PSA’s

The How, The Why, and The Because…

Definition of PSA

• Public Service Announcement• A Free Commercial for a non-profit organization• Voluntarily aired for radio, TV… and Public

Access Channels

Other MEDIA… PRINT

• Digital Signs and Banners• Texting• Social Networking Sites• Blogs• Newsletters, Magazines,

and Newspapers• Fliers, Stickers

How to Start

• Choose Your Topic• Consider Your Audience• Grab Your Audience’s Attention• Create A Script• Story Board Your Script• Film Your Footage and EDIT• Find Your Audience and gage their

reaction.

How Do I Start?

• What is your GOAL?• To make someone to TAKE

ACTION

• To MOTIVATE to ACT• Drop off canned goods• Make sure kids are buckled up• Stop Smoking• Avoid drug abuse

Ask Yourself..Is it Important To Me?

• Is this message important enough to broadcast?

• What percentage of the audience will be affected?• Is it relevant to a mass audience?• How important is it to the target

audience?

Examples…

• The Smallville Homeless Shelter is holding its annual food drive from Monday, Nov. 1 until Friday, Nov. 26. If you would like to participate, please bring your canned goods to one of several drop-off points which are located at…

• Son Like Dad

Evaluate

• Whom is the PSA about?

• What is it about?

• Example:• “A can of food probably doesn’t mean that much

to you. You probably have a cupboard full of them. But just a few of those cans will keep a Smallville family from going hungry tonight…”

Use Real Language

• Everyday language is more effective.

• Big words don’t communicate to a broad audience.

Use Emotion• People act based on

EMOTIONALEMOTIONAL reasons

• Facts don’t “sell” (motivate a person to act)

• Emotions sell (tonight many of Smallville’s

children will go hungry.

Make it Personally Relatable

• It’s a conversation with the audience• Have you ever been

hungry?• You can help.

Identify The Organization

• Identify it within the PSA• Make it clear to your audience.

Deliver exactly ONE MESSAGE

• The core message is the one thing you want the audience to hear, to understand, and to remember.

• Don’t have them donate food, money, and time in the same PSA.

Clarity

• Let the audience understand the

message the First time it airs.

• It’s your job to communicate.

Music

• Should all PSA’s include music?

•NO. Use music only when it enhances

the MESSAGE of the PSA.

Sound Effects

• They are fun, but

Dangerous.

• They stimulate a picture in your audience’s mind.

• Don’t use them just because they are fun for you to use.

How long should it be?

• KISS – Keep It Short & Simple

• Determined by the broadcast station that might air it.

• 30-60 seconds.• You need to make it fits

their requirements.

A good PSA must…

• Attract the attention of your target audience.

• Speak to the audience in their own language.

• Relate to their lives.• Deliver One Core Message

with clarity.• Motivate them to ACT.

Citation

• Kansas Association of Broadcasters

• Son Like Dad• Filthy Habit

Interactivity

• Create a 30 second PSA on Second hand smoke.