Converting Obstacles to Opportunities: “We are too limited in what we can say…”

As a public radio station, our mission is to educate and inform the public. We see our concise and direct sponsorship messages as an expression of this mission.

But sometimes those guidelines can feel restrictive: no calls to action, no qualitative comparisons, no subjective language – it can really seem like a lot of NO.

Full list of copy requirements

We’ll let you in on a secret – when it comes to sponsorship, less is more.

Our listeners respect the clear subtlety with which our sponsors present themselves– you can get your message across without the promotional language and repletion you hear on commercial stations. We call this value “The Halo Effect”.

The Halo Effect is is defined as “the positive sentiment that listeners have towards companies that support the community service of NPR and public radio stations”. This powerful benefit provides clear benefits to our sponsors including perceptions of increased quality, credibility and communication connection. To maintain the Halo Effect, we uphold a set of best practices that enhance consideration of public radio, many of which we previously mentioned.

On Michigan Radio, sponsorship messages stand out. Corporate sponsors support a public service and our success isn’t rooted in revenue. Our listeners see the value in that.

Posted in Converting Obstacles to Opportunities.