PSA Campaign Tip Sheets
We’ve been creating successful media campaigns at the national, state, and local levels since 2004—and we’ve picked up some useful tips along the way!
Check out the tip sheets below for practical advice to help you share your important message more effectively.
PSA Campaign Tip #1 – Rights Management
PSAs with unlimited usage rights can earn free media placements for years, adding up to thousands of dollars in value across TV, radio, print, and more. To maximize message longevity, secure “Unlimited Usage Rights in Perpetuity” for all PSA content, including professional talent, subject matter experts, music, stock footage, and images.
Standard rights often expire in one year and can significantly limit the use of a PSA since stations and networks are legally obligated to remove these PSAs from circulation once the rights expire.
Download the tip sheet below!
PSA Campaign Tip #2 – Define Success for your PSA Campaign!
It’s best to begin planning your PSA campaign by defining what success looks like. These criteria—often called key performance indicators (KPIs)—might include generating a significant increase in website traffic, building brand awareness among your target audience, or both.
Your definition of success will shape the creative approach, guide media channel selection, and help determine the budget needed to achieve your campaign goals.
Download the tip sheet below!
PSA Campaign Tip #3 – Know Your Target Market!
When planning your next PSA campaign, it’s crucial to identify and prioritize the target audiences needed for a successful outcome. With a limited budget, a nationwide donated PSA campaign using broadcast TV, cable, and radio can effectively reach Adults 18+ across the country.
With more resources, you can layer in digital and out-of-home media to reach primary, secondary, and tertiary audiences with greater frequency and impact.
Download the tip sheet below!
PSA Campaign Tip #4 – Timing the Launch of Your PSA Campaign
Does your PSA topic have an Awareness, Month, Week, or Day each year? These dates can be particularly useful for the PSA marketing and distribution components of your campaign. This information can be used as a marketing hook to capture the attention and interest of PSA directors at TV and radio stations, and networks, and cable channels nationwide. The media looks for PSA content they can air that is timely and demonstrates their support for topics that will resonate, engage, and educate their audiences.
Download the tip sheet below!
PSA Campaign Tip #5 – The Best Time to Grab Donated Media
Did you know that January, February, and March are three of the best months of the year for donated media campaigns? After the holiday rush, retailers significantly reduce their advertising, leaving radio and television stations with a surplus of unsold airtime. Rather than letting that inventory go unused, stations actively seek out high-quality public service announcements to fill those open slots.
Download the tip sheet below to find out how to take advange of that window!
PSA Campaign Tip #6 – How to Plan Your Budget for a PSA Campaign
When building your PSA campaign budget, remember this guiding principle: Invest in the strongest production quality you can reasonably afford, but never at the expense of marketing and distribution. A polished, professional PSA helps you stand out and deliver meaningful impact with your target audience — but only if people actually see it.
Download the tip sheet below to find out how to plan your PSA budget!