{"id":989,"date":"2017-11-28T14:17:05","date_gmt":"2017-11-28T19:17:05","guid":{"rendered":"http:\/\/52.90.43.4\/?p=989"},"modified":"2024-02-21T18:04:09","modified_gmt":"2024-02-21T23:04:09","slug":"5-key-ingredients-powerful-corporate-psa-videos","status":"publish","type":"post","link":"https:\/\/sproutvideo.com\/blog\/5-key-ingredients-powerful-corporate-psa-videos.html","title":{"rendered":"The 5 Key Ingredients for Powerful Corporate PSA Videos"},"content":{"rendered":"

Some companies would prefer to stay as far away as possible from controversial issues. However, people have begun to expect more from brands. It’s not enough to have a good product, you also have to be a good global citizen.<\/span><\/p>\n

But, it’s clearly dicey, at best, to take a stand. Just look at the recent scandal that engulfed Papa John’s<\/a> after they\u00a0weighed in on the NFL protests. So, how does a brand responsibly take on a serious and potentially divisive issue? \u00a0<\/span><\/p>\n

One strategy that has worked well in the past is a Public Service Announcement (PSA) video. With full control over the message and optics, you can carefully craft a\u00a0video that best communicates your position. Here are the five key ingredients for a\u00a0powerful PSA video, and the eight steps you need to take to make your own.<\/span><\/p>\n

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A Short History of the PSA<\/h2>\n

PSAs originated\u00a0in the United States and the United Kingdom as short, educational films advocating for public safety concerns. During World War II, they quickly evolved to include government-commissioned short videos to help scale positive public sentiment about the war efforts. <\/span><\/p>\n

Oftentimes, these public safety commercials would feature familiar characters, and cover the \u201chot\u201d topics of the day. Many will recall <\/span>Smokey Bear<\/span><\/a>\u2019s \u201conly you can prevent forest fires\u201d slogan, or the \u201cthis is your brain on drugs\u201d <\/span>frying egg visual<\/span><\/a>.<\/span><\/p>\n

In the U.S. today, many\u00a0TV stations are required by the Federal Communications Commission (FCC) to broadcast in the public interest. The PSA remains a popular way to meet that requirement. <\/span><\/p>\n

Perhaps you\u2019re familiar with this <\/span>tear-inducing example<\/a>\u00a0from the ASPCA<\/span>? As proven over time, PSAs can be a powerful vehicle for raising awareness and changing public attitudes towards a\u00a0particular issue. <\/span><\/p>\n

The Importance of Corporate Social Responsibility<\/h2>\n

Since the 1960\u2019s, Corporate Social Responsibility has been a part of the consumer vocabulary. With the explosion of the internet and social media in more recent years, buyers are increasingly interested not just in what a business offers, but also in what that brand stands for.\u00a0<\/span><\/p>\n

It\u2019s no wonder that, according to this 2015 study<\/a>, nine in 10 consumers expect companies to not only make a profit, but to also operate responsibly to address social and environmental issues.<\/span><\/p>\n

That’s all well and good, but you certainly want to make sure people are aware of your efforts, and the causes you’re championing. That’s where PSA videos come in.<\/span><\/p>\n

In addition to integrating CSR into your everyday business practices, a PSA video is an extremely effective way to quickly garner attention on an issue your company cares about. It is one of the best ways of making compelling emotional appeals, especially to millennials.<\/span><\/p>\n

Getting Started: What is an Effective PSA Comprised of?<\/h2>\n

An effective PSA must be well-thought out and planned ahead of time (something we go into further detail on below). First, we\u2019ll share five key tips, including examples, for getting it right.<\/span><\/p>\n

Timeliness<\/h3>\n

<\/i>If you choose an issue already on the general public’s radar, you’ll benefit in several ways. For starters, your\u00a0campaign can tap into elevated search traffic for terms related to the topic. This means you’re more likely to be heard and to get traction.\u00a0<\/span><\/p>\n

Additionally, your audience will most likely be familiar with the topic. This gives you the liberty to dive into the heart of the matter, saving valuable video time. <\/span><\/p>\n

It will also show your audience that you are listening and\u00a0paying attention to\u00a0what is happening in the world. While you don’t have to weigh in on every issue, consumers want to know that you care about the same things they do.<\/span><\/p>\n