Prepare a creative brief identifying the issue, the primary audience for the message, the likes and dislikes of the target audience, the attitudes and behaviors to be changed, and the desired call to action required of the target audience.
Develop the story idea into a scripted message covering who, what, when, where and why. Keep the script copy "evergreen" with general information, not dated, tied to a specific event or time-sensitive. Make certain the message does not contain references to commercial products, services, logos or corporate names.
Grab the viewer's attention with a strong opening image. Address only one main point and make it clear and persuasive. A good example is the United Negro College Fund's "A mind is a terrible thing to waste." The PSA, utilizing one powerful sentence, not only summarized the issue but made an emotional connection with the viewing public. The campaign slogan has "remained unchanged for more than three decades and has become part of the American vernacular," according to the Ad Council Retrospective.
Break the script into visual and audio components, matching audio to the video. Time your script by counting words. Produce a long version of 60 seconds with 120 to 140 words, an abridged 30-second version of 55 to 85 words and a 15-second version of 40 to 45 words. Read your script aloud to ensure it sounds conversational.
State a clearly defined call to action--"For more information log on to..."; "To volunteer your services, call 1-800...." In addition, include the organization's name, logo and phone number or website both visually and orally by the voice-over announcer.