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Raising Citizen Awareness of Services Through Creative Outreach: Public Service Announcements

Raising Citizen Awareness of Services Through Creative Outreach: Public Service Announcements. Nancy Tyler Public Service Advertising Manager General Services Administration Office of Citizen Services and Communications Federal Citizen Information Center. Why Use PSAs?.

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Raising Citizen Awareness of Services Through Creative Outreach: Public Service Announcements

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  1. Raising Citizen Awareness of Services Through Creative Outreach: Public Service Announcements Nancy Tyler Public Service Advertising Manager General Services Administration Office of Citizen Services and Communications Federal Citizen Information Center

  2. Why Use PSAs? “Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.” ~Steuart H. Britt

  3. A Quick History of Public Service Announcements • First used widely by radio on the home front during World War II • FCC: airwaves a scarce national resource; stations had to serve the public interest • Today: sponsored “PSAs” and network stars

  4. Limited airtime No control over placement Competition Media pet projects Challenges in Using PSAs

  5. Have what it take$ Who are all these people anyway? And your point is…? Stuff turkeys, not PSAs Know thy audiences Life outside the Beltway PSAs won’t save the world Getting the Most Out of PSAs

  6. Change, Change, Change…

  7. FCIC’s Current Campaign“Uncle Sams” Television Radio Print

  8. PSA Resources • http://www.psaresearch.com Goodwill Communications PSA Research Center • http://www.adcouncil.com The Advertising Council • http://www.pueblo.gsa.gov/pressroom.htm Federal Citizen Information Center’s PSA archives • http://www.gsaelibrary.gsa.gov GSA Schedule, search word: Advertising

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