As a former and occasionally current radio guy, permit me to add my
observations on museum PSAs.
1. Yes, as a nonprofit you are entitled to free air time for your
noncommercial message. (Act now before that privilege is deregulated out of
existence.)
2. As has been pointed out, your spot will most likely be aired in the wee
small hours, or Sunday at 6 am, or some other time of minimum audience.
However, see [3] through [6] below to improve your chances.
3. As a general rule, the shorter the better. Fifteen second messages have
a better chance of airing than 30 second spots, which in turn are more
likely to run than 60 second spots. Some individual stations may have their
own preferences, however; call to find out.
4. As has been mentioned, by all means look for an "in" with the station
through a board member or other contact. If you can get your spots paid
for, you're in a much, much better position to air them at favorable times.
5. Do not, repeat not, simply re-use print copy for your PSA. Get a
broadcast professional to rewrite the material for the medium involved. It
will be more effective. Besides--I don't know for sure how it is in the new
centralized, computerized commercial radio world, but when I was a deejay,
we preferentially ran the PSAs that were clearly, even cleverly written
and/or produced.
6. By the same token, spots that are produced with professional voice
talent, music, even humor or sound effects will be more effective than a
script meant to be read live on the air. Again, look for an "in" with a
station or ad agency for help with this, assuming you have no budget (hey,
you can dream, can't you?).
Best of luck,
Steve Tokar
content-audio-client services
http://www.stevetokar.com
ph. 415.759.6924
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