psa video assignment rubric

MyTube: Changing the World With Video Public Service Announcements

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• Instructional Plan
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Chances are that your students are all watching and enjoying videos found on the popular website YouTube.com. Take advantage of their interest—and practice important critical thinking and literacy skills—by having them make and edit their own videos that deal with important social, economic, and political topics. First, students will watch examples of online public service announcements (PSAs) and probe the multiple meanings of these video texts by asking challenging, open-ended questions. They use their responses and a Persuasion Map tool as a basis for writing scripts for their own PSAs. Students then create short video clips and use Windows Movie Maker to edit their videos.

Featured Resources

Persuasion Map : This tool provides an easy-to-use graphic organizer that will help students visually organize and support their persuasive ideas.

From Theory to Practice

In a multiliteracies classroom, students must learn how paper, live, and electronic texts interact with semiotic systems (aesthetics and visual, nonverbal communication, text semiotics, and language/language-based codes) and how these work in social, cultural, economic, and political contexts.

Common Core Standards

This resource has been aligned to the Common Core State Standards for states in which they have been adopted. If a state does not appear in the drop-down, CCSS alignments are forthcoming.

State Standards

This lesson has been aligned to standards in the following states. If a state does not appear in the drop-down, standard alignments are not currently available for that state.

NCTE/IRA National Standards for the English Language Arts

• 6. Students apply knowledge of language structure, language conventions (e.g., spelling and punctuation), media techniques, figurative language, and genre to create, critique, and discuss print and nonprint texts.
• 7. Students conduct research on issues and interests by generating ideas and questions, and by posing problems. They gather, evaluate, and synthesize data from a variety of sources (e.g., print and nonprint texts, artifacts, people) to communicate their discoveries in ways that suit their purpose and audience.
• 8. Students use a variety of technological and information resources (e.g., libraries, databases, computer networks, video) to gather and synthesize information and to create and communicate knowledge.
• 11. Students participate as knowledgeable, reflective, creative, and critical members of a variety of literacy communities.

Materials and Technology

• Digital video camera
• Windows Movie Maker ( download )
• Computers with Internet access
• Transparency and overhead projector
• LCD Projector (optional)
• Using Movie Maker to Create Public Service Announcements instruction sheet
• Evaluating the Products handout
• Reflecting on the Process handout
• PSA Outline handout
• Procedural Prompts for Questions

Preparation

Student objectives.

Students will

• Study what makes a persuasive argument by critically analyzing different public service announcements (PSAs)
• Learn the question-finding strategy and apply it to a topic of interest
• Practice persuasive writing by creating PSA scripts
• Use a variety of media techniques to enhance what they have written in their scripts and create and edit video PSAs
• Use video techniques and persuasive writing strategies they learned about while creating their own PSAs to evaluate those of their peers

Homework (due at the beginning of Session 2): Have students search a variety of media sources including newspapers, magazines, television, and a variety of Internet sources for information about obesity and healthy eating (or the topic you have chosen for their PSAs). They should bring these to class in the form of original sources (Internet documents can be printed) and notes they wrote. You can also ask students to look at the Bullseye video on the AdCouncil: PSA Gallery website or can show it to them before Session 2.

This session should take place in a computer lab or a classroom equipped with one computer for each group of students. Students should bring their outlines from Session 2.

Homework (due at the beginning of Session 4): Students should visit the Let's Make Movies! website. They should then use the outlines they created to make a storyboard and shot list for their video. You might also want to give them time during class to rehearse before they film during Session 4. They should collect any props they will need as well.

As many groups as you have cameras should film their PSAs at a time; remaining groups can rehearse until it is their turn. Assist as necessary–you can either film for them or allow them to film with your guidance. Once students are done filming, you can download all files into one computer and then save them to a USB flash drive. You can also have students download their files directly from the video camera during the next session.

