How to Write a Public Service Announcement

To create a Public Service Announcement that will meet your goals and objectives, there are several things you must address.
1.  Define the PURPOSE of your PSA. What do you want to accomplish by creating a PSA and placing it on TV and/or radio? (Here's a great example: The purpose is to get people to think about joining Peace Corps)

2.  Detail your CALL TO ACTION. Every PSA should have a call to action to make it effective.  What is it that you want people to do after they watch it?  Keep in mind to get a PSA run it can not be time sensitive.  (Here's a great example for the United Way.  Their call to action is "Want to help?  Here's how to learn more) 

3.  Define your TARGET audience. Who are you trying to reach through your PSA? Everybody may be your first reaction to this question, but someone specific is who you want to act.  Think of specific people, demographics and groups that will be most interested in what you have to say and create your PSA to speak directly to them. 

4. Determine which MEDIA OUTLETS will reach them most effectively?  Understanding the best media outlet to target for running your PSA is as important as the PSA itself.  In order to make an informed decision you must first survey existing media outlets in your target area and  prioritize them based on your audience demographics.  Then determine what is the best time of day to reach out to them. For example, if  your desired audience are early risers that commute to work, you want to  reach them between 6 am - 8 am while they are getting ready for work and while they are sitting in their cars.  Of course, for PSA's you don't always have a choice when yours will run, but that's why having a relationship with someone in your media outlet is always an advantage.  It's easier to ask a favor of someone you know.

If you don't already have an inside contact with the media outlet you have determined is best for your specific audience, telephone the station manager in small markets, or the PSA producer for larger markets.  Ask to set up an appointment to learn more about the station and its demographics and to discuss your nonprofit, goals, for creating an effective PSA. 

All TV and radio stations have a block of time that must be made available for PSA's.  Find out as much as you can about all the media outlets that will reach your target audience, and then create a compelling PSA that will tug on the heartstrings and get people to act. 
 

If you would like to learn how to create a PSA for your nonprofit attend our next Nonprofit workshop “How to Create Compelling Nonprofit Videos for Public Awareness and Raising Funds” on September 7^th in Atlanta, GA.  Here’s the details: http://www.purpleduckmarketing.com/pdu.html

If you need help creating a PSA for your nonprofit, please give Purple Duck Marketing a call at (678) 925-3582 (GA) or (425)780-9097 (WA) or visit http://www.purpleduckmarketing.com/ to see our portfolio of videos.