
show in responding to the needs of their communities
learned that nearly every station in Washington
provided an outlet for its viewers or listeners
in the aftermath of the September 11th Attacks
discovered many examples of radio and television
stations cooperating to raise more money for
charities than either could do by themselves.
found a station that helped raise over $1
Million by putting Bill Gates and Jeff Bezos
on the same tennis court.
learned of a station that does its best to
generate the spirit of vounteerism in Gen
stations have also heard from their viewers
and listeners. We found dozens of compelling,
heart-warming accounts of how radio and television
stations touch the lives of individuals every
day. Collecting these stories made it clearer
than ever that those who live and work in the
community truly know best how to serve their
Quantitative Research Findings:
Washington Broadcasters Do For Their Communities"
have a mandate to serve the public interest
of the communities in which they operate. Given
the diversity of communities in the United States,
there is a multitude of needs which could be
and are addressed over the public airwaves by
broadcasters. Indeed, broadcasters are recognizably
in a very unique position - every station in
the country is a local station and very much
a part of the community it is licensed to serve.
affairs activities are an integral part of broadcast
stations' community involvement. Through public
affairs activities, stations help increase awareness
of issues that affect their audiences. Radio
and television broadcasters invest both programming
and non-programming time and efforts to educate
and involve their communities. Programming activities
include, but are not limited to, public service
announcements wherein stations donate valuable
commercial time for messages alerting the public
about health threats and other issues. Stations
also produce public affairs programs featuring
in-depth discussions of problems and remedies.
In addition to these programming efforts, broadcasters
initiate or are involved in many activities
and community groups aimed at educating and
involving their communities.
the ways in which broadcasters are involved
in their communities may seem similar, every
local broadcaster's efforts are unique. Public
service campaigns undertaken by stations nationwide
integrate on-air and off-air efforts. Additionally,
since each station cannot address every need
of its given community as its top priority,
stations each focus on different needs, thus
addressing overall the diversity of issues within
a community. In any given community, the local
broadcasters' unique responses and approaches
to the diversity of issues are also supplemented
by major national efforts.
state association, in partnership with the National
Association of Broadcasters, conducted a survey
of television and radio stations in Washington
State to determine the extent of station participation
in public affairs activities. A variety of methodologies
were employed to reach stations - with mail,
fax, and Internet surveys sent out between January
and April 2002. The response rate of Washington
State broadcasters was 63%, as 16 of the 22
commercial television stations licensed to the
state (73%) are represented in the data, as
are 121 of the 196 radio stations (62%).
data were collected, tabulated and analyzed
by Public Opinion Strategies, an Alexandria,
Virginia-based opinion research firm.
Time and Raising Money
mean figures to derive a per-station total,
responding Washington State TV stations report
running approximately 155 PSAs per week, with
radio stations running 237. These figures
combine all PSA spot times - from ten seconds
or less up to 60 second PSAs. Using the reported
rate charged for each of these spot lengths,
these PSAs translate into a mean cumulative
amount of $1,102,885 a year per TV station
responding, and $716,605 per radio station
cumulative statewide totals based on these
data show the total PSA value for Washington
State TV stations as $24,263,471 and $140,454,489
for radio stations.
vast majority of both responding TV stations
(86%) and radio stations (91%) say they help
charities, charitable causes or needy individuals
by fund-raising or offering some other support.
The mean amount raised by these TV stations
was $146,761, with responding radio stations
reporting a mean of $25,539. The projected
cumulative amounts for this charitable giving
is $3,228,750 for TV stations and $7,861,000
for radio stations who conducted some fundraising
during the time period examined.
charitable amount raised by responding TV
stations ranged from $80,000 to $242,000,
with a range among radio stations of $400
Local Sentiments Continue To Guide
Broadcasters, But Broadcasters Also Rallied
Their Communities in Response to September 11th
three-in-four (73%) of responding Washington
State TV stations and 90% of the radio stations
were involved in either on-air campaigns -
either through local news broadcasts, PSAs,
or public affairs programming - or off-air
activities to aid the victims of disasters.
This is a huge increase from previous years,
as broadcasters reported the large contributions
connected to the events of 9/11 in this category.
mean amount of money pledged in these fundraising
drives by participating stations was $357,318
per TV station and $36,224 per radio station.
The projected cumulative total raised in
these fundraising drives is $7,861,000 for
TV stations and $7,099,946 for radio stations
who conducted some fundraising during the
time period examined.
also focus largely on local issues. Among
responding TV stations, respondents say that
an average of 44% of PSA time is devoted to
local issues; the percentage of PSAs devoted
to local issues among responding radio stations
Addressing Important Topics
following table examines some specific issues
and the response by responding stations. As
in previous years, broadcasters continue to
devote time and resources to addressing important
and relevant topics.
respondent was asked to respond whether
their station aired PSAs, locally produced
public affairs programs/segments (not including
news broadcasts), or news segments on each
of the following topic areas. The numbers
here are the percentages of all state TV
and radio stations who say they have addressed
a particular topic through one of those
other women’s health
73% of responding TV stations and 63% of responding
radio stations report airing public affairs
programs of at least 30 minutes in length.
leading topics of public service campaigns
by Washington State broadcasters in 2001 included
public health issues, poverty/hunger/homeless
issues, charitable fundraising, and children's
issues. Some primary recipients included the
United Way, the American Cancer Society, the
American Red Cross, and the Children's Miracle
our participation on this project with the National
Association of Broadcasters, a number of continued
refinements were made from 2000 Report, including
the addition of specific content to ensure proper
attribution of funds related to September 11th.
Market size and revenue data for stations was
linked to survey data, allowing for more precise
weighting and sample procedures.
