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Essential Guidelines for Producing Effective PSAs

This comprehensive guide outlines key strategies for creating and distributing Public Service Announcements (PSAs). It emphasizes the importance of relevance to social issues, proper sponsorship, and professional production quality. Key tips include using union talent, developing a targeted media list, leveraging social media platforms like Facebook and YouTube, and ensuring compliance with distribution formats. Additionally, it highlights the significance of measuring the return on investment (ROI) to assess the impact of PSAs effectively.

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Essential Guidelines for Producing Effective PSAs

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  1. Marketing PSA’s April 17, 2012

  2. How can I get my PSA on the air? • PSAs must have relevance – relate to a social issue of importance to the media’s audience, have a local element • PSAs must not advocate policy change or political agenda • PSAs that are professionally produced have a higher likelihood of being aired • PSAs must be sponsored by a 501c3 • PSAs must not overtly solicit donations

  3. Production Questions/Tips • Are you using union talent? • Do you have a talent release? • Are you using a celebrity? • Have you produced your spots with slates? • Have you included a kill date in your slate and on spot label? • Do you have the right spot lengths/sizes/languages? • Are your spots closed-captioned? • What format are you developing and is it the preferred format for your media outlet and your distribution channel?

  4. The Media • Having a good media list with up-to-date contacts and preferred format for PSAs is essential. • Develop your media list (TV, cable, radio, print, online) • Develop contacts at stations/outlets • Find out who is in charge of PSAs • Find out what they are interested in – has your cause personally touched them • Develop a relationship • Resources for traditional media: • www.TexasMediaDirectory.com • http://www.usnpl.com/txnews.php

  5. TV Distribution • Outlets • TV stations – private and public • Cable – Cable networks, access channels • Closed networks – schools, school districts • Streaming • Distribution • Mail – tape/DVD • In-person • Digital (satellite, FTP, etc.) • Production • :60, :30, :20, :15 and :10 • Beta SP, DVD, FTP files – tech specs, CC, scripts

  6. Radio Distribution • Outlets • Radio stations – private and public • Closed networks –school districts, retail, buildings, “on hold” systems • Streaming • Distribution • Mail - CD • In-person • Email • Production • :60, :30 • Various file formats (MP3 common), scripts

  7. Print Distribution • Outlets • Newspapers– dailies, weeklies, monthlies, etc. • Tabloids (free local pubs) • Magazines, Zines (free parenting mags) • Distribution • Email • Production • Black & White/Color • Various sizes

  8. Using social media to extend reach • Facebook • Leverage your organizations page as a platform • Use paid advertising on FB to drive traffic • Manage with FB self-serve tool with credit card • Link ad to either a FB page or outside URL • Purchase on a CPC basis ($1.50 avg.) • High impressions at low cost since (avg. click rate of approx. 0.02% -- banners avg. 0.05%). • Easy & cheap to produce ads (create in FB by typing headline, body copy, and uploaded image). • Link - https://www.facebook.com/business

  9. Using social media to extend reach

  10. Using social media to extend reach • YouTube • Create YouTube branded channel to serve your PSAs and longer length videos. • Use advertising on YouTube to drive additional traffic • Use Google Adwordsself-serve tool to manage with credit card • Link ad to either YouTube page or outside URL • Several ad options: In-Stream Video (Pre-roll), TrueView Video (Pre-roll), and Promoted Videos (Display Linked to Video) • Purchase CPC or CPV basis (avg. click/view rate is up to 2% with a CPC avg. of $1.25) • Link - http://www.youtube.com/advertise

  11. Using social media to extend reach

  12. Shelf Life • PSAs do get stale • Distribute them with an ideal campaign timeframe in mind • Redistribute them periodically (2-3 cycles)

  13. Tracking and Measuring ROI • Determining ROI – Return on Investment is extremely important. • Valuation rules – be conservative, be consistent, be transparent • TV – encoding, station reports, manual reporting • Radio – station reports, manual reporting • Print – ad values and rate cards • Collateral – equivalent ad rates • Internet – SEM, pre-roll, banners

  14. Resources • www.cdc.gov/healthcommunication/HealthBasics/HowToDo.html • http://cancer.gov/cancertopics/cancerlibrary/pinkbook/page6 • http://www.rand.org/health/projects/getting-to-outcomes/documents.html

  15. Contact Chris Sharman (512) 478-4397 csharman@sherrymatthews.com

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