Making Your Announcement Work for You
Sponsorship messages differ from commercial advertising in both sound and spirit. The public radio audience responds best to straightforward information.
Announcements include the name of the underwriter, preceded by the phrase, "Support for WRKF provided by our members, and by ..." Announcements are 15 seconds in length (about 35 words) and read by station announcers, in the third person.
Announcements may include descriptions of products and services delivered in a value neutral, non-promotional manner. Announcements may include years in business, location, phone number, and website information.
Announcements may not include calls to action such as "call", "email", or "visit"; references to price; qualitative or comparative language such as "best", "oldest", and "largest"; no credentials nor awards.
These guidelines protect the non-commercial nature of public radio and are overseen by the Federal Communications Commission (FCC).
Example: "Support for WRKF provided by our members and by Walters, Papillion, Thomas, Cullens, representing clients in personal injury and business litigation. Walters, Papillion, Thomas, Cullens, 12345 Perkins Road. Lawbr.net."