This session should take place in a computer lab or a classroom equipped with one computer for each group of students. Students should work on their PSAs in their groups. They should follow the instructions on the Using Movie Maker to Create Public Service Announcements (PSAs) handout to edit and render their PSAs.

• Set up a video-short center where students can post relevant topics and continue to create PSAs on important topics throughout the year.
• Students can also create audio-only PSA podcasts. The Tech-Ease website has video tutorials for podcasting with Audacity (for Windows users) and podcasting with Garageband (for Mac users).

Student Assessment / Reflections

Students should use the Evaluating the Products and Reflecting on the Process handouts to assess their own and each other’s work. Use these evaluations to complete your own assessment of student knowledge of the lesson objectives. In addition, keep your own anecdotal notes as students work through the various media techniques and elements of persuasive writing.

• Student Interactives
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The Persuasion Map is an interactive graphic organizer that enables students to map out their arguments for a persuasive essay or debate.

Students research engineering careers and create poetry to understand the vocabulary of STEM (science, technology, engineering, and mathematics).

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Creating PSAs Engages Students in Writing

Having students design public service announcements for topics they care about can boost their digital literacy skills.

Walk the hallways of any middle or high school, and you will see students immersed in their digital worlds. Our students write, read, listen, and speak every day using their cell phones, iPads, computers, AirPods, and watches. For many writing teachers, having students tap into these digital and multimodal literacy practices offers an exciting way to break away from print-only forms of written communication. For others, it can feel challenging to bring unfamiliar or ever-evolving multimodal genre forms into the formal curriculum. Cynthia Selfe (2008) writes, “The traditional language skills of reading and writing are, in short, converging with new multimodal literacy practices and feeding off each other in ways that make learning exciting and challenging for students and teachers from kindergarten to college” (p. 86). Whether eager or anxious about including digital literacies in our writing curriculum, it is impossible to refute the importance of exposing students to multimodal forms of writing and reading. We want to tap into their own digital skills and interests as part of preparing them to be 21st-century writers.

The National Council of Teachers of English (2019), has offered position statements calling for the inclusion of multimodal literacy practices (designing through different genres of communication, including linguistic, visual, and audio) into the curriculum. The PSA is a perfect example of a genre that allows students to take up digital forms of literacy. It also requires students to write and communicate persuasively, use research, develop a sophisticated understanding of their audience and purpose, and inform or teach. Additionally, the PSA allows students to write for a public audience beyond the teacher and their peers.

The PSA is a form of multimodal communication that persuades the audience to act, much like an advertisement, but with no fees attached. PSAs promote federal, state, and local government programs or nonprofit organizations. Iconic PSAs such as “This is your brain. This is your brain on drugs” from the 1980s or “Friends don’t let friends drive drunk” often help define a cultural or historical moment. For example, as the COVID-19 pandemic roared, highways had large, digitized PSAs encouraging people to get vaccinated. Health departments had launched public service campaigns and messaging to support vaccination, masking, social distancing, and testing. PSAs are used to encourage people to shift their behaviors.

They can be a source of controversy and public debate. For example, a highway PSA became controversial in Arizona because of the pro-vaccine messaging. The PSA message, “Want to return to normal? Get vaccinated,” outraged a state senator, who objected to it by posting a picture of it along with her opinion about it on social media. “Seen in Communist China today. Oops, I mean Arizona.” The next day, the PSA was removed from all highway signs ( Arizona Republic , 2020). This is one example of how this genre can inform and stir reaction.

PSAs have been part of written and visual communication throughout history. They were created and distributed during the suffrage movement to encourage or discourage the vote for women and during the world wars to boost morale during incredibly challenging times in the country. They have also promoted public health campaigns such as anti-smoking, hand washing, and vaccination. You may want to share a brief history of this genre with students so they can see its cultural and historical relevance along with the shifting genre expectations.

