By Dr. Jack Jorgens
Accent Media, McLean, VA.
Used with permission from Goodwill Communications PSA Research Center.
http://www.psaresearch.com/bib4111.html
Quality
People remember a dramatic or entertaining spot that is beautifully produced. This does not mean that high-budget PSAs are always the most effective. Simplicity sometimes works best. But the intelligence, sensitivity and imagination reflected in that 30 or 60 seconds does much to influence the public perception of the sponsoring organization, and the importance of the issue.
Variety
Use different arguments, characters, tones and bits of information, and allow programmers to rotate spots so that they do not become annoying to viewers. The most successful campaigns approach different parts of you, hit you in several different ways.
Different Media
TV, radio, Web sites, brochures, pamphlets, comic books, signage, posters, refrigerator magnets, tee shirts, and so on, reinforce each other in a campaign. Words, images, statistics, testimonials, appeals to self-interest, appeals to the public good, how it affects you, how it affects your family and friends – all work on viewers and listeners to change even the most deeply seated prejudices, habits and beliefs. On the other hand, these things take time. Sudden massive changes are rare in this arena.
Repetition
All the research indicates that the more often the audience hears the message, the more likely they are to get it.
Multilingual / Multicultural
Most minority groups prefer to be addressed in their native language. Every ethnic culture has its unique range of values, prejudices, interests, filters.
Attractive Packaging
Programmers are more likely to air material that gets their attention, presents the messages in words and images, and persuades them to sit down and listen to your PSA. Use a powerful design and, if possible, integrate the messages of the campaign into it.
Strong Marketing
A notification may get some usage. Add an articulate and persuasive phone call and you will get more. Add a call from a powerful local official noting the importance of the PSA to the local community, and you will do even better.
Thorough Evaluation
It is good to have the numbers, and the who, when and where of airings. But qualitative assessments are very valuable too as you work though revisions in a campaign strategy.
