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PSA Guidebook

To Idaho Non–Profit Organizations
What is a PSA?
How to get Your PSA Copy On the Air
Sample Copy for Your PSA
The Pre-Produced PSA
More on Pre-Produced Videos
Station Requirements
Public Affairs Programs
You've Been Booked for A Program
Program Listing
How to get News Coverage

To Idaho Non–Profit Organizations [ top ]

The competition for money and for volunteers has greatly increased in the last few years. We know that you are aware of this and of the need to make your organization known to as large an audience as possible.

Each station receives hundreds of calls and letters asking, “How do we get an announcement on the air?” or “How can we appear on a program?” The purpose of this Guide is to show you the best way to prepare your requests so that you increase your chances for getting on air.

In 2001 Idaho radio and television stations raised over $2.8 million for charitable organizations and contributed $38.4 million in broadcast time to public service messages. Support for local community events and service clubs is an integral part of every local over–the–air broadcaster’s service to their communities.

Connie Searles
President
Idaho State Broadcasters Association
270 N. 27th St., Ste. B
Boise, ID 83702–3167
Ph: 208 345–3072
Fax: 208 343–8046
mailto:isba@rmci.net

Radio needs brief and interesting “sound bites”. Think of something for an interview that captures the essence and excitement of your story.

When the station’s news crew arrives, give them a copy of your Press Release and help identify those who are being taped. Sometimes the news crew will want to make a short “on the spot” interview with a key person. Choose someone who is well informed and able to speak in a clear, concise manner.

Following the above format does not guarantee coverage, but it will head you in the right direction. News Departments make decisions about what will be covered on a daily basis. Their final selections depend on many considerations. For example, they may plan to cover an event, but a fastbreaking important story will take priority. Each station has a limited amount of on–air news time. Your request may be one of many. So, don’t be too disappointed if a crew doesn’t show up. Try again for another event.


What is a PSA? [ top ]

A PSA is a Public Service Announcement. It is a “no charge” message that acts like a commercial. It promotes events and services of non–profit organizations and groups that serve the community. PSA’s run from 10 to 60 seconds in length.

This is your opportunity to let viewers know what’s imporant about your group in your own words. Concentrate on a single idea or event. Don’t try to say everything in one PSA. You can send others in the future.

To have the greatest impact, your PSAs should go to all the stations at the same time. The more a message is aired, the more likely it is to be remembered.

There are two kinds of PSAs. One is created by you from your copy. On TV, an announcer reads the copy while the information about your organization or event is seen on the TV screen. On radio the on–air personality reads your copy. The other kind of PSA is produced by production professionals for a fee.

If your organization is new or not well known, send a cover letter with background information that includes your non–profit status with your PSA.

Most stations will not air PSAs that are controversial or mention a personality from another station. Commercial sponsors or products are not accepted.

Each commercial television and radio station in Idaho is committed to air many PSAs throughout the broadcast day. It is their contribution to the community.

How to get Your PSA Copy On the Air [ top ]

Many PSAs are sent to stations daily. The more help you give a station, the better the chance that you will get your message on the air. Don’t send a 1 or 2 page news release that gives detailed information about your organization or event. This format will seldom be edited to a PSA. Your copy should be simple and to the point, highlighting the essentials. If there is a telephone number to call for more information, include it at the end of the copy. It’s very important that you note the copy requirements on pages 11–14. Many PSAs are never used because they don’t get to the stations in enough time to produce and edit them.

When submitting a PSA include:

Organization name, address and phone number Name of publicity contact and phone number Start and stop dates for PSA to air Length in seconds. Time the copy, reading at a normal speed. Copy that is too long will not be used. Type and double space to allow for easy reading and editing. If a name or word is difficult to pronounce, include the phonetic spelling.

When do these PSAs air? Policies differ. Some stations will air your PSA only once while others will air it several times. Some stations will choose not to air it. There is a great deal of competition for these spots. If your PSA is not selected, don’t be discouraged. Keep sending them. Eventually yours may be chosen.

Sample Copy for Your PSA [ top ]

HAVEN HOUSE
442 Ivy Road
Boise, ID
(555) 123–4567


CONTACT: Arlen May
Foster Care Coordinator
(555) 123–4568

START: Immediately

STOP: June 1, 1995

PUBLIC SERVICE ANNOUNCEMENT :30 seconds
Haven House provides temporary shelter and services to Boise’s dependent and neglected children. To make it in today’s world, these troubled and abused youngsters need love, caring and direction. Foster parents can give these kids the chance they deserve. Learn how you can make a difference in a child’s life. Become a foster parent. Training sessions begin June 2. For more information, call Haven House at (555) 123–4567.