Assignment Details

PSAs generally promote positive social behaviors through information and a call to action by mixing visual or digital and textual elements that share clear and concise messaging. They are published for television and video, blogs, digital and print media, radio, and billboards. The audience and purpose often determine the medium. Some students have limited to no experience with PSAs and how they operate in the world, but many have experience reading PSAs. Ask what PSAs they have seen recently. For example, I recently asked my first-year college students what knowledge they had reading or writing PSAs. While none of them had ever created a PSA of their own, many of them referred to ones they had seen on Twitter in connection to the Black Lives Matter movement. Others shared that they had seen PSAs in support of Palestine during a recent series of bombings in Gaza, and another student shared a PSA she had seen recently advocating for Pro-Life. 

Hearing examples of the connections students have with this genre is a powerful way to share its relevance in their lives. I also share examples of PSAs from history, so students may see how this genre has evolved over time. A few great resources for these can be found through the Washington Post ’s “The Top 10 PSAs of All Time,” the PSA Research Center’s “A Brief History of Public Service Advertising,” and the Poster House’s “A Brief History of PSA Posters.”

The PSA is an opportunity for students to dive into the research and writing of an individual or shared topic (e.g., the unhoused population) to figure out what they believe about it and, next, what they want people to know and do differently. You can start students thinking about their topics for the PSA assignment by asking them to respond to this prompt: “Something I know and believe about that I want others to know and believe is _____.”

A sentence starter is a quick and effective way to have students begin brainstorming topics and thinking about issues they care about deeply. Instead of having students choose the topic, you might want to select a current topic in the community that students see or hear about frequently or that feels particularly relevant in the present moment. Or you could pick an issue directly related to a book you are reading as a class, so the writing of the PSA is a direct extension of the reading curriculum.

When inviting students to create PSAs, you can offer the choice between making a print, video, audio, or combined video and audio PSA. This gives students some ownership of presenting their topics and allows them to play with and learn about various digital tools and design elements. You can also keep things simple and have students create analog PSA posters to display at school or in the community. An example of a PSA assignment for sixth–12th grades offers three choices in mode. Students can create a written and visual analog poster, a digital PSA video, or a recorded PSA audio. This may be modified to fit grade level and purpose and to include only one of the options for the final product if this feels more manageable in terms of teaching and assessment.

Excerpted from Next Generation Genres: Teaching Writing for Civic and Academic Engagement by Jessica Singer Early. Copyright © 2023 by Jessica Singer Early. Used with permission of the publisher, W. W. Norton & Company, Inc. All rights reserved.

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PSA - Public Service Announcements

What is a PSA?

A public service announcement, commonly known by the PSA acronym, is a message spread in the interest of the public. Their objectives are to bring about awareness about civic groups and more, and change public attitudes, opinions, or even actions towards an issue. These can be instructional, inspirational, or even shocking to elicit emotion and action. Their meanings can vary widely depending on the specific purpose. However, they generally aim to convey important information, discuss social issues, promote responsible behavior, inspire action, and contribute to positive changes in society.

They are powerful tools that effectively communicate important points. They provide students with an opportunity to engage in meaningful discussions, develop their creative skills, and make a positive impact in their communities. Whether you're looking for public service announcement ideas or PSA examples, there is no shortage of compelling topics to address. From promoting road safety among civic groups, to addressing mental health stigma, the range of PSA topics is vast. By utilizing a storyboard template and employing effective writing techniques, students can craft engaging and impactful messages that capture the audience's attention.

Types of Public Service Announcements

• Narrative: Engage viewers emotionally through storytelling techniques, creating a connection with the message.
• Animation: Use visuals, characters, and storytelling to communicate important creative ideas in an engaging way.
• Testimonial: Feature real people sharing personal stories or experiences to inspire action.
• Print Ads: In the form of print ads displayed in newspapers, magazines, billboards, and other print media to reach a broad audience.
• Social Media: Created specifically for online sharing on social media platforms, leveraging the reach and engagement potential of social media users. Public interest in PSAs is also different on social media, where users are more likely to engage with and share topics that resonate with their personal interests and values.
• Educational: Focus on informing and educating about specific issues or topics, often using clear explanations, visuals, and statistics.

