Preparing Public Service Announcements

What is a PSA (public service announcement)?

• short messages produced on film, video, or audiocassette

• given to radio and television stations to be broadcast

Some advantages of PSA's

• They're inexpensive• PSA's can encourage action & raise

awareness

Some limitations of PSA's

• Hard to control what times or media outlets you'll get

• Stations tend to shy away from "controversial" PSA's

• Stations may not track when your PSA's have been played

You should consider using PSA's when:

• Your group is nonprofit • You have a clear issue or are requesting a

specific action• You have good writing and production skills• You have previously used PSA's with success

Preparing to write a PSA:

• Decide upon and clarify the purpose of your PSA

• Target your audience • Survey, prioritize, and approach your media

outlets • Write your PSA

Writing your PSA:1. Choose points to focus on 2. Brainstorm 3. Check your facts 4. Identify a "hook" 5. Write your PSA 6. Get somebody with radio/TV experience to review

your work 7. Pretest your script

Overall production tips

• Make multiple PSA's to avoid repetition • Keep it brief and simple • Let the actors give feedback

When information changes, change your PSA's as soon as

possible

Make an advance written agreement with actors and production staff about payment or donated time.

Getting on the air:

Know the station’s rules first!

Radio:

• Mail it in with a cover letter • Follow up with a phone call

Television:

• Meet with the person in charge of selecting PSA's

• Bring an air-ready copy of the PSA, script, and info on your group

Once you have gotten approval:• Find out when it will air• Listen to or watch the station for the first airing • Follow up with a thank you note • Remember PSA schedules are always subject

to change• Try to use the PSA to get more extensive media

coverage