On-air messaging with public radio stations identifies and describes sponsors, offering a unique and effective complement to any regional advertising campaign. 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 Member stations:
- 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.