Section 2: Building Media Relations
Types of News Media
Organization Communication
Building Blocks
Guidelines for Media Interviews
Press Releases
Editors' Advisories
Public Service Announcements
Letters-To-The-Editor
Press Conferences
Editorial Board
Internet Strategies
Talk Shows
Developing A Media Plan
Appendices

Link to A Guide for Journalists Who Report on Crime and Crime Victims
Link to Crime Victim Outreach Tip Sheets
SECTION II:
Victim Media Advocacy:
How to Build Positive Relations With the News Media

20. Public Service Announcements

PAGE INDEX

a. Format
b. Content


VCR cassette of a PSA.A public service announcement (PSA) is a brief message aired on radio or television that provides information to the public. The FCC requires that in order to receive or renew a broadcast license, television and radio stations must donate a certain amount of airtime “for which no charge is made,” usually to nonprofit organizations and other community groups. PSAs can air at any time period during which a station broadcasts to the public. Despite FCC regulations, many broadcast media are requesting that organizations pay for what have traditionally been free public service announcements.

a. Format

A PSA’s format may vary, depending upon the submission guidelines of different radio or television stations. You can contact the public service director (also called “community affairs director”) or visit a station’s Web site to determine:

In general, PSAs should be submitted at least 2 weeks prior to when you want it to air, and clarify when you want it to begin and end on air.

PSAs are usually written in 15-, 30-, or 60-second formats (the 1-minute format can also be used as a “broadcast actuality,” which features the spot being delivered on the radio or television by a person from the organization or entity sponsoring its content). Brevity is very important, in general:

The format below is generally acceptable to most broadcast stations:

Organization Letterhead

PUBLIC SERVICE ANNOUNCEMENT
# SECONDS:
START DATE:
STOP DATE:
CONTACT: (Name, area code/telephone number, and e-mail address of primary contact person and organization)

 

CONTENT OF ANNOUNCEMENT (IT IS CUSTOMARY TO TYPE THE PSA DOUBLE-SPACED AND IN ALL CAPITAL LETTERS). ALWAYS END WITH: “FOR MORE INFORMATION, CALL (TELEPHONE NUMBER) OR VISIT (WEB SITE URL).

 

– END –

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b. Content

Multiple hands reaching into the center of a circle (staged with professional models).It helps to assemble a “PSA team” to plan, develop, and deliver the PSA to—

Broadcast stations receive many requests to air PSAs and have a limited amount of time in which to do so. It helps to follow the “5 Ws” in determining a PSA’s content—who, what, when, where, and why—to organize the public service message.

Additional considerations:

You can submit several versions of the same PSA, either with slightly different content and approaches, and/or different lengths.

Office for Victims of Crime (OVC) Public Service Announcements

Close up of a Public Service Announcement Guidebook created for the Office of Victims of Crime.In 2005, OVC produced seven video public service announcements in 20-, 30-, and 60-second formats, including one in Spanish. The PSAs provide general information about crime victims’ rights and services, and offer good examples of PSAs that have general, timeless messages for crime victims and the public. The PSAs can be viewed at: http://www.ovc.gov/publications/infores/psakit/welcome.html. An extensive guidebook was developed specifically for victim service organizations, agencies, and professionals that includes advice about how to create your own PSA Campaign including detailed strategies for how to get them aired or published. The PSA Guidebook is free and available for viewing and/or download at same OVC web address listed above.

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