Twelve Steps for More Effective PSA Campaigns National Institute for Public Health Public Affairs Workshop Presented By:

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

GOODWILL OVERVIEW Government Clients

GOODWILL OVERVIEW Non-Profit Clients

EFFECTIVE PSA CAMPAIGNS Step One Develop a Seamless Campaign Model

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

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

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

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

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

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

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

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

“Evaluation for the sake of data collection is a meaningless exercise” EFFECTIVE PSA CAMPAIGNS “Evaluation for the sake of data collection is a meaningless exercise” Step Ten Evaluate! Before. During. After. Don’t wait until the campaign has run its course It is too late then to affect change.

EFFECTIVE PSA CAMPAIGNS Step Eleven Take action on what you learn Identify program weaknesses Identify program weaknesses Convert non-users to users Convert non-users to users Validate program strengths Validate program strengths Show appreciation to sustain usage Show appreciation to sustain usage Sustain future funding Sustain future funding

EFFECTIVE PSA CAMPAIGNS Step Twelve Step Twelve Implement Lessons Learned Implement Lessons Learned Incorporate them into next wave Incorporate them into next wave