Why Have Your Students Create a PSA?

Something created by a child can be a very powerful way to get others to hear essential facts about a certain issue. A PSA, meaning announcement that happens in a public space, may be the best format for conveying brief and attention-grabbing, simple and memorable messages quickly. Many campaigns have educated the public or contributed to social change. The number of people who smoke cigarettes has decreased dramatically since the 1960s, not only because of legal restrictions, but also because the general public as a whole has become more aware of the severe health risks. Consider the effects of famous characters on your own life such as Smokey the Bear or McGruff the Crime Dog and phrases rings like, "Only you can prevent forest fires", or “Don’t drink and drive.”

The most commonly used media are video on television and the internet, and audio during radio shows or podcasts, but there are many instances in print media. On Storyboard That, you can make a digital public service announcement school assignment or project that you can distribute via email, printed out, or projected during a presentation. You can even record and add audio!

How to Make a Public Service Announcement

They are for the benefit of the public, and usually contain information that you should take away. What do you want to say? Should you write a story or make a bold statement? Storyboard That offers storyboard templates for you to choose from. Here are a few steps on how to write your own storyboard.

1. Choose an Issue

Write about a topic or issue that would benefit the public. A vital topic may focus on social or environmental issues such as bullying, littering, or industrial pollution, but also might be on a smaller scale like “push in your chair” or “cover your mouth when you cough or sneeze.” Think about what you want to get across and to whom you are directing it.

2. Hook Your Audience

Good topics will be noteworthy for at least one reason. Maybe it will grab attention because of its comedy, shock value, emotionality, or importance to the audience. Make phrases ring or resonate with your audience, and use the various character positions and expressions to demonstrate an array of emotions. Use eye-catching images in your storyboard cells from the Storyboard That library and Photos For Class , and try not to leave much empty white space. Use dialogue bubbles or other text boxes to explain your point. A very different, but effective, strategy is to limit the text to a single word or slogan, or to leave text out entirely.

3. Get Your Facts Straight

It is vital to research the topic as necessary. If you have incorrect information, your idea will quickly lose its credibility. Make sure the factual information that you present, such as statistics examples, is correct and relevant. Use a blend of figurative language, images, and jokes to prove a point, but be sure that you are not insinuating untrue things. Choose appropriate scenes, characters, and items that enhance your message.

4. Be Straightforward

Your project should be clear and concise. Get your point across without dawdling. If you choose to make a more thought-provoking point to your targeted audience, you still want them to understand after a moment of consideration, rather than spend time puzzling over the higher meaning.

How Can I Use PSAs in the Classroom?

• Use storyboards as an introduction to a unit on persuasive writing . They usually do not have legitimate opposing stances, but many public service announcements want to persuade the audience in some way. Making a storyboard can help students think about their passions, important issues in our society, and convincing reasons to back up claims.
• Make storyboards to understand and address contemporary issues in your school, town, country, or world. They can cover numerous serious topics like racism, sex trafficking, drunk driving, but also smaller concerns in modern day. Here at Storyboard That, we love seeing what the next generation is thinking and how they are going to tackle the problems they are actively inheriting.
• Use storyboards as a means of planning for video assignments. PSAs are great templates for advertisements, and often occur alongside commercials on TV, on radio, or in print. Storyboarding is very useful when planning for the needs of filming: set, actors, props, etc. The Fridge and The Arrest storyboards above are two examples of storyboards that could be easily turned into a video.
• You or your class can create posters and PSA infographics to hang in the classroom or in the halls of the school to start a movement, like encouraging recycling or reminding their peers about bullying or peer pressure. Often these types of public announcements have a clear statement and call to action, and are made with vibrant, eye-catching colors.

