7 Steps To A Successful PSA Campaign
You have a message that needs to be heard… But how do you do it?
We at PSN — the Public Service Network — have been helping government and non-profit organizations supercharge their media campaigns for over 20 years. We can help you too.
Here are our 7 easy steps to launching a successful Public Service Announcement campaign.
Step 1: Determine your campaign budget.
It’s important to first figure out how much money you can spend on your campaign, because that will help you choose realistic and attainable goals. After all, you can’t spend more than you have. Are there funds set aside for your campaign?
Step 2: Clearly define your goals for the campaign.
You can’t hit the bullseye if there’s no target to hit. A campaign without a goal is like driving without a map. Are you looking for general brand awareness? Are you hoping to influence public behavior? Do you want to educate consumers? Make sure you clearly define your goal before you launch your campaign.
Step 3: Choose the right target market.
Do you have a message for the entire country… or just a small section of it? While your answer will be determined to some degree by your budget and campaign goals, you should still clearly define the person you want to reach… because that will help you shape your message, and choose the right media to deliver it.
Step 4: Determine your Call To Action.
What do you want your audience to do after they see your message? Should they visit a website? Call a help line? It’s vital that you have a clear and measurable call to action, so that you can determine if your campaign was a success!
Step 5: Create your media… or hire an expert to do it.
Whether it’s fair or not, your message will be judged to a large degree based on its production quality, so it must look professional. Depending on what you need done, pricing will vary considerably. Are you looking for a fully produced television PSA …. or do you just need a website and an email campaign?
Step 6: Secure Your PSA!
Make sure you have secured “unlimited rights in perpetuity” for all of the creative and licensed elements of your public service announcement. That means any video footage… spokespeople… music… still images. You don’t want to go to the trouble and expense of creating the perfect PSA… only to lose the right to use it after a year.
Step 7: Find a distributor.
So you’ve got a well-produced and effective PSA, ready to build brand and program awareness for your organization and change the behavior of anyone who sees it… But how do you get it to them? You’ll need to find a distributor who can assist you with a media strategy and handles the various media outlets and channels you need to use to reach your target audiences. They must also be able to tag your video, audio, and online content so that it can be tracked. That way, you’ll know your message is being seen and heard.
If you follow these 7 steps, you’ll be well on your way to a successful PSA campaign. Should you have any questions or need guidance on your launch, we at PSN — the Public Service Network — are here to help. Call us at 703.229.1202 or visit us online at publicservicenetwork.com.
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