Communication Strategy Analysis of COVID-19 Pandemic’s Public Service Announcement (PSA) Production

2021 ◽  
Vol 37 (4) ◽  
pp. 88-103
Author(s):  
Hasrul Hashim ◽  
◽  
Mohd Azul Mohamad Salleh ◽  
Keyword(s):  
Public Service ◽  
Large Scale ◽  
Behavioural Change ◽  
Preliminary Finding ◽  
Public Service Announcements ◽  
Communication Strategy ◽  
Public Service Announcement ◽  
Strategy Analysis ◽  
Health Crisis ◽  
2D Animation

Communication through media is one of the most important aspects if a country faces a health crisis such as a pandemic. One of the mediums that are often used is via the production of public service announcements or PSA. PSA is a short video lasting between 30 to 120 seconds, communicating to large-scale audiences for social behaviour changes. However, certain PSA will be considered a failure if the audience ignores or does not understand the message. When Malaysia faces a health crisis such as the COVID-19 pandemic, the PSA barely emphasises the aspects of behavioural balance, message recall, and the aesthetic of message presentation. Thus, this paper aims to discuss the mode of presentation and styles in 30 public service announcements related to COVID-19 in MyHealth’s YouTube channel under the Ministry of Health Malaysia (MOH) from January to June 2020. The preliminary finding shows that most PSAs used 2D animation production techniques by representing the real scenarios and situations faced by the Malaysian to facilitate the audience's understanding of the message. Overall, PSA's presentation style on COVID-19 in Malaysia emphasises the balance between the importance of message and communication strategy with five phases in the theory of audience behavioural change. Keywords: Public service announcement, media production, crisis communication, pandemic, COVID-19.

Stigmatizing the other: An exploratory study of unintended consequences of eating disorder public service announcements

2016 ◽  
Vol 22 (1) ◽  
pp. 120-131 ◽  
Author(s):  
Irina A Iles ◽  
Anita Atwell Seate ◽  
Leah Waks
Keyword(s):  
Eating Disorders ◽  
Eating Disorder ◽  
Public Service ◽  
Exploratory Study ◽  
Public Service Announcements ◽  
Unintended Consequences ◽  
The Other ◽  
Public Service Announcement ◽  
Negative Attitudes ◽  
Practical Implications

This research explores the intended and unintended consequences of eating disorder public service announcements. We assessed participants’ attitudes toward eating disorders and people with eating disorders, willingness to interact with people with eating disorders, and experience with eating disorders (covariate) at Time 1. At Time 2, participants were randomly assigned to watch a stigmatizing or a non-stigmatizing eating disorder public service announcement. Exposure to the stigmatizing public service announcement resulted in more negative attitudes toward eating disorders and in less willingness to interact with people with eating disorders, but not in significantly more negative attitudes toward people with eating disorders. The discussion highlights the practical implications for health communication campaigns.

scholarly journals Perceptions of a COVID-19 education public service announcement in Nunukan Regency, North Kalimantan: a qualitative study

2020 ◽  
Vol 3 (2) ◽  
pp. 85
Author(s):  
Tiara Putri Leksono ◽  
Avinindita Nura Lestari ◽  
Reyfal Khaidar ◽  
Yuga Putri Pramesti ◽  
Syarmila Sari ◽  
...  
Keyword(s):  
Public Service ◽  
Public Awareness ◽  
Physical Distance ◽  
Public Service Announcements ◽  
Indigenous Populations ◽  
Public Service Announcement ◽  
Public Places ◽  
Health Empowerment ◽  
Promotional Materials ◽  
Regional Languages

Indigenous populations experience a risk of socio-economic marginalization in health emergency, including COVID-19. Public service announcements (PSA) are promotional materials that address problems in an attempt to increase public awareness. North Kalimantan is one of the frontier, outermost, and least developed regions in Indonesia with 11 regional languages spoken. One of the districts with inadequate human resources in the area is Nunukan regency. The present study sought to understand how one group of people in Nunukan Regency reactions, interests, and impressions with the COVID-19 information found in Bugis and Toraja version of audio PSAs released by Health Empowerment and Education Project (HEUProject). The study belongs to qualitative research and used purposive sampling with seven participants from two sub-district in Nunukan Regency. The data is analyzed qualitative-thematically which is further interpreted and presented  in the form of a description. Additionally, to see the variety of participants’ answers information transmission through PSAs, we analyzed the data using Tableau software 2020 version and presented the relative frequency of words with visual infographic. The study findings of the participants' immediate reactions were following the advice on the PSAs audio, for instance to keep the physical distance and washing their hands frequently. The most participants in this study have the willingness to hear, to understand, and also feel interested with the useful content in audio format that apparently improves their awareness of COVID-19 information. Overall, it is immediately apparent that the language, transmission of message, and information found in the HEUProject’s COVID-19 educational PSA were understood and engaged by participants in a way that it reflects on the pandemic situation. Our study supports the national usage of disease prevention with this type of media approach that could be used in public places in the future that may minimize the language divide.

