The FCC's rules are clear when it comes to what you can and cannot state in your broadcast message on public media. Your public media message can include logos or slogans that share your location, descriptions of your product or service, brand names, trade names, and product service listings. You cannot, however, promote your product, provide price information, or include any calls to action.
Although regulations limit what you can do and are prohibitive with regard to traditional advertising tactics, they should not give you worry. Public media campaigns get results.
Public media sponsorships provide an opportunity for you to tell the story of your brand in creative ways without relying on traditional advertising tactics while delivering the ROI you want and need. Here are some innovative ways you can help your sponsorship message stand out so you reap the benefits of an increased ROI.
Educate Your Listeners
Listeners that consume public media, whether via radio, podcasts, or television, seek smart and captivating programming. They watch or listen to learn things; they are there to be educated. This is, in part, due to public media's commitment to education.
While public television such as PBS often provides documentaries, news shows, and educational children's programming, public radio programming includes news and talk to educate, inspire, and captivate listeners. When you use your sponsorship message as a way to educate your listeners, you give them exactly what they want.
Create Interest for Your Listeners
When you provide information in a sponsorship message, capturing listener attention is key. Public media listeners are eager to listen and learn, but you risk losing them if you do not capture their attention. Talk about subjects related to your business in a way that is of interest to the listener.
For example, doctors can give health tips, financial advisors can offer savings suggestions, and insurance companies can provide hurricane preparedness guidelines. Listeners will associate this advice with your name and your business. Ultimately, this builds trust in your brand, inspires listeners to take action, and increases your ROI.
Give Listeners a Window into Your Company
Abundant research supports the idea that authenticity is a key aspect of successful branding. This is especially true of socially-conscious, community-minded public media consumers. The notion of authenticity includes several things such as honesty and integrity, but one of the best ways to display authenticity to listeners is through transparency—letting them see how the sausage is made.
Chipotle's public media campaign shares stories of young farmers who discuss the challenges facing them as they continue their family's farming legacy. Providing a peek behind the curtain displays authenticity and 86 percent of consumers report that authenticity is a key deciding factor when choosing which brands to support.
Highlight a Cause
Public media listeners are highly conscientious. When you highlight a worthy cause, public listeners are more likely to purchase your product or use your services. You can highlight a cause by interviewing people who run or benefit from a charitable program your organization sponsors to create uplifting stories that showcase the tangible impact of their efforts. Highlighting a cause can also amplify your brand before you launch a public media campaign on digital or social media that tracks ROI.
Get Creative with the Numbers
Brands that understand and leverage factors such as brand value, relationship equity, acquisition economics, and engagement with partners, distributors, and employees create financial value that delivers significant ROI.
While FCC regulations for public media can seem daunting, you do not need to rely on traditional advertising tactics for your sponsorship message. You can take an innovative approach by educating and creating interest for listeners, showing them a behind-the-scenes look at your organization, highlighting a worthy cause, and getting creative with numbers.
Your organization can benefit from working with a media partner who understands how to reach public media listeners. Together you can create an innovative sponsorship message that delivers a strong return on your investment.
