[stylist] One more piece of info on writing PSAs

[Bridgit Pollpeter]

CHAPTER 12
Public Service Advertisements and Announcements
WHAT ARE THEY?
Because of the expense of advertising time and space and the high cost
of production, many nonprofit organizations consider adding public
service advertising (PSAs) to their strategic communication campaigns.
When placed in print media, PSAs are called public service ads, but when
they run on radio or television, they are called public service
announcements. You will find that PSAs can be very powerful tools if you
can get the right free time and space.
Public service announcements are public communication messages created
by or for nonprofit organizations. Executed well, they persuade, inform,
or advocate for the public good. And they can boost an organization's
visibility and create awareness about issues, events, and programs. The
media runs them free of charge on behalf of the nonprofit organizations.
But therein is the challenge for you as a writer: Because they are
placed at no cost, the competition is high and you have to write
advertising copy and use visuals that are interesting,
attention-getting, and suited to the medium. If this is not done, the
PSA will not get placed.
Aside from cost considerations, the primary difference between PSAs and
paid spot advertisements is that PSAs contain information that is
intended to benefit the target audience. Messages conveyed by PSAs must
include information that is beneficial to the community without being
self-serving, and they should not contain a controversial or political
slant. Topics for PSAs are as varied as the nonprofit sector itself.
They include health and fitness, mental health, safety, environmental
issues, quality-of-life issues for the poor and underemployed, community
events, and, of course, nonprofit fundraising and volunteer and relief
efforts. Nonprofits also use PSAs to advocate and to inform and
influence public opinion.
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The three main types of PSAs are print, radio, and television. Each type
has a distinct style of development, format, and distribution. Target
audiences and budget need to be considered when deciding which type to
use. Depending on how the PSA is being produced, the choice of medium is
also contingent on access to equipment to print, record, or film the
announcement.
WHO GETS THEM?
Target audiences for PSAs are as varied as the topics and subjects
mentioned earlier. Key, of course, is the research to determine the
appropriate target audience. For years, public communicators in the
nonprofit sector were less strategic about their advertising messages
than commercial advertisers were. Now, nonprofit organizations use the
proper research to identify and understand their target audience and to
design a communication campaign strategy. Audiences include donors,
volunteers, teenage smokers, populations at risk for many physical and
mental diseases, the senior population, immigrants, and students. There
are many, many more.
WHAT DO THEY DO?
Public service announcements and ads can convey socially conscious
messages or convey information about public services. The three primary
purposes of PSAs are to inform, persuade, or advocate. In the end,
because the goal is to get the audience to take an action, all PSAs are
persuasive tools. Effective PSAs persuade by emphasizing a particular
interpretation of information and arranging the message so that it has
maximum impact on the audience. A PSA can position ideas in a unique way
so that its message impacts what people understand, reject, or feel
about the subject matter.
PSAs can also take the form of community calendars, listings that air
throughout the day to promote community events. The calendars are often
aired during talk-show programs and news breaks. Community calendars
provide the time, date, and location of local community events sponsored
by nonprofit organizations.
Publications and broadcast stations allot space and airtime free of
charge to promote the messages, special events, and services of
nonprofit organizations. These media outlets are inundated with hundreds
of PSAs each week; therefore, they must be selective when choosing which
will
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run. Due to the heavy volume of PSAs, organizations must remain
competitive in order to get their announcements placed.
HOW DO THEY HELP?
Like paid advertising, PSAs can successfully sell the public on an idea
or a vision. PSAs raise awareness, inspire individuals to act, and
influence public opinion. When produced and executed correctly, PSAs can
reach a broad target audience.
The biggest advantage of PSAs is that publications and radio and
television stations air them free of charge. This makes PSAs extremely
appealing to organizations with small budgets.
WHAT ARE THE PITFALLS?
While PSAs offer many advantages to organizations, there are also some
drawbacks to using them. Because organizations do not pay for the
dissemination of PSAs, they do not have much control over when or where
the PSA is aired or printed. Radio and television stations and print
publications derive their profits from advertisers that pay for time or
space; therefore, the majority of prime placements go to these
advertisers. In contrast, PSAs are placed wherever there is available
time and space, and often this is not the most desirable time or
position. This limitation of PSAs may result in messages reaching the
wrong audience and missing the target audience altogether. Public
communication professionals must work closely with stations or
publications to get the best placement possible.
