With the traditional and new media available today, you can take advantage of different media formats to reach your target audience(s). From broadcast and print to out of home (OOH) and web advertising, a PSA can complement your media program and can even be the topic of publicity. A well-conceived PSA can get publicity in advertising and media columns and publications as well as in general interest media.
A common mistake in developing a PSA is trying to fit in too many messages, when the most effective PSAs often have one main message and, as needed, one or two supporting messages. The main message is what you want to instill in your audience and should be directly related to the call to action at the end. A supporting message can be a simple statistic or other point that gives the viewer perspective on the main point.
Presenting messages is just as important as selecting them. Rather than a detailed paragraph, use bullet points or a similar technique to set forth information. This includes print PSAs, where the temptation is to fill up a page with details. Bullet points or a similar device are easier to read or follow, and can be visually more appealing.
From a branding standpoint, your PSA should include branding elements including your logo and positioning tagline, if any. If you have a logo but not a tagline, consider developing a positioning tagline that very concisely captures your mission and positioning vis-à-vis other organizations. Such strategic messaging will help distinguish your organization in the minds of your target audiences.
In producing your PSA, use imagery and a color scheme that fits with the look and feel of your brand. If you use a spokesperson on the PSA, his/her values should correspond with those of your brand and organization. Likewise, for any sponsors, choose organizations or businesses that share your values and have a positive reputation on the issue area.
As far as placement is concerned, consider creative alternatives when time slots or otherwise good placements or insertions are difficult to get. For example, consider partnering on your program or campaign with the particular media outlet(s). This can result in better placement and additional exposure from the media outlet's announcements of the partnership in news programs and the outlet's own website.
The conclusion of your PSA should have a call to action. Commonly used today is a web address or toll-free, vanity number. But the most effective PSAs do more than just mention or flash a web address or phone number; they are explicit about the ultimate action desired. For example, "Register your support at the website..." This provides a clear reason for going to the website or calling and increases the chances that action will be taken on your behalf.
For more information on this and other PR or publicity topics, see http://prandpublicity.com
Copyright 2008. Email Ivan
An experienced and innovative PR and public affairs professional, Ivan Howard Chan helped develop the Web's most thorough public relations resource, Prandpublicity.com. Ivan also blogs on public relations and public affairs, and produces a companion podcast. His experience includes working with print, broadcast, out-of-home media, as well as news agencies, newswires, and online media. He has worked on projects for nonprofit organizations, associations, as well as for-profit corporations.
He has also worked on projects involving advocacy, coalition-building and grassroots support in Washington, DC as well as the state and local levels. His unique experience includes integrating PR in marketing strategies and plans, as well as social marketing and branding.
His professional development activities have included workshops at New York University and the Public Relations Society of America (PRSA).
A common mistake in developing a PSA is trying to fit in too many messages, when the most effective PSAs often have one main message and, as needed, one or two supporting messages. The main message is what you want to instill in your audience and should be directly related to the call to action at the end. A supporting message can be a simple statistic or other point that gives the viewer perspective on the main point.
Presenting messages is just as important as selecting them. Rather than a detailed paragraph, use bullet points or a similar technique to set forth information. This includes print PSAs, where the temptation is to fill up a page with details. Bullet points or a similar device are easier to read or follow, and can be visually more appealing.
From a branding standpoint, your PSA should include branding elements including your logo and positioning tagline, if any. If you have a logo but not a tagline, consider developing a positioning tagline that very concisely captures your mission and positioning vis-à-vis other organizations. Such strategic messaging will help distinguish your organization in the minds of your target audiences.
In producing your PSA, use imagery and a color scheme that fits with the look and feel of your brand. If you use a spokesperson on the PSA, his/her values should correspond with those of your brand and organization. Likewise, for any sponsors, choose organizations or businesses that share your values and have a positive reputation on the issue area.
As far as placement is concerned, consider creative alternatives when time slots or otherwise good placements or insertions are difficult to get. For example, consider partnering on your program or campaign with the particular media outlet(s). This can result in better placement and additional exposure from the media outlet's announcements of the partnership in news programs and the outlet's own website.
The conclusion of your PSA should have a call to action. Commonly used today is a web address or toll-free, vanity number. But the most effective PSAs do more than just mention or flash a web address or phone number; they are explicit about the ultimate action desired. For example, "Register your support at the website..." This provides a clear reason for going to the website or calling and increases the chances that action will be taken on your behalf.
For more information on this and other PR or publicity topics, see http://prandpublicity.com
Copyright 2008. Email Ivan
An experienced and innovative PR and public affairs professional, Ivan Howard Chan helped develop the Web's most thorough public relations resource, Prandpublicity.com. Ivan also blogs on public relations and public affairs, and produces a companion podcast. His experience includes working with print, broadcast, out-of-home media, as well as news agencies, newswires, and online media. He has worked on projects for nonprofit organizations, associations, as well as for-profit corporations.
He has also worked on projects involving advocacy, coalition-building and grassroots support in Washington, DC as well as the state and local levels. His unique experience includes integrating PR in marketing strategies and plans, as well as social marketing and branding.
His professional development activities have included workshops at New York University and the Public Relations Society of America (PRSA).
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