scholarly journals KOMUNIKASI VISUAL IKLAN LAYANAN MASYARAKAT DANA BOS SEBAGAI BAHAN BELAJAR

2015 ◽  
pp. 147-160
Author(s):  
Mohammad Siddiq ◽  
Jazim Hamidi
Keyword(s):  
Hypothesis Testing ◽  
Public Service ◽  
Public Service Announcements ◽  
Learning Material ◽  
Public Service Announcement ◽  
Learning Materials ◽  
The Public ◽  
Qualitative Descriptive ◽  
Descriptive Approach ◽  
Color Composition

Abstrak:Penelitian ini bertujuan untuk memperoleh pemahaman mengenai unsur-unsur komunikasi visual yang ditampilkan dalam iklan sehingga dapat dimanfaatkan sebagai bahan belajar. Adapun permasalahannya adalah bagaimana tipografi dan komposisi warna dalam iklan layanan masyarakat “Dana BOS”, serta bagaimana implementasinya sebagai bahan belajar. Penelitian ini menggunakan pendekatan kualitatif deskriptif yang mengkaji penggunaan iklan sebagai media pembelajaran komunikasi. Teori yang dipakai dalam penelitian ini bukan untuk menguji hipotesis (hypothesis testing), tetapi untuk membangun hipotesis (hypotheses forming). Hasil penelitian ini menunjukkan bahwa iklan layanan masyarakat program dana BOS Kemendikbud dinilai cukup komunikatif secara visual, dilihat dari unsur tipografi dan komposisi warna. Sebagai bahan belajar, iklan dapat digunakan untuk membangun domain kognitif. Peserta didik dapat diajak untuk turut aktif melakukan analisis terhadap iklan. Unsur tipografi dan komposisi warna yang terdapat dalam iklan sarat dengan makna sehingga dapat dipertimbangkan untuk digunakan sebagai bahan belajar. Akhirnya, hasil penelitian ini, selain sebagai bahan belajar, dapat pula dijadikan sebagai bahan masukan dalam memproduksi iklan layanan masyarakat.Kata kunci: Iklan, Bahan Belajar, KomunikasiAbstract:This study aims to gain an understanding of the elements of visual communication displayed in an advertisement, so that it can be used as learning materials. The problem is to understand the typography and color composition in the public service announcements “Dana BOS” as well as how it is implemented as a learning material. This study uses qualitative descriptive approach that reviews the use of an advertisement as a communication learning medium. The theories applied in this study are not used to test hypothesis, but to form hypothesis instead. The result of this study shows that the public service announcement “Dana BOS” from Kemdikbud is valued to be visually communicative, based on its typography and color composition. As a learning material, advertisements can be used to develop cognitive aspect of the students. The students can be asked to actively analyze the advertisements. Typograpgy and color composition elements in an advertisement are full of messages so that they can be considered to be learning materials. Finally, beside as a learning material, the result of this study can also be an input for public service announcement production.Keywords: Advertisement, Learning Material, Communication.

scholarly journals News Releases and Public Service Announcements

EDIS ◽  
2021 ◽  
Vol 2021 (3) ◽  
Author(s):  
Ricky Telg ◽  
Lisa Lundy
Keyword(s):  
Public Service ◽  
Public Service Announcements ◽  
Public Service Announcement ◽  
Original Publication ◽  
Media Relations ◽  
The Third ◽  
News Release ◽  
News Releases ◽  
The Media

This publication about news release and public service announcement writing is the third of a four-part series on media relations. This series also covers media relations strategies, working with the media, and media interview skills. This is a revision with Lisa Lundy of the following original publication: Telg, Ricky. 2011. “News Releases and Public Service Announcements”. EDIS 2011 (8). https://doi.org/10.32473/edis-wc113-2011.

scholarly journals Strategi Komunikasi Badan Kependudukan dan Keluarga Berencana Nasional (BKKBN)

2015 ◽  
Vol 2 (4) ◽  
pp. 243 ◽  
Author(s):  
Herdiana Ayu Susanti
Keyword(s):  
College Students ◽  
Family Planning ◽  
Public Service ◽  
Qualitative Method ◽  
Program Planning ◽  
Public Service Announcements ◽  
Communication Strategy ◽  
Planning Agency ◽  
Internet Media ◽  
Special Region

This study aims to determine communication strategy of Population and Family Planning Agency (BKKBN) Special Region of Yogyakarta in disseminating Generation Program Planning (GenRe). The study uses descriptive qualitative method. The result shows that communication strategy undertaken by BKKBN Yogyakarta Province in disseminating the program GenRe is through Student Ambassador Selection genre, GenRe Goes To School and GenRe Goes To Campus, Genre Comedy Competition, Poster Competition genre, and Competition NGE - rap genre. BKKBN also uses mass media as a medium of socialization such as Public Service Announcements on television and radio, internet media by creating a website, blog, facebook, and twitter, as well as the use of billboards appeal board. BKKBN also works with schools and colleges to form the Youth Information and Counseling Center / Student (PIK R/M) to get closer to teenagers and college students.

