Note: In addition to these articles, you may want to go to the FAQ's on this site where we provide answers to many different questions pertaining to all aspects of PSA creation, distribution and evaluation. To search for articles on specific issues, use the Search Engine at the top of the home page.

On this page you can read articles about:

CAMPAIGN PREPARATION

How to Prepare Your Campaign Materials for Distribution

To save time and money it is critically important for ad agencies and producers to prepare their master materials properly so that when your distributor gets them, they can commence work immediately and this article describes what is required.

PSA Producers Guide - Click here to view the article

CAMPAIGN PLANNING/EFFECTIVENESS

Plan, Engage, and Execute - Launch PSA Campaigns That Connect

by Bill Goodwill

Published by PR News

This article discusses the importance of having a solid plan for your PSA campaign including defining your audience, media collaboration tactics, developing a solid distribution plan and tracking performance.

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How To Make Your PSAs Stand Out In The Crowd

Source: Reprinted with permission from PR Week Newspaper

With all the causes out there, the competition to get a public service announcement aired just gets tougher and tougher. Tony Seideman explores the creative elements you should consider to give your spot some zing - and increase its chances.

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What Factors Make Great PSAs - What to Avoid

The following questions were posed to Bill Goodwill, CEO, Goodwill Communications, Inc. by a reporter for PR News

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What Makes a Successful PSA Campaign?

Author: Dr. Jack Jorgens, Accent Media, McLean, VA

Synopsis: A seasoned producer provides eight key factors to consider when producing and distributing PSAs to the media.

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A Word About Public Service Announcements

Published in Executive Update, the magazine of the
Greater Washington Society of Association Executives.

Authors: Bill Lang & Bill Goodwill

Synopsis: Public service announcements are a vital tool in generating awareness for critical issues while dispensing important information for many non-profit organizations. PSAs, strategically created and distributed, can help to achieve organizational marketing goals in a very cost-effective manner while netting millions of comparable advertising dollars in free space and airtime. But, however enticing the promise of a great return on investment may be, creating and deploying public service announcements is a major challenge.

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The 5 P's of PSAs

Author: B. Goodwill, Communicator's Guide

Synopsis: This article discusses how Planning, Promotion, Placement/Packaging, Performance Assessment, and Professional Competence can impact your PSA campaign.

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Using PSA Strategy to Generate Media Support

Author: B. Goodwill, Non-Profit Times

Synopsis: A highly competitive environment for PSAs requires organizations seeking airtime and print space to use aggressive, imaginative tactics in developing their campaign plan. Article outlines six strategic steps organizations can employ to maximize their campaign exposure.

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For Social Cause Advertising, Try 'Disenfranchise Marketing'

Author: Clifford Medney, Public Service Report Newsletter

Synopsis: "Marketing efforts against drug abuse, AIDS and the environment, to name a few, are one-dimensionally skewed from an advertising platform," observes the author who is sales director for a popular beverage brand. "Little of the marketing integration flows from a master marketing plan where each respective discipline carries the message forth on its own weight." He goes on to say that to be effective, the issue being promoted via PSAs needs to be treated as a product, like a "giant bar of soap out of control" to "disenfranchise" the product from the purchaser."

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Let's Clear The Air About Public Service Announcements

by Jack McGuire

Synopsis: A mass communication expert outlines five major factors to consider when producing PSAs to generate maximum exposure.

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Ten Tips for More Effective TV PSA Campaigns

Synopsis: Practical tips for organizations who are planning a TV PSA campaigns.

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10 Commandments of PSAs

Author: John Paul Kowal, Public Relations Journal

Synopsis: Often, PSAs alienate the audience by instilling guilt, confusion, or leaving a ho-hum impression, but this need not happen if you observe these dos and don'ts.

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How to Get Results With PSAs

Author: Margie Goldsmith, Public Relations Journal

Synopsis: PSAs - particularly for TV - have grown substantially in recent years, and this article provides a good overall review of frequency of usage and planning strategies.

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You Can Produce Effective PSAs

Author: William D. Novelli

Synopsis: Despite widespread criticism, public health PSAs can be effective if you maximize your efforts by taking a systematic, evaluative approach to programs. This article was written by one of the most knowledgeable experts in the country on social issues marketing, and was a co-founder of the public relations firm Porter-Novelli.

