A good PSA is creative.
A good PSA is relevant to its target audience. Know your
audience’s demographics. Use music, words and images that the
target audience can relate to. Know something about the stations
on which the PSA will air. What demos are they strong in? Is it
Women 25-54, Men 18+ or young adults.
A good PSA is informative. Develop one thought, one objective
and stick to it. Try not to send too many messages or cram too
much copy into the piece. It will only confuse the viewer.
A good PSA is memorable. Every year we see some of the most
creative ads during the Superbowl. However, many of us are
unable to recall what product the ads were trying to promote. You
may recall the eggs, frying pan and brain on drugs PSA for
Partnership for a Drug Free America now that’s a memorable PSA.
A good PSA entices viewers to take action. Tell people what
they can do to get involved. Direct them to a web site.
A good PSA delivers results for your organization. A PSA isn’t
really creative unless it delivers results. Writers & producers can
be better equipped to deliver results by listening to their client
during the planning stage. Try to find out what the objective really
is…more members, increased public awareness, donations or
awareness on Capitol Hill.
A good PSA is one that stations will “air.” Create something
that benefits the viewer by providing information that can either
improve the viewer’s quality of life or shows the viewer how to help
improve the quality of life for others.
A good PSA is relevant to its target audience. Know your
audience’s demographics. Use music, words and images that the
target audience can relate to. Know something about the stations
on which the PSA will air. What demos are they strong in? Is it
Women 25-54, Men 18+ or young adults.
A good PSA is informative. Develop one thought, one objective
and stick to it. Try not to send too many messages or cram too
much copy into the piece. It will only confuse the viewer.
A good PSA is memorable. Every year we see some of the most
creative ads during the Superbowl. However, many of us are
unable to recall what product the ads were trying to promote. You
may recall the eggs, frying pan and brain on drugs PSA for
Partnership for a Drug Free America now that’s a memorable PSA.
A good PSA entices viewers to take action. Tell people what
they can do to get involved. Direct them to a web site.
A good PSA delivers results for your organization. A PSA isn’t
really creative unless it delivers results. Writers & producers can
be better equipped to deliver results by listening to their client
during the planning stage. Try to find out what the objective really
is…more members, increased public awareness, donations or
awareness on Capitol Hill.
A good PSA is one that stations will “air.” Create something
that benefits the viewer by providing information that can either
improve the viewer’s quality of life or shows the viewer how to help
improve the quality of life for others.
- Be “Evergreen” when possible. PSAs that are not promoting
a specific date or event have a longer shelf life in a station’s
rotation.
- While it is fine to include the non- profit’s logo, PSAs that
include corporate logos seldom air. Corporate partners are
good for launching campaigns that utilize paid schedules.
- Make sure the production quality is good with the length not
exceeding 29.5 seconds or 59.5 seconds. Stations should
receive your PSA at least 4 weeks in advance to when it is
supposed to air.
| What Makes A Good PSA? |
| The key elements are listed from the least important to the most important. |
| Quinntessential Media |
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