Qualitative Research Findings
of the Extraordinary Service Washington Broadcasters
Give to Their Communities"
2001, Washington broadcasters found themselves
at the center of four unbelievable, earthshaking,
world shattering, tragically heroic, economically
devastating episodes. Extraordinary efforts
derive from extraordinary events. The stories
of how Washington's broadcasters carried the
news, calmed and informed their communities
and rallied their viewers' and listeners' spirits
are heartwarming and genuine.
the 6.8 magnitude Nisqually Earthquake to the
Attacks on America; from the 30-Mile Fire to
the devastation of Washington's tourism industry,
broadcasters came through for their communities
time and time again. All the while mindful of
the charitable organizations in their communities
who serve those in need every day, and who rely
on broadcasters' support in good times and bad.
Broadcasters never forget that every day is
a day of need for someone.
is a mere sampling of what Washington's local
radio and television stations are doing for
their communities day in and day out.
Broadcasters Provide the Lifeline When Terra
-- 10:54 a.m., February 28, 2001. A calm Wednesday
morning is shattered by the rumbling of the
earth. A 6.8 magnitude earthquake, lasting
45 seconds, rumbles under Western Washington.
Local radio and television stations become
the only source of news and information for
nearly a full day. In some locations damage
is heavy, but there is no panic.
Top Of It, Literally: KGY, Olympia.
KGY sits on pilings over the waters of Puget
Sound less than five miles from the epicenter
of the Nisqually Earthquake. The building shook
violently, a window shattered, light fixtures
fell and water from a broken hot water tank
gushed from the ceiling. Many of the staff were
convinced that the station was crumbling into
the Sound. But within 5 minutes, station general
manager and morning host for more than 34 years,
Dick Pust, went back on the air to anchor the
station's emergency coverage. For more than
5 hours, KGY suspended all regular programming
and commercials to provide live, continuous
emergency coverage. An "open mike"
was made available to anyone who had earthquake
information. School officials, city utility
representatives, Olympia's Mayor, the Secretary
of State, the State Librarian and many other
local officials came into the station to give
live reports. For his efforts, Dick Pust was
named a "Real Hero-Spirit of the Red Cross"
by the Olympia Chapter of the American Red Cross.
"Pust remained on the job to deliver critical
information and reports that brought calmness
to listeners," said the Red Cross.
Those Far From Home Cope With Disaster. KAPP-TV, Yakima was covering the high school
boys basketball state tournament at the Sundome
in Yakima when the temblor struck in Western
Washington, 150 miles away. Many of the players,
coaches, teachers and families involved in the
tournament were from areas hard hit by the earthquake.
They wanted to know what had happened in their
home towns. KAPP-TV had its remote truck at
the tournament and almost immediately was able
to provide information and video from the site
of the earthquake and make it available. "It
really gave people a sense of what was going
on," said KAPP-TV General Manager Darrell
Blue. "We were able to get a feed of video
from a Seattle station and provide additional
information to reassure people who were visiting
Yakima from Western Washington." The station
carried continuous live coverage of the earthquake
aftermath until four o'clock that afternoon.
Local Information to Serve the Community. KRKO-AM, Everett, was caught in the middle.
To the South, Seattle and Olympia suffered the
brunt of the earthquake's power. To the Northeast
is Spada Lake Dam, the main source of drinking
water for the City of Everett, but more importantly,
holding back billions of gallons of water from
inundating the towns of Sultan and Monroe and
the entire Snohomish Valley. Immediately after
the shaking stopped, KRKO got its geotech specialist
Zipper Zeeman on the air to explain what had
happened. Then, KRKO had the Sheriff's office
on the air with its first report on Spada Lake
Dam and the effect of the earthquake there.
Disaster When THE BIG ONE Strikes. Western
Washington sits on a piece of the Earth that
is as seismically active, and as susceptible
to earthquakes that are every bit as large and
devastating, as those in San Francisco or Los
Angeles. Seismologists keep telling Washingtonians
that they haven't experienced THE BIG ONE, yet.
Shortly after the February 28th quake, which
was quite big enough, KING-TV, Seattle, sprang
into action with a five-week informational series
aimed at developing more preparedness for future
earthquakes. The station's news anchors and
reporters produced several thirty-second spots
reminding viewers about bolting hot water heaters
to the wall and other ways to be prepared and
avoid damage, next time.
Relief. KIRO-TV, Seattle, activated
its KIRO 7 Emergency Relief Fund after the earthquake
and raised approximately $10,000, which was
donated to the Salvation Army.
Power of Radio's Multi-Station Clusters. Efficiently getting the news out to everyone.
That's the power of several stations owned by
one licensee. Saga Communications' Cascade Radio
Group in Bellingham was able to cover Northwestern
Washington's radio audience from rock to sports,
from country to standards, no matter what taste
in radio a listener had, he or she got vital
news about the earthquake because the Cascade
Radio Group was able immediately to simulcast
its earthquake news and information on all five
of its Bellingham stations.
Reassurance of a Familiar Voice. "I
was hysterical trying to get home and check
on my family when I tuned in [to KELA, Centralia].
Then I heard calm and reassuring voices telling
me what happened and what to do," a KELA
listener commented. KELA urged people to check
themselves and then check on an elderly neighbor
or friend. They explained how to shut off a
gas main and urged people not to call 9-1-1
unless there was a true emergency. Schools,
medical facilities and utility workers joined
KELA live on-the-air to announce that the kids
were fine, the emergency room was open and that
power restoration was on the way. Interstate
5 was closed for transportation workers to shore
up a damaged overpass, so KELA provided continuous
traffic updates while the freeway traffic was
diverted through town.
in the Aftermath. Stations throughout
the entire earthquake-effected area devoted
dozens of hours and hundreds of public service
announcements to assisting the Federal Emergency
Management Agency in reaching residents whose
homes or businesses had been damaged. After
the earthquake, KRKO-AM, Everett, made extensive
efforts to instruct listeners on how to apply
for FEMA grants and assistance, and publicizing
workshops for disaster victims.