Example Activities

Compelling public service examples for students involves for instance making a campaign in their school to promote eco-friendly practices, demonstrating how young individuals can make a positive impact on the environment.

Follow-Up Discussion Questions

Showcase or present public service announcements samples and storyboards at various stations around the classroom. Discuss the effect of the various elements. Use some of these questions to guide the discussion.

What message should you take away? Is it presented explicitly or implicitly?

Who is the intended audience? Where would you post or present this public service announcement?

Do you believe it? Do you understand why you should [follow the message]?

Do you have an emotional reaction or a personal connection? What makes you feel that way?

How else could you present the same point in a different way? (i.e. use comedy as opposed to emotional connection) Which approach is more effective?

Related Resources

• Greenhouse Effect and Global Warming
• Health & Wellness Lesson Plans
• The Rhetorical Triangle: Ethos, Pathos, Logos
• PSA Infographics

Activity Ideas

• Digital Ideas Campaign: Task the class with designing a digital campaign using social media platforms. They can create engaging posts, videos, or images that highlight the issue, encourage discussion, and prompt action, aiming to create consciousness and reach a wide audience. In this case you might be wondering what does PSA mean on social media platforms? On social media, "PSA" stands for "Public Service Announcement." It's used informally by users, organizations, or influencers to share important information or advice about various topics. Unlike traditional PSAs, social media PSAs are user-generated, cover diverse subjects, leverage multimedia, encourage interactivity, and have the potential to go viral due to their shareability and targeting options.
• Poster Design: Ask students to design eye-catching posters that will talk about and explain a particular cause or issue. Provide them with information on effective design principles and direct them to incorporate persuasive language and visuals to capture the audience's attention. Some topic examples include taking a stand against bullying, diseases such as cancer, health organizations, and kids helping the environment.
• Podcast: Have students produce a PSA in the form of a podcast episode. They can research and discuss the issue, interview experts or individuals affected by the issue, and present solutions or actions that listeners can take, effectively bringing about consciousness and encouraging people to take action.
• Storyboard and Animation: Guide the class in making a storyboard and animating their PSAs using digital tools or even simple stop-motion techniques. This allows them to bring their messages to life, capturing the audience's attention and effectively conveying important information in an engaging format.

Social Issues Public Service Announcement Examples

The following activity suggestions present a curated selection of compelling examples that can be applied to illustrate the effectiveness of public service announcements in inspiring action, and making a positive impact on society.

• Cyberbullying: Discuss the lasting impact of cyberbullying and encourage kindness and respect online. Use real examples and personal stories to engage the audience and emphasize the importance of online empathy.
• Mental Health: Develop a PSA that aims to reduce stigma and promote the importance of seeking help and support. Feature interviews with professionals, individuals with lived experiences, and help for accessing the correct services.
• Environmental Conservation: Create a visually impactful PSA that highlights the urgency of environmental issues like climate change, deforestation, or plastic pollution. Use compelling visuals, statistics, and call-to-action statements to encourage sustainable practices and emphasize the role of individuals in making a difference.
• Road Safety: Discuss the importance of responsible driving, seatbelt usage, and avoiding distracted driving through a dynamic campaign. Include testimonials from accident survivors, interviews with traffic safety experts, and reenactments to emphasize the consequences of reckless driving.
• Healthy Eating: Develop a relatable and informative presentation to promote healthy eating habits. Include practical tips, recipes, and visuals showcasing the benefits of balanced diets. Address the risks of consuming unhealthy processed foods and encourage individuals to make nutritious choices.
• Anti-Drug Abuse: Make something powerful that emphasizes the dangers of drug abuse and addiction. Incorporate testimonials from recovering addicts, interviews with substance abuse counselors, and information about local addiction treatment sources to encourage individuals struggling with addiction to seek help.
• Gender Equality: Develop an empowering PSA that promotes gender equality, challenges stereotypes, and encourages equal opportunities for all genders. Highlight success stories of individuals breaking gender barriers and emphasize the importance of inclusive and respectful manners.
• Internet Safety: Discuss online safety, privacy, and the prevention of cybercrimes like phishing and identity theft through an informative and engaging PSA. Provide practical tips for protecting personal information, recognizing online scams, and fostering a healthy digital environment.