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Don't Make Your Bath Water Too Hot and Keep Your Dogs Away from the Antifreeze

Author: Doug Hill, TV Guide

Public service ads can run at the oddest times on the oddest subjects, but do seem to have an impact, including those campaigns aired by the networks using their own stable of personalities and talent. This article provides several examples of campaigns that have been successful, and how important PSA exposure is to both non-profits and stations.

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PSAs Can Make a Difference, But it Takes Time

Author: Ruth Wooden, Advertising Age

Synopsis: The former president of the Ad Council cites examples such as the United Negro College Fund to illustrate the power of PSAs to raise funds and public awareness, and provides reasons why many PSAs fail to reach their objectives.

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Education Should Be Sole Purpose of PSAs

Author: Ruth Wooden, Advertising Age

The former president of the Ad Council takes television networks to task for a declining trend in PSA support and rebuts the notion that network promos that air as PSAs or cause related marketing should be counted as PSAs. Article gives specifics on the amount of network support that has been donated by the networks and calls for increased support for important social causes.

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The Need for Campaign Standards

Author: Bill Goodwill

Synopsis: Every PSA distributor uses different methodology to evaluate PSA usage, making it impossible to compare the results between one distributor and another. This article calls for a universal standard which would help compare results among different distributors and add more credibility to the PSA evaluation process.

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Are Public Service Ads Effective?

Source: National Crime Prevention Council, Catalyst Newsletter.

Synopsis: This article is a synopsis of a larger and very definitive study regarding the role of public service advertising in deterring crime. The study, entitled "The Social Impact of the National Citizens' Crime Prevention Campaign," was funded by the Justice Department and provides an excellent overview of PSA effectiveness, as well as an extensive bibliography of research studies on the subject.

Click here to view the newsletter article

PSAs: Do They Really Work?

Author: Bill Goodwill

Source: Capital Communicator Newsletter

Synopsis: Author provides PSA campaign data from a variety of PSA campaigns to demonstrate that PSAs are not shown exclusively in "junk time," that they can stimulate a large volume of calls to 800 numbers, and that they provide a good return on investment.

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PSAs Effective in Getting Out Message

Source: Joann Greco, Special to the Non Profit Times database

Synopsis: PSAs can be effective technique for fund-raising, recruitment, changing misconceptions and compelling people to take action. Author cites a campaign for the National Council on Alcholism as an example of how PSAs have stimulated phone calls and low-budget PSA techniques.

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Note: to view articles, books and other resources dedicated to Cause Related Marketing, go to: Cause Marketing Resources

CELEBRITIES

In Public Service Ads, Celebrities Can Drum Up Fame or Shame

Published in the Washington Post

Synopsis: Some experts think the public and media need additional incentive to use and view PSAs because when a famous spokesperson appears, you are more likely to pay attention. Others warn that tying a star to a cause may backfire because organizations have no control over the direction of a celebrity's reputation after a spot is completed.

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Kenneth Cole Creates and Launches "We All Have AIDS" Public Service Campaign on World AIDS Day

Synopsis: Media giant Viacom and the Kaiser Family Foundation join together to launch a national public education initiative to address AIDS.

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So You Want Your Spokesperson to Be Famous

Published in PR News

Synopsis: While common wisdom says that celebrity
sells, this article says you should think carefully about using
a celebrity spokesperson for your product, service or cause.

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COMMUNITY OUTREACH

How to Engage Community Partners in Your Issue

Author: Bill Goodwill

Published in Non-Profit Times

Synopsis: Some non-profits with local affiliates or chapters operate independently and some are under fairly tight control of the national office. Either way, it is important to engage your community partners in your PSA campaign and this article explains how to do it.

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A Primer on Local Media Outreach

Author: Bill Goodwill

Synopsis: There is definitely an art in making local media outlets and this article tells how to make the contacts, what to take and how to monitor usage.

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Creating a Community Partnership

Author: Bill Goodwill

Synopsis: This article explains the importance of localism, and how the national office can activate and engage their local community partners.

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How to Place PSAs in Your Community

Author: B. Goodwill, GoodNews Newsletter

Synopsis: A basic primer for non-profit communications staff working at the grass-roots level, which addresses the importance of localism in placing PSAs, tips for localizing national PSAs, formulating contact lists, material formats and evaluating your efforts.

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CREATIVE/PRODUCTION

Creative Considerations

by Bill Goodwill

Ten tips to think about when creating your next PSA campaign.

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How to Create A Top Notch PSA

Published in PR News

Synopsis: Article highlights various tips and techniques
for maximizing exposure via PSA campaigns.

