12/6/2023 0 Comments Connect360![]() ![]() What’s nice about animated video is, unlike a video production where you have people speaking, you really just mostly have voiceover. Minkalis: One of the key benefits to using an animated video is if a client wants to do a Spanish language PSA to reach Spanish-speaking audiences. IdeaRocket: Can animated video be used for PSAs? And then we make sure that the client blurs them out. Maybe a spokesperson or a character on screen has a shirt with the Nike logo…those are the kinds of things we look for. And then when we get the footage, you may see a Starbucks sign in the background - very inadvertent things that you wouldn’t have thought about. We’ve had clients do shoots where they have a street scene or whatever. Minkalis: PSAs cannot have any corporate branding, you can’t have anything like that. IdeaRocket: Are there any “don’ts” when it comes to PSA production? That call-to-action is generally for more information or, “to learn more, go to our website.” So you, you want to have a call-to-action at the end of the spot.Īlso, ideally (although not mandatory) you want to put on the end slate: “a public service message from the organization.” From a station standpoint, it looks nice for them to be able to show their viewers that they’re donating that space (that it is a PSA). Minkalis: At the close of the PSA, you want to have a call-to-action. ![]() IdeaRocket: What elements would you recommend nonprofits include in PSA videos? Thirty seconds is the most popular, but we often get a pickup on the 60, which gives an organization a full minute to deliver their message. Minkalis: Typically we recommend clients do three lengths: 60 seconds, 30 seconds, and 15 seconds. IdeaRocket: What is the optimal length of a PSA? From our standpoint, we have to be diligent about what we send where to make sure it meets the criteria of the market. If you sent it to a market where there’s no water around, it’s not going to meet approval. If it’s a message on something obscure, and they don’t see the relevance, they’re not gonna to air it. That is a message that they would see as relevant to their audience. If it’s a PSA about lung cancer for example, that can relate to a lot of people. Minkalis: We’ve talked with a ton of public service directors and stations around the country, and the number one reason they put a PSA on the air is the relevance of the message to their audience. IdeaRocket: What is the biggest thing media outlets look for when considering PSAs? We also track and report, so that the nonprofit gets a report of which stations aired the PSA, how times they aired it, the impressions, and the donation of the media value. Nonprofits would pay the cost of the production, and they would pay a company like Connect360 for the distribution of that PSA to the media. Broadcasters will review it, and if it’s a message that resonates with what they think is important for their viewing audience, they will accept it and put it on air. ![]() And a lot of nonprofits take advantage of the generosity and opportunity by submitting PSAs to the broadcasters. They need something to fill it, so they turn to public service announcements. But basically, the broadcasters don’t always sell all the advertising space that they have available. If you’re watching television, you might not notice something’s a PSA versus a commercial spot. Minkalis: PSAs very much look and feel like a commercial advertising. IdeaRocket: What is the difference between a broadcast commercial and a PSA? There’s so many different causes that you can feel passionate about and help get exposure for through the use of public service announcements. Minkalis: I’ve been personally involved in public service announcements for several decades. IdeaRocket: How did you get into working with non-profits and PSA videos? IdeaRocket sat down with Annette Minkalis, Partner and Executive Vice President of Connect360, to learn more about how nonprofit organizations can leverage PSAs to raise awareness. When done right, PSA videos can help organizations expand their reach and raise awareness though free earned media.Ĭonnect360 Multimedia, a media placement agency, specializes in helping nonprofits secure the best exposure for their PSA videos across both local and national networks. Producing PSA video comes with its own set of rules of what you can and can’t include, different CTAs, and a different strategy for measuring success. Although PSAs may look and feel like broadcast commercials, they’re actually quite different. PSA videos, or public service announcements, are messages created by nonprofits and other organizations to raise awareness and educate the public on relevant causes and issues. ![]()
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