How to Integrate Public Service Announcements into the Curriculum for Cross-Disciplinary Learning

Identify relevant topics and learning objectives.

Determine the relevant topics or social issues that will get an audience's attention quickly, and that align with your curriculum and learning objectives. Consider issues that can be addressed through PSAs, such as environmental sustainability (clean air and pollution), social justice, or health and wellness.

Engage Students in Research and Analysis

Guide students in researching and analyzing the chosen topic, encouraging them to gather information from reliable sources, evaluate different perspectives, and identify key messages to be conveyed through PSAs.

Collaborative Planning and Storyboarding

Facilitate collaborative planning sessions where students from different disciplines can work together to develop PSA concepts and storyboards. Encourage students to leverage their knowledge and skills from various subjects to create well-rounded PSAs.

Media Production and Implementation

Provide students with access to media production tools and resources, such as video editing software or graphic design platforms, to create their PSAs. Support students in the implementation of their PSAs, whether through broadcasting in the school, sharing on social media, or presenting to relevant stakeholders.

Reflection and Evaluation

Allocate time for students to reflect on their PSA creation process, discussing the challenges, successes, and lessons learned. Establish evaluation criteria that assess both the content and the effectiveness of the PSAs, allowing students to receive feedback and refine their work.

Integration and Application

Encourage students to apply their knowledge and skills from various subjects to contextualize the PSA topic within their respective disciplines. Provide opportunities for students to present or showcase their PSAs in subject-specific settings, such as science fairs, art exhibits, or language arts presentations.

Frequently Asked Questions about PSAs

What is a psa announcement.

It is a brief message or advertisement designed to inform and educate the public about important social issues, promote responsible behaviors, or encourage community involvement. PSAs are typically broadcast through various channels and are an effective method to inspire action for the greater good.

How many visual elements are enough or too much to use on a PSA template?

The number of elements to use on a PSA template depends on the what you want to say and to whom. Students should be advised that it is recommended to use a balance of images, text, and other design elements to convey the message effectively when making their own. It is important to avoid overloading the announcement with too many visual elements, which can make it difficult to read and understand.

What are some often overlooked issues that may arise when creating a PSA?

Some often overlooked issues when creating a PSA include ensuring that the message is clear and concise, selecting appropriate images and design elements, and considering the cultural and social context of those who will see or hear it. Any public service announcement definition revolves around the purposeful dissemination of messages aimed at creating awareness, promoting social responsibility, and fostering positive behavior change within a specific target audience. Therefore, it is important to avoid using language or images that may be offensive or inappropriate and to test the announcement with a small group of students before sharing it widely. It is also important to only use images that are in the public domain or have a Creative Commons license to avoid copyright infringement issues.

Are there any guidelines I should follow when creating a PSA template?

Yes, you should consider the target audience, message, and format of the PSA when designing the template. For instance, when creating templates, it is important to consider the age range of the target audience. Topics that are age-appropriate should use language and images that are appropriate for the target age group. It is important to avoid using images or language that may be too mature or difficult for younger students to understand. It is also important to ensure that the crafted announcement follows ethical and legal guidelines.

What are some factors to consider in terms of instruction and design when developing PSA templates for students with special needs in the classroom?

When considering how to create a PSA template for students with special needs, it is important to acknowledge their individual needs and ensure that the materials are accessible and understandable to them. This may involve simplifying the language used, providing additional visual aids or audio instructions, and allowing for extra time or breaks during the design process. It is also important to consider the specific disability or special need of each student and tailor the instruction and design accordingly.

