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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 coupons clipped from print PSAs.
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. This is the most difficult trend to document because you need to employ
sophisticated research to establish behavior change and it is very difficult
to isolate the impact of PSAs from all your other communications efforts. |
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