By: Anthony Rajoo
Independent Consultant

The current global pandemic has affected many industries and as such almost all technology, media and entertainment sectors are negatively impacted by this global catastrophe and without a doubt broadcasting companies are hit-hard. The mode of transferring, disseminating valuable resources to the targeted audience had to be improvised and source for methods in reaching out to the audience.

Despite the restrictions, broadcasters tirelessly continue to strive to better create in engaging marketing strategies and manipulating the social media platform to build stronger relationships with the audience and the media. As of this, an In-country Workshop hosted by AIBD on Creating meaningful PSA’s was held on 1st of February 2021 to the 4th of February 2021 was very timely and relevant.

The training methodology was conducted online via zoom organized by AIBD team of professionals who tirelessly planned, and strategized all infra and technical aspects of the course to proceed as per the scheduled dates.

The objective of the workshop was to identify the ideal combination of media in producing a content, service, or commonly known as a public service announcement (PSA) which is a short, community-oriented message that radio or television stations air. It is a cost-effective way for public and non-profit media organizations to raise awareness on the many issues prevalent within a society.
The main criteria of the training was to enable participants to understand clearly the meaning and makings of a good PSA.
I was privileged to be a trainer and deliver my lecture to the Radio Television Brunei (RTB)’s staff from the Promo and Production Unit organized and hosted by AIBD team of experts.
The workshop is for Content Creators (Radio & TV programmers), Marketing & Advertising personnel, producers at RTB in Brunei.
There were seven participants from RTB and the enthusiasm shown from them was very encouraging during this workshop. It was scheduled from the 1st to 4th of February 2021 at 9.00am to 12.00 noon for a total of three hours per day.
We connected through zoom application. The punctuality and the determination shown throughout this workshop was tremendous. We shared insights about current industry trends, analyzed what the competition is doing, identify the ideal target audiences, and strived to understand where those audiences are most active.
During the workshop, many techniques were explored and exposed to the participants who were very committed, sincere and undertook all tasks assigned to them with good spirit. The feedback was very positive towards integrative solutions. The prime outcome of this workshop was to produce a PSA in conjunction with Brunei’s National Day which falls on the 23rd of February 2021. The participants got together and decided to work as team and share the work load thus creating an excellent teamwork throughout this process. At the end of the workshop, the participants were able to understand and produce a very favourable and excellent PSA depicting the nations “Independent Day” which is to be aired on the RTB’s radio and television channels to entice their nation.
I would like to take this opportunity to express enormous and most sincere gratitude for the RTB colleagues for their active participation. In the process, I also learned a lot from them. It was everything as a consultant to envisage and hoping for. We look forward to have face-to-face workshop in the near future.