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Twelve Steps for More Effective PSA Campaigns

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Twelve Steps for More Effective PSA Campaigns National Institute for Public Health Public Affairs Workshop Presented By: – PowerPoint PPT presentation

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Title: Twelve Steps for More Effective PSA Campaigns


1
Twelve Steps for MoreEffective PSA Campaigns
  • National Institute for Public Health
  • Public Affairs Workshop
  • Presented By

2
CORPORATE OVERVIEW
  • 28 Years Corporate PSA Experience
  • Distributed over 700 Campaigns
  • PUBSANS Data-based Decisions
  • PSAs Exclusive Mission
  • Evaluation Oriented
  • Developer of the PSA Research Center

3
GOODWILL OVERVIEW Government Clients
4
GOODWILL OVERVIEW Non-Profit Clients

5
EFFECTIVE PSA CAMPAIGNS
  • Step One
  • Develop a Seamless Campaign Model

6
EFFECTIVE PSA CAMPAIGNS
  • Step Two
  • Develop a Strategic Plan
  • Conduct Pre-campaign research
  • Define the problem to be addressed in detail
  • Define your baseline position
  • Understand audience demographics/psychographics
  • Share Data With Your Campaign Team
  • Include your distributor
  • Define Campaign Objectives
  • Generate response/public action
  • Create general awareness
  • Change attitudes/behavior

7
EFFECTIVE PSA CAMPAIGNS
  • Step Three
  • Hire an Experienced Producer
  • The commercial and PSA fields are world apart
  • Should have PSA experience
  • Needs to understand the media mindset
  • Share previous campaign experience/data

8
EFFECTIVE PSA CAMPAIGNS
  • Step Four
  • Be Comprehensive/Inclusive
  • Target all mass media
  • Each performs a different function
  • Creates synergy
  • Include specialty media
  • Internet/social media
  • Place-based media
  • Target special audiences
  • Hispanics
  • African-Americans

9
EFFECTIVE PSA CAMPAIGNS
  • Step Five
  • Know/Fulfill Media Needs
  • Use children if you can
  • Target specific contacts
  • Provide message flexibility
  • Know formats for all media outlets

10
EFFECTIVE PSA CAMPAIGNS
  • Step Six
  • Engage the Media
  • Local trumps national every time
  • Show how their station will benefit
  • Share fulfillment materials
  • Tag with media/local partner

11
EFFECTIVE PSA CAMPAIGNS
  • Step Seven
  • Understand Media Mindset
  • Broadcast TV rules
  • Spend more time cultivating TV
  • Respect their time - Do NOT pitch
  • What really matters to broadcasters

12
EFFECTIVE PSA CAMPAIGNS
  • Step Eight
  • Develop Strategic Distribution Plan
  • Strong rationale for targeting
  • Universal coverage
  • Timing is everything
  • Tie in with special media events

13
EFFECTIVE PSA CAMPAIGNS
  • Step Nine
  • Engage Community Partners
  • Share campaign tactics
  • Provide distribution lists with actionable data
  • Provide tagging opportunities
  • If you do not have a local network create one

14
EFFECTIVE PSA CAMPAIGNSEvaluation for the sake
of data collection is a meaningless exercise
  • Step Ten
  • Evaluate!
  • Before. During. After.
  • Dont wait until the campaign has run its course
  • It is too late then to affect change.

15
EFFECTIVE PSA CAMPAIGNS
  • Step Eleven
  • Take action on what you learn
  • Identify program weaknesses
  • Convert non-users to users
  • Validate program strengths
  • Show appreciation to sustain usage
  • Sustain future funding

16
EFFECTIVE PSA CAMPAIGNS
  • Step Twelve
  • Implement Lessons Learned
  • Incorporate them into next wave
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