Another limitation of PSAs is the cost of production. Talent, production
fees, editing, and distribution can cost a great deal of money, and it
is not always possible to include PSAs in every public communication
campaign. Strategic planning of communication campaigns requires
evaluating the budget constraints before finalizing the campaign.
HOW SHOULD THEY LOOK? Style Notes
Effective public service announcements include a strong theme and
message, logical reasoning, and emotional appeal. As with all public
communication products, you should determine that the benefits offered
to the
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audience are tangible and meaningful and that they attempt to satisfy an
emotional need. The communication strategy should consider the target
public and its desires, needs, and values. An effective PSA campaign has
evaluated existing and potential competition and reviewed all the
pertinent facts about the intended message and issues from the position
of the organization and from the position of the organization's
competition.
The PSA should be simply stated with short sentences that are no longer
than 12-15 words. Cliches, slang words, and jargon should be avoided.
Using the active voice, rather than the passive voice, offers a sense of
immediacy. A conversational tone and a strong opening and closing help
make a lasting impression on the audience.
Several structural components are critical to the success of a PSA. In
general, you should include the most important information in the first
paragraph in order to be "up front" with the audience about the purpose
of the PSA. The message should be credible, avoiding exaggerated claims.
Repetition is also an important strategy; it reinforces facts that the
public needs to remember such as dates, times, and telephone numbers.
All PSAs should explicitly state how the information and requested
action helps the audience. Lastly, the PSA should motivate the target
audience to act by telling them where they can go, what they can do, or
who they can call.
PSAs can take many forms including testimonials, interviews, jingles,
and the mini-drama. In a testimonial, a credible spokesperson talks
about how the organization's message worked for him or her. In contrast,
interviews consist of an announcer speaking with a representative of the
organization. Jingles use music and words to make copy more interesting,
entertaining, and memorable. Finally, the mini-drama presents a
dramatization of a situation that the audience may be able to relate to
from having had a similar personal experience.
A PSA needs to identify key elements of the message in the order of
importance beginning with who, what, when, where, and why. This
information must be conveyed clearly and concisely in order to have a
successful play. Lastly, the copy for a PSA has to be written to suit
the medium for which it is intended. Each medium requires a different
writing style.
Format Print PSAs
Print PSAs rely solely on visuals and written copy to attract the
reader's attention. The copy should convey to the audience why the
issue, message, or public service is both desirable and necessary for
the reader. The most important element of print PSA copy is the
headline. It is responsible
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for grabbing the reader's attention, while making a lasting impact. The
remaining copy and any visuals should expand on the headline and
heighten interest. Credible statistics and specific examples are often
used to supplement the information provided in the headline. The copy
should close with a call for the reader to take a specified action.
After its initial production, a print PSA is printed out as camera-ready
art that can be processed into a negative to fit into any publication's
format.
Radio PSAs
The first step in producing a radio PSA is to contact the public service
directors at target stations to determine their preferred format and
length. Typically, radio PSAs are produced in 10-, 15-, 30-, or
60-second lengths. Ten-second PSAs are approximately 25 words; 15-second
PSAs are 38 words; 30-second PSAs are 75 words; and 60-second PSAs are
about 150 words. Longer PSAs are not necessarily more effective than
shorter ones. Even a 15-second spot is enough to convey a message. The
shorter the time allotment, the simpler the PSA needs to be so as not to
confuse listeners with too much information during a short time frame.
In contrast, longer messages need to repeat key information for
reinforcement. Organizations often produce the same PSA in varying
lengths to accommodate different stations' time slots.
A radio PSA script is usually written in all uppercase letters and
double-spaced, which makes it easy for an announcer to read. It should
also include a header with the organization's name, telephone number,
and contact name, plus the title and length of the spot. Printing the
script on paper with the organization s logo adds credibility.
Due to limited time, radio PSAs must focus on one or two important
points. Similar to print PSA headlines, radio PSAs need to begin with a
hook to attract the listener's attention. The organization's name and
telephone number should also be included in the message.
If your organization can afford to do so, you may want to ask members of
the intended target audience to review and comment on the completed
script before production begins. This process may be conducted in focus
groups or on a more informal basis.
Once the script is finalized, production can begin. Most public
communication executives audition voice talent. No more than two or
three voices should be included in a PSA; any more participants might
confuse the listener. It is commonplace to provide different versions of
the same PSA to offer variety.