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DISTRIBUTION

Digital Distribution is Here

Synopsis: Digital distribution is the new way for getting your PSAs to the media and this article explains the mechanics and the importance of promotion.

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To view a presentation on how to distribute your PSA campaign, go to: Distribution.pdf

EVALUATION

How a PSA Audit Can Validate Your Success

Synopsis: Your non-profit spends a lot of money on producing and distributing PSAs, but how do you know if they are working to achieve your objectives? This article tells you how to answer the question objectively.

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Tracking PSA Response Via Toll-Free Telephone Numbers

Synopsis: The set up of a toll free phone number for your customers might initially entail some expenses and hassles. But various companies had excellent success with the use of toll free phone numbers in their PSA campaigns.

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How You Can Use Evaluation Data to Fine-Tune Your PSA Program

Author: B. Goodwill, Workshop Handout, NBACA Conference, Houston, TX.

Synopsis: Developing a comprehensive evaluation system for your PSA program is critical to measuring success, and being able to justify the worth of your efforts. The article provides eleven parameters for measuring PSA effectiveness, with graphs for each.

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Defining PSA Success Through Benchmarks

Author: B. Goodwill

Synopsis: Author provides PSA campaign data resulting from 64 TV PSA releases, 21 radio campaigns, 11 print releases and four outdoor campaigns, to establish a benchmark of PSA attainment against which other campaigns can be measured.

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Why Evaluate Your Campaign?

Synopsis: Synopsis: In this data-driven culture, evaluating your marketing efforts is more important than ever and this article tells why PSA evaluation is so important.

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Active vs Passive Evaluation

Author: B. Goodwill

Synopsis: Prior to the Nielsen SIGMA passive monitoring system, bounce-back cards were the method by which usage data was captured from stations and they are still in use to provide data under certain circumstances.

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Overcoming Declining PSA Response Rates

Author: B. Goodwill, Public Service Report Newsletter

Synopsis: Article outlines four major reasons for declining PSA response rates where business reply cards are used as the method of evaluation, and four techniques to overcome the problem.

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ARF Study Shows PSA Impact

Source: Advertising Research Foundation, reprinted in Public Service Report Newsletter

Synopsis: Research conducted by ARF in a study entitled "A Strategic Research Approach to Measuring Ad Effectiveness" concluded that PSAs can induce significant changes in public health behavior. The project was jointly sponsored by the Advertising Council and the American Cancer Society. Objectives of the study included: measuring effects of PSAs on the awareness, beliefs and actions of the target audience; measuring the effects of both average media schedules over time; and creating a research model to aid in evaluating future PSA campaigns.

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To view a presentation on PSA campaign evaluation, go to: Evaluation.pdf

MEDIA OUTREACH

Network Clearance of Your PSAs

Synopsis: Guidelines on how to approach TV networks when "pitching" your PSA campaign to them.

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How to Place PSAs in Your Community

Synopsis: This article covers all aspects of local PSA placement, including how to work with local outreach networks, how to make local media contacts and the materials to share with them.

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Media Outreach Secrets

Synopsis: In this technological age we too often forget about the value of the personal touch when it comes to media outreach. This article tells how Goodwill Communications employs a highly-skilled media outreach specialist and the impact that she has had on our client campaigns.

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MISCELLANEOUS ARTICLES

PSAs Former First Lady's Educational Campaign

Synopsis: Former First Lady Michelle Obama announced a new educational initiative to encourage youth to pursue a college education. The article quoted leading experts on the subject of education and public service advertising.

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PSAs Flower With Local Ties

Synopsis: This brief article discusses the importance of localism, and specifically the establishment of a Florida state alliance program of the advertising industry’s Partnership for a Drug Free America coordinated by the American Association of Advertising Agencies.

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The Gatekeeping Funnel: Tracking a Major PSA Campaign From Distribution Through Gatekeepers to Target Audience

Synopsis: This scholarly article written by three public health experts presents the gatekeeping funnel as the process that a PSA goes through from distribution until it reaches its target audience using the National Cancer Institute's campaign to promote cancer awareness as the model.

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Twenty Tips for More Successful PSAs

Synopsis: This article provides ten things that contribute to a more successful PSA campaign, as well as ten things to avoid.

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TV PSAs Which Contribute to Effective Messages

Synopsis: A scholarly article on the benefits of message pretesting written by the National Cancer Institute.

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Doing Well by Doing Good

Synopsis: Another article on how leading ad agencies have spent more time promoting causes and the impact this has had on the quality of the messages and campaigns.