The Pre-Produced PSA [ top ]

Increasingly, organizations have their PSAs professionally produced by local stations or video production companies. It is an investment worth considering because it gives you a better chance that a station will accept your PSA for airing. You might ask a Public Service Director at a station if they can do it and what the cost might be.

A PSA can be produced in several ways. You can use a series of slides, video shots on location or an effective spokesperson. Perhaps you have a clever idea they you would like to try. All can get your message across. The producer will supply the special effects, work with you on the script and music and arrange for the off–camera voice, if needed. The production company creates a “master” tape of your PSA. They make copies for you to distribute to stations.

TV stations accept videos on 3/4”, 1” and Beta tape. Check chart on pages 11–14 for each station’s requirements.

Although a 30 or 60 second PSA gives you more time to deliver your message, consider sending a shorter version. Often a 10, 15, or 20 second PSA can fit into an available time slot when a longer one will not. Or you may want to send a 30 second PSA as well as a 10 second cut of the same PSA.

Remember, your PSA doesn’t need to be elaborate to be effective. It will be judged on content and technical quality.

Don’t use your home video equipment to produce a PSA. It will look amateurish and not meet broadcast standards.


More on Pre-Produced Videos [ top ]

When the tape is ready, make sure the label on the box identifies the name of the organization and lists each cut and length in the order that they appear on the tape. Your cover letter should include:

• Organization name, address and phone number
• Name of publicity contact and phone number
• Start and stop dates for PSA to air
• Information about your organization or event
• Statement of your non–profit status
• A copy of the script

If your PSA is promoting a dated event, make sure that stations receive your tape a few months in advance. You will be contacted if there are technical problems with your tape. Most stations will not return tapes after they have aired. If you want to submit your PSA again a year later, necessary changes and new copies can be made by the production company for a fee. Most stations have community bulletin boards that announce events happening in the community. To list your event, simply send the name of the event, time, location and date plus a phone number for more information to “Community Bulletin Board” at the stations’ addresses at least 4 weeks in advance of the event.

If you’re seated with another guest, you may want to turn to him/her on occasion with a comment or question.

If you’ve forgotten to make a specific point and your time is running out, just interject, “Perhaps the most important service viewers should know about is. . .” or something similar.

Station Requirements [ top ]

