Sponsorship Guidelines

The guidelines for corporate messages on WHRO's public broadcasting stations leave ample room for creativity and stylishness. Many companies run their existing spots on our air. Others find that a small change in voiceover is all it takes to fit the non-promotional environment of Public Broadcasting. All sponsorship material and copy are subject to approval.

Broadcast Sponsorship Guidelines

Your credit may:

• Describe your business
• Describe your corporate mission
• Identify products and/or services
• Use an established slogan
• Use an 800 #
• Make an association between your company and the program

To maintain public broadcasting's non-commercial character, the FCC has determined that sponsor credits may not:

• Use comparative or qualitative language
  (efficient, economical, dependable, prompt, leading, reliable, excellent)
• Offer price, discount, or financing information
  (offering a discount, financing is available)

Digital Sponsorship Guidelines

Sponsorship messages that seek to promote public media generally or align with the WHRO Public Media, WHRV 89.5 FM, WHRO 90.3 FM, and WHRO TV 15 missions are encouraged. All sponsorship material and copy are subject to approval. WHRO Public Media reserves the right to reject creative based on content. Creative should align with the non- commercial tone of public media.

Digital Sponsor Messaging May Include:

• Business name, operating division or parent company
• Business street location, phone number and / or website
• Value-neutral product or service descriptions
• Event dates and locations
• An established non-promotional corporate slogan
• Description of target market
• Length of time in business
• Calls-to-action of a non-transactional nature. The call-to-action should not be the primary focus of the creative, not be visually intrusive, and not imply deadlines or discounts. (e.g., "click here,"" "click to visit," "learn")
• Audio and video pre-roll length, up to :15s accepted

Digital Sponsor Messaging May Not Include:

• Calls to action statements which direct the audience to call, to go to a location, to try, to compare
• Qualitative statements which involve subjective evaluation of quality
  (e.g., fine, great, rich, superb)
• Comparative descriptions or language
  (e.g., the best, bigger, faster)
• Comparisons of a sponsor to competitors or industry standards
  (e.g., mentions of awards of recognition or merit)
• Pricing information and inducements to buy, sell, rent, or lease
• Inducement-to-buy statements which direct the audience to purchase the product
  (e.g., free trial period, 2 for 1)
• Audio ads may not use first or second person pronouns
  (e.g., I, me, you)
• Audio ads may not use the words "you," "your," and "we." The use of these words implies a relationship between the donor and the listener.
• Language that is considered promotional
• Coupons
• Award or prize mentions
• Health claims
• Expression of a viewpoint on a controversial issue
• Support of or opposition to a political candidate or ballot initiative