Twelve Steps for More Effective PSA Campaigns

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Twelve Steps for MoreEffective PSA Campaigns

• National Institute for Public Health
• Public Affairs Workshop
• Presented By

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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

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GOODWILL OVERVIEW Government Clients
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GOODWILL OVERVIEW Non-Profit Clients

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EFFECTIVE PSA CAMPAIGNS

• Step One
• Develop a Seamless Campaign Model

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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

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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

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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

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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

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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

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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

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EFFECTIVE PSA CAMPAIGNS

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

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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

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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.

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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

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EFFECTIVE PSA CAMPAIGNS

• Step Twelve
• Implement Lessons Learned
• Incorporate them into next wave