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Some organizations opt to have the radio station produce the PSA. This
means that the organization's script is read by the station's on-air
talent during regular programming. The benefit of this approach is that
the message receives more credibility because the announcer already has
an established relationship with the audience. But such announcements
are usually aired exclusively on that station. If the PSA is written on
a local agency level, you will likely write the script. If the national
office produces the PSA, it will provide you with written scripts with a
space for local tag lines, copy added to the end of the PSA that gives
local information related to the PSA.
Television PSAs
A television PSA script should have clear objectives and focus on the
most important points of the intended message. As with other types of
PSAs, the communication practitioner will need to check all facts for
accuracy. Because the audience both sees and hears a television PSA,
both camera directions and dialogue must be included in the script. A
television PSA script is usually formatted with two separate columns.
The left column is dedicated to the visual elements, and the right
column includes all audio elements. The script should be double-spaced,
with a header that is similar to a radio PSA header.
If the sponsoring organization has the appropriate resources, it should
consider making two or three different versions of the PSA so that the
same spot will not be played over and over. Television PSAs can range
from 10 to 60 seconds in length; stations should be asked for their
preferred length.
After the script is completed, a detailed production plan should be
developed. The strategy should include details about the filming,
editing, music, and graphics. Special effects and graphics should be
used sparingly because too many of these may distract the audience from
the message. However, one good way to reinforce key messages is to
utilize character generation (often called CG), which is the display of
printed words on the screen.
Television PSAs should remain simple in content. Once the PSA is filmed
and edited, it is a good idea to test it with representatives of the
target audience and other important community members before it is
accepted for broadcast on television. Many organizations leave room in
their PSA for a tag line to be added at the local level. Television PSAs
are also produced directly for local stations. Other organizations may
provide video footage to stations that will edit it. A station announcer
or local
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celebrity can then volunteer to "voice" for the audio. It is important
to work with the station's community relations or public service
director from the outset to make sure you have an outlet for this
expensive tool. As well, this is a good way to build a new relationship
and perhaps get the production assistance you need.
WHERE SHOULD THEY GO?
Distribution of PSAs can be one of the most challenging tasks facing
public communication professionals. However, there are several steps you
can take to help ensure success. The first thing to do is to compile a
complete media list, including newspapers, city and regional magazines,
local trade and business publications, news operations at local radio
and television stations, local cable television stations, and public
broadcast stations. Then you need to research the demographics of each
media outlet to determine access to the target audience.
Again, it is best to contact the person in charge of PSA placement
before the PSA is developed. If this is not the case, prior to
distributing PSAs, you should write a letter to the appropriate contact
person in charge of PSA placement at each media outlet, introducing the
organization and the communication campaign and the importance of the
campaign to the media outlet's audience. The letter should describe the
campaign and its implications for the community. Accompanying the letter
should be the organization's general/introductory media kit and fact
sheet. You should follow up the letter a few days later with a request
for a meeting. At the meeting, emphasize the importance of the campaign
to the station's or publication's audience.
You should contact the community service or advertising department at a
publication to express interest in obtaining a print PSA placement. Some
organizations also provide a tag line that gives credit to the
publication for the donated space.
Again it is important to identify the publication's primary audiences as
well as confirming its style and format. Weekly newspapers, pennysavers
(free weekly shopping guides), and college newspapers are more inclined
to print PSAs than daily papers. National newsmagazines place PSAs for
national organizations and their campaigns.
Radio PSAs are usually directed to the public service directors at local
radio stations and are typically submitted in written script or
pre-produced tape. Written copies are often less expensive and more
effective
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because they will be read by the radio announcer, who is a familiar
voice to the audience. This is usually the radio station's preferred way
of providing the service. If the organization decides to use a
pre-produced version, the public service director can instruct the
organization if a cassette, reel-to-reel, CD-ROM, or satellite format is
preferred. Pre-produced PSAs are accompanied by a hard copy of the
script and are labeled with the organization's name and telephone number
and the title and length of the piece.
Television PSAs are usually sent to station program directors, traffic
managers, or community relations/public service directors. Again,
contacting the station before the production process begins is the best
way to know what the station requires. PSAs that are broadcast on
television can be distributed via videotape or satellite feed. You
should ask the contact person about the preferred tape format. Also,
enclose a hard copy of the script or storyboard including the length of
the spot, local statistics on the issue, and the organization's name,
telephone number, and contact person. A storyboard is a depiction of the
visuals and audio of the actual PSA.
DID THEY WORK?
