Sponsorship differs from commercial advertising in both sound and spirit. The public radio audience responds best to straightforward information presented in a concise, clear, and sincere manner.
- All sponsorship credits MUST include the legal name of the sponsor and are preceded by the opening phrase “Support for Michigan Radio comes from…”
- Michigan Radio sponsorship announcements are fifteen (15)-seconds in length and read live by station announcers.
- Information about the company, brand names, and descriptions of products and services offered, delivered in a “value neutral”, non-promotional manner.
- Business location, phone number OR web site address. Years in business. Established slogans stating the company’s philosophy or positioning statement in a manner that is keeping with public radio copy guidelines.
- Guidelines are based on FCC rules and on Michigan Radio Policy. They are designed to protect the non-commercial nature of public radio and preserve the style and sound that public radio listeners value and respond to.
- CALLS TO ACTION: i.e., “call”, “stop by”, “email”, “visit”, or phrases prompting action.
- REFERENCES TO PRICE: i.e., “free”, “10% percent off”, “complimentary”, “no down payment”,
- INDUCEMENTS TO ACT: i.e., “while supplies last”, “special gift”, “on sale”, “limited offer”,
- QUALITATIVE OR COMPARATIVE LANGUAGE OR CLAIMS: i.e., “best”, “greatest”, “most reliable”, “oldest”, “largest”, “can improve/provide/teach/expand…”,
- OVERSTATED OR SUBJECTIVE LANGUAGE: i.e., “funfilled”, “enjoyable”, “long awaited”, “by popular demand”, “, “authentic character”, “informed counsel”, “professional advice”,
- ENDORSEMENTS: i.e., “recommended by New York Times”, “the Wall Street Journal says…”,
- CREDENTIALS: i.e., “Board certified”, “Award winning”,
- WORDS SUCH AS: “you,” “your,” “our,” and “we” are not permitted as part of sponsorship language. It suggests a personal endorsement on the part of the station.
Disclaimer: Michigan Radio reserves the right to refuse any request for sponsorship that would violate an FCC rule or policy, violate station policies or adversely affect the reputation or financial condition of the station. No announcements will be aired on behalf of political organizations, political candidates or their committees, or that express a view on issues of public importance or interest or religious belief. No more than one (1) event may be listed in any sponsorship announcement. No more than 6 sponsorship announcements may air in one day (and may be less depending on inventory).