public service announcement
A Public Service Announcement (PSA) is a non-commercial advertisement broadcast on radio or television for the public interest. A requirement of the Federal Communications Commission (FCC) is that stations donate a certain amount of airtime to serve the public and the community and often feature nonprofit events or services. Your PSA may take the form of anything from a 10 - 80 second radio spot, a minute long TV commercial, or a half page print piece in a local newspaper. While there is a considerable amount of variability in each format, following general guidelines will help shape a successful PSA.
TV, Radio, or Print
Most public radio and TV stations have a community calendar for which they will announce events to the public. Many local newspapers have community calendars as well, for which print PSAs are appropriate. Decide which format makes the most sense for your target audience as well as budget costs before you begin, and interface with the station or publication well in advance to know each venue’s specific formatting requirements.
Getting on the Air
Contact with a public service or advertising director is will help get your PSA published. Delivering your PSA in person will allow you to meet the staff and hand them the PSA along with information about your conservancy and a cover letter, which offers more information on the event/news.
TV, Radio, or Print
Most public radio and TV stations have a community calendar for which they will announce events to the public. Many local newspapers have community calendars as well, for which print PSAs are appropriate. Decide which format makes the most sense for your target audience as well as budget costs before you begin, and interface with the station or publication well in advance to know each venue’s specific formatting requirements.
Getting on the Air
Contact with a public service or advertising director is will help get your PSA published. Delivering your PSA in person will allow you to meet the staff and hand them the PSA along with information about your conservancy and a cover letter, which offers more information on the event/news.
Writing Tips
- Determine your target audience and pick a format/venue that matches their needs
- Decide on a message and state it clearly and concisely
- Make the benefit known to the audience at first glance, they’ll want to know “what’s in it for me”
- Consider necessary visual/audio components—action shots are often more compelling than not
- Keep it concise—a thirty second radio spot includes only about 75 words or 150 syllables
- Write Public Service Announcement centered at the top of page
- Include contact person, position and all pertinent contact information (phone, fax, address, email, and conservancy website)
- Include compelling headline that states purpose and importance in one sentence
- Follow with concise and clear PSA content
- Finish with ###
- Include cover letter and background information on conservancy and/or project