Station		Contact		PSA Types Accepted		Requirements
KACH 1133 E. Glendale Preston, ID 83263		Alan White Ph: 852–1340 Fx: 852–1342 kach@nstep.net		Pre–produced PSA Community Bulletin Bd.		CD, Cassette, reel–to–reel :30 & :60 2 weeks in advance
KADQ P. O. Box 66 Rexburg, ID 83440		Dave Plourde Ph: 356–7323 Fx: 356–7324 kadq@cyberhighway.net		Pre–produced Community Bulletin Board		Cassette, reel–to–reel, CD :20, :30, :60 seconds 2 weeks in advance Copy only
KAID/KIPT–TV 1455 N. Orchard Boise, ID 83706 ID Public TV		Kelly Roberts Ph: 373–7220 Fx: 373–7245 kelly_roberts@ Idptv.pbs.org		Pre–Produced PSA & Copy Community Bulletin Bd.		Beta SP up to 2 minutes 2 1/2 weeks in advance Copy only
KBCI–TV P. O. Box 2 Boise, ID 83701		Walt Baker Ph: 472–2222 Fx: 472–2212 Wbaker@2online.com		Pre–Produced PSA & Copy Community Bulletin Bd.		Beta :10, :20, :30 (preferred) 3 weeks in advance Copy only
KBGN 3303 E.Chicago Caldwell, ID 83605		Marnie Fillmore Ph: 736–3046 Fx: 736–2188		Copy Preferred		Copy :30, :60 seconds 3 weeks in advance
KBXL/KSPD 1477 S. Five Mile Boise, ID 83709		Leigh Ann Schafer Ph: 377–3790 Fx: 377–3792		Pre–Produced & Copy Community Bulletin Bd.		Reel–to–reel, CD, DAT :15, :30, :60 seconds 2 weeks in advance Copy Only
KBOI, KQFC, KKGL, KZMG, KIZN P. O. Box 1280 Boise, ID 83701		Lynn Brannon Ph: 336–3670 Fx: 336–3734		Pre–Produced PSA & Copy		Copy, CD, Cassette 2 weeks in advance 10, :20, :30 Seconds
KCIX, KARO, KFXD, KIDO, KLTB, KXLT 1109 Main St Boise, ID 83702		Samatha Wright Ph: 344–6363 Fx: 385–9064		Copy only		20–30 seconds 45 days in advance
KECH/KSKI Box 2158 Ketchum, ID 83340		Gary Stiver Ph: 726–5324 Fx: 726–5459 kech@micron.net		Pre–Produced PSA & Copy Community Bulletin Bd.		Cassette, CD, Reel–to–Reel :30, :60 seconds 2 days in advance Copy only
KIFI–TV 1915 N. Yellowstone Hwy.		Jennifer Jolley Ph: 525–8888 Fx: 522–1930 localnews8.com		Pre–Produced PSA & Copy Community Bulletin Bd.		Beta; 1”, 3/4” :10,:15,:20,:30,:60, :90 3–4 weeks in advance Copy Only
KISU–TV ISU Campus Box 8111 Pocatello, ID		Helen Humphreys Ph: 236–2857 Fx: 236–2848 idptv@idptv.pbs.org		Pre–Produced PSA* & Copy Community Bulletin Bd.		Beta SP–*send to Kelly Roberts at KAID in Boise up to 1 minute 2 1/2 weeks in advance Copy only
KIVI/KSAW–TV 1866 E. Chisholm Nampa, ID		Fran Valentine Ph: 467–3301 Fx: 381–6682 Franv@micron.net		Pre–Produced PSA & Copy Community Bulletin Bd.		Beta :10,:15,:20,:30,:60 2–6 weeks in advance Copy only
KJOT/KQXR/KCID/KCID/KGEM 5601 Cassia Boise, ID 83705		Carl Follick Ph: 344–3511 Fx: 336–3264		Pre–Produced PSA & Copy Community Bulletin Bd.		Cassette, Reel–to–Reel :10, :20, :30, :60 seconds 5 days in advance Copy only
KKMV–FM & KBBK–AM 120 S. 300 W. Rupert, ID		Kelly Gold Ph: 436–4757 Fx: 436–3050		Copy Only Community Bulletin Bd.		15–30 seconds 2 weeks in advance Copy only
KLCE/KCVI/KECN/KICN PO Box 699 Blackfoot, ID 83221		Aaron Kunz Ph: 785–1400 Fx: 785–0184 classy@klce.com		Pre–Produced PSA Community Bulletin Bd.		CD :30, :60 seconds 2 weeks in advance Copy only
KLEW–TV PO Box 615 Lewiston, ID 83501		PSA Director Ph: 746–2636 Fx: 746–4819 margo.ara@ klewtv.com		Pre–Produced PSA & Copy Community Bulletin Bd.		3/4” :60, :30, :15, seconds 6 weeks in advance Copy only
KMGI/KGTM/KSEI/KBJX/ P. O. Box 40 Pocatello, ID 83204		CJ Morrison Ph: 233–2121 Fx: 234–7682 rocjok@hotmail.com		Pre–Produced PSA Community Bulletin Bd.		Reel–to–reel, CD :15,:20,:30,:60 2 weeks in advance Copy only
KMHI–AM PO Box 704 Mountain Home,ID 83647		Barbara S. Ph: 587–8424 Fx: 587–8425 kmhi@mhiconn.net		Pre–Produced PSA & Copy Community Bulletin Bd.		Cassette, Reel–to–Reel :30, :60 seconds 2 weeks in advance Copy only
KMVT–TV 1100 Blue Lakes Blvd. N. Twin Falls, ID 83301		Paul Johnson Ph: 733–1100 Fx: 733–4649 Pjohnson@ kmvt.com		Pre–Produced PSA & Copy Community Bulletin Bd.		Beta SP, 1 inch :60::30, :15, :10 seconds 6 weeks in advance Copy only
KNIN–TV 816 W. Bannock #402 Boise, ID 83702		Sandy McBride Ph: 331–0909 Fx: 344–0119		Pre–Produced PSA & Copy Community Bulletin Bd.		1” :60, :30, :20, :15 seconds Copy only
KOFE–AM PO Box 278 St. Maries, ID 83861		Sherry Janda Ph: 245–1240 Fx: 245–6525 koferadio@nidlink.com		Pre–Produced PSA & Copy Community Bulletin Bd.		Cassette, Reel–to–Reel, CD :30 seconds 2 weeks in advance Copy only
KORT AM & FM P. O. Box 510 Grangeville, ID 83530		Melinda Fischer Ph: 983–1230 Fx: 983–2744 melinda@novaquest.net		Copy Only Community Bulletin Bd.		:30 second 2–3 Days in advance Copy only
KOZE AM&FM PO Box 936 Lewiston, ID 83501		Mike Ripley Ph: 743–2502 Fx: 743–1995		Pre–Produced PSA & Copy		Reel–to–Reel :30, :60 1 week in advance

Public Affairs Programs [ top ]

One of the most effective ways to get your message across to a wide audience is to have a member or members of your group appear on a talk program. Generally these programs are not shown in prime time. However, you will be seen or heard, regardless of the hour, by many hundreds of viewers and listeners. More importantly, your audience will have learned about a problem, concern or event that should receive public attention.


