Despite the pull of social media, a lot of people still listen to the radio. That means it's still an excellent way to reach people.
If you're running a nonprofit or hosting an event that benefits the community or a charity, don't forget the radio public service announcement (PSA).
How to Write a PSA
PSAs are super-short — usually between 60 and 90 words because it needs to be read in 60 seconds or less. A lot of folks struggled with writing short in the old days, but social media has helped develop that muscle some. But unlike social posts you read to yourself, a PSA needs to be short AND easy to read aloud.
That means avoiding complex sentence constructions and focussing on rhythm (wonks like me call it sentence fluency) and word choice — which combine to create our "voice". A good PSA conveys the right information in a voice that's right for the subject matter (serious, upbeat, authoritative, caring, etc.). The idea needs to be super concise, of course, which means we've got to get to the point fast and deliver only the most pertinent details.
How to write a PSA for an event
Event PSAs are pretty easy because there's so much required information. Try for a short, attention-getting opening statement, then get right to the 4-1-1:
- The event's host, including big-name emcees
- The type of event: gala, fun-run, lecture, auction, etc.
- Date(s) and time(s) event takes place
- Location of event
- Short description of the event and how it ties to your mission or supports your beneficiaries/clients
- Concise contact information (a URL, phone number or social media page) that are easily read and remembered
By ending with the contact information, you ensure that listeners who missed some of the information know where to get more.
How to write an issue PSA
PSAs of this sort are a little more challenging, because it can be hard to know what details to include from all the information you have. For these announcements, usually around something like a health or social issue or a campaign or initiative, it's critical to convey one main idea clearly and strongly, then offer a couple of additional details that provide the most logical support for listeners. Like the event PSA, issue PSAs should end with contact information, too.
I use this technique for writing anything short: The Idea-Details Strategy™. Here's a quick look at it:
No matter what kind of PSA you're writing, provide phonetic pronunciation of unusual words and names, like Margot (MAR-go).
Step-by-step guide for writing PSAs
Want more detailed instructions? Flip through this deck from my PSA-writing workshop, or email me to learn more about my group trainings and individual writing coaching.