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| Home » Evaluation » Reinforcing Mission Support |
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Reinforcing Mission Support |
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| Many organizations don’t think of PSA campaigns as strategic communications tools to help achieve your critical mission. However, to the extent you can demonstrate the ability to reach key stakeholders via your PSAs, they can be an integral part of your communications outreach. PSA evaluation data can be used to show the extent to which PSA activity supports your organization’s critical mission in several different ways: |
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Stimulating public response this can be measured in
phone calls to toll-free numbers, visits to dedicated websites,
or applications to volunteer.
Generating greater public awareness of your issue. While this can be difficult to measure, many organizations
use tracking research to determine changes in public awareness
about an issue or organization. |
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| Changing public behavior toward your issue.
A research study conducted by the Advertising Research Foundation (ARF) concluded
that PSAs can induce significant changes in public health behavior. According to the
report summary, "in one of the toughest and most challenging areas for advertising
today - that of changing attitudes and behavior for health-related issues -- the use
of public service advertising alone not only increased awareness, but also reinforced
people's belief, fostered their intent to act and inspired potentially life-saving
action.". |
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