Aesop's Fable "The Tortoise and the Hare" is a fitting representation of how public radio sponsorship works. While there are some exceptions, especially for event-related messaging, public radio branding messages are most effective when they are repeated over a period of several months. The adage "slow and steady wins the race" and "work smarter not harder" both apply here.
Unlike commercial radio, WEKU does not air 30-second commercials. Instead it airs succinct and focused sponsorship messages. Messaging is limited to descriptive content that isn't overly promotional. By limiting the length of message and the number of breaks per hour, WEKU keeps our already engaged audience focused on your message.
Public radio messages are meant to blend into programming without calling attention to themselves. The goal is to make your business or organization familiar to listeners so that when they need you, you come to mind. Audiences benefit from receiving useful information that doesn't interfere with the listening experience. Most messages are voiced by station talent who are familiar to the audience. Our audience expects high-quality content that mirrors the values of public media. They are not tuning in to hear hype.
Public radio listeners are well-educated and engaged. Instead of telling the audience what to do or think, sponsor messages inform the audience and encourage them to make their own decisions.
One of public media's most important assets is trust. Audiences consistently say public radio is the most trusted source among many media choices. They rely on the perspectives and information provided by public radio to make decisions in their public and personal lives. WEKU sponsors benefit from this "halo effect" which transfers the favorable opinions listeners have of WEKU on to the sponsors who support it.
