WSCA Station Handbook and Training Manual - Prometheus Radio ...

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In less than 30 seconds we can say the following:
Who you are—your business name mentioned twice.
What your product or service is.
How to find you—address, telephone, email, etc.
A slogan used in your business.
What we canʹt say:
There can be no pricing information, including such statements as warranties, discounts,
ʺall you can eatʺ, “free” and “no pass no payʺ.
No inducements to buy, sell, or lease, as in ʺa bonus available this weekʺ, ʺspecial gift
for the first 50 visitorsʺ, ʺfree parkingʺ.
Messages must be non‐promotional in nature, cannot identify favorable qualities of the
underwriterʹs product and cannot have comparative or qualitative language. Statements
such as the oldest, the best, cleaner than, safest, speedy, reliable, for a good time, etc.
cannot be used.
There can be ʺno call to actionʺ, that is anything that could induce the listener to take
action, therefore the use of the words ʺcall for more information, hurry on down, be sure
to see them, donʹt miss it, try our product,ʺ cannot be used.
All verbs must be passive.
We cannot accept any consideration (money) to express the view of any person or any
issue of public importance or public interest. Innocuous messages such as “Love the
Earth” or “Be Kind to Your Children” would probably be OK, anything more
controversial or topical such as legalizing marijuana, ending discrimination, stopping a
war, or voting a particular way is not.
2. Retention of Material Broadcast; Editorializing; Labeling of Program Matter.
There are two categories of material that licensees are required to retain for limited periods:
ʺpersonal attacksʺ and ʺpolitical editorials.ʺ Personal attacks occur when, during the presentation
of views on a controversial issue of public importance, an attack is made upon the honesty,
character, integrity or like personal qualities of an identified person or group. The FCCʹs rules
require that after a personal attack, the licensee must, no later than one week after the attack,
transmit to the person or group attacked:
(a) notification of the date,time and identification of the broadcast;
(b) a tape, script or accurate summary of the attack; and
(c) an offer of a reasonable opportunity to respond over the licenseeʹs station.
Political editorials involve the endorsement or opposition of a legally qualified candidate or
candidates during an editorial. Within 24 hours after the editorial, the licensee must transmit to
the other qualified candidate(s) for the same office, or the candidate(s) opposed:
(a) notification of the date and time of the editorial;
(b) a script or tape of the editorial and
(c) an offer of a reasonable opportunity for the candidate or a spokesperson for the candidate to
respond over the licenseeʹs station.
The word ʺeditorialʺ refers to a broadcast statement of the opinion of a licensee. ʺCommentʺ or
ʺcommentaryʺ refers to the broadcast opinions of persons other than the licensee. Whether a
statement of opinion is an editorial or a commentary will usually be made clear at the outset of
the statement.