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Sponsorship Language Guidelines

Public radio is a unique format — learn what works best and what to steer clear of for your campaign.
BPR's High Point towers pictured a day before Winter Storm Cora. Photo by BPR Broadcast Systems Manager Duncan Fowler.
BPR's High Point towers pictured a day before Winter Storm Cora. Photo by BPR Broadcast Systems Manager Duncan Fowler.

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