You've Been Booked for A Program [ top ]

Before the Interview
Almost everyone feels somewhat nervous and apprehensive before appearing on television or being interviewed on radio. Relax. It’s almost never noticed by the viewers/listeners. They don’t expect a performer, so enjoy yourself. You’re the expert!

The highest ranking member of your organization may not necessarily be your most articulate or lively spokesperson. If possible, send someone who speaks easily and well before groups.

Be prepared to discuss your organization in general terms, even though you may represent only one area of its total program.

The interview will be more effective if you decide ahead of time the most important things you want to say and how to say them in the clearest way.

If you will be using terms that may not be readily understood outside your field, be sure to explain them in everyday language.

Don’t overuse statistics. A human interest story will be remembered long after percentages are forgotten.

Suggested list of questions for the host.
Copies of any newspaper articles, brochures, etc. about your organization or the subject.

Telephone number and/or address to appear during the program.

Television is a visual medium. Any videotapes, photos, objects, free brochures, will add interest to the program. Let the producer know you have them, but don’t send them unless requested.

In your cover letter to the producer include, “I will call you in a few days.”

Producers receive many letters and calls daily. It’s not always easy to remember every contact. So when you make your follow–up call, give your name, title, organization and the reason you’re calling.

If you are offered voice mail, make certain that you slowly repeat your name and phone number at the end of your message.

Finally, always remember that a producer’s “no” doesn’t mean “never”. Ask if and when you may try again.


During the Interview
Use your natural speaking voice.

Don’t look at the cameras or monitors. Look only at the interviewer or the person speaking.

Speak into the microphone.

The host of the program is addressed by first name.

Answer questions fully, but don’t make your answer a monologue.

If the interviewer appears to be searching for a question, don’t hesitate to jump in with a statement, information, etc.

After the Interview

Don’t be concerned if you think that you’ve forgotten to mention certain facts. It’s not possible to say it all within a limited time frame. What is important is that you’ve brought your organization to the attention of thousands of listeners in Idaho.


For TV
Don’t wear glossy fabrics, fine lines or busy patterns. Avoid wearing very shiny jewelry.

The makeup you wear for daytime is all you need for TV.


For Radio
Be comfortable – no one but the station staff will see you.

Remember to speak directly into the microphone, not to the host.

Feel free to bring notes you can refer to with the most important points you want the audience to hear.

To get the Producer's Attention
Here are some ideas:

• Watch or listen to the program. This will make you familiar with the format of the show and the style of the host.
• Write to the producer on your organization letterhead. A typed letter is easier to read.
• Include a short summary of your organization’s history and aims.
• What is new, innovative or special that people should know about?
• Will viewers learn something that can be helpful to them?
• Does it interest a wide audience?

Send the following material if available:

• Names of guests who can be interviewed. Include their titles and how to reach them.

Program Listings [ top ]

All shows are taped and shown at another time. They usually have a talk/interview format. Contact the producer unless otherwise noted. Public Affairs programs don’t compete for guests. If you appear on one station, this doesn’t prevent you from being on another. It’s to your advantage to get as much exposure as possible.

KACH Radio
1133 E. Glendale Rd.
Preston, ID 83363
(208) 832–1340
Let’s Talk
Producer and Host: Alan White
Airs: Weekdays, 8:35–9:00 a.m.
Subjects Covered: Anything of Local Interest
Advance Booking: At least one week

KBCI–TV
P. O. Box 2
Boise, ID 83701
(208) 472–2222
Eye On Idaho
Producer and Host: Walt Baker
Airs: Sunday, 9:30 a.m.
Subjects Covered: Problems, issues in community
Advance Booking: 6–8 weeks

KBXL
1477 S. Five Mile Rd.
Boise, ID 83709
(208) 377–3790
Encouraging Words
Producer: Leigh Ann Schafer, Nikki Stonier
Host: Diana James
Airs: Mon–Fri, 11:30 a.m.
Subjects Covered: Events happpening in Treasure Valley
Advance Booking: 2 Weeks

