Many organizations and certain businesses turn to free marketing opportunities to get the word out about what they do. Public Service Annoucements, or PSAs, are perfect for this purpose. These short marketing pieces attempt to accomplish one of several things. One is to inform the public about an important issue, like the need for women over 50 to get yearly mammograms. Another is to provide a warning about something that could put the public in danger, like drinking and driving. They may support a Red Cross blood drive. They can also share information of value to the general public, such as free training provided by a local business. PSAs are one of the best ways to reach a broad cross-section of a market base through radio or television. Restrictions are placed on them by the Federal Communications Commission, as well as the station itself. These restrictions guide the content, subject matter and length of PSAs. They also identify which groups are allowed to take advantage of them. Most PSAs are limited to 30- or 60-second spots run for a specific period of time, usually two to three days. The providing organization or business has little or no control over when PSAs are run. While stations can put them on anytime they choose, they are most often run at times when paid advertisements are scarce. For this reason, PSAs must be written carefully to grab the immediate attention of the audience and succinctly deliver the intended information.
Instructions
Write Radio Public Service Announcements for Radio
1. Contact the local station(s) to which the PSA will likely be sent. Request information about their specific requirements, restrictions and limitations. Most will provide a hard copy of this information, along with a sample PSA.
2. Ascertain the length of the PSA option (30-, 60-, 90-second spots) into which the organization or business fits.
3. Write down the key points that must be covered with the PSA. Always try to answer the obvious questions of who, what, when, where, why and how.
4. Decide best capture the audience's attention at the beginning of the PSA. This can be done with humor or a quotation, by asking a question, making a thought-provoking statement, by sharing a fact, or any other method that will make the audience want to listen. That will become the first part of the PSA.
5. Draft out the PSA with all of the components in place. Use words that will garner the public's attention and urge them to listen to the piece. Example: The Oklahoma Small Business Development Center provides free training and support in developing your company's business plan, a key component to obtaining a small-business loan. Join us on Saturday, June 10, between 8 a.m. and 5 p.m., at Northwestern State University at 2929 W. Broadway, Tulsa, Oklahoma, Room C. We will help you finalize and submit your business plan to the Small Business Administration or to local loan authorities. Your business is our business!
6. Time the drafted PSA to make certain that it fits within the timeframe allowed. If it doesn't, rewrite the PSA until it does.
7. Determine who will record the PSA, if the business or organization is required to provide their own "voice talent." If the radio station will record it, send them the PSA for final approval. If changes are required at the time of recording, perform the rewrite as suggested.
Tags: Public Service, business plan, free training, organization business, Radio Public, Radio Public Service