When executed correctly, PSAs can change public opinion and behavior as
well as inform and advocate. The success of a PSA can be evaluated in
several ways. One measure is to consider the number of media outlets
running the PSA. This is an indication of the organization's success in
persuading stations and publications of the urgency and importance of
the message. Media outlets can report to the organization how many times
the PSA ran and, in the case of radio and television, at what times. You
can then use this information along with the average number of viewers,
listeners, or readers to estimate how many people the PSA reached.
PSAs themselves often become a source of media attention, bringing more
media coverage to an organization than even the PSA itself might have
achieved. Organizations can estimate the PSA's exposure by the amount of
media attention and viewer feedback it receives.
An Example Gallery for
Public Service Advertisements and Announcements begins on the following
page.
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Example Gallery Public Service Advertisements and Announcements
CLIENT:      Emerald Heights Office of the Mayor        TIME: :30
seconds
TITLE:        Help Save Our Water DATE: August 22,2004
SFX: WATER RUNNING IN BACKGROUND FEMALE V/O:
RAINFALL IN THE EMERALD HEIGHTS WATERSHED IS AT A 12-INCH DEFICIT FOR
THE YEAR AND THE EMERALD HEIGHTS RESERVOIR IS 10 INCHES BELOW ITS NORMAL
LEVEL.
FEMALE V/O:
IN ORDER TO EASE THE DEPLETION OF OUR AREA'S WATER SUPPLY, PLEASE
CONSERVE WATER AS MUCH AS POSSIBLE. LIMIT WATERING OF LAWNS AND SHRUBS,
OR CLEANING AUTOMOBILES OR BOATS; AND ELIMINATE ORNAMENTAL USES OF WATER
IN ARTIHCIAL WATERFALLS AND REFLECTING POOLS.
MAYOR JUDITH GOLD:
HI, I'M JUDITH GOLD, MAYOR OF EMERALD HEIGHTS, HERE TO ENCOURAGE ALL
RESIDENTS OF EMERALD HEIGHTS AND THE SURROUNDING AREAS TO SCALE BACK ON
WATER USAGE IN RESPONSE TO OUR CURRENT DROUGHT CONDITIONS.
MAYOR JUDITH GOLD V/O:
PLEASE HELP SAVE OUR WATER. I THANK YOU AND YOUR NEIGHBORS THANK YOU!
A city government public service announcement storyboard designed to
persuade.
O HEADER: Includes the organization's name; title, length, and date of
the spot; and the name of the writer or producer.
@ SOUND EFFEQS: Sound effects (SFX) directions in italic.
150
Example Gallery Public Service Advertisements and Announcements
CLIENT:       Emerald Heights Office of the Mayor        TIME: :30
seconds
TITLE: Help Save Our Water DATE: August 22, 2004
page 2 of 2
MAYOR JUDITH GOLD
FOR MORE INFORMATION ABOUT THE CURRENT DROUGHT CONDITIONS, CONTACT THE
MAYOR'S OFFICE DROUGHT HOTLINE AT 555-2211.
@ CONTAQ INFORMATION: The last shot includes information that viewers
need to take action.
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Example Gallery Public Service Advertisements and Announcements
CLIENT:      Formative Enterprises TIME: :30 seconds
TITLE: Get Fit, It's Fun!!! DATE: May 10,2004
MALE V/O: Summer means kids are out of school and looking for things to
do.
MALE V/O: Why not keep your kids fit? Encourage your kids to exercise.
MALE V/O: Regular exercise is an important tool for children to improve
their cardiovascular system, strengthen their growing bones and sustain
good mental health.
MALE V/O: There are many ways for your children to exercise.
Television commercial storyboard for a corporate responsibility program.
O HEADER: Includes the organization's name; title, length, and date of
the spot; and the name of the writer or producer.
@ FORMAT NOTES: Video elements in the left column depict the shot to
appear on the video screen. Audio elements, or copy, on the right side
coordinate with the visuals on the left.
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Example Gallery Public Service Advertisements and Announcements
CLIENT:       Formative Enterprises TIME: :30 seconds
TITLE: Get Fit, It's Fun!!! DATE: May 10,2004
page 2 of 3
MALE CHILD #1: Like bicycle riding and skate boarding!
FEMALE CHILD #1: Or playing soccer or swimming!
MALE CHILD #2: What about tennis or running?
FEMALE CHILD #2: Or even jumping on my trampoline?
MALE V/O; Yes, all of those activities are fun and great exercise.