11, 2001: The Attacks on America
YORK -- September 11, 2001. Washington state
awakens to the sight of New York's World Trade
Center ablaze, a second plane crashing into
the towers, an airliner attacking the Pentagon
in Washington, D. C. and the crash of yet
a fourth plane in Pennsylvania, before it
could reach its target. Washington's radio
and television broadcasters are as shocked
an the rest of America, but rise above the
tragedy to sort out truth from rumor and provide
relief and assistance to those in need.
Association Coordinates Massive Response. The Puget Sound Radio Broadcasters Association
("PSRBA") coordinated a fundraising
effort for the American Red Cross to benefit
their efforts in helping aid the victims of
the September 11th Attacks on America. Puget
Sound radio listeners were very generous. Donation
locations were set up by PSRBA member stations
at more than 90 locations throughout the Puget
Sound Area. From Friday, September 14th through
Sunday, September 16th, the member stations
of PSRBA collected more than $237,500, bringing
the total of donations from Seattle area radio
listeners to more than $425,500 in the days
immediately following the Attacks on America.
"With all the stations working together,
we were able to blanket the region and give
all the radio listeners an easy way to donate
to the Red Cross," said PSRBA President
Theresa Clary. "The stations responded
quickly in pulling together and sponsoring these
events, and our listeners responded to the call
Understand Different Cultures. In the
aftermath of the Attacks on America, KSTW-TV,
Seattle, was disturbed at the outpouring of
hatred for Americans of Middle Eastern ancestry.
The station produced a half-hour program intended
to remind viewers of the tolerance and freedoms
Americans sometimes take for granted. The show
featured an Arab-American woman who volunteered
to talk about the ramifications of the September
11th Attacks on America and what that meant
to people such as her living in the Northwest.
Through the program, "Understanding Islam,"
the station promoted tolerance and understanding
by shedding light on hate crimes, acts of incivility
and other displays of hate that were being directed
at local people.
& Flags. Helping children understand
the tragedy of the Attacks on America is not
an easy task. KVEW-TV in the Tri-Cities invited
kids to come to Columbia Center Mall where they
found tables, paper, crayons and glue. Hundreds
and hundreds of children and parents turned
out following heavy promotion of the event by
the station. And they made hundreds and hundreds
of the most poignant flags imaginable. KVEW-TV
then took all of the flags, mounted them on
sticks and planted them in the lawn in front
of the station (see front cover). So many people
came by the station and stopped in the street
to take pictures that traffic was backed-up
Communications Cascade Radio Group Memorial
Service. Not wanting to wait for others
to organize a Memorial Service, the five radio
stations of Saga Communications' Cascade Radio
Group in Bellingham organized their own. In
less than 48 hours, the stations had secured
a site; had government officials lined-up to
participate; arranged for free bus service to
the Memorial; provided for musical tributes;
and brought in a color guard from Whidbey Island
Naval Air Station and local fire and police
departments. On September 14th from 12:30 p.
m. to 1 o'clock, Bellingham gathered to pause
and pay tribute to those lost in the Attacks
on America. The stations expected 2,000 people,
but on a beautiful, sunny Northwest summer day,
more than 6,000 people filled the bleachers
and ringed the football field at Bellingham's
historic Civic Stadium. In that half-hour, the
Cascade Radio Group raised more than $21,000
for the Red Cross. And for those who couldn't
attend, KGMI-AM, the Cascade Radio Group's flagship
station, broadcast the entire Memorial Service
7 Emergency Relief Fund Swings into Action. For many years, KIRO-TV, Seattle, has activated
its KIRO 7 Emergency Relief Fund when an emergency
finds people in need. This theme provides KIRO-TV
viewers with consistency in the station's fundraising
efforts. On September 11th, KIRO-TV once again
activated the KIRO 7 Emergency Relief Fund and
added the title "Helping America Heal."
Viewers donated at Key Bank branches throughout
Western Washington and the Bank added 10% to
each donation. The KIRO 7 Emergency Relief Fund
collected more than $500,000 for the Red Cross.
More than 500 donations were made through the
station's web site.
Country, One Community. Seattle was
not immune from acts of hate crimes against
anyone who appeared to be of Middle Eastern
ancestry. Following an unfortunate incident
at a mosque in North Seattle, KING-TV, Seattle,
produced a series of 15 public service announcements
called "One Country, One Community. These
messages emphasized tolerance and acceptance
of different cultures. The station also provided
live coverage of a memorial and unity rally
in Seattle's Westlake Center. For two full weeks,
KING-TV cancelled all of the station's promotions
to concentrate on the One Country, One Community
campaign and relief fundraising themes; a total
of nearly Half A Million Dollars in airtime.
The station partnered with the Seattle Times
newspaper and Bank of America to raise nearly
$2.5 million for the Red Cross from throughout
the state of Washington.
to the Attacks on America. KRKO-AM,
Everett, broadcasts the Don Imus Show from New
York City every morning. When KRKO's Program
Director and morning news host, Tony Stevens,
first saw what was happening at the World Trade
Center on his TV monitor, he immediately switched
to a live feed of the Imus Show and KRKO's listeners
heard live and direct coverage and commentary
from the scene. The station stayed with that
live feed all day, providing a unique perspective
on the Attacks on America for its listeners.
Pledge Allegiance" Bumper Stickers Raise
$15,000. KNDU-TV, Tri-Cities, printed
3,000 bumper stickers that reaffirmed viewers'
support for America. The station passed them
out, asking for donations, raising $15,000 in
the process. Sister station KNDO-TV, Yakima,
passed out ribbons and raised more than $10,000.
Both stations worked with Central Washington
Comprehensive Mental Health to build a public
service announcement promoting the community
crisis line for those who needed help in coping
with the Attacks on America.
Day's Pay for USA. KEPR-TV and KONA-AM/FM
Radio, Tri-Cities, helped the communities of
Pasco, Richland and Kennewick raise more than
$300,000 dedicated to buying a new fire truck
for the New York City Fire Department. The fund
drive was local in every respect, inspired by
a similar drive during World War II, when employees
at the nearby Hanford nuclear facility donated
a day's pay to help the United States pay for
a new bomber, which was named "A Day's
Pay" and served in the Pacific theater.
