Three New Reasons to Leverage the Halo Effect in Your Local Sponsorship Efforts

halo effect, Corporate Support, digital sponsorship

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What does it mean to a sponsor to have a “Halo” associated with their brand?    


The Halo Effect is a selling point unique to public media. It is the idea – supported by research – that Americans attribute specific qualities of brand trust, excellence, and community to public media, and that these qualities translate to our sponsors by association.

Because our audience trusts and values public media, they are predisposed to trust and support companies that support us. 

Now more than ever sponsors are looking for a trusted environment for their message to protect and elevate their brand. In commercial environments sponsors don’t always know what other brands they may be associating with.

The very characteristics that define non-commercial public media create a trusted, quality media environment that translates to real value for our sponsors by association.            

Consider this quote from “Inside Radio” on September 7, 2021:

Eight in ten (82%) advertisers say they are vetting media partners based on trust-related attributes. That is up from six in ten (58%) a year ago. This is according to the 2021 Advertiser Perceptions Trust Report.

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Tips for Getting the Best Copy on the Air, Every Time

credit copy, halo effect, Corporate Support

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We all know that the most successful credit copy - for stations and sponsors - is brief, concise, uncluttered, and consistent with the public radio tone. And yet some of our copy on-air isn’t hitting all of those marks. Sometimes it’s because we need to write better copy from the start. And sometimes good copy gets questioned before it gets to air. So how do we write the best copy and make sure that’s what our audience hears? Here are some tips.  

Start by thinking about what is most important to the client.

When writing a sample script for a new client, start at their website, specifically the “About Us” page, if it exists. You’ll want to know why they are in business and how they got started. See if some of the language they use on their site is permissible for public radio.

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Leveraging Public Media's Airwaves for Underwriting During an Election Season

underwriting rules, elections, halo effect, Corporate Support

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There’s no escaping it. Political advertising and election campaign messages are already inundating commercial broadcasting stations. They’re consuming the inventory to the point where listeners and viewers are tiring of all the ads and the clutter that’s causing listener burn-out and tune-out. The magazine Ad Age has reported that 2016 spending on political advertising will increase 20% over that of 2014 and will reach $11.4 billion.

If reading about that clutter makes you smile, it’s likely because you see the upside to this. You see the opportunities for businesses to stand out and not have their messages get lost in clutter, and for businesses to have a presence where the audience is engaged with the programming... on your public radio and television stations.

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A Start-to-Finish Guide to Securing Corporate Sponsorship for Your Station Event

event sponsorship, pricing, halo effect, Corporate Support, digital revenue, marketing

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What’s involved in selling event sponsorships? These 10 steps will help you determine the value of a sponsorship, find prospects, write a proposal, sell the sponsorship, and fulfill the agreement after the sponsorship is sold.

1. When planning your station event, keep sponsors in mind.

When you're planning your station event, keep in mind that corporate sponsorship is a form of brand advertising. The underlying intention of sponsorship is to create positive associations between the corporate brand and your station in the mind of the consumer. That’s the “Halo Effect.” You can do this, as you may have done in the past, by selling naming rights to the event or displaying sponsors’ corporate logos at your events and in your media when you promote the event.

2. Identify your assets.

What are the assets that can bring value to your sponsors? If the event is at your station or another venue, take a walk through the venue and make a list of the potential places where you can have a sponsor’s company name, logo or a presence at the event. Typical places for promotion include hanging banners over entrances, sponsors’ booths or tables at the event, sponsors’ logos, listings or advertisements in programs that are used by participants. The potential for where you can put a sponsor’s name or logo placement can be just about anything.

Of course you have media and other assets where you can put sponsors’ names or logos which are of value to sponsors:

  • Your radio/TV promos for the event
  • Logo / name on VIP passes
  • Signage at the entrance to the parking lot
  • Admission tickets or invitation
  • Booth, table or display area
  • Logo / name on T-shirts, posters or other keepsakes
  • Sampling opportunity
  • Mailing list
  • PA announcements
  • PBS Kids programs characters appearances
  • Website
  • E-newsletter
  • Mobile apps
  • Print or online magazine / logo recognition
  • Broadcast radio / TV underwriting schedule

In addition to the use of media and logo placement, identify other opportunities, such as meeting and having photos taken with guest celebrities, or access to exclusive areas like backstage passes.

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The Best Formula to Calculate the Sponsorship Fee for Your Next Event

event sponsorship, halo effect, Corporate Support, marketing

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Guest post by Bruce Erley, APR, CFEE

Most likely, part of your job as an event manager for your station is to sell sponsorship. Most people don’t mind calling people and telling them about their events, but many have absolutely no idea if the fee they are asking for is worth it!

Determining the correct value for a sponsorship proposal is essential. Not only will the sponsorship decision-maker see through a wild guess, but you will be more confident knowing that you have a fairly-priced sponsorship opportunity that you can defend.

The first thing to know is that the price you set for a sponsorship package is not based upon how much you need to raise, nor what something costs you. Many event managers make the mistake of determining a sponsor fee by adding up the cost of an event asset - say, a children’s stage - and setting the sponsor fee to recoup those costs.

Instead, the fee of a sponsorship should be based upon:

  • The opportunity you are providing the sponsor

  • The package of accompanying rights and benefits

The good news is that by determining a value of sponsorship in this manner, the appropriate fee is almost always far greater than the cost of the asset or activation.

There are three factors that go into setting a sponsorship fee.

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