PSAPSAPublic Service Announcements

Objectives:Objectives:Define PSAThe History of the PSAWhat makes up a PSAHow to properly write your own PSA

Definition:Definition:PUBLIC SERVICE ANNOUNCEMENTPUBLIC SERVICE ANNOUNCEMENT

“Announcements that inform the public “Announcements that inform the public about safety and health information, about safety and health information, community services or public affairs. community services or public affairs. Produced and programmed much like Produced and programmed much like commercials, but usually not produced for commercials, but usually not produced for profit.”profit.”

PBS.orgPBS.org

PUBLIC SERVICE ANNOUNCEMENT PUBLIC SERVICE ANNOUNCEMENT

“Defined by the Federal Communications “Defined by the Federal Communications Commission as an unpaid announcement that Commission as an unpaid announcement that promotes the programs of government or promotes the programs of government or voluntary agencies or that serves the public voluntary agencies or that serves the public interest. PSAs can be produced for television interest. PSAs can be produced for television and radio broadcast.”and radio broadcast.”

PUBLIC SERVICE ANNOUNCEMENT PUBLIC SERVICE ANNOUNCEMENT

“Defined by the Federal Communications “Defined by the Federal Communications Commission as an unpaid announcement that Commission as an unpaid announcement that promotes the programs of government or promotes the programs of government or voluntary agencies or that voluntary agencies or that serves the public serves the public interestinterest. PSAs can be produced for television . PSAs can be produced for television and radio broadcast.”and radio broadcast.”

A Quick History of Public A Quick History of Public Service AnnouncementsService Announcements

First used widely by radio on the home front during World War II

FCC: airwaves a scarce national resource; stations had to serve the public interest

Today: sponsored “PSAs” and network stars

HistoryHistoryCivil War: the government sold bonds via

newspaper advertisements provided without charge and placed throughout the North to raise money in support of the war.

HistoryHistoryThe device was so effective that the

national bond sales have been credited with demonstrating “what advertising could do” and resulted in the first national ad campaigns for baking powder, soap and railroad travel, thus launching the commercial advertising industry.

HistoryHistoryThe first non-governmental ads that

could be considered PSAs appeared after the turn of the century. In the early 1900s ads were run free by newspapers to dramatize the outrages of child labor

HistoryHistoryWhen the U.S. was drawn into World

War I in 1917, the Federal Committee of Public Information was created to encourage public support and dramatize the reasons for “why we fight.”

HistoryHistoryHundreds of other

posters which have become part of the national memory were produced by this group. All work was produced free including the design, printing and placement

HistoryHistoryPresident Woodrow Wilson established the Committee on Public Information:The War Savings Stamps drive that urged the public to "save the thoughtless dollars being wasted” through self-indulgence, while soldiers sacrificed themselves on the battlefields of war. The Red Cross campaign that asked citizens to join the organization, which was personified in the ads in a Madonna-like image entitled the "Greatest Mother in the World."The Selective Service campaign that supported draft registration

PSAsPSAsA public service announcement

(PSA) is a non-commercial advertisement broadcast on radio or television, focused on the public good.

PSAs are intended to modify public attitudes by raising awareness about specific issues.

PSAsPSAsBroadcast media -- radio and television --

are required by the Federal Communications Commission (FCC) to serve "in the public interest.“

Most stations use PSA's as one of the

ways they meet this requirement.

PSAsPSAsMost stations donate about a 1/3 of their

commercial spots to non-commercial causes; in other words, if a station has 18 minutes of commercials in a given hour, six minutes of that will probably be devoted to PSA's.

PSAsPSAsThe most common topics of PSAs are

health and safety. A typical PSA is part of a public

awareness campaign to inform or educate the public about an issue such as smoking or compulsive gambling.

PSAsPSAs

Negative BehaviorDO NOTDo not SmokeDrink and DriveTexting and DrivingDrug Abuse

Positive BehaviorDOEat rightRegister VotePrepare for College

PSAsPSAs

Negative BehaviorDO NOTDo not SmokeDrink and DriveTexting and DrivingDrug Abuse

Positive BehaviorDOEat rightRegister VotePrepare for College

WHAT ARE SOME MORE EXAMPLES???

How do you write a PSA?How do you write a PSA?Target your audience:◦ What type of people are you hoping to reach

through your PSA?

Because you've only got a few seconds to reach your audience (30 or 60 seconds), the language should be simple and vivid. Take your time and make every word count. Make your message crystal clear.

Getting ready to write your PSA:Getting ready to write your PSA:

1. Choose points to focus on. Don't overload the viewer or listener with too many different messages.

Getting ready to write your PSA:Getting ready to write your PSA:

1. Choose points to focus on. Don't overload the viewer or listener with too many different messages. ◦ For example, if your group educates people

about asthma, you might narrow it down to a simple focus point like, "If you have asthma, you shouldn't smoke."

Getting ready to write your PSA:Getting ready to write your PSA:

2. Check your facts. It's important for your PSA to be accurate. Any facts should be checked and verified. ◦ Is the information up to date?

Getting ready to write your PSA:Getting ready to write your PSA:3. Identify a "hook". A hook is whatever you use to grab the listener or viewer's attention. How are you going to keep them from changing the channel?

Getting ready to write your PSA:Getting ready to write your PSA:3. Identify a "hook". A hook is whatever you use to grab the listener or viewer's attention. How are you going to keep them from changing the channel? ◦ A hook can be something funny, it can be catchy

music, it can be a shocking statistic, it can be an emotional appeal -- whatever makes the listener or viewer interested enough to watch or listen to the rest of your PSA.

TAGLINES:TAGLINES:There are two types of taglines: ◦ Descriptive - they explain what your

organization does ◦ Emotional - they create a tone or feeling about

your message Taglines should be simple and memorable .

TAGLINES:TAGLINES:In most cases, effective taglines are: Short and simple (no more than 10 words) - the shorter the better Positive - people like positive statements - negatives are a turn-off Interesting - the tagline should spark interest

PSAPSA

PSA ExamplesPSA Examples

Successful PSAs:• Tell a story• Use a voiceover• Gives facts• Refer viewer to a resourcefor additional information.

PSAPSA

Guidelines for Writing a Public Service Announcement VOICE OVER: be serioushave a clear messagehave important informationhave accurate informationgive statistics (when appropriate, e.g. number of people that die because they were not wearing seatbelts)

Public Service Announcement: Public Service Announcement: You will in a group: •Select a topic•Research the topic•Write and pitch proposal•Write script•Draw storyboards•Direct and shoot video •Edit video