When Just the Facts Won't Do: Engaging Your Audience through an Emotional Appeal

If you represent a not-for-profit group that wants to boost awareness of a disease or social issue, public service announcements (PSAs) can be a persuasive means of getting your audience to act.

PSAs are widely used by the broadcast media. According to a recent NBN survey, 92% of radio station producers and 78% of television station producers report that PSA usage has increased or remained at steady levels, good news for a wide range of medical associations, foundations, social services groups and others who need a forum to inform a national or targeted regional audience.

Unlike other types of broadcast vehicles, PSAs are not designed strictly to inform or market a product or service. Instead, a PSA should strike the right balance between providing information and making an emotional appeal.

By using appropriate visuals and messaging for television and the right scripting for radio, your NBN producer can ensure your PSA engages your audience, establishes the right tone and respects audience sensitivities.

NBN-produced PSAs for television include an optional production and distribution program that can jumpstart your PSA's airing. Smart Launch incorporates informational and identifying slates in your PSA, as well as additional footage and sound bites, if available. Smart Launch distribution includes: a) station notification via fax, e-mail and pitch calls, b) a national satellite feed in a dedicated 15-minute window and c) hard copy (tape) distribution to network feeds and syndicated programming, as required. Smart Launch can guarantee airings on national cable news outlets within a week of your launch.

NBN-produced PSAs for radio represent the most cost-effective of broadcast PR options. Our PSA package includes creative consultation, three scripted versions by NBN copywriters, professional voice talent to record the audio track and music and special sound effects.