Underwriting: Guidelines and Samples

Guidelines
Specifically, underwriting announcements may NOT contain:

Call to action statements which direct the audience (e.g., “bring your car to us,” “call 974-6167 for more information” or “come see us…”).

Superlative description, qualitative claim or subjective statements about the company, its products or its services (e.g., “the best builders ever,” “leading,” “leader,” “leadership,” “a great partnership,” “fine, great, rich or superb,” “whimsical” or “electrifying”).

Direct or insinuated comparisons with other companies or with other companies’ products or services (e.g., “when Cadillac just isn’t good enough,” “we’re better than the rest,” “best, bigger or faster,” “award winning” or “AAA certified”).

Price or value information (e.g., “only $160 down and $160 a month,” “tickets are $10” or “admission is free”)

Inducements to buy, sell, rent or lease (e.g., “free trial period” or “on sale”).

Endorsements (e.g., “recommended by four out of five customers” or “used by professional golfers”)

First or second tense pronouns unless included in an established, non-promotional slogan (e.g., “I,” “me” or “you”)

Music, jingles or sound effects designated by the underwriter.

Voicing by the underwriter

Language that would lead the underwriting message to be used as forums, advocacy platforms or statements of belief regarding issues, concerns, lifestyles, political or religious preferences, etc.

.Underwriting announcements may contain:

12-seconds of copy which will include the beginning statement of “Funding for KRPS comes from….”

Additional repeat of the underwriter’s name.

Neutral description of products or services offered by the underwriter.
   o Origin (e.g., “French wine”).
   o Intended use (e.g., “children’s clothing”)
   o Form of delivery to consumer or method of preparation:
      (e.g., “bottled mineral water”).
. o Product content (e.g., “wool suit” or “fiberglass insulation”).

Factual information about the underwriter, including location, phone number, email address and web address.

Well-established slogan or corporate positioning statement that is non-promotional in nature.

Event dates and locations, as long the underwriter regularly hosts such activities.

Length of time the underwriter has been in business.

Underwriting announcements will:

Be read by KRPS announcers.

Include the preamble statement, “Funding for KRPS comes from…”

Identify the source of funding (the underwriter name, parent company or subsidiary). Underwriters of programming on KRPS not only are legally required to be identified [Section 317 (a)(1) of the Communications Act of 1934, as amended], but also deserve credit for their support of public radio.

KRPS is a public radio station licensed to Pittsburg State University and carries no on-air advertising. One way KRPS helps fund its programming and general operations is by seeking underwriting support from corporations, foundations and associations. Federal Communications Commission (FCC) regulations govern all underwriting announcements by public radio stations. The regulations require stations to provide on-air acknowledgement of funders while stipulating that these credit announcements are strictly for identification; they cannot be promotional.

In establishing its on-air credit guidelines, KRPS is sensitive to the expectations of the public radio audience and remains faithful to public radio’s mission to provide education, cultural and informational programs independent of commercial obligations or influence. However, KRPS reserves the right refuse funding if there is any conflict of interest or possible perception of influence on program content. KRPS also reserves the right to refuse contributions if it determines that their acknowledgment on the air might have an adverse effect on its mission or on listenership, listener support or other financial support.

Pittsburg State University and KRPS do not and will not discriminate, in any way, on the basis of race or ethnicity, with respect to its on-air funding message practices. No funder may use the station to discriminate on the basis of race or ethnicity and any contract entered into by a funder intending to discriminate on the basis of race or ethnicity shall be null and void.

Underwriters must be identified by mention of their legal or recognized name. Additional information may be used to further clarify identification but should not promote donors’ companies, products or services.

KRPS reserves the right to change its policies and practices regarding the acceptability of underwriters and underwriting announcements, as required to comply with its interpretation of the Communications Act, FCC Rules & Regulations and the policies of Pittsburg State University.