As a way of giving back to the community and
honoring the fallen fire fighters and law enforcement
officers in the Attacks on America, the stations
asked companies to donate a day's sales receipts
and employees to donate a day's pay to go to
that cause. The stations promoted the drive
through public service announcements and news
stories, with live broadcasts from the kick-off
T-Shirts Raise Nearly $20,000. KITI-AM/FM
in Centralia came up with a simple design, Old
Glory, to bring all Americans together. Right
after September 11th, the station started by
printing 200 shirts. The print shop across the
street from the stations couldn't keep up with
demand after the first 200 shirts were gone
within minutes. KITI had listeners volunteering
to help collect money and hand out shirts. The
KITI staff kept up a steady trek across the
street for more and more and more shirts; pulling
the shirts off the machines as fast as they
could so that both sides could be printed. Eventually,
KITI sold more than 2,500 Old Glory t-shirts
and raised nearly $20,000 for the Red Cross.
So many people wanted to contribute that they
were willing to wait a few days to get a shirt.
Faster Than They Could Be Counted. KRKO-AM,
Everett, did an impromptu remote broadcast from
the street corner in front of the station beginning
in the early afternoon of September 11th. The
station offered commemorative ribbons for free,
but people wanted to donate money. Finally,
between 3 p. m. and 6 o'clock in the afternoon,
so many people were driving up and just handing
station employees wads of cash that they resorted
to putting it into paper bags and handing it
directly to the Executive Director of the local
Red Cross chapter. They never did get a count
on how much money was donated by KRKO listeners.
For the entire next week, KRKO did similar remotes
from different locations every day until finally,
"there was no more red, white and blue
ribbon to be found, purchased, begged or borrowed
in all of Snohomish County," according
to KRKO Program Director Tony Stevens.
Nerves: Are We the Next Target? The
Tri-Cities area includes the Hanford nuclear
facility as well as the Umatilla Weapons Depot,
just across the Columbia River. KONA-AM/FM Radio
is the Tri-Cities news radio station. So many
families in the Tri-Cities have members who
work at these security-sensitive plants that
KONA took extraordinary measures to get authoritative
representatives from each of those critical
facilities to report to their employees, through
the station, about new security procedures and
other changes that they would face when they
came to work. Reassuring the community that
these facilities were safe was also a high priority
for KONA, with the station providing live coverage
to keep listeners informed.
Proud To Be An American" Shirts Raise Money
in Spokane. All of the Clear Channel
stations in Spokane joined with Sprint PCS to
create "I'm Proud To Be An American"
t-shirts to raise money for the nationwide Clear
Channel Relief Fund. Each of Clear Channel's
five radio stations broadcast live from a different
Sprint PCS location. Getting between $5 and
$50 for each shirt, the promotion raised more
than $15,000. More than 5,000 shirts were sold
in just a few minutes.
and Hockey Raise Money. KREM-TV, Spokane,
teamed up with the Spokane Chiefs hockey team
on the night of the team's season opener to
raise money for the Red Cross. It was an old
fashioned, "pass the hat" collection
to which KREM-TV viewers gave generously. KREM-TV's
weather anchor, Tom Sherry, broadcast live from
the game with an on-site presentation. KREM-TV
added the money collected at the hockey game
to the money pouring in from its original on-air
fundraising drive. It was a simple message:
"Come to the donation locations and give.
We'll get the money to the Red Cross."
And they did. Altogether, KREM-TV raised more
for Red, White & Blue Ribbons. The
staff, and neighbors of KHQ-TV, Spokane, pitched
in for nearly a week to make and distribute
red, white and blue ribbons. Once KHQ-TV's viewers
saw what the station was doing, they wanted
to help. A group from Rogers High School donated
many, many hours making the ribbons and taking
donations on the street outside the station.
Neighbors from a high-rise apartment across
the street from KHQ-TV came over to volunteer,
as well. In five, commercial-free days, the
station exhausted the red, white and blue ribbon
supply in Spokane and surrounding communities
and raised $225,000 for the Red Cross.
Than 4 Hours of PSAs Raise $450,000 in Spokane. The stations of the KXLY Broadcast Group, both
radio and TV, dedicated more than 25 news hours
and more than 500 public service announcements
to supporting the American Red Cross and providing
information on ways to assist in the recovery
from the Attacks on America. The community of
Spokane raised approximately $1.7 Million for
the Red Cross; one of the top three communities
nationwide. The KXLY Broadcast Group was responsible
for raising $450,000 of that total.
Cooperation Lifts Seattle's Spirits. KOMO-TV, Seattle, joined forces with the Seattle
Post-Intelligencer daily newspaper, agreeing
to use each other's logos in cross promotion
on-the-air and in the newspaper. The station's
newscasts helped carry the message, as well
as public service announcements. KOMO-TV and
the Post-Intelligencer raised $201,000 for the
Blood Next Month. In only a few days
after September 11th, the Puget Sound Blood
Bank was overwhelmed with a long line of would-be
donors, but blood donated there was not able
to be used in New York City, so the Blood Bank
was at capacity with a good 45 to 60 day supply
of blood. Working with the Blood Bank, KRKO-AM,
Everett, got out the message that people should
plan to give blood, but to wait for about a
month. This helped the Blood Bank keep a good
steady supply of blood over the next several
months and avoid the traditional shortage/oversupply
cycle that often occurs.
