Sponsorship Language Guidelines
Public radio is a unique format — learn what works best and what to steer clear of for your campaign.
Messaging that works on public radio 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.” BPR 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 BPR and listener values.
Sponsorship messages may not include:
- Qualitative language (favorable qualities, benefits and claims)
- Calls to action
- Comparative language (e.g., “leader,” “largest,” “the only”)
- Price and value information
- Inducement language (e.g., rewards programs, warranties)
- Language that expresses a view about a matter of public interest
- Messages that support, oppose, or reference any candidate for political office or public referendum
- Awards, favorable reviews, endorsements, testimonials
- Personal pronouns (e.g., “you,” “we”)
- Health claims
Submitting copy for BPR sponsorship schedules
- Max copy length is 15 seconds, depending on the local station’s policy
- Copy may be emailed to your BPR sales representative
- Copy to be submitted 4 business days before the scheduled flight
- Final decision on language is BPR's