Writing Radio PSAs: The ‘Heard’ Word is Different than the ‘Read’ Word

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The public service announcement (PSA) is a kissing cousin of the press release. Local radio and television stations provide these free announcements as an ongoing community service, sort of like an electronic bulletin board. People often forget to take advantage of this accessible outlet for spreading the word about new services, products or developments. It’s an especially appropriate platform for community events, non-profit group activities and medical discoveries.

The radio station is a good place to start as it is easier and cheaper to prepare a radio PSA than it is to prepare one for television. That doesn’t mean that a radio PSA doesn’t require special guidelines and a different style than print announcements. It’s just that no expensive and complex visuals are required as they are in TV.

Remember that tuning into Internet radio is growing increasingly popular too. The number of listeners to radio over the Internet last week rose 26% to an all-time high, according to researchers at MeasureCast Inc. The usage index shows time spent listening to Web radio is up 141% since the first of the year. The top Internet-only radio stations were Radioio, Mediamazing and Radio Margaritaville. The three most-listened to simulcast stations were Britain’s Virgin Radio, JazzFM and WQXR. Streaming radio has the most listeners in the United States, the UK, Canada, Japan and Mexico.

In preparing a PSA for radio, many writers forget the ‘heard word’ is different from the ‘read word.’ If you listen to radio ads and announcements, you’ll notice a different style. Instead of the usual who, what, when and where, radio blurbs or ‘spots’ usually begin right with the ‘what’ and end with the ‘where’ and ‘when,’ especially if announcing an event or an opening. The ‘how’ is included within the main message, primarily to tell ‘how’ to get there or ‘how’ to get help, make a donation or acquire the product. People tend to remember and best retain the last thing they hear, so this is emphasized on the radio. That’s why the main message is repeated again and again at the end of the announcement.

Keep in mind when writing your PSA that the ‘heard’ word must be clear and concise. Short and simple sentences are best retained. Close your PSA with what you want your listening audience to remember. Repeat, repeat and end your PSA with a bang.