Guidelines and Copy Samples
WUOT On-Air Copy Guidelines
Insofar as is practical, WUOT underwriting policies shall parallel those that have been established for National Public Radio (NPR) and have been recommended for local underwriting use, and shall concur with current WUOT and Federal Communications Commission (FCC) policies. To help maintain the overall noncommercial appearance of a funding message, copy should identify, but not promote the funder. WUOT management reserves right of approval of all underwriting announcements.
Specifically, underwriting announcements may NOT contain:
- Call to action (e.g., “bring your car to us,” “call 974-6167 for more information” or “visit us on the Web at...”).
- Superlative description, qualitative claim or subjective statements about the company, its products or its services (e.g., “the best car ever built,” “leading,” “leader,” “leadership,” “a great partnership,” “whimsical”).
- 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,” “award-winning” or “AAA certified”).
- Price or value information (e.g., “only $160 down,” “tickets are $10” or “admission is free”).
- Inducements to buy, sell, rent or lease (e.g., “six months free, when you sign up today” or “on sale now”).
- Endorsements (e.g., “recommended by four out of five customers” or “used by professional golfers”).
In addition, underwriting announcements:
- Must begin with the standard introductory phrase “Support for WUOT comes from” followed by the underwriter’s name.
- May be up to 15 seconds long, including the standard WUOT introductory phrase referenced above.
- Beyond the introductory phrase, an underwriting announcement may repeat the organization’s name a maximum of one additional time and identify the organization through:
• Neutral description of products, services or capabilities.
• Recognized corporate “official slogan” that identifies the company (see guidelines for official slogans).
• Address of business location(s), and/or a website address and/or a phone number.
• Organizational mission.
• Length of time the organization has been in business.
- Must be in third person. Second-person references may be included ONLY in official slogans.
Underwriting Credit Samples
Support for WUOT comes from the Knoxville Jazz Orchestra, featuring alto saxophonist Tim Green in “Bird and Beyond,” a concert showcasing the music of artists including Charlie “Bird” Parker. November 1st at 8 at the Square Room. knox jazz dot org.
Support for WUOT comes from Resource Advisory Services, providing fiduciary personal financial planning and wealth management. Resource Advisory Services: “There is more to money than money.” Resource a-d-v dot com.
Support for WUOT comes from The Antique Market in historic downtown Clinton, offering American primitives and period furnishings from the late 1800s and early 1900s, English and French period pieces, and vintage collectibles. The antique market dot com.
Official Slogans in WUOT Underwriting Announcements
A statement may be considered an “official slogan” by WUOT if it conforms with the following guidelines:
- The statement consistently has been used verbatim by the organization for a period of time long enough to establish the statement as an identifier of the organization. For WUOT purposes, a statement must be used by an organization as a slogan for about one year. Taglines are NOT allowed.
- The statement consistently has been used verbatim by the organization in multiple communications outlets, such as the Website masthead, t-shirts and other specialty items, business cards, letterhead, fax cover sheets and postcards.
- The statement consistently has been used verbatim by the organization in all radio, television and print advertisements.
In addition, to be considered for use in an underwriting credit, the statement must conform with WUOT underwriting guidelines:
- The statement must not refer to a specific product or service.The statement must not contain qualitative, comparative, promotional or price/value language.
An organization requesting to include an official slogan in an underwriting announcement must provide the following to WUOT:
- Samples of where and how the statement has been used.
- The length of time the statement has been used.
Statements approved as official slogans by WUOT may be used in underwriting copy provided the slogan is used verbatim and stands alone in an underwriting credit to identify but not promote the underwriter.
WUOT is a public radio station licensed to the University of Tennessee and carries no on-air advertising. One of the ways WUOT helps fund its programming and general operations is by seeking underwriting support from corporations, foundations and associations.FCC regulations govern all underwriting announcements by public radio stations and NPR. The regulations require stations and NPR to provide on-air recognition of funders while stipulating that these credit announcements are strictly for identification; they cannot be promotional.
In establishing its on-air credit guidelines, WUOT is sensitive to the expectations of the public radio audience and remains faithful to public radio’s mandate to provide educational, cultural and informational programs independent of commercial obligations or influence. Funds may be accepted from any source. However, WUOT reserves the right to turn down funding if there is any conflict of interest or possible perception of influence on program content. Underwriters are 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. Acknowledgments should not interrupt the continuity of the programs or detract from the content or sound quality of the programs with which they are associated.