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I Gave at the Office

Synopsis: An overview of some of the most important Ad Council campaigns designed to change behavior and attitudes regarding topical social problems.

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TV’s Foolish PSA Wrangle

Synopsis: How the broadcast industry – particularly TV – has reduced its allocation of airtime to only thirty-seconds a night, while increasing its on-air promos for future programs and the impact this could have on increased governmental intervention.

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PSAs Flower With Local Tie-ins

Synopsis: Along with many other articles on this site, this piece advocates for PSA campaigns that have a strong connection to local communities.

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Former FCC Chairman Urges Anti-Alcohol PSAs

Synopsis: At a Mothers Against Drunk Driving summit former FCC Chairman called for a “PSA Antidote” to all the beer and wine advertising being aired by the TV industry.

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Dogging Crime’s Tail

Synopsis: An interesting case study of McGruff the Crime Dog with a number of print PSA samples.

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Networks Hit on PSA Loads

Synopsis: A former FCC Commissioner took the broadcast industry to task for not providing more PSA air time, calling for PSA quotas and the network practice of airing social issues messages that use their own on-air talent as PSAs, thus reducing the availability of time available to non-profits.

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Media Giants Pinch Pennies

Synopsis: An editorial in Ad Age regarding the shrinking level of PSA support, particularly as it affects the Ad Council’s campaigns.

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Getting a Message of Help Across

Synopsis: How the Red Cross has used PSAs to reach its target audiences.

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PSAs Pay Off for Ad Agencies

Synopsis: Creating campaigns for non-profits turns out to be a profitable growth strategy, this article observes with many examples of cutting edge creative.

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PSAs – A Powerful Showcase of Talent

Synopsis: PSA Campaigns offer art directors, photographers, copywriters and other creative talent to help their communities and sharpen their skills at the same time.

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Promoting Smoking Cessation in the U.S.

Synopsis: This article provides information regarding the effect of PSAs on the Cancer Information Service Toll-Free Phone Line. Source: Journal of the National Cancer Institute.

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Crowd Sourcing: A Low Cost Way to Engage Your Audience

Synopsis: With the cost of TV production soaring, crowdsourcing may be a vehicle for many non-profits to get very high quality videos produced for very little cost and this article presents the benefits and examples.

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Public Service Advertising in America – An Overview

Synopsis: The author of this provides an overview of the shortcomings for PSAs, but he cites data mostly taken from second hand data, including newspaper articles, industry reports, etc. that may not be consistent with current PSA usage practices at individual stations. PSAs – as compared to paid advertising – can still be a very cost effective mass communications technique as many of the articles on this site indicate.

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Beautiful Babies Campaign

Synopsis: A very brief overview of a campaign aimed at reducing the incidence of premature births.

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A History of PSAs in America

Synopsis: An interesting historical overview which aired on National Public Radio’s All Things Considered.

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Stand Up and Stand Out With PSAs

Author: Jerry Wishnow

Synopsis: This article outlines the most important reasons why the media should use PSAs and helps non-profits understand why they use them in the first place.

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How PSAs Can Benefit a Corporate Sponsor

Author: Bill Goodwill

Synopsis: PSAs can help corporate sponsors in different ways so it is not just a matter of giving money to a worthy non-profit and this article explains the details.

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Why You Should Get PSA Bids

Author: Bill Goodwill

Synopsis: If you want to control costs, get the best ideas for your next PSA campaign and impress your boss with your cost containment procedures, then get bids from at least three different distributors.

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How Digital Transition Affects PSAs

Author: Bill Goodwill

Synopsis: The transition to digital TV had some very important implications for PSA distribution and usage, which is discussed in this article.

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Health PSAs: What Does the Future Hold?

Source: Public Service Report Newsletter

Synopsis: A roundtable discussion among 41 health communications practitioners reviewing the PSA environment, new proposals for paid air time and recommendations for future action.

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Behavior Change in the Old and New Eras

Authors: Bill Goodwill and Ken Fischer

Synopsis: This article explores new techniques for audience engagement which can support PSA campaigns.

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A Brief History of Public Service Advertising

Author: Bill Goodwill

Synopsis: Public service advertising is nearly as old as our country itself and This article provides a historical background on how PSAs have been used over the years to accomplish various social objectives.

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The Four R's of Broadcasting

Author: Bill Goodwill

Synopsis: A detailed discussion of why TV and radio stations use PSAs in spite of the fact that they derive no revenue from them.

