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This page breaks down the characteristics of the most common public safety diver. It highlights their interests and behaviors so you will know exactly what to include in your marketing messages to reach as many PSDs as possible. Focus on this information when creating the words and imagery that you use to speak to your public safety diving community.

The Most Common Public Safety Diver Cares About The


The Most Common Public Safety Diver

We used a variety of tools to create an identity for the most common public safety diver. Here’s what he looks like:

  • Age: 25-44
  • Gender: Male
  • Key Interests: Sports, Fitness, Traveling, Shooting
  • Education: College
  • Job Titles: First Responder (EMS / Fire / Police / Search & Rescue)

His Values, Behavior, and Personality

Once we knew what the most common PSD looked like, we sent out thousands of surveys to learn more about why he became a public safety diver, what fears he faced, how being a PSD makes him feel, and more.

The Results

  • Why he became a PSD: To provide a great service to the community
  • His other hobbies: Sports, Fishing, Traveling, Shooting
  • His fears about becoming a PSD: Dangerous Situations
  • His PSD employment status is: Full-Time and Paid
  • He works for: Fire / EMS
  • His military status is: Not in the Military
  • How his family and friends feel about him being a PSD: They are impressed
  • Being a PSD makes him feel: Accomplished, valuable, helpful
  • Other PSD courses he would like to take: Underwater Crime Scene, Night Ops, Confined Space, ERD II, Underwater Explosives
  • His most important value: Giving back to the community
  • He describes himself as: A dedicated and hardworking member of the community

How Will You Change His Life?

People become public safety divers for a reason. Maybe they want to help their community. Maybe they want to accomplish something amazing. If you know what someone is and what they want to be, you can show them exactly how to get there. The information below will help you do that.

What they have

  • Before: Open Water or Tech Certifications
  • After: PSD Certifications

How they feel

  • Before: Unimportant, unproductive, incapable
  • After: Accomplished, valuable, helpful, appreciated

What an average day looks like

  • Before: First Responder on land.
  • After: Responding to emergencies on land and underwater.  Helping team in new ways and in a new environment.

Status amongst their peers

  • Before: Typical first responder, not as respected as they should be. Under-appreciated.
  • After: Impressive, accomplished, incredible, unique

Good vs. Evil – Overall life experience or philosophical outlook

  • Before: Too limited in the ability to help others
  • After: Accomplished member of a team that helps the community stay safe and protected.

What is Your Next Step?

Now that you know more about the most common public safety diver, you can use it to create content that will speak to him. Try out some of the examples below.

  • Share pictures that show the site of a PSD success story on social media
  • Write a blog post about how public safety divers are a positive force in the community
  • Add words such as “community,” “accomplished,” and “impressive” to your website.
  • Take a video (even a cell phone video will do!) of search and rescue training
  • Send a newsletter that thanks public safety divers for their hard work
  • Create ads that target key demographic traits such as males aged 25-44 who are interested in sports, fitness, and shooting