PRPD Spring Training
PRPD’s Spring Training program provides learning opportunities for all skill levels and formats on successful tactics for day-to-day execution of broadcast service. Participants learn through a series of webinars on specific areas of interest, such as on-air promotions, inventory management and hosting. Spring Training’s primary focus is on daily management of broadcast programming, but many of the concepts are applicable regardless of platform. Programming encompasses the station’s end-to-end sound including all elements of the daily broadcast schedule. It’s how every element is stitched together. It’s how your station flows from one thing to the next and how you define the total listening experience for your audience. Programming includes the program schedule, live hosting, the style and sound of on-air promotions and IDs, the language used in recorded and live station messages, underwriting and sponsorship messages and the overall tone and voice of your station known as “stationality”.
The first two webinars are now open for registration. Other webinars will be scheduled closer to their dates. If you are interested in participating in any of these webinars, please send a request to firstname.lastname@example.org
The curriculum for PRPD’s Spring Training program is inspired by NPR’s 2020 And Beyond Tune-Up Guide, developed to help its member stations execute their programming to the very best of their ability with the goal of growing and retaining audience for key dayparts. The action steps included in NPR’s Tune-Up Guide are proven methods for growing and retaining broadcast audiences and distinguishing yourself in a loud and crowded media environment. Spring Training is free and open to anyone, regardless of PRPD membership status.
March 19 at 2:00 pm: Using data to make the best decisions – When it comes to developing and managing your broadcast schedule, there are many factors to consider. While it’s important to think about the reasons for having certain programs on the air, your best tool to determine the effectiveness of your program schedule is audience data. In this session, you’ll learn the basics of audience data interpretation and how you can best use your data to make good decisions about your program schedule. Craig Oliver, - independent consultant, Dave Sullivan - Radio Research Consortium. REGISTER HERE
March 26 at 2:00 pm: Planning for schedule change – You’ve done the analysis of your audience data and have determined that change is necessary. What happens now? In this session, you’ll learn how to implement a schedule change, how to craft the plan and roll it out for your audience and internal stakeholders. Michael Krall -WBHM Birmiongham, Amy Miller - KXT Dallas. REGISTER HERE
IMAGING, POSITIONING AND STATION ID’S
April 2 at 2:00 pm: Stationality, taglines, identifiers and legal ID’s - There has never been more competition for the attention of your listeners and if you want to stand out, you must stand for something. Every local break is a chance to develop and cement a relationship with your audience that is based on shared values and experiences. In this session, you’ll learn about “stationality” and successful techniques for solidifying your station’s brand in the minds of your listeners.
April 16 at 2:00 pm: Delivery, consistency and break structure - You’ve developed your stationality and you’re clear on who you are and what impression you want to make on your audience. Proper execution is the key to making this work to your advantage. There are hundreds of choices made over the course of an hour that affect how your station sounds. The sound of your station helps to define who you are and even the smallest details can have a big effect. In this session, you’ll learn about the best techniques for staying consistent in how you execute local breaks and proven methods for keeping your station’s brand top of mind.
PRODUCTION AND STATION SOUND
April 30 at 2:00 pm: Sound and style – Recorded elements like promos, imaging spots, and even underwriting messages play a major role in the overall sound of your station. The goal is to create a consistent and seamless experience for your audience. Production is a creative endeavor and even a :15 membership spot can disrupt that experience if it’s not consistent with your station’s overall style and sound. In this session, you’ll learn how to create great production elements with respect the quality of the craft.
May 14 at 2:00 pm: Copywriting 101 – Ira Glass famously talks about the job he had at NPR producing promo spots and how he viewed them as “shows”, they just happened in to be :30 long. Good copywriting doesn’t just impart basic information, it tells your listeners a story, whether it be about your station in general, an upcoming program, an event or a membership call to action. In this session, we’ll discuss the ins and outs of good copywriting and listen to some station examples.
INVENTORY MANAGEMENT AND ON-AIR PROMOTION
May 28 at 2:00 pm: Mapping your inventory - Airtime is a valuable commodity and it needs to be managed appropriately. There should be a smart balance of underwriting and promotional inventory with enough time to deliver local information that is important to your audience. In this session, you’ll learn how to map all your inventory and conduct regular audits to ensure your inventory is being managed properly.
June 4 at 2:00 pm: Creating and implementing a promotions plan - If you actually paid for your on-air promotion time, you’d be surprised by its value. You must treat your promotional inventory like the valuable resource that it is and optimize it to achieve results. Your promotional inventory is one of the most important levers you can pull to drive listening to key dayparts. In this session, you will learn how to create a promotional plan and manage the demands for promotional inventory across your organization.
June 18 at 2:00 pm: Preparation and information - Depending on the market and daypart, there are thousands of people listening to your broadcast at any given time and your hosts are building a personal relationship with each of them with every break. Its vital that your hosts feel well prepared and supported while they’re on the air. In this session, you’ll learn what kind of preparation and information is most important for hosts and what they need from you to do their best work.
June 25 at 2:00 pm: Air-checking and listening sessions – Regular air-check sessions are critical to ensuring that you and your on-air staff are working together to execute your daily programming. Sitting alone in a studio, especially for morning and evening shifts, hosts can feel disconnected and are not always focused on the audience. Air-check session allow you to deliver direct feedback to your hosts about their on-air performance and help you build strong relationships. In this session, you’ll learn how best to conduct air-checks, so you get the best performance from your on-air staff.