RACISM MITIGATION AMONG MALAYSIANS THROUGH THE APPLICATION OF PUBLIC SERVICE ANNOUNCEMENTS (PSAs)

2021 ◽  
pp. 1993-1998
Keyword(s):  
Public Service ◽  
Social Issues ◽  
Negative Impact ◽  
Public Service Announcements ◽  
Behavioral Changes ◽  
Public Service Announcement ◽  
Advertising Agencies ◽  
The Social ◽  
Positive Action ◽  
Awareness Level

Public Service Announcement (PSAs) works as medium of communication to mass ranged of audience. In fact, PSAs have been utilized as a mechanism of informing and educating society on social cases and promotes behavioral changes. Roehm (2018) and Jolani et al.(2017) both indicate PSAs is a tool to educate people with the intention to urge positive action whilst increasing awareness level of the audiences on the highlighted issues. The social issues of racism in Malaysia still occurred even after celebrating it’s 62nd independence. As a multiracial and multicultural country, racism is a threat than can gives negative impact to the country’s national security, harmony and racial unity. Hence this study is to explore and discuss on Public Service Announcement (PSAs) and its applications to mitigate racism among Malaysians. The aim of this study is to propose a guideline on designing an impactful PSAs in order to cater social issues such as racism in Malaysia. This research will contribute as an additional knowledge for advertising agencies, designers and academic syllabus.

scholarly journals Getting the Message Across: Examining Malaysia’s Covid-19 Public Service Announcement (PSA) Infographics

2021 ◽  
Vol 22 (1) ◽  
pp. 194-212
Author(s):  
Collin Jerome ◽  
Su-Hie Ting ◽  
Yuwana Podin
Keyword(s):  
Health Risk ◽  
Risk Communication ◽  
Public Service ◽  
Control Measures ◽  
Public Service Announcement ◽  
Ongoing Research ◽  
Health Crisis ◽  
Key Points ◽  
The Right ◽  
And Control

The current COVID-19 pandemic has become an unprecedented public health crisis and there is much ongoing research investigating its wide-ranging impacts on all areas of society and people's everyday lives. This article presents preliminary findings of an ongoing study that inquires into Malaysia's COVID-19 public service announcement (PSA) infographics and how they convey much-needed information to the general public during the pandemic period. Drawing upon research on infographics in healthcare and health risk communication, the article examines COVID-19 PSA infographics that have been produced in Malaysia and the ways they achieve what they are designed to do. The findings show that the infographics 1) are numerous and mostly presented in the informational and process-based types, 2) cover various topics related to the information on the novel virus, its risks, and recommended preventive and control measures, 3) possess key components of infographic and (4) adopt a three-way process of engaging the target audience. The findings also reveal several key points worth considering in thinking about the infographics, including whether they communicate the right message to the right audience at the right time and whether they are designed according to the principles of message design in health risk communication.

scholarly journals Study of Peculiar Features of Russian Public Service Announcements

2020 ◽  
pp. 88-92
Author(s):  
Nikita Valerevich Savelyev
Keyword(s):  
Public Service ◽  
Public Service Announcements ◽  
Cultural Development ◽  
Public Service Announcement ◽  
Social Conformity ◽  
Good Physical Condition ◽  
Positive Behaviors ◽  
General Goal ◽  
The One ◽  
The Relationship

The article deals with the formation of modern public service announcement in Russia, its features in comparison with foreign ones. The author outlines that there are certain psychological methods used in Russian public service announcements. They are related to the traditions of society, the Russian mentality, the level of cultural development of the target audience, etc. The relationship between the ad performance and the psychological methods of influence that it uses, in particular, resorting to the effect of social conformity is examined in the article. Research methods. The study aimed at clarifying the attitude of the population to various types and forms of public service announcement is described. Research objectives are to determine which types of public service announcements attract the most attention, to define which public service announcements are more memorable, to clarify what feelings are caused by the most memorable public service announcements, to state the degree of influence of public service announcements on the behavior of individuals in specific situations. The survey was conducted using a open-ended questions. The results of the research. The most memorable public service announcement is the one that is addressed directly to the person and their good physical condition. Less attention is drawn to public service announcements designed to engage in a particular public activity. It is concluded that public service announcements can be classified by destination, by ways how it affects the audience, by the scale of distribution, by the type of implementation, etc. The methods of influence that are used in Russian public service announcements must be studied in detail and effectively applied to achieve the main and general goal of all public service announcements – the acquisition of positive behaviors by society.

Sign in / Sign up

Export Citation Format

Share Document