To effectively end a public service announcement (PSA), you must always provide a clear and concise call to action, typically directing viewers or listeners to call a telephone number or visit a website URL for more information. This concluding statement is crucial for guiding your audience to take the next step and ensure your message has a lasting impact.
The Importance of a Strong Call to Action (CTA)
The ending of your PSA is not just a sign-off; it's an opportunity to engage your audience further. A well-crafted call to action (CTA) provides a pathway for individuals to learn more, seek help, donate, volunteer, or access critical resources. Without a clear directive, your powerful message might simply fade away, missing the chance to convert awareness into action.
Key Elements of an Effective PSA Ending
A strong PSA ending should be:
- Concise: Get straight to the point. PSAs are short, so every second counts.
- Clear: There should be no ambiguity about what you want the audience to do.
- Action-Oriented: Use verbs that prompt a specific response, such as "Call," "Visit," "Learn," or "Donate."
- Accessible: Provide contact information that is easy to remember or note down.
Crafting Your Concluding Statement
The most effective way to conclude your PSA is with a direct instruction:
"FOR MORE INFORMATION, CALL (TELEPHONE NUMBER) OR VISIT (WEB SITE URL)."
This standard phrasing ensures clarity and provides immediate avenues for follow-up.
Essential Contact Information
Always include at least one, and ideally both, of the following:
- Telephone Number: A dedicated hotline, support line, or general information number. Ensure it's active and staffed.
- Example: "Call 1-800-555-HELP for immediate support."
- Website URL: A clean, easy-to-type website address where more comprehensive information, resources, or ways to get involved can be found.
- Example: "Visit www.YourCause.org to learn more."
Other Potential CTAs (Use Sparingly)
While phone numbers and websites are primary, depending on the PSA's goal, you might also consider:
- Social Media Handle: For ongoing engagement and community building, but typically as a secondary CTA.
- Example: "Follow us on Twitter @YourCampaign."
- Text Message Keyword: For quick information delivery or opt-in lists.
- Example: "Text 'HOPE' to 444-555."
Practical Tips for Your PSA Ending
- Allocate Sufficient Time: Even in a 15 or 30-second PSA, ensure there's enough screen time or audible duration for the contact information to be registered. A common guideline is 3-5 seconds for contact details.
- Visual and Auditory Clarity:
- Visual PSAs: Display the phone number and URL clearly on screen with good contrast.
- Audio PSAs: Speak the contact information slowly and clearly, potentially repeating it once.
- Consistency: Ensure the contact information is consistent across all your promotional materials.
- Test Functionality: Before airing, double-check that the phone number is active and the website URL leads to the correct, functional page.
Understanding Submission Requirements
When preparing your PSA, it's vital to remember that television and radio stations often have specific submission requirements, including guidelines for the ending. These can vary significantly by station, market, and even program type.
Research and Preparation
- Station Guidelines: Always research the PSA submission guidelines of the specific television and radio stations you plan to target.
- Technical Specifications: Pay attention to duration, audio levels, video formats, and specific requirements for displaying contact information (e.g., font size, placement).
- Contact Persons: Identify the public affairs director or community relations manager who handles PSA placements.
Example Call-to-Action Elements
The table below outlines common elements used in PSA endings:
| Call to Action Element | Description | Best Practices |
|---|---|---|
| Phone Number | A direct line for immediate help, questions, or resources. | Speak clearly, display prominently. Ensure it's toll-free if applicable and staffed. |
| Website URL | A web address linking to more in-depth information, resources, or ways to get involved. | Keep it short, memorable, and easy to type. Avoid complex subdomains. |
| Organizational Name | Clearly state the name of the organization behind the message, especially if not mentioned throughout. | Ensure your organization's name reinforces credibility and is associated with the CTA. |
| Brief Slogan/Tagline | A concise phrase that summarizes the core message or mission. | Reinforce the message; don't distract from the CTA. |
By adhering to these guidelines, your public service announcement will not only raise awareness but also empower individuals to act, making a tangible difference in the community.
