The following general guidelines should be considered when developing public service announcements (PSAs). Please check individual station profiles for specific information.

General

• A PSA is any unpaid announcement that promotes voluntary, government or non-profit organizations, or other programs.
  
  
• Avoid cluttering PSAs with extraneous information such as annual reports. Send only relevant information.
  
  
• A brief letter of introduction explaining the announcement enhances its chances of broadcast. Include in this letter your organization’s name and address, the contact name and a phone number in the event the broadcaster needs additional information.
  
  
• Allow lead time of two to three weeks for maximum effect.
  
  
• Tailor the PSA to the respective medium. For example, written PSAs for radio broadcast should be easy to read and written simply so listeners will understand them.
  
  
• A call or note of thanks will enhance your organization’s reputation and establish credibility.

Radio

• Pre-taped announcements are usually preferred, but check each radio station’s profile in the Vermont Media Directory for its preferred format.
  
  
• Short announcements are likely to be used most. Prepare 10- or 15-second announcements, if possible. Limit announcements to 30 seconds or less. Remember, the briefer your PSA is, the better the chances of its being aired, and aired frequently.
  
  
• PSAs should be written clearly so on-air personalities can read them and listeners can understand them.
  
  
• All information sent to broadcasters should be typed and double-spaced.
  
  
• Keep in mind this radio adage: “Briefer is better, simpler is better still.”

Television

• Videotaped and written announcements are both acceptable. Videotaped announcements are more likely to get your organization visual coverage. Written announcements usually are displayed on a “Community Calendar.”
  
  
• Videotape format varies from station to station. Check for each television station’s preferred format in its Vermont Media Directory profile.
  
  
• Stations may send a video crew depending on newsworthiness, time and equipment availability.

Newspapers

• Newspapers don’t run PSAs as a rule; a few do, depending on space availability.
  
  
• Small, community-oriented newspapers are more likely to print PSAs than large newspapers. Often, small newspapers will print announcements exactly as they receive them. It is in your organization’s best interest to provide thorough information to all media.
  
  
• Large newspapers often rewrite or use only parts of a PSA. Again, local content, timeliness and interest are criteria on which the PSA will be judged.