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On this page you can read articles about:
CAUSE MARKETNG CELEBRITIES COMMUNITY/MEDIA OUTREACH CREATIVE/PRODUCTION DISTRIBUTION EVALUATION/EFFECTIVENESS MISCELLANEOUS OUTDOOR PAID vs PSA PROMOTION RADIO TELEVISION 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. Click here to view the article
The 5 P's of TV PSAs
Author: B. Goodwill, Communicator's Guide Synopsis: This article discusses how Planning, Promotion, Placement, Performance, and Professional Competence can impact your PSA campaign.
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 strategic steps organizations can employ to maximize their campaign exposure. Click here to view the article
Six Tips for Getting Your PSA Aired
Author: Bill Goodwill Synopsis: Getting your PSAs on the air is getting more difficult than ever, but this article may increase your chances for valuable exposure. 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." 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." Click here to view the article Let's Clear The Air About Public Service Announcements by Jack McGuire Synopsis: Mass communication expert outlines five major factors to consider when producing PSAs to generate maximum exposure. Click here to view the article
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. Click here to view the article 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.
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. Click here to view the article Synopsis: A lot of professionals working in mass communications lump all forms of social marketing together, but in fact, there are three separate disciplines under the general umbrella term "social marketing." They include Cause Marketing, Public Service Advertising and Social Issues Marketing. You can learn more about Cause Marketing and Social Issues Marketing here. 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. Click here to view the article 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. Click here to view the article So You Want Your Spokesperson to Be Famous Published in PR News Synopsis: While common wisdom says that celebrity
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. Click here to view the article
Creating a Community Partnership
Author: Bill Goodwill Synopsis: To the extent you can do it, developing community partnerships between the national office, your local offices and the media will get you much more airtime because the media cares more about local than national issues.
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How to Place PSAs in Your Community
Author: Bill Goodwill Synopsis: PSA placement - particularly at the local level - requires very specialized expertise and this article provides valuable tips on what works.
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Creative Considerations
by Bill Goodwill Ten tips to think about when creating your next PSA campaign.
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. Click here to view the article
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 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. Click here to view the article A Word About Public Service Announcements Published in Executive Update, the magazine of the Authors: Bill Lang & Bill Goodwill Synopsis: 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. Click here to view the article How to Create A Top Notch PSA Published in PR News Synopsis: Article highlights various tips and techniques Click here to view the article How Digital Distribution Affects PSAs Synopsis: Digital distribution of PSAs will impact your PSA campaigns in a variety of ways which are discussed in this article. Authors: Bill Goodwill and James Baumann Click here to view the article Synopsis: When you have a modest budget for PSA production, think about think about recycling a PSA you distributed previously. Author: Bill Goodwill Click here to view the article EVALUATIONUsing PSA Values to Help Your Fund Raising Synopsis: This important article tells you how you can use your PSA evaluation data to help in your fund raising efforts. Passive Monitoring Generates PSA Credibility Synopsis: The Nielsen SpotTrac passive monitoring system adds credibility and value for broadcast TV PSA campaigns. Why Evaluate Your Campaign? 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. 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.
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. 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.
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. 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. 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.
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 article 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. Click here to view the 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. Click here to view the article
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.
Benefits of Passive Evaluation
Author: Bill Goodwill Synopsis: The Nielsen SpotTrac system largely replaces self-reporting but there are some situations where business reply cards have to be included in the PSA evaluation process.
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.
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.
Network Clearance of Your PSAs
Synopsis: Guidelines on how to approach TV networks when "pitching" your PSA campaign to them. Top Ten Trends Affecting PSAs Author: Bill Goodwill Synopsis: In spite of the dramatic changes in media habits and an ever changing media landscape, PSAs and traditional media still are viable according to this article. Click here to view the article 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. Click here to view the article 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. Click here to view the article
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. Click here to view the article 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. Click here to view the article 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. Click here to view the article The Four R's of Broadcasting & Why They Matter
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. Click here to view the article 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. Click here to view the article 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 Author: Ruth Wooden, Advertising Age One way to save tens of thousands of dollars in production expenses for your next PSA campaign is to get production assistance from external organizations and this article explains the details about how to do it. Click here to view the article Staging a PSA contest is an inexpensive way to get high-quality PSAs produced and this article covers the advantages to both the non-profit sponsor as well as the student producers. Click here to view the article
Author: Bill Goodwill Synopsis: Once disparaged by environmentalists as "blight on a stick" today's outdoor posters are more creative and showing up every place people congregate. Click here to view the article 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.. Click
here to view the article
| 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. Click here to view the article Author: Bill Goodwill Synopsis: There are many different types of outdoor posters, ranging from small urban posters to giant digital displays towering over Times Square. This article describes the different types and their advantages. Click
here to view the article
| Excerpted from The Washington Post Synopsis: Many people are turning their personal vehicles into rolling billboard advertisements in exchange for monthly payments. Click here to view the article
| Synopsis: Designing outdoor advertising takes special copywriting and design skills due to the limited time audiences have to view and digest outdoor messages. This article provides tips on how to attract maximum attention with outdoor ads. . Click here to view the article
| Synopsis: The OAAA has retained Sensory Logic to determine how consumers respond to visual cues in outdoor advertising. Click here to view the article
| 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. Click here to view the article
| 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. Click here to view the article
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Excerpted from Fortune Magazine Synopsis: Outdoor advertising is being discovered and Wall Street wants a piece of the action. Click here to view the article
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. Click here to view the article Line Between Public Service, Paid Ads Blurs
Source: Advertising Age Synopsis: Article discusses the controversy surrounding corporations that underwrite PSA campaigns for worthy causes by funneling funds through a non-profit. Click here to view the article 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.
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. Does Promotion Really Work?
Author: Bill Goodwill Synopsis: Aggressively promoting your campaign can add significant value to your results. 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. Ten Tips for More Effective Radio PSA Campaigns
Synopsis: Practical tips for organizations who are planning radio PSA campaigns.
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.
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. 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. Click here to view the article
Six Tips for Getting Your PSA Aired
Author: Bill Goodwill Synopsis: Getting your PSAs on the air is getting more difficult than ever, but this article may increase your chances for valuable exposure. Network Clearance Author: Bill Goodwill Synopsis: Usage of your TV PSAs on national networks can add a huge amount of exposure to your PSA campaign, but you have to know the rules for getting on the air which are explained in this article. Synopsis: The transition to digital broadcasting has had a revolutionary impact on all facets of public service advertising - particularly TV - as discussed in this article. Author: Bill Goodwill
Ten Tips for More Effective TV PSA Campaigns
Author: Bill Goodwill Synopsis: Practical tips for organizations which distribute PSA campaigns. The Four R's of Broadcasting & Why They Matter
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. PSA Contests
Author: Bill Goodwill Staging a PSA contest is an inexpensive way to get high-quality PSAs produced and this article covers the advantages to both the non-profit sponsor as well as the student producers.
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