Radio Personality Donates Prize Winnings. The September 11th Attacks on America took place
during the annual Puyallup Fair. KPLZ-FM, Seattle's
"Star 101.5," was conducting a contest
promotion at the Fair called "Star-vivor"
in which several listeners and one KPLZ-FM air
personality, Jim Severn, were living at the
Fair. Every day, one person was voted out of
the Fair. In the end, KPLZ's Severn was the
winner, outlasting everyone else. He donated
his $10,000 first prize winnings to the American
30-Mile Fire Tragedy
-- It was a hot July day in the wilderness,
made hotter by the wildfire racing down a
hilly canyon. Caught by surprise and with
escape routes cut off by the advancing inferno,
five young fire fighters are trapped. In an
instant, four are dead and one is critically
burned. All are from the Yakima area and the
community mourns the tragic loss of youngsters
suddenly turned heroes. Yakima broadcasters
opened their stations and their hearts to
the community. They reported the news and
led the community toward healing.
Loses Four Fire Fighters. On the day
that four Yakima fire fighters were killed in
the wildfire known as the "30-Mile Fire,"
KNDO-TV interrupted its regular programming
and carried coverage continuously for the next
five hours. It would be only the beginning.
KNDO-TV's sister station KHQ-TV in Spokane,
sent its remote broadcast truck to the scene
of the fire in the Cascade Mountains and KNDO-TV
was able to broadcast live pictures of the fire.
But most of the coverage stayed local. The station
talked with friends and families of the fire
fighters and broadcast interviews with staff
from the Forest Service. That evening, both
KNDO-TV and KIMA-TV in Yakima did half-hour
specials on the victims, informing the community
who they were and what they had accomplished
in their too-short lives.
the Community Cope. The day after the
tragedy, KNDO-TV began a purple ribbon campaign.
When a fire fighter falls in the line of duty,
a purple ribbon is the appropriate display of
sympathy. KNDO-TV passed out more than 12,500
purple ribbons. At first, the station did not
ask for donations, but when viewers called the
station to ask about donating to a memorial
fund, the station discovered that there was
no fund. Immediately, KNDO-TV set up the Okanogan-Wenatchee
Firefighters Memorial Fund at a local credit
union and began taking donations in exchange
for a purple ribbon. KNDO-TV created a memorial
poster, and distributed 8,000 copies throughout
Yakima. The station also created three public
service announcements: One was a simple tribute
to the four fallen firefighters; another focused
on the Memorial Fund and how to donate; and,
the third was done in cooperation with Yakima's
Comprehensive Mental Health agency, which concentrated
on how to get counseling for those who were
personally acquainted with the firefighters
(and in a small community, a lot of people knew
them). Once the fund was established, the Forest
Service asked that it be the only Fund, and
other groups began to raise money with car washes,
spaghetti feeds and other benefit activities.
Other Yakima broadcasters also promoted donations
to the Memorial Fund.
the Fallen Heroes: The Community Parade. On Tuesday, July 24, 2001, Yakima bid good-bye
and God speed to the four fallen fire fighters.
Fire fighters, particularly forest fire fighters
came from all over America to pay their respects.
The parade of dozens and dozens of fire fighting
vehicles from city fire trucks to smoke-jumpers'
hum-vees was several miles long as it wound
its way from the staging area on Yakima's Nob
Hill to the Sundome where a memorial service
would take place. KNDO-TV covered the parade
live from five locations along the route. KIMA-TV
used a helicopter from sister station KOMO-TV,
Seattle, to shoot video of the parade and bring
it back to the station for broadcast. KAPP-TV
also carried live coverage of the parade from
beginning to end. Clear Channel Radio station
KIT-AM deployed the resources of its entire
six station cluster to provide point by point
parade coverage and commentary from several
fixed and mobile vantage points along the parade
route for radio listeners.
Good-Bye: The Community Memorial Service. Yakima's TV broadcasters cooperated on live
pool coverage of the memorial service. The coverage
on all stations began before Noon and did not
end until nearly 5 o'clock in the afternoon.
Most stations carried the memorial service without
commentary, except to identify each speaker.
the Memory Alive. After the memorial
service, KNDO-TV had so many requests to videotapes
of the memorial service that the station produced
and sold more than 150 and donated the proceeds
of about $2,000 to the Memorial Fund.
Washington: "Get Out There, Your State
RESORTS AND ATTRACTIONS -- A slumping economy;
attacks on America. Washington's tourism industry
sinks in a downward spiral. Broadcasters rally
to the need by joining with the State Tourism
Office to produce and broadcast nearly $400,000
worth of public service announcements encouraging
Washington residents to be tourists in their
the month following the Attacks on America,
it became apparent that Washington's tourism
industry was in dire trouble. The "double-whammy"
effect of a slumping economy and the Attacks
on America had combined to send the state's
tourism business into a deep downward spiral.
Washington's radio and television stations immediately
offered the only thing they had, use of the
public's airwaves to revive the sector of the
economy that traditionally rebounds most quickly.
through the Washington State Association of
Broadcasters, the stations collaborated with
the State Tourism Office to develop a plan to
rejuvenate tourism in Washington. The Washington
State Association of Broadcasters rallied the
leaders of fourteen tourism-related trade associations
to join in the effort: The Washington Association
of Visitor & Convention Bureaus; the Washington
Restaurant Association; the Washington Hotel
& Lodging Association; the Washington Economic
Development Association; the Washington Retail
Association; the Washington Festival & Events
Association; the National Federation of Independent
Business; the Association of Washington Business;
the Independent Business Association; AAA Washington;
the Inland Empire Automobile Association (AAA);
the Washington State Tourism Office; and, the
Washington State Office of Trade & Economic
Governor Gary Locke appeared in one of the public
service announcements produced by the State
Tourism Office. The Governor also provided a
personal letter to broadcasters thanking them
for their concerted effort to boost the state's
tourism economy. The Washington State Association
of Broadcasters copied and distributed the public
service announcements to 177 Washington radio
and television stations for a campaign that
ran from November, 2001 through January, 2002.
In all, Washington radio and television stations
donated nearly $400,000 worth of air-time to
broadcast the tourism public service announcements.
WASHINGTON -- Broadcasters never forget that
every day is a day of need for someone; and
that attention-getting events cannot overshadow
the ongoing needs of charitable organizations
in their communities. In 2001, Washington
broadcasters held fund drives, clothed the
needy, developed cadres of volunteers for
community groups, and built homes for the
homeless. The list of contributions to their
communities by local broadcasters seems endless.