What are PSAs that would be suitable for creating activity worksheets?

PSAs that are suitable for creating activity worksheets can cover a wide range of common topics and themes. Some examples to focus on that are great starting points for activity worksheets include those related to health and safety (e.g., seat belts, smoking prevention), environmental issues (e.g., recycling, conservation), social awareness (e.g., anti-bullying, mental health), and community engagement (e.g., volunteering, civic responsibility). These often have clear messages, target specific people, and use persuasive techniques that can be analyzed and explored in activity worksheets to promote learning and engagement.

What are some tips for how to write a PSA script that resonates with social media audiences?

When crafting a PSA script, start by understanding your audience and their preferences. Use a strong hook to grab their attention swiftly, as social media users have limited patience. Keep the script concise and straightforward while telling an emotionally engaging story. Include a clear call to action that guides viewers on what to do next, such as sharing the post or visiting a website. Incorporate visuals and audio, and avoid using complex language or jargon. Test your announcement on the chosen platform, actively engage with your audience, and measure its performance using key metrics to refine your future strategies.

What is the difference between a commercial and a PSA?

A commercial is created for profit-driven advertising, promoting products or services, while a PSA serves a public interest, educating about social issues, safety, or community initiatives without profit as the primary goal.

What is a good PSA?

Creating an effective public service announcement requires a clear message, engaging content, and a call to action. The effectiveness depends on various factors including the medium of delivery and the nature of the issue being addressed. Here are some tips for creating a good PSA:

• Know Your Audience: Tailor your message to the specific demographics and interests of your target audience.
• Emotional Appeal: Appeal to emotions to create a connection with the audience. People are more likely to respond emotionally.
• Clarity is Key: Ensure that your message is clear and easy to understand. Avoid jargon or complicated language.
• Use Storytelling: Narratives are powerful tools for engagement. Personal stories can make the issue more relatable.

What is the most popular PSA?

Determining the "most popular" PSA can be challenging, as it depends on factors such as the region, time period, and the criteria used for measurement (e.g., views, impact, cultural significance). However, one of the most iconic and widely recognized PSAs is the "This is your brain on drugs" campaign.

The campaign, launched in the 1980s by the Partnership for a Drug-Free America, featured an egg sizzling in a frying pan, symbolizing the brain on drugs. The accompanying narration emphasized the harmful effects of drug use. The simplicity and impact of the visual metaphor made it memorable, and it became a cultural phenomenon, often referenced and parodied in various forms of media such as radio stations, television, and print.

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30 Second PSA Examples

Putting a public service announcement (PSA) together doesn’t have to be a difficult or complex process. Focus on creating a message that has some community impact and value, then write your script keeping it concise and to the point. Think broadcast-style vs. print and you’re much of the way there.

Before you sit down to write your own PSA, take a moment to review this guide, look at the PSA examples included here, and use our handy PSA checklist as an aid.

What should be included in a PSA?

PSAs are often used to highlight a community issue and persuade individuals to take action. They can convey information, create awareness, offer assistance or encourage a change in behavior. Governmental agencies, civic groups, voluntary organizations, and non-profits use radio PSAs to reach a wide and diverse audience, making them an effective marketing tool for your organization.

One major advantage of radio PSAs is their relatively low cost to write, produce and distribute in return for the significant media value they deliver. Their ability to reach a targeted audience, and the free airtime radio stations provide for their broadcasts, make PSAs a perfect, low-cost choice for non-profit outreach. Plus, residents of the communities in which they air benefit from knowing about the many services that local non-profit organizations provide.

Can any organization put a PSA on the air?

Unfortunately, not all organizations are able to run PSAs. For-profit organizations do not meet the standards under federal law to qualify for PSAs. Even if the organization or company has a public service message, a PSA is not the answer for them. The only types of organizations that are eligible for PSAs are governmental agencies, civic groups, voluntary organizations, and non-profits.

