For television, there must be a visual component to the story. Most of the the guidelines for radio PSAs are applicable to television PSAs, with two exceptions:
The question to be asked of the TV station is whether three-quarter inch or one-inch video tape is preferred (not cassette or reel-to-reel).
Format the verbal (audio) message of your PSA in the same manner as you would prepare live copy for radio broadcast (see above) with one exception - format script pages so that the text of the audio portion is on the right side and a description of what is occurring in the video portion is on the left. Here's an example of a broadcast script:
| Brighton Electronics Offers Free Software Training Time: 30 seconds |
|
| Video | Audio |
| Woman working at computer with instructor looking on. | Employers today demand workers with highly specialized technical skills. |
| Panning shot of the entrance of Brighton Electronics with people going in and out of the front door. | Brighton Electronics offers need-based scholarships for software training. For information or to apply, call . . . . |
Remember to submit a printed copy of your message along with your prerecorded videotape to the station. Be sure "Tape enclosed" appears on the printed copy, and that your tape is labeled with your name, company name, telephone number and the PSA headline.
Production on a Shoestring
Production costs for videotaped TV PSAs tend to be much higher
than those for radio. Costs vary depending on the simplicity or
complexity of the spot you develop. For assistance in producing
a TV PSA, you might try several things:
- Ask a local advertising or public relations firm to assist you as a public service.
- Ask a local TV station to produce your spot. They may be willing to help if you use their on-air talent for your announcement. Allow the station to share the tag line with your organization. For example, ". . .brought to you by Channel 3 and Connie's Kid Stuff."
- Contact your local public access cable station. Many community stations offer classes on producing PSAs and/or provide low-cost assistance.
- Students at college TV stations may be willing to help.
Air Time
Most stations broadcast PSAs early in the morning or very late
at night. Ask the station's public service director to consider
placing your PSA in an available day or prime time spot. If possible,
visit the station to hand-deliver your PSA and meet the public service
director.
