How to Write a PSA

HOW TO WRITE A PUBLIC SERVICE ANNOUNCEMENT

The definition of a Public Service Announcement (PSA) is a concise, message (usually community oriented) that will play over the airwaves of the local radio or television station at no cost to the announcing organization.

Under law, these stations are required to make these announcements for non-profit organizations within the country. Public Service Announcements are written and designed to bring information to the community to raise interest and awareness to events and causes associated with the advertising organization.

It is vital that the PSA be concise and instructive in providing the required information in as few words as possible. Oftentimes PSAs are heard over the radio while driving a car and it is not safe or convenient to write information down. So, be selective in the wording and make a statement or ‘hook’ that the driver will remember and look-up at a later time.

Some important and required information is needed about the organization in order to make the Public Service Announcement's receipt, consideration, and airing possible.

A website instruction from a Radio and/or TV station should be precisely followed in order to get attention to your PSA request. The following is a typical instruction from a station:

To Submit a PSA please email our Public Affairs Director with the following:

• 501(c)(3) Charity/Nonprofit official name – The organization must be a 501(c)(3) tax-exempt, non-profit organization with local, State, or National recognition. include the EIN and/or State Registry Number to show authenticity.
• Description of event, initiative or cause
• Name of event, date, time and location, and a website if there is one.
• Description of who your organization benefits, and how donations work (what portion of the proceeds go to the beneficiaries)
• Your name, title and phone number

THE GROUND RULES for a SUCCESSFUL 'PSA'

WEBSITE CONNECTION

Be sure to include all information provided in the PSA on your website announcements page so that when a station or a listener wants to follow-up for more input, it is easily available.

AUTHENTICITY

• Be sure to include information that is correct and can be verified if questioned.
• Use organizational letterhead
• Have organizational lead representative, hopefully director or responsible event coordinator
• Include organizational website information and any social media accounts

CONCISE and DIRECT

• Writing a document that includes all kinds of information about the event is great for understanding the event
• But when it is time to write the PSA, reduce the announcement down to under 30 seconds if possible
• The PSA should ONLY reference the actual event and nothing else
• Write the PSA as if talking to someone in person – common, understandable language
• Duration of a PSA: it is always best to provide OPTIONS for the Radio/TV station to use as their time slots are scheduled to the precise second during their airtime.
  • 60 second spot – 150 to 180 words
  • 30 second spot – 65 – 90 words
  • 15 second spot – 30 to 50 words
• Sometimes the station will write the PSA from a longer script submitted, but is always important to provide scripts of alternate duration because that way YOU get the wording exact to your purpose.

PURPOSE of the PSA

• Messaging is the secret to a successful Announcement
• Write: Important facts about the event to bring awareness and interest to the event
  • Contact information
    • Who is hosting the event – Name of Organization
    • Phone Number
    • Website
    • Caution: Avoid email addresses as they can be confusing and difficult to write down quickly
  • Again, include ‘What the Event is and Who it is for’
    • Date
    • Time
    • Location
    • Cost (if any)
• PSAs are a powerful mechanism – they allow non-profits, at no cost but time to:
  • Tell a story
  • Promote a cause
  • Incite change
  • Raise awareness
  • Educate the public

DOCUMENTATION

• Grab the listener at the beginning of the announcement – create a phrase that is understandable and memorable – a ‘hook’
• Be real and reasonable in what the PSA says
• Provide information for the next step for the listener – dates, times, tickets

IN CLOSING

Although Radio and TV stations are required by law to help non-profit organizations promote their events and activities as a ‘public service,’ the stations are self-limited in how many time slots they can allot due to their regular programing needs and schedules.

• Remember your organization is not the only one submitting PSAs
• Radio or TV stations plan certain amounts of time during the 24-hour day for the announcements
• A PSA may air at 2:00am or at 2:00 pm. It all depends on the slot availability
• A weeding process certainly takes place by the station, so the ‘hook’ is ALSO for the station representative making the decision as to whether to air your PSA or not
• Follow up with the station to see if your PSA made the schedule or not. If not, what can be done to make it more interesting for the air waves?
• EFFECTIVENESS of the PSA – The Public will INFORM!
  • Ask attendees to the event how they heard about the event
  • What was their opinion about the approach to ‘get the word out?’
  • Do these attendees have any suggestions for future advertising of events