Professional Pest Management Alliance Update – August 2005

FAIRFAX, Va. — Professional Pest Management Alliance Executive Director Cindy Mannes reports on PPMA’s public service announcement (PSA) campaign and other proactive PR efforts.

PSA Campaign. With PPMA’s radio PSAs airing more than 36,500 times since March, PPMA is blanketing the airwaves. Similarly, the TV PSA campaign has enjoyed significant success. Pest control customers and potential new customers in 62 markets including L.A., Chicago, Miami, and New Orleans have viewed PPMA’s TV spots positioning the pest control industry as protectors of public health and property. Total ad values top out at nearly $1.5 million and over 49 million impressions have been generated. If you haven't seen or heard the PSAs, log onto NPMApestworld.org to view/hear them.

Proactive Public Relations. PPMA continues to spread positive pest control messages through the consumer media. Major hits in the past two months include a 5 ½-page feature story in "Family Handyman" magazine, 4 pages in Endless Vacation Magazine, and upcoming stories in "Alternative Medicine" magazine, as well as a story slated for October in "This Old House". In addition countless stories in newspapers and broadcast stations nationwide continue to promote professional pest control -- from bedbug control to vacation pests. Industry experts provided by PPMA worked with the National Geographic Channel's bug series in June entitled "Bug Attack!". PPMA’s numbers continue to track upward with consumer media relations ad value at the $4 million mark and impressions topping out well over 100 million.

Industry Defense. Over the past several months, PPMA’s proactive industry defense campaign has been put to the test. In particular, PPMA took a proactive defense position in response to a recent Journal of American Medical Association (JAMA) study that it deemed “flawed.” After a careful analysis of the report, PPMA, in conjunction with NPMA key staff, developed talking points to equip industry in dealing with local media inquiries. The group also developed a letter that industry stakeholders can send to their school accounts so they can better understand the study and its implications. Both of these documents were sent out over email and are posted on NPMApestworld.org.

PPMA also reports that overall ad values have topped $6 million from January through July and consumer impressions are at over 385 million.

For additional questions about PPMA, contact Cindy Mannes at cmannes@pestworld.org.