Good guidelines make for a good message. A combination of Federal Communications Commissions (FCC) rules and High Plains Public Radio (HPPR) guidelines for underwriting ensure that underwriting messages heard on the air are clear, concise and considerate of listeners.
The Intent of Underwriting
The "intent" of underwriting is to publicly acknowledge our underwriters and provide a brief description of any of the following:
location
services
notable business anniversary
relocation information
slogans used as a standard
traditional portion of the business's marketing mix
The description must not violate FCC and HPPR regulations. Underwriting credits must fit within a 10 second time frame.
FCC underwriting guidelines
The FCC dictates that all public radio stations must refrain from using underwriting language which contains:
Calls to Action Avoid words such as "call," "stop by," or other phrases prompting action.
References to Price Avoid phrases like "actual price," "free," "on sale," etc.
Superlatives Do not use any qualitative descriptors like "best," "greatest," "most reliable," etc.
Inducements to Buy, Rent, Sell or Lease Do not use copy which includes references to buying or selling products or services.
HPPR underwriting guidelines
The name of the business shall appear once in the underwriting credit, with the exception of website information.
Website information may be included. As a cost-free service, we will provide a direct link from our Current Underwriterslist to the web site of our underwriters.
Other than accepted slogans, words such as "you, "your," "our," and "we" are not permitted as part of underwriting language, because it suggests a personal statement on the part of the station.
Final approval of underwriting copy rests with HPPR.