KCID–AM & KGEM–AM
5601 Cassia
Boise, ID 83705
(208) 344–3511
Interchange
Producer: George Dashielles
Airs: Mon–Fri, 7:25 am & 8:25 am
Subjects Covered: Public affairs, arts & entertainment, books
Advance Booking: 4 weeks

KECH–FM
Box 2158
Ketchum, ID 83340
(208) 726–5324
News – 95 & Headlines & Calendar
Producer & Host: Gary Stivers
Airs: 6 times per day, Mon–Fri
Subjects Covered: Local, Community Affairs, News, Sports
Advance Booking: 1 week

KIVI–TV
1866 E. Chisholm Dr.
Nampa, ID 83687
(208) 467–3301
Newsmakers
Producer: Denise Vickers
Host: Various
Airs: Sundays, 8:00 a.m.
Subjects Covered: Various

KLEW–TV
P. O. Box 615
Lewiston, ID 83501
(208) 746–2636
Lewiston, ID 83501
Northwest Morning, Northwest Morning Books
Producer & Host: Margo Aragon
Airs: Fri, 7:25 a.m. and 8:25 a.m.
Subjects Covered: Public Affairs, A&E, Books
Advance Booking: 4 Weeks

KORT FM/AM
P. O. Box 510
Grangeville, ID 83530
(208) 983–1230
Talk About Town, KORT Today, stations breaks
Producer: Melinda Fischer
Host: Melinda, Jennifer, Mike
Airs: Everyday, Station Breaks–Sun–Wed.
Subjects Covered: Local Events
Advance Booking: 1 week

KOZE AM&FM
PO Box 936
Lewiston, ID 83501
(208) 743–2502
During Station Breaks–1:45 minutes long
Producer: Jason Ford
Airs: 4 times daily, Sunday–Wednesday
Subjects Covered: Various

KTVB–TV
PO Box 7
Boise, ID 83707
(208) 375–7277
Viewpoint
Producer & Host: Jake Putnam
Airs: Sunday, 9am
Subjects Covered: Various
Advance Booking: 2 weeks

KUPI AM&FM
854 Lindsay Blvd.
Idaho Falls, ID 83402
(208) 522–1101
Public Affairs
Producer & Host: John Balginy
Airs: When situation demands
Subjects Covered: Various

KVNI/KHTQ
P. O. Box 308
Coeur d’Alene, ID 83815
(208) 664–9271
Dick Haugen Morning Show
Producer: Travis Malone
Host: Dick Haugen
Airs: Mon–Fri, 9:00 a.m.
Subjects Covered: Various

KWAL–AM
PO Box U
Osburn, ID 83849
(208) 753–1141
Host: Announcer on duty
Airs: Just when we have a guest
Subjects Covered: Various
Advance Booking: 1 week

KWIK–AM
259 E. Center
Pocatello, ID 83204
(208) 233–1133
News & Views, Chamber Chat
Producer & Host: Neil Larson
Airs: Mon – Fri, 9:00 a.m.–10:00 a.m. Tues/Thurs, 8:30 a.m. Subjects Covered: Politics, Community Events
Advance Booking: 2 weeks

IEPBS
1455 N. Orchard
Boise, ID 83706
(208) 373–7220
Dialogue & Idaho Reports This Week
Producers: Marcia Franklin & Joan Cartan–Hansen
Hosts: Marcia Franklin & Joan Cartan–Hansen
Airs: Thursdays, 8:30 pm/Dialogue: Fri, Jan–March
Subjects Covered: Politics, environment, authors, arts, business
Advance Booking: 3 weeks

How to get News Coverage [ top ]

Here are some ways to try for news coverage:

• Two weeks in advance, send a typed Press Release that is short and to the point to the Assignment Editor.
• The information should answer the 5 W’s. . . Who? What? When? Where? Why? Add the basic details. Include the name as well as daytime, evening and weekend telephone numbers of a contact person. If needed, you can attach a second page with background information.
• Organized and well–planned material is more likely to be noticed and considered for coverage.
• Your material is generally filed with other news events that will occur that day.
• A day or two in advance of the event call the Assignment Editor to make sure your News Advisory was received. If not, be prepared to give all the details.
• Most stations will not object to your call. Consider phoning after, not before their newscasts. Midmorning or early afternoon is the best time.
• Remember that television is visual. News needs pictures to show while the story is being told. Be prepared to present your event in as interesting a way as possible. For example, the subject is education. An event built around the parents and their kids has more impact than two spokespersons sitting at a conference table talking about the problem.