For-profit organizations may opt for an Audio News Release (ANR) if they have information of a public service nature that they want to share. With enough news value or community benefit, local radio stations will consider providing coverage. Another option is to consider using paid media or guaranteed placement to insure your message will be heard.

What makes a good 30 second PSA?

A good 30 second PSA contains all the key messages and information laid out in a pleasing, yet succinct manner. The challenge is doing it in under 90 words. You’ll need a strong hook at the opening and a compelling call to action at the end.

For example, this is a 30 second PSA script on vaccinations from the Illinois State Medical Society:

In healthcare, misinformation can be as deadly as the most serious disease – and spread just as quickly. For years now, myths about childhood immunizations have been spreading on the Internet and social media. The physicians of the Illinois State Medical Society urge parents to know the facts and get your children immunized. Immunizations are scientifically proven to be safe and effective, and failure to immunize can harm your children and others. Talk to your child’s doctor to get the facts about immunizations.

Look at the first sentence – a very strong hook. It gets people’s attention. Next, there’s the key messages of the PSA that provides the information the organization wanted to convey about vaccinations. Finally, it ends with a compelling call to action, for parents to talk to their children’s doctor about immunizations.

This next 30 second PSA example from the Leukemia Research Foundation announces an upcoming conference, encouraging people to attend:

If you or a loved one is living with leukemia, lymphoma, multiple myeloma, or MDS, don’t miss the 15th annual Treatment Options for Blood Cancer Patients conference on Saturday morning, May 11, at the Hyatt Regency in Lisle. You’ll learn about the latest breakthroughs and emerging treatments presented by leading experts in the field. The free Treatment Options Conference is presented by the Leukemia Research Foundation and includes breakfast and lunch. For more information, registration, and a full program agenda visit all-blood-cancers-dot-org.

In addition to including details of what will happen at the conference, this PSA also includes the day, date, time, and location of the event as well as a website that offers even more information.

How to write a 30 second PSA

The first step in writing a PSA is drilling down to your key messages . Chances are you already know the topic, be it an upcoming event or a planned awareness campaign. If the PSA is meant to create awareness for your organization and the community benefit it provides, then you may need to focus on a single topic.

Know your audience before you begin writing. You want to tailor your PSA to your targeted demographic. For instance, your approach to reaching young married couples will likely be different than retirees.

Always start with a strong hook , something to get your audience’s attention and keep them listening.

Avoid broad strokes. You want your focus to be narrow so the message stays clear and sharp.

Adding statistics and citing expert resources makes your PSA stronger. Make sure that any information you include is the most current available. Accuracy is vital. Outdated or wrong information can damage your organization’s credibility.

Create the script, keeping in mind the maximum word count of 90 . It may help to first bullet point and order the information that you’d like to include. Put the most important information at the top of the list, and work from there. Around 5 to 7 key aspects tend to work best but keep them concise.

Once your script is complete, record it and distribute it to the key stations in your targeted area.

Crucial information to include in your PSA (a checklist)

Use this helpful checklist when you sit down to write your 30 second PSA.

• Write your script to a total of no more than 90 words (could be as few as 75 words). A professional voice talent can speak about 180 words a minute at a moderate pace. This means that in 30 seconds they can speak about 90 words.
• Develop a strong hook that grabs the listener’s attention and holds it while the key messages are conveyed.
• Prepare 5 to 7 main points that support a single message.
• Include facts or statistics with resources to back it up.
• If it’s an event, provide the day, date, time, location, and cost
• Close with a compelling call to action telling listeners to “call this number,” “talk to your doctor,” “visit this website,” or “attend the event.”

If you are considering a PSA for your organization, MediaTracks Communications can help. Our experts will help you write, produce and distribute a PSA that will grab your audience’s attention and get results. From bringing your message into sharp focus to targeting specific demographics to getting widespread placement, we are here to assist. Give us a call today or visit our website for more information and to see more PSA samples.

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