KUALA LUMPUR: Commercial Radio Malaysia (CRM) plans to produce more Public Service Announcements (PSAs) to forge closer links with the community, raise awareness of the public’s social obligations, and address the well-being of Malaysians through acts of goodwill.
Its president Kudsia Kahar said: “There’s plenty to be concerned about, plenty that can be or need to be changed or viewed differently. The feeling of community is very important in creating some of these changes.
“Thus radio plays an important part in reminding people that we can do so much for a better society and environment.”
Kudsia said that simple things like reminding Malaysians what Malaysia is about, what the nation is built on and being proud about the countless things that make Malaysia unique, can promote a spirit of nationalism and patriotism.
“I am proud to say that each one of our member stations continues to create PSAs that serve our community for this purpose.”
Cats FM, an independent radio station operating from Kuching, regularly hosts various promotional drives and awareness programmes as a means of giving back to society.
Its general manager Mohd Iskandar Mohd Nawawi said: “A PSA works best if it has a strong message and is conveyed creatively while engaging listeners. Good writing, production, appropriate voice talents and the use of sound effects are some of the tools that make a memorable PSA.”
He cited an example where some years ago the station launched a campaign on public toilet cleanliness that produced positive results and won the Anugerah Sri Angkasa.
“Our PSA hit an emotional nerve and listeners related to it positively. People knew keeping public toilets cleans was everyone’s personal responsibility.”
Astro Radio chief executive officer Jake Abdullah said that radio must use every resource available to deliver impactful PSAs.
“When it’s useful, we work with celebrities to voice a PSA targeting specific audience segments. Celebrities are quite persuasive, and they have the credentials to add value to a message. They also have the capacity to enliven a PSA if it’s well written with a message that can make a difference in people’s lives,” he said.
BFM chief executive officer Malek Ali reasons that there are many ways to convey the same message, depending on the target audience and the weight of the message.
“Whether we want to encourage public support for a cause or announce an event, the message must be succinct, easily understood and informative,” he said. “Humour is always a good tool to attract attention, but the message may not get its desired result if it goes off-tangent.”
Kudsia said she wanted PSAs to be a platform to inform, educate, and enlighten our listeners in meaningful ways.
“We steer clear of religion and politics and work by being responsible and relevant to our audiences.”
In recent years, CRM member stations have supported a wide array of causes ranging from cancer treatment programmes to stroke awareness and cultural festivals.
Jake said well-articulated PSAs that stay focused on the subject and provide useful information have the widest reach.
“Each station caters to a specific audience. We welcome PSAs that do not cross the commercial boundary but serve the benefit our communities. Our preference is always to use in-house voices, copywriting and production talents to ensure that we preserve a tone and style that’s particular to us.”
CRM is an association that represents 23 commercial radio stations nationwide working jointly to coordinate regulatory issues, promote listener engagement activities, organise outreach programmes for undergraduates, and share resources for research ratings.