1. Christie Omodeo
Writingforthe Media
Assignment2-PSA
Due:October16, 2014
Statement of Justification
I researched the client, John Connolly in order to create a suitable public service
announcement. The following information I collected assisted me in creating the script for the
announcement. The event is taking place at Books-A-Million in South Portland Maine. The
event is for Mr. Connolly’s new book, The Wolf in Winter.
The geographic reach is Maine, more specifically, the greater Portland area. John
Connolly’s books can be ordered online as well as being purchased at the event taking place at
Books-A-Million. It would be more effective and less costly (Unless the service is done for free)
if the target audience was for local greater Portland, Maine residents, since they are close to
the primary location. Depending if the PSA can be broadcasted all over Maine, then that would
be effective as well, giving residents of Maine a chance to seek out the event if they wish. The
appropriate target age groups for this announcement and specific book are age groups 18-34,
35-49, 50-64, and 65+. The gender reach is for both women and men because both genders can
enjoy reading in generally and more specifically the series and book in question. The suggested
retail value of the new hard-cover book, The Wolf in Winter, is twenty-six dollars. The
appropriate incomes include, under $25,000, $25,000-$35,000, $35,000-$50,000, $50,000-
$75,000, $75,000-$100,000, and $100,000 and over. The span for the target education level of
the audience is high school graduate, some college, college graduate, and postgraduate. People
that have a higher education level tend to make more money, so they can spend money more

2. easily. Where this is a radio ad, I don’t think race is really applicable here, since the ad will only
have the voice, and not the visual, so you can’t generally tell someone’s race by their voice.
The target races include, but are not limited to, Caucasian, African American, Asian, Hispanic,
and Native American. All family sizes can be targeted, 1-2, 3-4, and 5+. Target Occupations
include, college, professional, white-collar, and blue-collar. The psychographic lifestyle targets
for the products being announced to is anyone who likes to read, enjoys mystery thrillers,
enjoys meeting authors, enjoys obtaining autographs, and are fans of John Connolly and his
work. It can fall under the categories of, Makers, Experiencers, Strivers, Achievers, Thinkers,
and Innovators.
Using the AIDA format for my script, I started with the first A and chose to catch
attention by using a sound effect. Because it is a public service announcement, I chose to use
an announcer and attempted to begin with a dramatic attention getter statement. My hope is
that because John Connolly resides in Ireland and is coming all the way to Maine is an
attention/interest hook which moves into the ‘I’ category. While writing the script I tried to
reach desire by appealing to the desire of meeting a well-known international best-selling
author locally. I also tried to appeal to book lovers and their unending love of books and
meeting authors. For the final A, the action, I told the audience to get their copy of the book
and join the discussion. I also used humor in the script telling the audience not to miss it
because they don’t want the main character from the series to hunt them down.
For appeal I began with John Connolly being an international best-selling author, which
to book lovers is a celebrity of sorts. I also tried to make the script sound exciting and pump the
audience up and want to attend. I also tried to use the humor appeal in the end, adding a sound

3. clip of John Connolly saying something funny as well as the comment about the audience not
wanting Charlie Parker to hunt them down and then silence for the last sound effect. For this
announcement I’m appealing to the desire of meeting a well-known author and to those who
like to laugh.
I believe the persuasive appeals should be effective because people like to meet well-
known people and individuals from far away, especially when you live in Maine. Not a lot of
popular authors come to Maine. I also think the humor will help because everyone likes to
laugh. The promise of meeting an interesting individual and a good time can pique people’s
interest enough that they might mark the date in the calendar and go to the event.

4. Radio Script
:60 International Best Selling Author
SFX
ANNOUNCER
SFX
SFX
ANNOUNCER
SFX
BOOK PAGES BEING FLIPPED
All the way from Dublin Ireland…International Best Selling
Author…John Connolly…will be in South Portland Maine. Join
the discussion at Books-A Million. Get your copy of his latest
novel…in the riveting…Charlie Parker series autographed. Set
in Maine— The Wolf in Winter... will give you a huge dose of
locality with unforgettable characters.
(EXCITEDLY)Bibliophiles… you don’t want to miss meeting
this captivating author on November fourth!
SOUND CLIP OF JOHN CONNOLLY SAYING SOMETHING
HUMOROUS
LAUGHTER
The laughter will begin at six in the evening and continue
well into the night. Don’t miss it. You don’t want Charlie
Parker to hunt you down…
SILENCE