Missouri Public Education Program (MO-PEP): Frequently Asked Questions

 

The Missouri Public Education Program (MO-PEP) is coordinated by the Missouri Broadcasters Association (MBA). It helps eligible nonprofit organizations and government agencies communicate important public education and awareness messages through participating Missouri radio and television stations.

MO-PEP provides a guaranteed minimum 4:1 broadcast placement match. For every one broadcast message purchased, three additional broadcast messages are provided. Digital messaging through the Google Display Network and YouTube may also be incorporated into qualifying campaigns, but the matching value only applies to the broadcast messages.

MO-PEP is designed to help organizations extend the reach of their public education efforts and make their outreach budgets reach more people.

 

MO-PEP guarantees a minimum of four broadcast message placements for every one message purchased. The purchased message is accompanied by three additional messages provided through the program.

For example, an organization purchasing 100 qualifying messages receives a total of at least 400 messages: 100 purchased placements plus 300 additional placements.

Specific campaign terms are outlined in campaign-specific agreements.

 

MO-PEP helps eligible nonprofits extend their outreach by providing three additional broadcast messages for every one message purchased. This guaranteed 4:1 placement match can provide substantially more broadcast exposure than purchasing the same number of messages without the match.

Organizations can use MO-PEP to raise awareness of their services, educate the public about community needs, encourage participation in programs and communicate important public-interest information. Campaigns can be planned around the organization’s objectives, audience, timeline and budget.

 

MO-PEP is a paid program, not a free outreach service. Eligible organizations invest in a campaign and receive a guaranteed minimum 4:1 broadcast placement match.

The program’s value comes from combining the organization’s investment with additional broadcast placements contributed through the program. Pricing is flexible in order to fit the proposed campaign’s scope and requirements.

Contact the MO-PEP Coordinator to discuss campaign objectives and request a proposal.

 

When an organization submits a PSA directly to a station, the station generally determines whether, when and how often to air it. Unsolicited PSA submissions do not ordinarily come with a placement guarantee. It may not air at all.

MO-PEP is a coordinated, paid public education program that provides guaranteed placements and a minimum 4:1 broadcast placement match. It gives eligible organizations a more predictable way to plan outreach and extend the reach of their messages.

 

MO-PEP guarantees a minimum 4:1 broadcast placement match. For every one message purchased, three additional messages are provided, resulting in four total placements.

The financial value of those placements depends on the campaign, participating stations, markets, schedules and applicable media valuation. The placement match should not be interpreted as a guarantee that an organization’s audience, impressions, or results will increase by four times.

The MO-PEP Coordinator can provide campaign-specific details and explain the value included in a proposal.

 

 

MO-PEP serves eligible nonprofit organizations seeking to educate the public or raise awareness of qualifying public-interest programs and services. Your mission is the focus of the message.

Potential participants include charitable organizations, public health nonprofits, educational organizations, industry associations, community service providers, environmental organizations, foundations and other eligible nonprofits.

Eligibility depends on the organization and the purpose and content of its message. Contact the MO-PEP Coordinator to confirm eligibility before developing a campaign.

 

Yes. Government agencies are among the organizations MO-PEP is designed to serve.

Eligible agencies can explore MO-PEP for public education, awareness of government services, public health information, safety initiatives, conservation education, program participation, recruitment and other qualifying public-interest communications.

Campaigns must comply with applicable program requirements. MO-PEP is not intended for political advocacy or lobbying.

 

Educational institutions should consider MO-PEP when they need to communicate public education messages or raise awareness of qualifying educational programs and services.

Public institutions and eligible nonprofit educational organizations may be appropriate participants. Potential campaign topics include educational opportunities, financial aid awareness, workforce development, student support services and community education.

Eligibility depends on the institution, campaign purpose and message content. Contact the MO-PEP Coordinator to confirm whether a particular institution and campaign qualify.

 

An association may qualify if it meets the program’s eligibility requirements and its proposed message serves an appropriate public education or awareness purpose.

The organization’s nonprofit status alone does not automatically make every campaign eligible. Messages promoting commercial interests, lobbying or political advocacy are not appropriate uses of MO-PEP.

Organizations should provide information about their mission and proposed campaign so the MO-PEP Coordinator can review eligibility.

 

Marketing agencies may contact the MO-PEP Coordinator on behalf of nonprofit or government clients to explore campaign opportunities.

The underlying organization and proposed message must meet MO-PEP eligibility and content requirements. Agencies should identify the client, campaign objective, intended audience, timeline and available budget when requesting information.

Participation and campaign terms should be confirmed with MO-PEP before a campaign is planned or represented as eligible.

 

An organization headquartered outside Missouri may inquire about using MO-PEP to communicate qualifying public-interest messages to Missouri residents.

Eligibility depends on the organization and campaign. MO-PEP is intended to support qualifying nonprofit and government public education efforts, rather than commercial advertising or political advocacy.

