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? |
| Quinntessential Media |
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30-second spot produced for the
German Embassy that tells the story of
the Berlin airlift's "Candy Bombers". It
is the story of men and women whose
heroic efforts saved a city, and whose
lives were shaped by this intense time.
German Embassy that tells the story of
the Berlin airlift's "Candy Bombers". It
is the story of men and women whose
heroic efforts saved a city, and whose
lives were shaped by this intense time.
Germany: "Friends Always"
U.S. Administration On Aging
30-second PSA produced for the
National Association of Agencies on
Aging's Eldercare Locator program a
free Public Service of the U.S.
Administration on Aging. That provides
information and services for older
adults and caregivers nationwide.
National Association of Agencies on
Aging's Eldercare Locator program a
free Public Service of the U.S.
Administration on Aging. That provides
information and services for older
adults and caregivers nationwide.