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First Ever PSA Conference - Great Ideas, New Directions

Synopsis: The first conference exclusively dedicated to public service advertising was held in Washington, DC to review the entire spectrum of PSAs, addressing what works, new media habits, evaluation procedures and guidelines for PSA network clearance.

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Peddling a Social Cause; Article Review

Source: A. Miller and E. Williams, Newsweek

Synopsis: The advertising community has invested time, talent and other resources to help inform and educate the American public about a wide variety of social causes and it has paid dividends to the advertising agencies as well as the general public

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OUTDOOR ARTICLES

Outdoor: A Resurgence in an Old Medium

Author: Bill Goodwill

Synopsis: There has been a tremendous resurgence in the growth of outdoor media with posters appearing everywhere people congregate as detailed in this article.

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Outdoor: Reaching People Where They Live, Work and Play

Author: Bill Goodwill

Synopsis: Not only are outdoor posters ubiquitous; they can also be strategically placed to reach various kinds of audiences as demonstrated by this article..

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Outdoor Advertising: A Medium for All Seasons

By Diane Cimine - Executive Vice President, Marketing, OAAA
Reprinted With Permission

Synopsis: Outdoor advertising is evolving to meet the needs of a different, highly mobile society and a whole new venue of alternative media” is coming on stream.

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High Speed Technology Gives Lift to Billboard Industry

Excerpted from the Boston Globe

Synopsis: The ability get outdoor billboards posted quickly and their strategic placement has contributed to their popularity as a dot.com medium.

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High-Octane Ad Campaigns For Cash, Some Owners Turn Cars Into Moving Messages

Excerpted from The Washington Post Saturday, January 13, 2001

Synopsis: Many people are turning their personal vehicles into rolling billboard advertisements in exchange for monthly payments.

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Truckside Mobile Billboard Council Formed

by Sheila Harwood, Special to Transport Topics

Synopsis: A new Truckside Mobile Billboard council has been formed in response to this fastgrowing outdoor medium.

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Outdoor Industry Studies Consumer Response to Medium

Synopsis: The OAAA has retained Sensory Logic to determine how consumers respond to visual cues in outdoor advertising.

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Outdoor Rates Higher with Hispanics: OAAA Study Shows

Synopsis: Outdoor advertising has greater recall among Hispanics than the same advertising exposed to general audiences this study shows.

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Outdoor Advertising Industry Overview

By Erwin Ephron (partner, Ephron, Papazian & Ephron, Inc

Synopsis: A consultant which has worked closely with the OAAA, discusses the advantages of the outdoor advertising medium.

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For Outdoor Advertising, Size Really Does Matter

Media Week

Synopsis: Other media conglomerates, including radio, are realizing the value of outdoor advertising in the media mix and are buying into the success of outdoor.

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Internet Advertisers Become Just Another Roadside Attraction Billboards Add New Dimension To World of Multimedia, 'In Your Face, All the Time'

Excerpted from Wall Street Journal

Synopsis: The intrusiveness of outdoor advertising is a major advantage to many companies, including dot coms in the Silicon Valley.

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The Great Outdoors

Excerpted from Fortune Magazine

Synopsis: Outdoor advertising is being discovered and Wall Street wants a piece of the action.

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PAID VS. PSAs

Charities Having to Pay for TV Attention

Synopsis: An article that discusses the pros and cons of buying airtime in light of reduced TV PSA support.

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Impact of Paid vs PSAs

Author: Bill Goodwill

Synopsis: A few organizations - namely the U.S. military services - have been able to pursue a paid and PSA strategy simultaneously, but there are risks involved, particularly if you do not have a large sustaining paid budget. This article tells about the pitfalls and best approaches to avoid problems.

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Making Paid Advertising and Public Service Announcements Work

Source: Jossey-Bass Guide to Strategic Communications for Nonprofits

Synopsis: This article gives an excellent overview of guerilla marketing tactics non-profits can use to reach their key stakeholders, including paid advertising, PSAs and earned media concepts as well as a glossary of important advertising concepts.

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Line Between Public Service, Paid Ads Blurs

Source: Advertising Age

Synopsis: Story discusses the controversy surrounding corporations that underwrite PSA campaigns for worthy causes by funneling funds through a non-profit. A campaign funded by Quaker Oats Co. for the American Medical Association, and other examples are cited.

