pep01The WVBA’s Public Education Partnership (PEP) program is the only one of its kind in West Virginia, providing government agencies and non-profit organizations with an opportunity distribute important educational messages or calls-to-action to radio and television stations across the state. Each year radio and television stations serving communities across the state participate in WVBA PEP campaigns, providing valuable airtime for these campaigns and reaching West Virginians in large and small communities around the state.

The program is best suited for non-profit organizations and government agencies with public education campaigns for which they have some promotional budget, but not enough funds to buy sustained statewide coverage on radio and television stations.

How the PEP Program Works

  • A sponsoring organization provides the WVBA with a master copy of the spots for its campaign. Campaigns should have statewide relevance and should educate West Virginians on issues of significance or urge citizens to take action to protect themselves and their families.
  • The WVBA duplicates and distributes the campaign spots to all radio and television stations in the state and requests that stations air the spots a minimum number of times during the campaign. Although we cannot control placement of spots, stations generally rotate spots across all dayparts.
  • Participating stations submit affidavits to the WVBA indicating number of times they aired the spots and the approximate value of the airtime.
  • The WVBA compiles a report for the sponsor detailing the participating stations and their city, the number of times the spots were aired, and the approximate value of this airtime
  • The sponsoring organization pays a fee to the WVBA and our goal is to provide a return on the sponsor’s investment of at least $3 for every $1 invested. In many cases, we deliver a higher return

Station participation in the WVBA’s PEP program is voluntary and stations do not receive compensation for airing PEP campaign spots. The incentive for stations to participate, however, is that the WVBA uses the fees received from the PEP program to underwrite our training seminars and legal resources for members. In 2012 hundreds of thousands of dollars we donated by radio stations and television stations to air spots for PEP campaigns.

The WVBA cannot accept any campaigns for which paid advertising from any media – including radio, television, newspapers, billboards, etc. – is also being used, nor can political campaigns be a part of this program.

For more information about the PEP program, please contact WVBA Executive Director Michele Crist at 304-744-2143 or mcrist@wvba.com