Preparing Public Service Announcements

1
Preparing Public Service Announcements
2
What is a PSA (public service announcement)?

• short messages produced on film, video, or
  audiocassette
• given to radio and television stations to be
  broadcast

3
Some advantages of PSA's

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

4
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

5
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

6
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

7
Writing your PSA

• Choose points to focus on
• Brainstorm
• Check your facts
• Identify a "hook"
• Write your PSA
• Get somebody with radio/TV experience to review
  your work  
• Pretest your script

8
Overall production tips

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

9
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.

10
Getting on the air

• Know the stations rules first!

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Radio

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

12
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

13
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