Out-of-state organizations should contact the MO-PEP Coordinator to discuss their mission, audience, proposed message and campaign objectives.

 

Yes. State public education programs operated through broadcasters associations can provide a potential pathway for eligible organizations to coordinate campaigns across multiple states.

A national nonprofit or government agency can inquire about working with MO-PEP and other state PEP programs to reach audiences beyond Missouri. Each participating state association must confirm its eligibility requirements, campaign availability, costs and placement terms.

Multistate participation should be coordinated in advance. A nationwide campaign is not automatically included in a Missouri campaign proposal.

 

 

MO-PEP supports qualifying public education and awareness campaigns for nonprofit organizations and government agencies.

Potential topics include public health, disease prevention, safety, disaster preparedness, education, environmental conservation, outdoor recreation, tourism awareness, community services, financial education, volunteer recruitment, workforce development and awareness of government programs.

Campaigns must meet program requirements and applicable rules for noncommercial sustaining announcements (NCSAs). Political advocacy and lobbying are not permitted.

 

MO-PEP may be appropriate for qualifying campaigns that educate the public about volunteer opportunities and community needs.

Nonprofits can inquire about raising awareness of opportunities such as mentoring, foster care, community service, volunteer programs and other initiatives that depend on public participation.

The proposed message must meet program requirements. Organizations should discuss their recruitment objectives and proposed script with the MO-PEP Coordinator before assuming a campaign qualifies.

 

MO-PEP may support qualifying public-service recruitment and awareness initiatives when the message meets program requirements.

Government agencies can inquire about campaigns designed to inform the public about public-service careers, recruitment opportunities, workforce programs, or participation in government services.

The original MO-PEP partnership was with the Army National Guard recruitment division.

Eligibility depends on the campaign’s purpose and content. Contact the MO-PEP Coordinator to discuss the proposed initiative before developing a media plan.

 

Yes. Public health education and awareness are important potential uses of MO-PEP.

Eligible organizations can explore campaigns addressing disease prevention, behavioral health awareness, organ donation education, maternal and child health, access to public services and other qualifying health-related topics.

MO-PEP can help extend the reach of public health messages through participating broadcasters, with complementary digital options available for qualifying campaigns. All proposed messages must meet program requirements.

 

Eligible organizations can explore MO-PEP for public education and awareness campaigns involving tourism, conservation, outdoor recreation and related public-interest topics.

Potential applications include educating Missourians about outdoor opportunities, conservation programs, recreation safety and destinations or activities of public interest.

Campaign eligibility depends on the organization, the purpose of the message and applicable program requirements. Contact the MO-PEP Coordinator to discuss the proposed campaign.

 

No. MO-PEP is not intended for political advocacy, lobbying or candidate campaigns.

The program is designed to support qualifying public education and awareness messages from eligible nonprofit organizations and government agencies. Proposed messages must comply with applicable NCSA requirements and MO-PEP program policies.

Organizations with questions about a particular message should contact the MO-PEP Coordinator for review before proceeding.

MO-PEP encourages campaigns that need political advocacy, lobbying or candidate campaigns to contact MBA member stations directly for commercial time.

 

A public education message may direct listeners or viewers to a relevant resource when the wording and purpose comply with applicable NCSA requirements and MO-PEP policies.

Whether a particular website, telephone number or call to action is acceptable depends on the message’s content and context. Commercial solicitations, promotional claims and other prohibited content cannot be assumed to qualify.

Organizations should submit proposed scripts and calls to action for review before production or scheduling.

 

Based on the latest reported program figures, MO-PEP’s participating network includes 60 television stations and 348 radio stations.

This statewide network helps eligible organizations communicate public education messages across Missouri markets, including communities outside the largest metropolitan areas.

Station participation figures can change. Contact the MO-PEP Coordinator for current figures and campaign-specific availability.

 

MO-PEP works through a statewide network of member radio and television broadcasters, offering organizations an opportunity to reach audiences in communities throughout Missouri.

Local broadcasters can be particularly valuable for reaching people outside major metropolitan areas and audiences who may not consistently encounter messages through digital or social media channels due to rural digital blackouts or affordability issues.

The stations, markets and placement schedule available for a particular campaign depend on the approved plan and program arrangements.

 

Organizations should discuss their geographic objectives with the MO-PEP Coordinator when planning a campaign.

The proposed plan can be evaluated against the intended audience, target geography, budget, timeline and available media options. Whether a particular region or combination of markets can be targeted depends on participating stations and campaign requirements.

Organizations should identify priority counties, cities, regions or audience groups when requesting a proposal. Specific targeting and placement availability must be confirmed.

 

MO-PEP coordinates public education placements through participating radio and television stations. Qualifying campaigns can also incorporate digital advertising options, including the Google Display Network and YouTube.

The appropriate media mix depends on the campaign’s objectives, audience, budget, timeline, and available options.

Organizations should discuss the specific media components and support they need with the MO-PEP Coordinator.

