Public Radio International provides programming to public radio stations around the globe.
As commercial radio stations continue to lose listeners to satellite and Internet radio, public radio's listener base remains strong. Traditionally public radio listeners are very loyal to their local public radio stations; they donate during annual fund drives and patronize the station's sponsors. They also tend to be college educated and rather affluent. If your business is looking to target the 35-64 age demographic and households making $75K+, public radio is an excellent place to spend your advertising dollar.
Public Radio International (PRI) -- not to be confused with National Public Radio, or NPR -- is a network that provides programming to local public radio stations. Here's reach PRI's global network of affiliates through underwriting.
Instructions
1. Research the difference between traditional advertising on commercial radio stations and public radio underwriting. The FCC prohibits advertising on stations that receive public funding, so businesses must instead purchase a "sponsorship" of a particular PRI program. In exchange, the business gets a 15-second sponsor message that is played during and/or after the program they sponsor.
2. Check the Arbitron radio ratings to see how large an audience the show you want to sponsor is currently reaching. You or your advertising agency can get this information online through Arbitron's website. As in commercial radio, ratings determine the cost of advertising on that particular show, with highly-rated shows costing more to sponsor.
3. Make sure the cost of sponsorship on an international radio network like PRI fits your advertising budget. As of October 2010, sponsorship costs range from $40,000 for a 13-week program sponsorship to $520,000 for a year-long sponsorship. The minimum sponsorship requirement is 13 weeks.
4. Contact PRI to get a sponsorship proposal and cost estimate for your campaign at:
Public Radio International
401 2nd Avenue North, Suite 500
Minneapolis, MN 55401
Point of Contact: Elton Langland
Phone: 612-330-9251
Email: elangland@pri.org
5. Work closely with your PRI representative on writing copy, approving voiceovers and final production of your sponsorship credit. You should rotate credits on a monthly basis to keep the content fresh and interesting to listeners. Highlight various products, corporate or brand messages in each new announcement.
