psa’s the how, the why, and the because… definition of psa public service announcement a free...
TRANSCRIPT
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PSA’s
The How, The Why, and The Because…
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Definition of PSA
• Public Service Announcement• A Free Commercial for a non-profit organization• Voluntarily aired for radio, TV… and Public
Access Channels
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Other MEDIA… PRINT
• Digital Signs and Banners• Texting• Social Networking Sites• Blogs• Newsletters, Magazines,
and Newspapers• Fliers, Stickers
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How to Start
• Choose Your Topic• Consider Your Audience• Grab Your Audience’s Attention• Create A Script• Story Board Your Script• Film Your Footage and EDIT• Find Your Audience and gage their
reaction.
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How Do I Start?
• What is your GOAL?• To make someone to TAKE
ACTION
• To MOTIVATE to ACT• Drop off canned goods• Make sure kids are buckled up• Stop Smoking• Avoid drug abuse
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Ask Yourself..Is it Important To Me?
• Is this message important enough to broadcast?
• What percentage of the audience will be affected?• Is it relevant to a mass audience?• How important is it to the target
audience?
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Examples…
• The Smallville Homeless Shelter is holding its annual food drive from Monday, Nov. 1 until Friday, Nov. 26. If you would like to participate, please bring your canned goods to one of several drop-off points which are located at…
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• Son Like Dad
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Evaluate
• Whom is the PSA about?
• What is it about?
• Example:• “A can of food probably doesn’t mean that much
to you. You probably have a cupboard full of them. But just a few of those cans will keep a Smallville family from going hungry tonight…”
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Use Real Language
• Everyday language is more effective.
• Big words don’t communicate to a broad audience.
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Use Emotion• People act based on
EMOTIONALEMOTIONAL reasons
• Facts don’t “sell” (motivate a person to act)
• Emotions sell (tonight many of Smallville’s
children will go hungry.
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Make it Personally Relatable
• It’s a conversation with the audience• Have you ever been
hungry?• You can help.
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Identify The Organization
• Identify it within the PSA• Make it clear to your audience.
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Deliver exactly ONE MESSAGE
• The core message is the one thing you want the audience to hear, to understand, and to remember.
• Don’t have them donate food, money, and time in the same PSA.
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Clarity
• Let the audience understand the
message the First time it airs.
• It’s your job to communicate.
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Music
• Should all PSA’s include music?
•NO. Use music only when it enhances
the MESSAGE of the PSA.
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Sound Effects
• They are fun, but
Dangerous.
• They stimulate a picture in your audience’s mind.
• Don’t use them just because they are fun for you to use.
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How long should it be?
• KISS – Keep It Short & Simple
• Determined by the broadcast station that might air it.
• 30-60 seconds.• You need to make it fits
their requirements.
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A good PSA must…
• Attract the attention of your target audience.
• Speak to the audience in their own language.
• Relate to their lives.• Deliver One Core Message
with clarity.• Motivate them to ACT.
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Citation
• Kansas Association of Broadcasters
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• Son Like Dad• Filthy Habit
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Interactivity
• Create a 30 second PSA on Second hand smoke.