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Spreading the Word through Public Service Announcements

What is a PSA?

 
Public service announcements (PSAs) are broadcasts in the public interest. They are educational messages designed to focus public attention on serious issues. PSAs are non-commercial, non-denominational, and non-political. PSAs may be used to convey general information, announce a public event, or seek new resources or clients.
 

Who Runs a PSA?

 
Television, radio, and print media run some form of PSAs. Local media outlets will be ideal to get your message out. The PSAs should run in 10-, 15-, 30-, or 60-second segments, depending on the amount of time provided by the public service director.
 

Why are PSAs Useful?

 
PSAs are a cost-effective method of reaching many in your target audience. The issues that PSAs cover are timely, national in scope, and applicable to all Americans.
 

Should I Develop a PSA for Radio or Television?

 
Radios spots are generally less expensive to develop and produce, but they don t have the same visual impact of a television PSA. Television PSAs take more resources and can be harder to place. Assess your needs and resources, and then talk to several public service directors in order to finalize your strategy.
 

How do I write and submit a PSA?

 
For television broadcast, send your video PSA with a letter and the PSA text. For radio and print, submit the PSA in written form and include contact information and a brief description of your organization.
  • How to Write and Submit a Radio PSA
  • How to Write and Submit a TV PSA

PSA Guidelines

 
Here are some basic guidelines for developing a PSA:
  • Listen first! Target specific radio stations, television programs, and print outlets, according to your desired audience.
  • Check with the radio/television stations to see what lengths of PSAs would work for the broadcast. Most stations broadcast PSAs early in the morning or very late in the evening. Ask the station s Public Service director to consider placing your PSA in an available day or prime time spot.
  • Always send a letter on your organization's letterhead asking for the PSA to be run. (Remember to include why the service to the community is important, and that you are a non-profit organization.
  • Put a desired start and end date for the PSA. If there is no limit, just label it. (TFN- "Till Further Notice")
  • Be absolutely sure you give enough lead-time in getting the material to the station. Send the information about 3-4 weeks before you want the spot to start airing. If possible, visit the station to hand-deliver your PSA and meet the Public Service director.
  • Follow-up with a phone call or an email to make sure that your material arrived.
  • For radio PSAs: time your copy with a stopwatch. Read it aloud to see how it sounds. Write 12 seconds of script for a 15-second spot, and 27 seconds for a 30 second spot. This allows for the variation in the announcer's speech pattern and will assure that all your information gets read.


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