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Example Gallery Public Service Advertisements and Announcements
CLIENT:       Formative Enterprises TIME: :30 seconds
TITLE: Get Fit, It's Fun!!! DATE: May 10,2004
page 3 of 3
MALE V/O: So sit down with your children and see what type of exercise
they might enjoy.
ALL VOICES: Get fit, it's fun!!!
FEMALE V/O: For more information on fitness for kids, call
1-800-555-2233.
O CONTAQ INFORMATION: The last shot includes information that viewers
need to take action.
154
Example Gallery Public Service Advertisements and Announcements
CLIENT:       Emerald Heights Office of the Mayor        TIME: :30
seconds
TITLE: Help Save Our Water DATE: August 22,2004
MAYOR JUDITH GOLD:    HI, I'M JUDITH GOLD, MAYOR OF EMERALD HEIGHTS,
HERE TO ENCOURAGE ALL RESIDENTS OF EMERALD HEIGHTS AND THE SURROUNDING
AREAS TO SCALE BACK ON WATER USAGE IN RESPONSE TO OUR CURRENT DROUGHT
CONDITIONS.
IN ORDER TO EASE THE DEPLETION OF OUR AREA'S WATER SUPPLY, PLEASE
CONSERVE WATER AS MUCH AS POSSIBLE,
LIMIT WATERING OF LAWNS AND SHRUBS. DON'T CLEAN OFF AUTOMOBILES OR
BOATS; AND ELIMINATE ORNAMENTAL USES OF WATER IN ARTIFICIAL WATERFALLS
AND REFLECTING POOLS. WITH YOUR HELP WE CAN AVOID FUTURE MANDATORY
RESTRICTIONS.
PLEASE HELP SAVE OUR WATER. I THANK YOU AND YOUR NEIGHBORS THANK YOU.
FOR MORE INFORMATION ON THE CURRENT DROUGHT CONDITIONS, CONTACT THE
MAYOR'S OFFICE DROUGHT HOTLINE AT 555-2211. THE HOTLINE'S NUMBER AGAIN
IS 555-2211.
An audio PSA produced by a local government to encourage residents to
assist in alleviating the water shortage
O HEADER: Includes the organization's name; title, length, and date of
the spot; and the name of the writer or producer.
@ BODY: Copy should be triple -spaced in all uppercase letters.
R FORMAT NOTES: All telephone numbers should be repeated at least two
times.
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Example Gallery Public Service Advertisements and Announcements
CLIENT:      Formative Enterprises TIME: :30 seconds
TITLE: Get Fit, It's Fun!!! DATE: May 10,2004
SFX: Distant sounds of kids playing in a park
MALE V/O: SUMMER MEANS KIDS ARE OUT OF SCHOOL AND
LOOKING FOR THINGS TO DO.
MALE V/O: WHY NOT KEEP YOUR KIDS FIT? ENCOURAGE YOUR KIDS
TO EXERCISE.
MALE V/O: REGULAR EXERCISE IS AN IMPORTANT TOOL FOR
CHILDREN TO IMPROVE THEIR CARDIOVASCULAR SYSTEM, STRENGTHEN THEIR
GROWING BONES AND SUSTAIN GOOD MENTAL HEALTH,
MALE V/O: THERE ARE MANY WAYS FOR YOUR CHILDREN TO EXERCISE.
MALE CHILD #1: LIKE BICYCLE RIDING AND SKATE BOARDING!
SFX: Sounds of a skateboard
FEMALE CHILD #1: OR PLAYING SOCCER OR SWIMMING!
SFX: Kids playing in a swimming pool
MALE CHILD #2: WHAT ABOUT TENNIS OR RUNNING?
SFX: A ball hitting a tennis racquet
FEMALE CHILD #2: OR EVEN JUMPING ON MY TRAMPOLINE?
MALE V/O: YES, ALL OF THOSE ACTIVITIES ARE FUN AND GREAT
EXERCISE.
MALE V/O: SO SIT DOWN WITH YOUR CHILDREN AND SEE WHAT TYPE
OF EXERCISE THEY MIGHT ENJOY. HELP THEM KEEP FIT, IT'S FUN!!!
An audio PSA developed by a for-profit organization to inform the public
about the importance of kids' exercise
O HEADER: Includes the organization's name; title, length, and date of
the spot; and the name of the writer or producer.
@ SOUND EFFEQS: Sound effects (SFX) directions in italic.
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