Public service announcements (PSAs) are run free-of-charge for mostly non-profit organizations. They can be played on radio and/or television, and are most useful for heightening the public's sensitivity to a problem or issue.

Media representatives run PSAs on a space- or time-available basis, often when paid advertising cannot be sold. This usually means late at night or during other off-peak hours. There is limited or no control over when the spot will be run, and it is rare to hear a PSA during drive time. The good news: many stations are required to allocate space for a specified number of nonprofit public service announcements.

How Does It Work?

If an organization has a PSA available for distribution, it should contact local radio and television stations and inquire about their PSA guidelines. Tailoring the PSA to a station's requirements gives it a greater chance of being aired.

Specific Questions

What length PSA does the station prefe

• It's a good idea to send the same spot in different lengths (10, 30 and 60 second spots) to give the station more flexibility when filling unused slots.
• Giving a station different length PSAs will help them with placement.

What kind of tape do they like to receive

• All stations use different tape formats.
• Sending a VHS tape is convenient, but it requires the station to transfer the PSA into their format before it can be used.
• Radio stations prefer receiving spots on compact disc.
• Consider contacting local stations to ask their preference ahead of time.
• When pre-recording a radio spot – keep the following in mind:
  • Pre-recording can be expensive
  • Access to free production equipment can help with costs

Does the station want a tape at all?

• Most radio stations will read public service announcements over the air, rather than air a spot free of charge.
• Many stations prefer that on-air hosts read PSAs … the organization only has to provide the script.
• Consider writing scripts of different lengths and styles to increase the chances of frequent use.
• Listeners will grow tired of the same spot – possibly tuning it out, if it's always the same and played too often.

Getting Help

One way to get help with productions for radio or TV is to ask a local ad club or public relations association to "sponsor" the organization's effort. Communication professionals in these organizations often donate their services to worthy causes.