A public service announcement (PSA) is a free public service message that is broadcast by the media to promote public awareness and influence behavior. They are known as a public information film (PIF) in the United Kingdom, and an announcement in the public interest in Hong Kong (API).
PSA Writing Instructions.
A public service announcement (PSA) is a brief, community-oriented message that radio stations broadcast for free in order to fulfill their responsibility to serve the public interest.
Non-profit organizations may use PSAs to generate awareness about the services they give at a low cost. PSAs are sent to radio stations as audio files, which are usually 30 or 60 seconds long. Scripts for announcers to read live on-air may be included with these files. They may be targeted to certain demographics and markets via suitable distribution.
Radio stations care about their communities and want to help you spread the word about your non-profit. However, depending on the time of year and the regions you’re targeting, there might be hundreds of different groups vying for airtime.
Here is a list of the top five things you can do to guarantee your message reaches and connects with the correct audience when you plan, create, and produce your public service announcement.
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What makes a PSA successful?
When creating a PSA, you may use a variety of aesthetic methods. Choose the one that is most relevant and effective for the message you want to convey.
- It piques the audience’s interest.
- The message is simple and straightforward.
- The message is backed up with data about the subject.
- The audience can empathize with individuals who are touched by the problem.
Be honest with yourself.
PSAs must be tied to a local or national 501(c)(3) tax-exempt, non-profit organization. Include a request on your organization’s letterhead, signed by your communications director or your president, to guarantee that your public service message catches the attention of radio station public affairs directors.
You should also send them to your organization’s website and social media sites, where they may learn more about it. If you’re involved in your community and making an effect, it’s important that you’re visible online, since this will help build your credibility and boost your chances of getting your message broadcast. Every station has its own screening procedure, however here’s an example of a station’s criteria for submitting a PSA through their website:
Please send an email with the following information to our Public Affairs Director:
- The official name of 501(c)(3) charity or non-profit
- event, initiative, or cause description
- Name of the event, date, time, and location, as well as a link to the event’s website, if available.
- Who your organization helps and how contributions function are described in detail (what portion of the proceeds go to the beneficiaries)
- Name, position, and contact information
Keep it simple, easy, and fast.
Making it simple for stations to access the PSA and respond is crucial to getting a quick response. Give them an easy way to download the PSA and script from a website, as well as an automated way to notify you if they use it.
We used to record the PSAs onto CDs and mail them to stations along with an introductory letter, a copy of the script, and a self-addressed stamped postcard for them to respond to. It worked fine back then, but now that we submit our PSAs digitally, we have a much higher rate of participation and a much more trackable response.
Choose your format and delivery method with care.
It’s ideal to make two versions of your public service announcement: a:30 second (65-90 words) and a:60 second (150-180 words), and provide the scripts for each, or alternative scripted versions.
Some stations will not run the produced item, instead of having one of their presenters read it live on the air – this is known as a “live reader.” After numerous stations wanted something shorter than the 30-second option, we created recorded versions of a 60-second and 30-second PSA, as well as a 15-second live reader script for an American Cancer Society PSA.
Follow-up and Tracking
“Due to the volume received, we are not able to acknowledge receipt of your contribution,” some radio stations may state. This is why it’s critical that your campaign follows up with as many stations as possible through phone calls and emails.
This follow-up call is another chance to sell your cause and encourage the station representative to run your PSA.
Make it as simple as possible for stations to react to your request for a PSA, even if the response is “no, thank you.” We’ve had a lot of success with putting a brief response form on the same online page where stations may get audio and scripts.
We utilized an online form and followed up with emails and phone calls for a recent PSA on opioid abuse targeted to the state of Illinois, and almost half of the responding stations ran it as recorded or did live readings.
 Determine Success – What constitutes a satisfactory response?
The frequency and length of public service announcements vary widely across stations. Depending on how many other PSAs they are showing at the same time, some of the larger stations may only commit to daily airings for a few weeks. If the material is “evergreen,” that is, if it isn’t tied to a single event in time and doesn’t include information that expires, it may be placed in on-air rotation for many months. Expect a wide range of broadcast dates and times.
Because it’s hard to tell how many other groups are vying for airtime on certain stations, a utilization percentage of 35-50 percent is considered a success. Anything more than 50% is a home run!
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Your Public Service Announcement’s Next Steps
Radio PSAs are a low-cost, community-focused form of communication for nonprofit groups. While there are expenses related to writing, production, targeting, distribution, tracking, and reporting, the radio airtime you get is ultimately free.
Radio touches around 243 million people every week. At MediaTracks Communications, we’re committed to spreading your message and advancing your cause via AM/FM radio. A well-written and produced public service announcement may provide your organization and the communities it serves a lot of visibility and value.
We provide a complete spectrum of PSA services, including writing, production, station targeting, distribution, tracking, and reporting, to guarantee that your message reaches the largest potential audience. You may find out more about it here or call us right now to get started.