 

Yes. Qualifying campaigns can combine broadcast placements with digital advertising through options such as the Google Display Network and YouTube.

Broadcast can help establish broad awareness across communities, while digital placements can provide additional opportunities for exposure and geographic or audience targeting.

The recommended combination, campaign duration, projected delivery and costs are established during campaign planning.

 

Campaign reach depends on the participating stations, markets, number of placements, campaign duration, media formats, audience characteristics and available measurement data.

The MO-PEP Coordinator can discuss estimated audience exposure or impressions for a proposed campaign when appropriate data is available. Estimates should be identified as projections rather than guarantees of unique people reached, individual exposure or campaign outcomes.

The 4:1 match guarantees additional broadcast placements; it does not guarantee a specific audience size or response rate.

 

MO-PEP provides guaranteed placements under the approved campaign plan. Messages are scheduled through participating broadcasters with placement planning intended to deliver the agreed campaign schedule.

The number of messages, campaign dates, participating stations and applicable dayparts are established in the proposal and campaign arrangements. MO-PEP seeks placements in valuable listening and viewing dayparts, subject to the approved plan and availability.

Organizations should confirm the specific schedule and delivery commitments with the MO-PEP Coordinator before the campaign begins.

 

The recommended campaign duration depends on the communication objective, audience, message, seasonality, budget and desired frequency of exposure.

A time-sensitive public announcement may require a different schedule from an ongoing public health, education or awareness initiative.

Campaigns that run multiple months or scheduled on an annual basis receive more station and geography variation than those scheduled in a single month. Annual campaigns traditionally receive a greater than 4 to 1 match in the total schedule, depending on available monthly inventory.

The MO-PEP Coordinator can help evaluate the campaign’s objectives and develop a proposed schedule and placement plan. The recommended duration and delivery commitments should be documented in the proposal.

 

 

MO-PEP is a paid program. Campaign pricing depends on the proposed scope, duration, media mix, placement volume and other campaign requirements.

The program’s guaranteed minimum 4:1 broadcast placement match provides three additional messages for every one message purchased. The total cost and included placements are established in the campaign proposal.

Contact the MO-PEP Coordinator to discuss your objectives and budget and request a proposal.

 

Organizations with grant-funded or restricted outreach budgets can discuss their proposed campaigns with MO-PEP to determine whether the program may fit their objectives and budget.

The organization remains responsible for confirming that MO-PEP expenses are allowable under its grant, contract, funding agreement, procurement requirements and internal policies.

The MO-PEP Coordinator can provide campaign information and proposed costs to support that review. Funding eligibility or reimbursement should never be assumed without confirmation from the applicable funder.

Contact the MO-PEP Coordinator prior to applying for an outreach grant for supporting materials that may help strengthen your application.

 

Organizations should discuss their existing creative materials and production needs with the MO-PEP Coordinator. Campaigns investing $5,000 per month in MO-PEP qualify for one (1) radio 30-second PSA and one (1) television 30-second PSA. 

Additional charges depend on the scope of production, including but not limited to location, talent involved, creative development and technical requests. MO-PEP’s production services for PSA campaigns is available, but with some limitations. 

 

Organizations can use existing public service announcements, audio or video spots, scripts and other campaign materials. 

Existing PSAs must meet applicable technical requirements and comply with MO-PEP content policies. The MO-PEP Coordinator will review the proposed materials before scheduling to determine whether they are suitable for the intended campaign.

PSAs must contain the FCC-required partnership ID tag that the announcement is “brought to you by…” or “sponsored by…” the <<name of the partner>>.

 

MO-PEP coordinates campaign placements through participating broadcasters and establishes placement commitments as part of the campaign plan.

Detailed reports include the date, time, city, station, format and ISCII code for each message aired. Reports will be sent by the 25th of each month following the airings. 

The documentation and reporting available for a particular campaign should be confirmed with the MO-PEP Coordinator. Depending on the agreed arrangements and available station information, campaign documentation may support review of scheduled or reported placements.

Organizations should discuss their reporting, documentation, and recordkeeping requirements before finalizing a proposal rather than assuming that every audience metric or reporting format is available.

 

Contact Greg Baker, MO-PEP Coordinator at the Missouri Broadcasters Association, to discuss your organization’s public education or outreach needs.

Be prepared to describe your organization, campaign objective, intended audience, geographic priorities, timeline, available budget and any existing creative materials.

MO-PEP can review the proposed campaign, discuss eligibility, available options and determine whether MO-PEP is a suitable fit. The next step is to request a campaign discussion and proposal.

 

Production of PSAs by the Missouri Public Education Program (MO-PEP) is made possible by funding reserved for this Non-Commercial Sustaining Announcement (NCSA) program in Missouri. The PSAs are not available for distribution or use outside of the MO-PEP partnership. 

 

Greg Baker

MO-PEP Coordinator

Missouri Broadcasters Association

Email: gbaker@MissouriBroadcasters.org

Phone: 573-636-6692