Public Service Announcements ["PSAs"]

Despite all of the dramatic changes in government regulation and ownership rules that have taken place in the last few years, most local radio stations still offer nonprofit organizations the opportunity to have messages broadcast at no charge. These are referred to as public service announcements . . . or "PSAs."

PSAs may contain information about the organization or its mission. They may also provide details about upcoming events. Because the air time is provided free of charge, you will not have any guarantee that your message will be aired, or any control over what time of day or how often it will air. Normally, you will not be permitted to solicit transactions, such as pledges, memberships or the sale of any product or service. You may, however, offer a phone number, address or Web site so that listeners can get in touch with you.

PSAs can be an effective, low-cost technique for generating widespread awareness of your Brain Awareness Week activities, and for stimulating requests for related information. Keep the following guidelines in mind:

• Most stations will only accept PSAs from nonprofit organizations.
• You should contact the Public Affairs or Public Relations Manager for the station. [Check with the station in advance for exact name and title.]
• Choose stations whose formats best match the audience segment you are trying to reach. For example, news/information and talk stations reach better educated and opinion leader audiences. FM stations that feature "adult oriented" music are often effective for reaching younger adults.

• The quality of the writing and a creative approach increase the odds that your message will be selected from all of those submitted.
• Most stations will use or adapt a script that you prepare. Some stations will accept pre-recorded messages on tape, cassette, or CD, but it's best to check with the station for their preference.
• Maximum length is normally 30 seconds. Stations that offer a daily "Community Calendar of Events" feature may limit that type of message to 15 seconds. Again, check with the station for their requirements.
• Most stations require that you submit the announcement 2-4 weeks prior to the time frame during which you would like it to air. [Some stations ask that you fax or e-mail the information.]

Sample 30-Second Public Service Announcement