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Skip Navigation Links» CONFERENCE > Past Conferences > 2002 Annotated AgendaThis summary of links to reports, studies and websites has been prepared to provide a "one-stop" guide to background information about the subjects we'll be discussing at PRPD's 2002 Conference. Many of the links you'll find will take you to documents now permanently available in PRPD's online Knowledgebase library. We urge you to take a few minutes to go through the library's index of publications. We think you'll find a lot of great information!

ANNOTATED AGENDA: 2002 PRPD CONFERENCE

September 18-21
Hilton Cincinnati Netherland Plaza Hotel


Opening Session: The State of Public Radio

The work done by Audience Research Analysis (ARA) has had an enormous impact on public radio. An entire vocabulary has been created -- terms like loyalty, appeal, affinity and core audience are now woven into almost every conversation programmers have about audience service. In addition, the tools ARA has created have helped programmers refine the sound of their stations and have helped contribute to the audience growth public radio has enjoyed over the last decade.

Sense of Place I: Public Radio as a Curator of Community
As a result of consolidation, public radio stations are fast becoming the only locally-owned radio broadcast outlets in their communities. At the same time, the unique service provided by public radio is being challenged by the emergence of satellite radio distribution. Both trends have heightened our interest in exploring the significance of "sense of place" in our local service. This issue also emerged in our 2001 study on the Core Values of Local (news) Programming. Among the projects that will be represented on our panel is Indivisible:Stories of American Community, done by the Duke Center for Documentary Studies.

Managing Change I: Leveraging Capacity, Preparing for Bypass and Charting the Territory:
Charting the Territory is a major planning initiative led by the Station Resource Group (SRG). Partially supported by the Corporation for Public Broadcasting, the project's goal is to explore content and service strategies that will take today's public radio stations to the public service media companies of the future.

Taking and Assessing Risk
Over the past year, Program Directors have been approached to participate in three new programming ventures; the Public Radio Collaboration, Public Radio Weekend, and the Radio Exchange. In this session we'll talk about how a station decides whether or not to participate in new ventures.

Being a Program Director: The Basics of the Job
Training has always been one of PRPD's "signature" activities. Even before PRPD became an official organization, its founders created a workshop to enable PDs to share their experiences. Back in the mid 1980s it was called the PD "Bee", a name inspired by the quilting bee which served as a metaphor for what the training was designed to achieve -- a way to work together to solve common problems. Today the "bee" continues in the form of the PD Workshop, an intensive 2+ day session that covers all the basics, helps PDs better manage their jobs and provides an opportunity to network with colleagues around the country.

General Session: The Core Values of Local (News) Programming
PRPD's 2000 report Defining Public Radio's Core Values created a vocabulary to describe the special qualities that make up public radio's best programming, and outlined the process producers use to establish and maintain those qualities. In 2001, PRPD followed that report with a look at the Core Values of Public Radio's Local (news) Programming.

Local News/Talk Core Values "Super Session"
The PRPD Core Values Project is generating a rich body of information that we feel can be applied in many areas of our work. But the real test of the project's effectiveness will be developing concrete ways we can apply the findings on a daily basis. One step PRPD has taken to develop core values "tools" is its new handbook on The Fundamentals of Core Values-Based Program Development.

Managing Change II: Case Studies in Strategic Programming
Strategic Planning is critical to the long-term success of any station or organization. PRPD's strategic planning goals laid the foundation for the discussions we have planned for Cincinnati and the work we will do between then and our 2003 conference in Phoenix.

In this session, you'll hear how three stations each did strategic planning and took uniquely different directions as a result. The stations you'll hear about are all classical KUSC, Los Angeles, all news WUNC, Chapel, Hill, NC and WYEP in Pittsburgh, PA which programs triple A.

Audience Research Basics
One of the best ways to begin working your way through the thicket that is public radio research is to noodle around the websites of public radio's leading research companies:

The Radio Research Consortium (RRC)
Audience Research Analysis (ARA)
Walrus Research
Market Trends Research

The Core Values of Classical Music Radio and Classical "Super Session" In April of this year, PRPD announced The Core Values of Classical Music Radio, the third in a series of studies done as part of PRPD's ongoing Core Values Project. In May the project formed a sounding board to help provide input and feedback on the project. Project partners included KBAQ, Phoenix KPAC, San Antonio, WNED, Buffalo, and WQED, Pittsburgh. Focus groups were also conducted with listeners to two full-time commercial classical stations; KING, Seattle and KDFC, San Francisco. The full findings of the study will be presented for the first time in Cincinnati. PRPD has already accepted invitations to do future presentations on the project at the 2003 Chamber Music America and AMPPR Conferences. The follow-up classical music "super session" will provide a forum for in-depth discussion of the findings.

Managing Change III: The Change Cycle
Mary Ann Salerno will present the third session in our change series which focuses on the "people part" of change. A co-founder of Interchange, Mary Ann has developed The Change Cycle to demonstrate how people react at various stages of change and how you can help them at each step along the way.

Power Tools for Program Decision-Making I and II
Public Radio programmers now have access to a sophisticated array of data tools that can answer questions about how effectively programs are serving listeners, and help shape decisions about both carriage and scheduling issues. Here are a few offered by Audience Research Analysis (ARA) and the Radio research Consortium (RRC) that will be reviewed and "test driven" during these sessions:

AudiGraphics (ARA)
PowerPerspectives (ARA)
Listener PC and PD Advantage (RRC)

General Session: Reinventing the Station Break
The inspiration for this session was a cable TV show called Iron Chef. Check it out!

Sense of Place II: Public Radio as a Convener of Community
This session builds on our first Sense of Place discussion by sharing examples of how stations have taken "sense of community" one step further, creating programming that actually brings listeners together both off and on the air. Among the projects represented on the panel are WBEZ's Chicago Matters and the CBC's Big Break which was put together by Chris Boyce, Executive Producer of CBC's Definitely Not the Opera.

Managing Change IV: Telling Our Story
Our fourth and final session on change management focuses on how we communicate change to those outside our stations. David Giovannoni offers both observations and advice in When Programming Is Changed, the Press Plays to the Piqued. It was written ten years ago but as the saying goes, the more things change the more they stay the same!

I Have this Idea for a Program…
Many stations are working on developing new local programming, particularly talk shows. That's why KUER talk show RadioWest and host Doug Fabrizio were selected to partner with NPR Programming head Jay Kernis in this session on the "how-to" of successful program development. For one assessment of what it takes to do great talk shows, check out "The Art of the Interview" a summary of highlights from a speech by Talk of the Nation's Neal Conan.

The challenge of local program development was also explored at PRPD's 2000 conference where the producers of three station-originated programs shared stories about what it took to "grow" their shows into the national hits they are today. Danny Miller's history of the development of Fresh Air and Doug Berman's multi-media history of Car Talk offer particularly fascinating looks at just what it takes to create and develop great programming.

The Quest for On-Air Fundraising's Holy Grail
A number of lessons about on air fundraising were learned in the Listener Focused Fundraising Project (2000) which aimed to make the sound of on-air fundraising more compatible with the sound of the programming it seeks to support. A project overview of Listener Focused Fundraising was written for the PRPD NewsWrap by John Sutton. WUSF was one of the Listener Focused Fundraising Project's partner stations. WUSF's (then) Program Director Susan Johnson shared her station's experience with the project.

In our 2002 session you'll also hear how Core Values can be used to create effective on-air fundraising messages.

Conference "Benediction" with Susan Stamberg
After thirty years behind a microphone at NPR, Susan Stamberg probably needs little introduction but here's a link to her bio and some other cool stuff anyway.