On-air messaging with NPR identifies and describes sponsors, offering a unique and effective complement to any national advertising campaign. Your brand’s message is voiced by trusted, familiar NPR announcers. Messaging guidelines are shaped by audience research as well as government regulations to provide a sponsorship environment that works best for listeners and sponsors alike.
Messaging that works on NPR:
- Keep it clear: State who you are, what you do, and where listeners can learn more. Operating divisions and subsidiaries may be named as well.
- Focus on features: Instead of “fast and safe,” say “240 horsepower and side-curtain airbags.” NPR listeners prefer a direct approach.
- Reference current creative: Established, non-promotional slogans are allowed and broader themes often emerge from existing ad creative.
- Acknowledge the environment: Where possible, underscore alignment with NPR and listener values.