Public service announcements are another way for communications and PR executives to cut through the media clutter. But for PSAs to resonate with the audience, PR pros have to
make sure the message matches the issue(s) being addressed. "As topics like CSR become more important PSAs are often an overlooked, yet very effective PR tool," says Mark Dembo,
chief operating officer of New York-based West Glen Communications, which handles about 100 PSA campaigns a year on behalf of such clients as Girls Scouts of the USA, Shriners
Hospitals for Children and the National Alliance of Breast Cancer Organizations. Despite changes in telecommunications regulations, broadcasters continue to be strong supporters
of PSA. Dembo provided PR NEWS with a series of strategies on how to effectively get your PSA message on the air.
Be Relevant to The Media and Your Audience:
Include shots of your audience if you are targeting TV or print. The ethnic media will be more responsive to a campaign created exclusively for them.
Use Celebrities Cautiously:
Consider celebrities who have a connection to your cause. Stations are more likely to recall and use a PSA if there is a natural tie in, such as Michael J. Fox for Parkinson's
Disease and Katie Couric for colon cancer.
Be careful not to use a celebrity who may be widely known on one television network, as this may preclude the other networks from airing the spot.
If National, Think Local:
Maximize media exposure by localizing your campaign. Stations give first preference to PSAs with local tags and flavor.Use a local area code instead of a national toll-free
number. Make sure chapters can handle a large volume of telephone calls. To pitch, have your local chapters follow up with their media contacts. It's a good way for them to
connect with local press, or they may already have existing working relationships.
What Your PSA Should Not Do:
The media frowns on PSAs that make a direct appeal for money. If that's your goal, consider a less direct approach, "For more information or to learn how you can help, call
toll-free..."
Corporate underwriting can cut costs but may cost you airtime. Stations aim to give unsold ad space to financially strapped organizations. If you must use a corporate logo, be
discrete. Otherwise, promote the underwriting in materials offered as part of toll-free giveaways. Products, corporate "mentions" and service descriptions are deemed commercial
in nature and could risk your chances for airplay.
Carefully Select Your Mediums:
Television delivers high advertising dollar value and a broad audience. To ensure even coverage and to track placement, use a professional distributor to help assess your
campaign's effectiveness and return on investment.
Radio offers the tremendous ability to hone in on your target audience, and is less expensive to produce. However, radio audiences and dollar values can be lower than
television.
Print allows readers to take time with your PSA, tear the page out or pass along to others. And, it zeros in on niche audiences. But with paid advertising and long lead
times, placement is more unreliable.
Internet banner ads reach a broad or niche audience and are relatively inexpensive to produce. Tracking can be easy. But, you need special relationships to get them up and
running.
Uncertain Times May Bring Opportunities:
When current events cause uncertainty in the broadcast marketplace, be strategic. Can you make your message appropriate during difficult times? For example, after 9/11,
stations were looking for messages with patriotic themes, volunteerism, and even coping/mental health.
As paid advertisers step back, certain PSAs may have more opportunity for pick-up in an all-news environment. Radio can often be even more effective than television.