Radio Public Service Campaigns operate as earned media that can sit alongside paid media to stretch reach and frequency without paid spot costs. They use donated airtime from stations for qualified public-interest messages, and follow FCC guidance that PSAs are noncommercial announcements aired at no charge for government entities or nonprofit organizations. In practice, the process looks similar to paid flighting, but clearance is at the discretion of each station.

• Inventory reality: Airtime is donated and finite. Stations receive more PSA requests than they can clear, so quality, relevance, and timing determine whether your spots are aired.
• Creative standards: Provide broadcast‑ready audio with strict :60 and :30 durations, and optional :15s. Scripts must be noncommercial and free of calls to purchase, pricing, or inducements.
• Distribution and clearance: You earn placement by pitching and supplying assets to station public service or programming contacts, then tracking which stations cleared which lengths and how often.
• How it fits with paid media: PSA flights can bookend or fill gaps between paid bursts, maintain message continuity, and create incremental frequency in dayparts or markets where paid budgets are thinner.

Successful radio PSA campaigns are built with the same rigor as paid media, but optimized for station selection criteria and local relevance.

• Strategy and objectives: Define a single primary goal (awareness lift, website visits, hotline calls, sign‑ups) and supporting behavioral outcome. Set a time‑bound campaign window tied to relevant seasonality or observances.
• Audience and market mapping: Prioritize markets and formats that index to your audience. Build a station list by market, format, and community engagement history. Prepare localized tags where possible.
• Creative and messaging: Produce concise, benefits‑led scripts that stay within exact timing. Offer multiple lengths (:60, :30, optional :15) and versions (e.g., general, Spanish, youth‑focused). Include a single, memorable call to action that can be spoken once and recalled.
• Compliance guardrails: Keep copy noncommercial and informational. Avoid qualitative claims about services, calls to purchase, pricing, or comparative statements. Include clear identification of the organization as the source of the message.
• Distribution workflow: Package assets with a station letter, one‑sheet, traffic instructions, ISCI/Ad‑ID if used, and downloadable audio. Pitch public service directors and programming teams in prioritized waves. Follow local preferences for file formats and tags.
• Flighting plan: Align your PSA window to moments of high relevance. Stagger outreach in the weeks before the flight, refresh creative mid‑campaign, and plan a final push before the close.
• Clearance management: Log station responses, lengths accepted, start dates, and any daypart notes. Confirm airing through affidavits where available, logs when provided, or third‑party monitoring. Nurture relationships with fast responders.

Because PSAs are not guaranteed, measurement focuses on verified airings, modeled impressions, and outcome signals, while maintaining compliance with broadcast rules.

• Core metrics: Track number of stations clearing the PSA, total airings, estimated impressions by market, and effective frequency. Tie to outcome proxies such as website sessions, call volume, SMS opt‑ins, and branded search lift.
• Attribution tips: Use a simple, speakable URL or vanity phone number. Time‑stamp major outreach waves and creative refreshes to correlate with outcome deltas. Consider market‑level pre/post analysis.
• Optimization loops: Prioritize stations with higher clearance and formats driving outcomes. Refresh copy if clearances stall. Add localized tags to improve relevance and acceptance.
• Compliance and documentation: Maintain copies of all scripts and audio. Ensure announcements remain strictly noncommercial and identify the sponsoring organization. Keep distributor logs and any station affidavits.
• When to add paid support: Layer paid radio or streaming audio when you need guaranteed dayparts, specific GRP goals, or sustained frequency in key markets. Use paid to anchor reach while PSAs extend continuity and scale.