It's a commitment they carry with them every
for Humanity. KIXI-AM, Seattle, began
its partnership with Habitat for Humanity in
February 2001 with the goal of recruiting volunteers
and raising money for its "Blitz Build:
20 Homes in 12 Days" project. The station
recruited listeners to work as volunteers on
one particular home known as "The House
that KIXI Built" and raised money by hosting
a 12-hour radiothon and auction. In addition,
KIXI broadcast live from the construction site
for 12 hours and interviewed Habitat for Humanity
officials, volunteers and the future homeowner.
KIXI's efforts resulted in 125 volunteers providing
a total of 3,000 volunteer hours, surpassing
its goal by 25%. The station helped to provide
enough manpower to also assist in the construction
of a community center. In all, KIXI raised more
than $16,000 for Habitat for Humanity and devoted
nearly 32 hours of airtime to the campaign.
Abuse Prevention Day. The entire KXLY
Broadcast Group in Spokane, five radio stations
and Spokane's ABC TV affiliate, dedicates a
full day to eliminating child abuse. Child Abuse
Prevention Day is not just a fundraising activity,
although the stations collected more than $31,000
in 2001. From 6 a. m. to 6 p. m., in every commercial
break, station personalities urge viewers and
listeners to donate financial and volunteer
support. The news stories, talk show segments
and other informative spots help the stations'
audience understand more about child abuse,
how to prevent it, warning signs, where to get
help and how the beneficiary organizations can
be of assistance. The Children's Home Society
of Washington, the Vanessa Behan Crisis Nursery,
SCAN (Support Care and Networking for Families),
and I-Care, the agency in Coeur 'd Alene, Idaho
all benefited from Child Abuse Prevention Day.
Breakfast of Champions. Every August,
KING-TV, Seattle, hosts the greatest readers
in town at the Breakfast of Champions. It's
the grand finale' of the station's summer reading
program conducted in conjunction with the Seattle
Public Library and the King County Library System.
Station news anchors visit libraries to meet
and read with the kids, encouraging young readers
to continue reading when they are out of school
for the summer. It's become a tradition with
the news reporters, many of whom return to the
same libraries annually to see how "their"
kids are doing.
the Volunteer Spirit in Employees. Viacom's
KSTW-TV, Seattle, organizes a "Viacommunity
Day" every year to emphasize giving back
to the community. They encourage employees to
take a day off by participating in an organized
volunteer effort. In 2001, KSTW-TV's offices
and studios moved to the city of Renton, just
south of Seattle. The Renton Highlands Library
was in dire need of some gentle, loving care;
work that had been neglected because of lack
of maintenance funding. Station employees took
en entire day to repair, clean up, spruce up
and polish up the Renton Highlands Library.
People Helper. KOMO-TV's "People
Helper" takes on small and big challenges
to help out ordinary individuals with extraordinary
needs. In 2001, the People Helper generated
toys and food for the holidays for the needy;
found aid for fire victims in need of clothing,
shelter or household goods; and, provided assistance
for the disabled who needed wheelchairs, scooters
or specially equipped vans for basic transportation.
The People Helper assisted viewers bilked in
disaster scams and provided vests for assistance
dogs. All in all, the KOMO-TV People Helper
stepped in to help approximately 200 times during
2001 and raised more than $70,000 for viewer
Radio Joins Forces for United Way. 27
Seattle radio stations united for the first
time ever to jointly support the United Way
of King County and the result was a "roaring
success," according to United Way Chairman
Herb Bridge. United Way donations were up more
than 13% to a record $93.3 million, vaulting
Seattle past New York City and Washington, D.
C. into second place nationally for total dollars
raised, behind only Chicago. "A 13.2% increase
could not have been accomplished without radio,"
said Bridge. Stations kicked-off the campaign
with a "60-second roadblock" on all
stations on a Monday morning at 7:15 a.m., followed
by a schedule of thirty-second PSAs in every
daypart, every day, for two weeks. They continued
with a mix of thirty-second and ten-second PSAs
for several weeks, ultimately broadcasting a
total of nearly 3,000 public service announcements.
School Supplies. More and more, parents
must rely on schools to provide basic educational
supplies, especially in areas hard hit by economic
downturns. And the schools are no more able
to fill those needs than are the parents. KAPP-TV
in Yakima recognized the need when nearby schools
began calling the station in September asking
when the station would begin collecting more
school supplies. The station organized a one-day
blitz to collect school supplies for needy children
in the Yakima Valley. The station promoted the
School Supply Collection Drive with weeks of
public service announcements preparing the community
and a full day of live broadcasts from collection
points. Viewers donated entire cases of supplies
and families donated backpacks full of supplies.
KAPP-TV followed-up the drive with a series
of announcements thanking the community for
its generosity and with news coverage of the
distribution of the supplies to Yakima-area
Identification Program. KELA-AM/KMNT-FM
in Centralia is part of the Clear Channel family
of stations. As a result of the stations' involvement
in community organizations, they learned that
one of their local Elks Club's prime projects
was a child identification program, which fit
perfectly with Clear Channel's national child
identification effort. KELA and KMNT partnered
with the Centralia Elks during the Southwest
Washington Fair to staff a booth collecting
donations for the Elks Child Identification
Project. In all, their efforts raised $2,000.
Coats for Kids. Needy kids in Washington
did not go without a warm winter coat in 2001.
KSTW-TV, Seattle, partnered with Pepsi for distribution,
and a dry cleaning company to prepare the donated
coats. The station did live remotes to generate
one of the largest collections of coats in the
station's history. More than 7,000 coats were
donated to United Way of Pierce County and their
agencies, Goodwill and St. Vincent de Paul.
