Do you have an important message that needs to be shared with others around the world? Whether it’s discouraging tobacco use or promoting a new business, PSA advertising can help. AllOver Media is ready to ensure your public service announcement (PSA) or government ad campaigns work. Partner with us to craft campaigns that are seen and heard by those that matter most.
Learn how to create a PSA advertisement with our tips for a successful campaign!
WHAT IS PUBLIC SERVICE ADVERTISING?
Before we dive into how to maximize a public service ad’s impact, we need to first define what a PSA ad is.
Unlike the for-profit sector, which relies on the sale of goods and services, PSAs are not sales-centric. Governing bodies don’t typically need to worry about profits. As such, public service announcements are typically not commerce driven. Instead, they are devised to serve the public interest.
They may promote local services that are available to residents. Or they may shine a light on economic or social issues. They are typically (but not always) promoted by government agencies. Moreover, they are a type of advertising that generally falls squarely outside the commerce space.
Some recent PSA examples might be:
- Vaccination information relating to the COVID-19 global pandemic
- Encouragements for residents to register to vote during an election year
- And more.
ARE PSA ADS EFFECTIVE?
A PSA campaign doesn’t need to involve advertising to be effective. But public service ads are a great way for a nonprofit organization to drive awareness. They can help embolden an informed public about a topic and encourage people to take action.
Benefits could include helping disseminate public information, helping residents understand benefits that are available to them, and much more.
HOW TO LAUNCH PSA ADS
Now that we know what PSA ads are, we can get to the good stuff. Let’s dive into learning how to create a PSA that is simple, effective, and results oriented.
The good news is there’s nothing inherently tricky about a PSA campaign. How to make a PSA begins the same way any other advertising campaign gets launched: with strategy and planning.
Start with the content to make a public service announcement ad. Regardless of where members of the public first encounter your PSA advertising, the message is what needs to hit home. Start there, then build out the rest of your campaign accordingly!
CREATE A FOCUSED MESSAGE
Creating a public service advertisement effectively includes keeping the message focused and concise.
Hook your audience in by delivering clear, direct messaging; then add the details to further engage them. Keep it short and powerful. That’s how you’ll make sure their attention is held.
IDENTIFY YOUR AUDIENCE
Knowing who to reach out to (and who to ignore) is everything in advertising. This is just as true with PSA ads as it is in the commerce space.
Who is your target audience? Who stands to benefit from your message? Who will find it irrelevant? Answers to these questions and more will make your campaign more targeted and effective.
Public service announcements (PSAs) can typically be broken down by demographic details, such as:
- Age group
- Gender and/or sexual orientation
- Geographic location
- Job industry
- Interests and hobbies
Once you’ve figured out who your audience is, the hardest part is done. You’re one step closer to figuring out where your audience is and how you can best reach them. And since PSA advertising is not inherently different from other forms of consumer outreach, audience insights are essential.
Market research is key in determining your audience’s abilities, resources, favorite media, and other interests. Use that information to gain valuable insight that will help you reach them in meaningful ways and better target your campaign.
INCLUDE A SPECIFIC ASK
Public service announcement advertising is designed to educate and inform. A PSA ad is only as effective as its audience’s level of action.
Focusing on a specific action you want people to take is the entire point, isn’t it? An effective ad is the means by which you can make a good public service announcement that will have an impact!
Another way of thinking about this is to determine what you are trying to accomplish with this PSA. How is success being measured? How can you frame that as an “ask” to those who receive your message? Define success by measuring how the audience responds.
PACKAGING & SENDING
Crafting a successful public service announcement ad can be tricky. There’s a lot to consider and a lot that can go wrong without the right know-how.
The correct file format will ensure there are no issues with the campaign. Meanwhile, essential information about your team or bureau is going to be requested at the top of every campaign. It’s crucial to learn how to create a public service announcement for media outlets and publishers. To ensure a maximum chance of publication, follow these helpful tips!
DISCOVER WHAT EACH MEDIA OUTLET WANTS
When it comes to PSA advertising, media outlets will have unique specifications of how they want information packaged. Research their requirements first — you’ll save a lot of time and energy by presenting your messaging in their preferred format.
TOP-NOTCH MATERIALS
High-quality materials are likely to be given more exposure. With this in mind, ensure your PSA looks and sounds professional and engaging to maximize impact. Since you’ll be competing with other PSAs, you’ll want materials exceptionally put together. This way, they can stand out from generic PSAs and receive plenty of air time.
TIMING IS KEY
Proper planning is essential for launching a successful public service announcement ad and it takes time.
Designate an end date to create urgency and ensure your media contact knows when the campaign will go live. Additionally, highlighting this projected “go-live” date in your materials can emphasize its importance in achieving success.
COVER YOUR BASES
Make sure your messaging is consistent across all channels and track what resonated where and with whom. This will ensure your public service ads all feel part of a unified whole.
UPDATE YOUR DIGITAL CONTENT
In this digital age, online presence is key. Keep your website and social media pages updated so that they reflect and expand upon your public service announcement advertising!
Also, a consistent color palette and messaging will help create brand recognition. That way, when they happen upon one of your PSAs or visit the associated website, there will be no doubt that it’s yours.
Don’t forget, visual elements can pack a punch. With this in mind, consider adding an image or infographic to your materials to grab your audience’s attention.
TRACK AND ANALYZE THE CAMPAIGN
As your public service announcement advertising is running, watch for signs it’s working (or not working. It’s a good idea to run an engagement analysis during a campaign’s full run.
Then, after the campaign is over, you can gather as much data as possible to determine how well the campaign performed. A full postmortem is encouraged with your entire team. This deep dive will help you collectively figure out what elements can be changed. With these insights top of mind, your next public service advertising campaign is sure to be even more successful.
Don’t just look at the data as a binary answer – success or failure. Dig a little deeper to get useful information, such as:
- Did this campaign resonate with certain groups (based on age, location, etc.) more than others?
- Were there any unintended results, good or bad, that can be traced back to the campaign? (For example, maybe sales didn’t increase, but you had an influx of calls about the product. This would indicate the campaign was raising awareness.)
When you begin your next campaign, you can take some of your learnings and apply them where applicable. Over time, you’ll be running extraordinarily efficient campaigns!
Now that you know how to create a PSA that is cost-effective and winning, it’s time to put your know-how into action. And AllOver Media is ready to help your campaign succeed.
SPREAD THE WORD WITH ALLOVER MEDIA
Need help getting your public service announcement out into the public sphere? Whether your message works best with quickly updated digital out-of-home advertisements or tried-and-true door hangers, we’ve got you covered.
Get your message out with AllOver Media. Our team can give you the perfect platform to reach and engage your audience. Reach out today for more information on how to make a PSA advertisement.
