"New iPSA Combines Traditional Approaches and New Media Techniques for Greater Audience Engagement"

Synopsis: Goodwill Communications, Inc. and ClickforHelp.com Inc. announced a new interactive service called the "iPSA" (interactive Public Service Announcement).

"Social Media is Changing the PSA Landscape"
Author: Bill Goodwill & Ken Fischer

Synopsis: Does anyone know when the line was crossed between the old media and the new media? Was it discussion boards, Google, YouTube, text messaging, social networks, blogs, RSS, podcasts, wikis, personal pages? The answer is that is the basic internet has been gradually evolving into the New Media by adding more techniques to allow audience participation.

"Making Paid Advertising and Public ServiceAnnouncements Work"

Synopsis: In this useful article, the author reviews various paid advertising approaches, provides tips for placing them and reviews factors for optimum placement. In the PSA section, there are excellent tips for how to make personal contacts with gatekeepers, what to say and what to do.

"Fear Advertising Doesn't Work"
Garwood Tripp, Marketing & Communications Mgr.
Health Promotion Directorate, Health & Welfare Canada and Alix Davenport, a Director of Tendemar Research, Canada
Synopsis: A study of smokers exposed to three different types of TV and radio messages presented a strong case against the use of fear tactics in public education advertising with four key findings: Smokers don't want to be threatened; a message that smoking causes death is not credible; smokers need encouragement to quit; smokers want realistic guidance about quitting.

"PSAs in a New Media Age"
Kaiser Foundation PSA Study
Synopsis: Shouting to be Heard: Public Service Advertising in a New Media Age was released by the Kaiser Family Foundation at a forum of nonprofit groups, policymakers and media leaders brought together to discuss the future of public service advertising.

"Case Studies About the Effectiveness of the Partnership's Media-Based Educational Campaigns"
Synopsis: Preventing drug use in America is not only possible, but proving to be an efficient and effective way to contend with this remarkably complex social ill.

"The 5 Ps of PSAs"
Author: Bill Goodwill
Synopsis: This article outlines five factors to think about when launching your next PSA campaign: planning, promotion, packaging, performance assessment, and professional competence.

"Public Service Advertising in America - An Overview"
Author: Warren Berger
Synopsis: The author provides an interesting historical overview and describes contemporary trends and challenges facing public service advertising in America today.

"How You Can Use Evaluation Data To Fine-Tune Your PSA Program"
Author: Bill Goodwill
National Broadcast Association for Community Affairs Conference Houston, TX
Synopsis: Collecting data for the sake of looking at numbers is a meaningless exercise. All evaluation data should be "actionable," meaning it should be used to achieve a more favorable outcome. This article describes a variety of ways to examine and apply PSA evaluation data to help increase exposure for your issue or cause.

"Involving Your Community Partners in PSA Campaigns"
Author: Bill Goodwill
Synopsis: Author describes how to develop tactics to brige the gap between national expectations and local realities when placing PSAs

"How to Create A Top Notch PSA"
Published in PR News
Synopsis: Article highlights various tips and techniques for maximizing exposure via PSA campaigns.

"A Word About Public Service Announcements"
Published in Executive Update, the magazine of the Greater Washington Society of Association Executives.
Authors: Bill Lang & Bill Goodwill
Synopsis: Public service announcements are a vital tool in generating awareness for critical issues while dispensing important information for many non-profit organizations.

"In Public Service Ads, Celebrities Can Drum Up Fame or Shame"
Published in the Washington Post
Synopsis: Some experts think the public and media need additional incentive to use and view PSAs because when a famous spokesperson appears, you are more likely to pay attention. Others warn that tying a star to a cause may backfire because organizations have no control over the direction of a celebrity's reputation after a spot is completed.

Kenneth Cole Creates and Launches "We All Have AIDS"
Public Service Campaign on World AIDS Day
Synopsis: While common wisdom says that celebrity sells, this article says you should think carefully about using a celebrity spokesperson for your product, service or cause.

COMING SOON: A new feature on the site called the PSA Resource Center which will list all the PSA resources currently in circulation and organizational contacts for each sponsoring organization.