MEET THE PRESS
TIPS ON PUBLIC SERVICE ANNOUNCEMENTS
Public service announcements (PSAs) are short radio or television messages aired free of charge on behalf of community organizations. These messages must contain information beneficial to the community and must not include controversial or self-serving material. Producing and airing PSAs for television is usually more difficult to undertake because of the nature of the medium. Nevertheless, consider the following factors when placing a PSA:
- Contact your public affairs directors at the television and radio stations serving your area. Meet them personally, if you can, to find out their PSA requirements (preferred length and format). Be sure to stress why your Career Academy network is important to your community.
- Ask whether the station is willing to help produce PSAs for your organization. Consider that cable television stations might be more likely to air broadcast PSAs than the local television network affiliates. The cable stations usually have more open airtime to fill and are usually exclusively devoted to promoting community events and news. But the number of viewers reached may be smaller.
When working with a radio or television station to develop a PSA, remember that the station will usually offer one or two approaches:
- It may request that you write the announcement yourself. The local public affairs director or deejay then reads this announcement on the air.
- At other times, the stations will provide studio time for the production of a PSA.
More than likely, you or a colleague will write the PSA. Keep in mind that broadcast copy is written and designed for the way it will be heard. Follow the four basic "Cs" for writing broadcast copy: Keep it clear, concise, conversational and correct.
- Clear copy is easy to understand the first time it is heard.
- Concise copy does not include unnecessary words.
- Conversational copy uses short, upbeat sentences.
- Correct copy contains accurate facts, dates and names.
Use the ACTIVE voice and PRESENT TENSE whenever possible. Ask for action and tell the viewer/listener to contact your organization for additional information (be sure to include your phone number, email and URL).
Write your message to fit the time slot. As a rule of thumb:
10 seconds = 25 words
30 seconds = 75 words
60 seconds = 150 words
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