Sponsorship Language Guidelines

Public radio reaches smart, loyal listeners who pay attention. Learn what works, what to avoid, and how to make your message count.

Underwriting Guidelines on WUTC

Thank you for your interest in supporting WUTC through underwriting. As a public radio station, WUTC follows FCC and public media standards for underwriting messages, which differ from traditional advertising.

Underwriting on public radio is about supporting quality journalism, local programming, and community connection — not hard-sell marketing. Below are guidelines to help you craft an effective and FCC-compliant message.

What Makes a Good Underwriting Message?

Keep it Clear and Factual

State who you are, what you do, and where listeners can learn more.
You may include operating divisions or subsidiaries.

Focus on Features, Not Claims

Describe what you offer in objective, tangible terms.
Instead of saying “fast and safe,” say “features 240 horsepower and side-curtain airbags.”

Align with the Public Radio Audience

Established, non-promotional slogans or brand taglines are allowed.
Emphasize values or WUTC community alignment when appropriate.

Prohibited Content in Underwriting Messages

To remain compliant with FCC regulations, underwriting messages must not include:

Qualitative language (“the best,” “award-winning”)
Calls to action (“visit us today,” “call now,” “don’t miss out”)
Comparative language (“better,” “leader,” “the only”)
Pricing or value information (“free consultation,” “discount”)
Inducement language (“free gift with purchase,” “money-back guarantee”)
Opinions or advocacy expressing views on public issues or referencing political candidates, or endorsements
Testimonials or endorsements
Use of personal pronouns (avoid “you,” “we,” “our,” etc.)
Health claims (“improves health,” “clinically proven”)

Submitting Your Message

Messages are 30 seconds or less (roughly 40–45 words).
Email your draft copy to your WUTC for approval
Submit copy at least 7 days before the scheduled air date.

WUTC reserves the right to approve or modify underwriting language to meet FCC compliance and station standards.

Need Help?

Our underwriting team is happy to work with you to create a message that reflects your brand while honoring the integrity of public radio. We’ll help ensure your message reaches WUTC listeners effectively — and appropriately.

Email Brent-Stott@utc.edu or call 423-425-5132 for more information.