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Paid Vs. Donated Media Strategies for PSA Campaigns Review

Authors: John Murry, Jr., Atonie Stam and John Lastovicka, Public Opinion Quarterly, Vol. 60: 1-29

Synopsis: PSA campaigns have traditionally relied on donated rather than paid advertising media. Recently, however, organizations have questioned whether donated-media strategies should be abandoned for paid campaigns. The article examines this issue in a three-market field experiment comparing the effectiveness of these two methods in decreasing youth drinking and driving. Note: the following abstract reviews the scholarly article.

Download abstract of article

Tough Competition for Free Television Time Leads Charities to Weigh Paid Commercials

Author: Elizabeth Klein, The Chronicle of Philanthropy

Synopsis: Stiff competition for public service advertising on television has prompted many major charities to consider paying for broadcast time. This trend marks a major shift in public service advertising. Charities are also using new strategies including asking corporations to buy broadcast time, using consulting companies to distribute PSAs more effectively, and submitting PSAs to more cable television networks. Charities now face competition from state agencies and from "mega-campaigns" created by coalitions of non-profit groups and government agencies.

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PRINT ARTICLES

"Bad Ads-Good Causes"

Synopsis: "Creating public interest print ads that work is an art, and a particularly challenging one at that," says Goodman, a communications consultant and trainer who helps nonprofits communicate more effectively. In his book Andy provides seven "Print Ad Principles" that have been extensively tested. They can help any organization placing print PSAs to compete more effectively in an increasingly cluttered marketplace of ideas. It is based on a 10-year study of public interest advertising, and incorporates interviews with leading practitioners in the field.

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"Hard Being Good - Worthy Causes but Unworthy Ads"

Author: Martin Schrader, Advertising Age

Synopsis: The publisher of Harper's Bazaar magazine takes non-profits and agencies which produce print PSAs to task for creating "ugly" ads. He recommends a simple way for PSA producers to increase their attainment in magazines - study the paid ads and make their PSAs as good or better than the ads that run in mainstream magazines.

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PRODUCTION

Developing Effective PSA Production Guidelines

Synopsis: Prepared by the Office of Cancer Communications, National Cancer Institute, a detailed study of pre-testing via the NCI’s Health Message Testing Service, including tips for producing more effective PSA messages.

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A PSA Producer's Guide

Author: Bill Goodwill

Synopsis: To save time and money in getting your PSA campaign distributed, it is important to submit master materials that are properly formatted and labeled. This article provides the details.

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PROMOTION

Does Promotion Really Work?

Author: Bill Goodwill

Synopsis: Aggressively promoting your campaign can add significant value to your results.

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What is it You Want to Sell Me?

Author: Bill Goodwill

Synopsis: People do not donate money to charities that they do not know and trust. This article tells about how PSAs and promotion can help you build a stronger brand image.

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RADIO ARTICLES

Radio PSAs in the Digital Age

Author: Bill Goodwill

Synopsis: While most PSA distributors have fully adapted TV digital distribution, we are still testing the efficacy of digital vs hard copy, thus there are other articles on this site describing the old way of doing things until we have fully evaluated the impact of the two methods. This article describes how we distribute and evaluate digital radio PSA campaigns.

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Ten Tips for More Effective Radio PSA Campaigns

Synopsis: Practical tips for organizations who are planning radio PSA campaigns.

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Add Value to Your Radio PSAs via Electronic Monitoring

Author: Bill Goodwill

Synopsis: This article describes a new electronic tracking service provided by A.C. Nielsen which can add additional value to your campaign. However, there are some strict rules governing how the creative is produced which must be observed.

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How to Package Your Radio PSA

Author: B. Goodwill

Synopsis: What is the mass medium that does the best job of reaching demographic subsets of our population, engages people out of home when they are stuck in traffic, jogging or at the beach, and stimulates people to do on-line searches? The answer of course is radio, and its portability of radio is hard to beat. However, like other forms of media it must be produced packaged and distributed properly to get on the air. This case tells you what you need to do.

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"How to Launch a Record Radio PSA"

Author: Suzanne Cale Young

Synopsis: This article shows what can be achieved when all the pieces come together to form a solid strategy for radio - great creative, media flexibility, a partnership with Clear Channel, a plan to engage community partners and thorough evaluation.

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Marketing Your Message via Radio PSAs

Author: Bill Goodwill

Source: Government Communicator Magazine

Synopsis: Radio has many advantages for PSA campaigns, including lower production costs, the ability to target specific types of audiences and other benefits.

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Planning Your Radio PSA - A Producer's Checklist

Author: Bill Goodwill

Synopsis: A checklist of all the steps you need to follow to create a successful radio PSA.

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