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Get started: Media relations

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Public service announcements

A public service announcement (PSA) is essentially a commercial for a worthy cause that broadcasters air free of charge. PSAs are exclusively used for nonprofit organizations. Sample PSAs (30 and 60 seconds, respectively) are included in this guide for placement on television and radio stations in your area. In general, radio PSAs are more accessible and less expensive because the announcer can read your PSA over the air. With television, you have to produce something similar to a commercial, which requires a budget and a production facility.

When placing a PSA, you will need to submit your request to the appropriate person — usually with a lead time of three or four weeks. Call the station to find out the procedures for submitting PSAs; there are often recorded instructions to guide you through the procedures. When submitting a PSA, you will generally need to provide:

• proof of your nonprofit status
• (for radio) a script of the PSA you want the announcer to read
• (for TV) a ¾-inch video tape of your PSA
• a letter about the importance of your cause

Remember that there are literally hundreds of organizations representing various concerns vying for free air time. Obviously, it makes things easier if you cultivate and maintain a strong relationship with the stations. Remember to write a thank-you note to the station manager if your PSA runs.

Here are a couple PSAs to get you started:

(Feel free to use or adapt them as you wish)

Sample PSA (30 seconds)

Whatever happened to honesty, respect and integrity among young people? As adults, we gripe about this, but we cannot blame our youth.

We need to provide a good example and do all we can to see that they follow it.

That is why [your organization] is observing [exact dates of the third week in October] as "National CHARACTER COUNTS! Week" in [your city]. [Your organization] is planning various activities, including [specific event] to celebrate this important week. Call [your contact phone number] to find out how you can show that CHARACTER COUNTS! in [name of city] all year long. After all, our children are the future, and the future is in our hands.

Sample PSA (60 seconds)

Good character still counts in [your city], and we want to show it. During National CHARACTER COUNTS! Week, from [exact dates of the third week in October], events across [name of city] will take place that will help us shape the future: Our young people. [Briefly describe your event.]

Events celebrating CHARACTER COUNTS! Week are centered on this national Coalition’s "Six Pillars of Character": trustworthiness, respect, responsibility, fairness, caring and good citizenship. The values we all hold dear. The values we all must teach.

Join with family, friends and neighbors in making National CHARACTER COUNTS! Week a year-round event. For information on programs, call [your contact number].

Kids are 27 percent of our population, but 100 percent of our future. Which way they go depends on us.

 

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Share news of your activities on the CHARACTER COUNTS! Local News Blog or send your stories and photos to our national office at CCNews@jiethics.org.