The text refers to informational and advocacy PSAs. What they refer to as informational are more likely to be issued as press releases which will be re-written by the radio or TV station or network's news editors. Of course virtually all spots impart information as well as seeking to motivate action.
The process of preparing a PSA is similar to that for commercials. Your approach may include these steps:
1. Research the organization and gain an understanding of its goals so you can frame the message effectively. This corresponds to product research in advertising.Radio PSAs.2. Analyze your target audience. Work with the organization to determine who is likely to need this information and/or identify with this message.
3. Based upon #1 and #2, select motivating appeals that will increase interest and, hopefully motivate action.
4. Select a format that will work well based upon items 1-3. These may include:
a. Dramatic- involves a plot with the product identified with the hero
b. Problem/Solution- product should provide solution
c. Demonstration- works well on television
d. Testimonial- very tight regulations when actors or celebrities do these
e. Spokesperson- straight pitch by a trusted talent
f. Symbolism- used for products with intangible benefits such as perfume
g. Special Effects- good for getting attention, but may overshadow product
Some factors to consider when writing PSAs for radio:
1. Radio is the most personal medium, so target the individual (even more than in TV)Television PSAs.2. Radio stations are usually tightly formatted, so each PSA has to be crafted carefully for a particular format (and corresponding target audience). It may take several different spots placed on different stations to reach your client's entire target audience.
3. PSAs intended to be aired without charge should be offered in 10, 20 and 30 second versions. PSAs intended to be sponsored should probably be 30 or 60 seconds with the last 5 seconds left open for the sponsor's tag.
4. Radio images are created between the ears rather than out on a screen. Try to make your spots evoke vivid mental images. The tools you have to work with are:
a. Voice- choose talent carefully to evoke the tone you want
b. Music- this is very powerful in setting the scene and mood
c. Sound Effects- these help create mental images (usually best created or edited from canned SFX)
Television stations are even less likely to run PSAs without charge than radio stations. Since television is formatted around 30 second units, virtually all PSAs intended for TV, sponsored or free, should be 30 seconds in length (actually 29 seconds and 20 frames precisely). Sponsored spots should leave at least 4 seconds for the sponsor's audio and video tag.
Make sure the visual elements support the audio message. Research has shown that visual images that are overwhelmingly depressing or disturbing (i.e. starving children or massive storm damage) actually cause aversion (channel changing) and are ineffective in motivating positive action.
Virtually all of the production notes in the text are out of date. TV stations generally will not even consider producing a PSA themselves. With small production houses able to produce extremely high quality video spots for very modest fees, any organization seeking TV exposure should submit a polished spot adhering rigidly to broadcast standards and the requirements of the local station or cable service. Many stations will accept spots on DVD or miniDV cassettes.
Issue spots and political ads are not PSAs under the current use of the term and will be discussed under advertising.
