Tips for Success

The Script

While much effort goes into the first couple words of a PSA, the entire script should be written in a way that keeps the audience listening.

• Grab the listener's attention with a creative opening, but don't place any important information in the first couple seconds.
• Use interesting sound effects or music, situations that intrigue the listener, or show relevance to interests or problems of the listener.
• The "tag" at the end of the PSA is probably the most important part of the PSA. It is usually the "call-to-action," and tells listeners what the organization wants them to do.
• List the name of the organization, a slogan and phone number, or important dates. Always repeat the phone number at the end.

Post-Production

Once a PSA is written and produced, the organization should meet or call public service directors at local radio and television stations. (Including cable)

• Be prepared to give a brief overview of the organization, campaign or event.
• Public service directors get PSAs from hundreds of applicants. The more information he/she has about the program, the better he/she will be able to make an informed decision and hopefully, put it on the air.

Measuring Success

• If PSAs don't air (and sometimes they may not) call the station and find out why it didn't air. There may be a way to improve the chances next time.
• Determine how to measure the impact of the PSAs. Use short surveys at the event to find out why people attended, etc.