Whether it’s evidenced by crowds at retailers on Christmas Eve or the onslaught of extension requests sent to the Internal Revenue Service on April 15 each year, it appears America has its fair share of procrastinators. And the current chaos around the U.S. government’s REAL ID deadline only further proves that is another case in point. While there is no surefire way to win over the most stubborn procrastinators, a thoughtful communications campaign to raise awareness is a good place to start.  

A Real Problem 

The deadline—which had been moved numerous times previously— to obtain a REAL ID is May 7, 2025. The REAL ID initiative stems from a recommendation from the 9/11 Commission to establish more universal standards for identification cards and drivers’ licenses to increase security and reduce fraud. After May 7, the REAL ID will be required for Americans to board commercial aircraft, enter certain federal facilities or enter nuclear power plants. 

While the REAL ID initiative has been in play for 20 years, the “real” deadline seems to have come as a surprise for some. CBS News just reported that for people polled in a set of 30 states, fewer than 70% of residents who meet the requirements have a REAL ID. They also found, in 17 other states, fewer than 50% of the eligible population had obtained a REAL ID. 

With just several days until the deadline, Americans are scrambling, worried they will have difficulty boarding flights while airports are readying their teams for long lines and frustrated travelers. But is all of this confusion and delay due to a lack of communication?  

Communicating REAL ID 

The U.S. Department of Homeland Security seemed to understand the assignment. They knew getting Americans educated about the REAL ID requirement and encouraging them to act might be a heavy lift. They also recognized a good public awareness campaign embracing a flurry of marketing and PR initiatives would be key.  

The department launched its “Be your REAL ID self” campaign in January 2021 with digital toolkits for government agencies and industry partners to share communications and marketing materials on their websites and social media, as well as through direct mail and on-site signage. And while Homeland Security had its own communications initiatives, individual states went out to try to stave off delays and discord as the deadline neared. For example, last June, Oregon’s Department of Transportation posted it was in search of a firm to launch an advertising and marketing campaign with a $500k budget to help raise awareness ahead of the transition.   

As to public relations specifically, when I asked ChatGPT how many news articles had been written about REAL ID, it said, “​While there isn’t a precise count of all news articles written about REAL ID, it’s clear that the topic has garnered extensive media coverage since the REAL ID Act was enacted in 2005.” Coverage was found in NPR, The Washington Post, CBS News, ABC News, The Associated Press and more. With significant media coverage and a multi-faceted marketing campaign, the public likely knew about the REAL ID deadline; If they failed to act on the information or are simply procrastinating, perhaps that is on them.  

Regardless of whether you see the REAL ID roll out as a communications success or failure, it’s important to understand the elements of a good public awareness campaign.  

• Understand your goal and your audience: The shifting of deadlines in years past likely complicated the government’s efforts to achieve the goal of getting Americans to meet the May 7^th deadline. A good campaign will have a clear achievable goal to raise awareness, draw people to a website, attract sales, etc. 
• Encourage idea sharing between PR and marketing: In a complex campaign like this, the marketing and PR teams were likely talking to one another. Too often, the teams are expected to work in a vacuum. This can lead to missed opportunities, doubled efforts and conflict. 
• Develop clear and consistent messaging: Clear consistent messaging is critical because no matter how often someone hears a message, procrastinators will delay. The message should be clear – in this case, explaining what needs to be done, why and when. 
• Conduct proactive, persistent and regular outreach: A PR team should be regularly talking to media on your behalf. Reporters tend to stay away from promotional material, but any time you can tie your initiatives to a timely event or trend, you are more likely to gain a reporter’s attention. 
• Leverage social media: Along the lines of the value of repeated messaging above, be sure to leverage social media. Share updates and links to news coverage, consider surveys and more to build engagement. 
• Engage ambassadors: The REAL ID team wisely tried to tap into industry partners and government offices for support. Trusted members of the community or people with whom your audience is in regular contact can be valuable resources in sharing your key messages and getting audiences to act. 

Despite delays and extensions in recent years, it seems the May 7th deadline for the REAL ID may be … real. While considerable efforts were made to ensure the public was ready, many remain unprepared for the transition. Those who are prepared likely acted on some part of the communication campaign. Those who have not likely heard the call but chose to put it off until tomorrow.