Helping Each Other. Hispanic radio sometimes
meets the unique challenges of its listeners
in unconventional ways. Butterfield Broadcasting's
four stations in Yakima have a diverse audience,
most of whom speak some English, but with many
first generation immigrants from Mexico, as
well. But they have one thing in common: When
it comes to helping each other, they are very
generous. Seven or eight times a year, the Yakima
Valley Hispanic community suffers the death
of one of its members and the family is usually
unable to pay to have their loved one returned
to his or her home in Mexico for burial. The
Butterfield stations commonly take the lead
in raising the money necessary to provide for
the transportation and burial honoring the deceased.
"It seemed very unusual to me the first
few times it occurred," said Keith Teske,
Butterfield's Operations Manager. "But
when I realized what the stations were doing
for our community, I knew that it was the right
thing to do."
Coats for Kids. Seattle's KIRO-TV and
Sandusky Radio's "Warm 106.9" teamed
up to provide warm coats for kids during the
winter. In January, the stations broadcast public
service announcements inviting listeners and
viewers to donate warm hats, coats and gloves
at drop-off locations, resulting in the collection
and distribution more than 15,000 coats. Many
nonprofit organizations benefited from the stations'
efforts, including the YWCA, Child Haven, Multi-Service
Center of North and East King County and Eastside
Domestic Violence. But the real beneficiaries
were the kids.
the Work Ethic Early. Junior Achievement
instills the kind of entrepreneurial work ethic
in kids that employers want. JA's Enterprise
Village incorporates as many as twenty public
and private, retail shops, restaurants, a city
hall and a TV station. Youngsters are able to
develop the attitudes, knowledge and direction
that will serve them well when they grow up.
But Enterprise Village doesn't exist in Seattle,
yet. KCPQ-TV, Seattle took on Enterprise Village
as its station project. The station produced
the fundraising video presentation for Junior
Achievement in its drive to build Enterprise
Village. The presentation is used to solicit
donations from corporate organizations and philanthropists.
Without KCPQ-TV's involvement, Junior Achievement
would have had to spend approximately $25,000
to produce a presentation video, but it was
supplied free of charge by KCPQ-TV.
a Family First-Night in Spokane. When
KAYU-TV, Spokane, discovered that Spokane's
first-ever First Night celebration was lagging
behind in organization and promotion, the station
volunteered to be the event's media partner
and build awareness of this family-oriented
event. The organization needed help in explaining
to Spokane what First Night was all about and
in promoting awareness of the many events taking
place on New Year's Eve, 2001. The station ran
a heavy public service announcement promotional
schedule during the weeks leading up to First
Night. Organizers had hoped to attract as many
as a couple of thousand people. More than 14,000
turned out and Spokane's First Night 2001 was
so successful plans are already underway for
the second annual event on New Year's Eve 2002.
Meals for the Needy. Every December
for the past 11 years, KOMO-TV, Seattle has
asked viewers to donate food for delivery by
Food Lifeline during the holiday season to those
who are needy. After three weeks of heavy public
service announcement and newscast promotion
of the KOMO-TV's "Season of Giving,"
the station held a big wrap-up day on a Friday
and urged viewers to continue donating through
the weekend. In the next 48 hours, the response
was enormous and KOMO-TV ultimately collected
the equivalent of 1 Million meals for donation
to the needy in Seattle.
By Example. "When I first came
to KAPP-TV," says General Manager Darrell
Blue, "the head of the United Way came
to my office to remind me that the stations
here in Yakima had always been solid supporters
of the United Way Campaign. Last year, I was
the chairman of United Way's Day of Caring,
so I guess he was right!" The Day of Caring
is a United Way kick-off event in which businesses
volunteer their employees to go out into the
community to do a day's worth of volunteer work.
They do everything from reading to children
to cleaning up yards for people who cannot afford
the upkeep. In 2001, under Blue's leadership,
KAPP-TV employee-volunteers cleaned up a site
that will become a shelter for recovering drug
PSA Time Count. Being selective in choosing
its partners allows KFFX-TV in the Tri-Cities
to offer its public service partners something
extra. The station doesn't just add a public
service announcement into an already long list
of PSAs. KFFX-TV takes PSA time out of its commercial
inventory and designs an advertising campaign,
similar to what the station would do for a commercial
client. Nearly always, it is an exclusive campaign,
so if the station is promoting the Junior Achievement
Bowling Classic, for example, J. A. gets everything
the station has. As a result, nonprofit organizations
receive a terrific response to their messages.
These public service campaigns include production
of the announcement and broadcasting that PSA
in all time periods, including prime time.
Team Harvest. After September 11th,
many charitable agencies saw a noticeable drop-off
in contributions. In Seattle, KING-TV contacted
a variety of agencies and found out that by
far the biggest need was food. The station involved
the Seattle Super Sonics and Northwest Harvest
Food Bank for a massive food drive on the first
Saturday in December. KING-TV dedicated its
three-hour morning newscast to live remote broadcasts
from five different locations in the Puget Sound
area, with station air personalities and Sonic
players at each location. The station continued
to broadcast live remote cut-ins during commercial
breaks until 3 o'clock that afternoon. Although
the station was not asking for cash donations,
the drive collected more than $31,000. Second
Harvest was also the beneficiary of more than
90,000 pounds of food collected throughout the
day. So much food was donated that the station
had to hire extra delivery trucks during the
day to accommodate all of it.
Forget Other Charity Agencies That Need Your
Help. The KXLY Broadcast Group radio
and TV stations in Spokane didn't forget that
there are many agencies that need help every
day. The station's news anchors created a series
of public service announcements thanking viewers
for giving to the Red Cross and other September
11th relief efforts, and reminding their viewers
and listeners about all of the other agencies
who still needed contributions, right in Spokane.
