Creating a public service announcement (PSA) might sound like a massive undertaking. Not only do you have to create a video, you also have to make sure it gets seen by the right people. It’s not a complicated process but there are essential steps you must complete to help you PSA succeed. This guide breaks it all down into nine easy steps to show you how to make a public service announcement.
As PSA campaign managers, we know what it takes to make a quality PSA. We’ve helped hundreds of nonprofits get their message heard. Just follow these steps and watch the results roll in.
1. Hone in On your Message
Your PSA needs to do more than just share your mission. Consider what action you would like viewers to take after watching your video. This might be something like volunteering or donating, but it could also be a more global behavior change, like always wearing a seatbelt.
You should be able to state your message in one sentence. For example, the American Academy of Family Physicians created a PSA with the message: “High LDL cholesterol can run in Hispanic-American families, so you should get tested.”
2. Identify Your Audience
The most effective public service announcements target a specific audience. You might think your message applies to everyone. Maybe it does, but your video and distribution will be most effective if you identify a specific audience.
Consider the age, gender, racial and ethnic background, life experience, and location of the person you are trying to reach. This will help you choose visuals, music, and other elements that appeal to your ideal audience.
3. Set your Budget
Television and radio stations often support nonprofits by offering free airtime for public service announcements (PSAs). However, you’ll still need to pay for video production. You also want to budget for a content distribution partner like Connect360 who can help connect you with television, radio, and digital ad opportunities.
Costs for TV video production can vary starting at $25,000. Certain elements may impact cost, such as scripting for multiple lengths, casting actors, hiring voiceover artists, location fees, animators and more.
Distribution costs can range from $15,000 to $25,000. It’s worth remembering that for every $1 nonprofits spend on TV PSA distribution they receive more than $150 in donated media.
4. Consider Your Distribution Strategy
Before finalizing your PSA concepts, consider how you will distribution to video and/or radio channels. For example, creating a 15-second, 30-second and 60-second version of your video will provide stations with options based on their available inventory. Do you need a Spanish-language version of your ad or specific regional variations?
Early collaboration with a distribution partner increases the likelihood of your PSA meeting television and radio station requirements.
5. Find the Right Production Partner
You may not have the in-house technology and expertise to create a broadcast quality video. That’s why most nonprofits choose to work with a video production partner.
The best way to find a good video production partner is to ask for examples and review portfolios. Check sites like Behance that share portfolios or do a web search for “video production companies.” You can also ask for references from other nonprofits to gather feedback and make an informed decision.
6. Write Your Script
You will work closely with your production team to script your spots based on key messages and your creative vision. You’ll likely have a couple of rounds of reviews before your script fits your branding guidelines and overall goals. Our team always scripts the :60 version first. Once it’s finalized, we create the shorter lengths. In some cases, the audio from TV spots can be lifted to create radio/audio PSAs.
Invest time in refining your script now to save time and resources later. Reworking words on paper is far simpler than re-shooting scenes, so ensure your message and brand resonate clearly before moving to production.
7. Create Your Video
Your video production partner will lead this phase, while you provide feedback throughout the process. Consolidate your feedback into a single email or conversation. If multiple stakeholders need to review the creative, gather them for a joint discussion to avoid conflicting feedback and delays. Streamlining the review process ensures aligned feedback and keeps the project on track.
8. Distribute Your PSA
Broadcast stations rely on Extreme Reach, the gold-standard in ad trafficking, to receive PSAs. Through their cloud-based in box, PSA Directors are notified of your new PSA for review and use. As PSA distribution partner, we handle all technical aspects, formatting your PSAs to meet Extreme Reach’s specifications, making it easy for stations to quickly review and place into their rotations.
In addition to Extreme Reach, Connect360 drives station traffic to its powerful digital library of PSAs, known as PSA Connect. There, broadcasters can easily preview and download PSAs.
In addition to traditional broadcast channels, we can extend your PSA’s reach through connected TV, digital platforms, podcasts, audio streaming services, and even search engines. While paid campaigns are necessary for these platforms, integrating them strategically with free broadcast PSAs amplifies your message and delivers significantly greater brand awareness and overall impact for nonprofits.
In fact, one of our clients saw a significant boost in brand awareness from their PSA campaign, which directly contributed to a remarkable six-to-one return on investment (ROI) for their paid digital media efforts.
9. Track Your Results
Nonprofits are required to report on their financial statements the value of donated airtime from stations. Unfortunately, stations don’t inform nonprofits when their PSA is being aired. You’ll need the help of a skilled distribution partner to effectively track the dates and times of airings. Connect360 works with Nielsen’s SIGMA monitoring services to track your TV PSA. Then we process that data into an easy-to-read report so nonprofits can see how their PSA is performing.
If we’re distributing to audio or digital platforms, we will provide customized reporting.
Let Us Help You With Your Public Service Announcement
Connect360 is a leading force in PSA production, distribution, and results tracking. Responsible for one in five Nielsen-detected, non-Ad Council PSAs in 2023, we consistently exceed industry benchmarks. Our success stems from a deep understanding of your nonprofit and your audience, ensuring your message reaches the right people for maximum impact.
Read more of our PSA 101 series:
PSA 101: 7 Effective Public Service Announcement Examples to Inspire You
PSA 101: Are Public Service Announcements Effective In Today’s Changing TV Landscape?
PSA 101: What Makes a Good Public Service Announcement Campaign?
© 2024 Connect360 Multimedia
About The Author
Chelsea Olsen
Chelsea Olsen is Connect360’s Account Director and Senior Business Development Director. She is responsible for managing client public service campaigns as well as spearheading the company’s new business development and marketing.
About Connect 360
Connect360 is a leading media placement agency driving measurable results for some of Charity Navigator’s highest-ranked nonprofits, well-known associations, government agencies and public relations/marketing firms.