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Public Service Announcements (PSAs)
Public service announcements (PSAs) are short messages (usually 15-30 seconds) made by non-profit organizations that are run by radio and/or television stations free of charge. They promote the activities or services of non-profit organizations and other announcements that serve community interests. They can be used to raise public awareness of your organization and issue, recruit volunteers and inform the public about an upcoming event.
How to Make a PSA
- PSAs range from written comments, which are read on the radio, to professionally produced films or videos. Public radio stations may be willing to simply read a written PSA over the air, which eliminates production costs. Contact the person who schedules PSAs at the station to find out if this is possible.
- Radio or television stations may be willing to help produce PSAs. They may ask for someone from your organization or group to talk while they are being recorded on film or video for television, or audiotape for radio.
- Using your media list, contact media outlets in your area (include cable TV stations in addition to regular broadcast TV and radio) to find out if they run PSAs. If they do, get the name of the community affairs director.
- Listen to or watch the TV or radio stations you would like to use, so you will know how other PSAs were made.
- Get the facts on how the PSAs should be put together (e.g. length, how many people to include, etc.) and stick to the rules.
Getting a PSA on the Air
- Submit the PSA to the community affairs director or the person in charge of scheduling PSAs by mail or email. Indicate the length of the spot and include a copy of the script for radio or a storyboard for TV. Include a letter along with your name, title, affiliation and contact information. Provide information about your spokesperson and other contacts.
- Follow up with a telephone call to find out whether the station is willing to consider airing the spot.
- If possible, set up a meeting to discuss why your issue is relevant to the local community.
- Submit PSAs at least two weeks before they will be aired.
More Tips
- In general, no media will give you airtime for a subject that is controversial.
- Follow-up on rejections—find out why they won't run the PSA. Try other alternatives.
- Send a letter of thanks whether or not your PSA is accepted.
- Like other media placements, PSAs should provide information the audience can act on.
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