Is there a fabulous local public radio station in your area that you would love to use as a marketing tool for your business? Although public radio programs are non-commercial, many businesses use underwriting on the station as part of their marketing plan.

You may want to do some initial research like finding a list of public radio stations with underwriting opportunities. Not only will you be leveraging your marketing dollars, you'll be supporting producers and distributors of unique programming that also attract a large audience.

When considering underwriting opportunities keep the following benefits of public radio in mind:

1. Many national public radio stations offer audio streaming on their Web site along with regular news, special features and archived information.

2. Each NPR station combines both national and local programming to make a distinct listening experience.

3. The audience that tunes in to public access radio stations can be an entirely different audience reached than in commercial stations and other mediums.

Action Steps
The best contacts and resources to help you get it done

Find public radio stations in your area with underwriting potential

Listen to several different public radio stations to get a feel for how they operate and the type of programming offered. Is the station an enterprise you would feel comfortable being associated with? What kind of audience statistics can they provide?

I recommend: National Public Radio's roster includes more than 860 stations. Search by zip code, city, call letters or find stations along a particular trip route. Log on to PublicRadioFan.com and search for public radio stations by location, format, language and other factors.

Dial up public radio international stations

For larger corporations or those businesses with international appeal, consider underwriting options with international stations. You'll want to perform the same thorough research for international public radio stations that you do domestically.

I recommend: From classical music to all-news, Australian Broadcasting Corporation Radio offers many different choices for listeners and investors. The United Kingdom's public radio is powered by BBC. Check out their programs, schedules and other information.

Tune into a public alert weather radio station

When severe weather strikes, many tune into a weather radio station that can provide updates and alerts. You may get more listener exposure by working with a public alert weather radio station than a regular public radio outlet.

I recommend: Find broadcast frequencies and listings for more than 900 weather radio stations from the National Weather Service or find county-to-county coverage areas among other data. The Weather Underground supplies listings for active weather alert radio stations throughout the U.S. Link to the station's homepage so you can tune in online.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  When considering underwriting opportunities with public radio stations, online capabilities matter. Will you also gain promotional opportunities on the station's website? Is streaming audio available?