Identify The Organization.

Baltej Singh

The sponsoring organization must be identified within the PSA. If you reread the PSA we just wrote, you’ll how how easy it is to smoothly blend in the organization’s name with the message. Deliver Exactly One “Core Message” The “core message” is the one thing you want the audience to hear, to understand, and to remember. Many PSAs (and many commercials) make the mistake of trying to get the audience to do more than one thing. A PSA can ask people to donate food. Or money. Or time. But it shouldn’t ask for all three. One message. And to deliver that message effectively, you must do so with... Clarity You know what your PSA is about, because you’re the one who created it. But the audience doesn’t have the advantage of your inside knowledge. The audience needs to be able to understand the message the first time it airs. So in addition to making sure you have just one Core Message, you also must make it very clear. It’s your job to communicate. It’s not the audience’s job to figure out what you really mean. MUSIC “All commercials and PSAs should have music underneath them,” right? Wrong. Use music only when it enhances the impact of the message. Some people automatically put a “music bed” underneath an announcer’s voice “to make it more interesting.” Think of a glass of soda that has “gone flat” — all the carbonation has disappeared. Putting music under a boring message doesn’t make it interesting...any more than pouring flat soda into a fancier glass makes it taste better. Sound Effects Sound effects are fun. And dangerous. Every sound effect you use will stimulate a picture in your audience’s mind. Example: A PSA that encourages people not to overspend on their credit card accounts. To illustrate the point of “not spending extra money,” the sound effect of a cash register ringing is used. The audience pictures a cash register. But does picturing a cash register do anything to encourage people to use their credit cards responsibly? (On the other hand, getting them to picture their savings accounts growing larger....Or to picture being able to answer the phone without 

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