Navy Report. Everett is the Home Port
of one of the U. S. Navy's carrier groups and
KRKO-AM makes time available on the station
for the Navy to communicate with its crews,
their families and its civilian workforce. Twice
a day, in morning and afternoon drive time,
KRKO provided the Navy with a sixty-second spot,
and the Navy made good use of it. The Navy used
that time to recognize families; talk about
events coming up on the base; schedule changes
and other vital information that Navy personnel
needed to know. Since the Attacks on America,
the Navy has been a little more circumspect
about some of the information it discloses,
and more than a little busy, but KRKO stands
ready when the Navy calls again.
By Six. KHQ-TV, Spokane, starts with
the philosophy that you can make a big difference
in the later success of a child if he or she
is well prepared by the time they are six years
old. Each month, the station produces an entirely
new segment designed to assist parents or prepare
toddlers for a better life ahead. In 2001, KHQ-TV's
Success By Six campaign covered "Car Seat
Safety Checks," "Washington State
Health for All Family Insurance Registration,"
"Absolutely Incredible Kid Day," "Infants
and Toddlers Free Hearing Screening," "Children's
Book Drive," "Kids Carnival of Safety,"
"School Supplies Drive," "Vanessa
Behan Crisis Nursery Phonathon Fundraising Drive,"
"Catholic Charities Children's Benefit
Luncheon," "Toys for Tots," and
the "Family Food Drive."
Turkey Drive. In November KREM-TV's
weather anchor Tom Sherry and the Citadel radio
stations in Spokane held a two-day turkey drive
to benefit the Second Harvest Food Bank. The
stations did live remote broadcasts throughout
a Saturday and Sunday, directing people to grocery
stores that were participating in the turkey
drive. Shoppers bought an extra turkey and made
their donation on the spot. The stations arranged
with a shipper to provide refrigerated trucks
at each collection site. Public service announcements
on all the stations promoted Tom's Turkey Drive
and KREM-TV provided news coverage as well.
Listeners and viewers donated more than 5,000
turkeys in just two days to help make Thanksgiving
a better day for Spokane's needy families.
Team Holidays. During the holiday season,
the Children's Home Society of Washington benefits
from donations by riders on Seattle's downtown
holiday carousel. KING-TV discovered that this
project needed a partner to increase the visibility
and awareness of the campaign and increase donations.
The station stepped in as the carousel's first
major media partner and the carousel raised
$40,000 more in 2001 than it had ever raised
before. In all KING-TV helped raise more than
$120,000 in donations from riders on the carousel
to benefit the Children's Home Society of Washington.
Gates vs. Jeff Bezos: Tennis for Charity. When
Seattle's KOMO-TV heard from Andre Agassi that
he wanted to do something to honor both his
mother and sister who are breast cancer survivors,
the station went to work as the media partner
for the Schick Extreme Tennis Challenge. The
station heavily promoted the event, which eventually
sold out Key Arena. Not only were Andre Agassi,
Jim Courier, Martina Navratilova, Jonathan Stark,
and Pete Sampras featured in exhibition matches,
but Microsoft Chairman Bill Gates took on Amazon.com
CEO Jeff Bezos. All in all, with KOMO-TV's outreach,
the event raised $1.4 Million for breast cancer
the Gen X Volunteer Spirit. KCPQ-TV
is Seattle's Fox station and its audience runs
heavily in the 18-35 age group. The station
realized that a large segment of its audience
is just beginning to develop a strong sense
of the need to volunteer for the good of the
community. As a result, KCPQ-TV began a public
service campaign, partnered with Seattle Works,
to help their viewers understand the need to
give back to the community and to encourage
them to find ways to volunteer. "Our station's
audience is focused on that age group, so it
was a natural thing for us to promote volunteerism
to them," said Pam Pearson, KCPQ-TV's Vice
President and General Manager.
Book Drive. 2001 was the first year
that KNDO-TV, Yakima, and sister station KNDU-TV,
Tri-Cities, conducted their Children's Book
Drive. But for a first effort, it was extremely
rewarding. The stations worked with the Yakima
Schools Foundation and the Mid-Columbia Reading
Foundation for a full week in June to collect
more than 750 new and gently used children's
books in the Tri-Cities and about 650 books
in Yakima. The stations promoted the drive with
a public service announcement campaign and increased
awareness of the project with stories in their
Ride 7. KIRO-TV, Seattle, teamed up
with Children's Hospital and Medical Center
and Harley Davidson for Children's Ride 7. This
motorcycle ride in July of 2001 included nearly
2,000 participants and raised more than $203,000.
The Ride was promoted by a public service announcement
campaign in the weeks leading up to the Ride.
News anchor Brad Goode took a lead role in promoting
the event and inviting viewers to participate
and donate. In addition, several of KIRO-TV's
news anchors participated in the Ride.
fir Life. All three of the Fisher Radio
stations in Seattle teamed with the Puget Sound
Blood Center to raise money and awareness of
the help that the Blood Center provides. During
February and March the stations promoted the
Faces for Life campaign. At Bellevue Square
Mall, Puget Sound area celebrities designed
and created masks that were to be auctioned
later. The stations interviewed people who have
been helped by the Blood Center; talked about
the need for a Blood Center and for blood donors.
In addition, the station sponsored masks and
provided air personalities for appearances at
High School Band Goes to the Rose Parade. When the Tri-Cities Fox station, KFFX-TV, found
out that the Kennewick High School Band had
a chance to perform in the Rose Parade in Pasadena,
the station jumped at the opportunity to help
out. KFFX-TV created a public service announcement
that ran during the entire month of September,
promoting the many fundraising events the Band
was working on. The station also made the announcement
available to all other stations in the Tri-Cities
so that the project could receive universal
support. "It was really a thrill to see
those kids marching in the Rose Parade on New
Year's Day," said Kathy Balcom, KFFX-TV
General Manager, "knowing that we had helped
them achieve their dream."
For Success. Many women returning to
the workforce do not have the resources to create
a wardrobe suitable for job interviews. KXLY-TV
works with the Spokane YWCA every year to create
a clothing bank. The campaign is called Dress
for Success and it builds confidence in women
so that they can go on a job interview feeling
that they are attired appropriately.