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Skip Navigation Links» CONFERENCE > Past Conferences > 2005 Annotated Agenda

This 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 2005 Conference. Many of the links you'll find will take you to documents now permanently available in PRPD's online knowledgebase. We urge you to take a few minutes to go through the PRPD Knowledgebase. We think you'll find a lot of great information!


September 21 – 24
Renaissance Grand Hotel
St. Louis , MO

General Session: The State of Public Radio: “What’s Going On?”
In 1983, Fred Jacobs founded Jacobs Media, the rock radio consulting firm that created the Classic Rock format and championed the growth of both Alternative and Active Rock. Today, Jacobs works with a variety of major commercial broadcast clients and has also consulted with CPB and public radio stations. An industry leader in audience research, listening trends, and programming innovation, Jacobs will share how changes in the commercial radio landscape provide lessons and opportunities for public radio, and how new media are shaping the way today’s listeners inform and entertain themselves.  

The Change Game
Two teams of PDs and other programming decision makers assemble for head-to-head combat about how change should be made at stations. The teams will work with several change scenarios – managing up, managing across, managing down, managing beyond station walls and managing change once change is made. Their “decisions” will be submitted to a panel of judges who will deliver change justice with their opinions. Who’s right? Who’s wrong? Only the judges know for sure. Or maybe they don’t.

For more background see:

On Air Promotion Update – Lessons from the Trenches
In 2003, the first findings of the On Air Program Promotion Insight Study were presented at the PRPD Conference in Phoenix. The project was funded by CPB to help provide reliable guidelines for the development of more effective on air promotion strategies and tactics, and a lot of stations have applied OPPIS findings since then. In this session we’ll look at some of the common themes that emerged when stations used the study at a tactical level and how they dealt with issues like dealing with acquired promotions, customizing a schedule, targeting specific audiences, dealing with complaints (from listeners and staff) and measuring results.

Developing Local Programs I
PRPD’s Local Program Development Checklist was created to help stations identify and think through the many aspects of taking a new local program from idea to reality. The checklist includes issues tied directly to program development (such as format and schedule placement) as well as issues that impact the station as a whole; across departments including development, engineering and management. It is one of the tools included in the PRPD/PRNDI News/Talk Core Values Toolkit. In this session, we present a detailed case study on how one station used the checklist to develop a new local news program from the ground up, and what it discovered in the process.

For more background see:

These two case histories of two local shows that became national hits… the lesson from both is it takes a lot of time and talent!

National Music Service/Local Sound
Many stations are relying on national music program feeds like C24, CPRN, Jazzworks and the Beethoven and Jazz Satellite Networks to provide the bulk of their programming content. In this session we'll hear several examples of how stations that are using these automated services are successfully integrating them into a local context.

General Session: The Values of Fundraising
(Presented as part of the PRPD/DEI On-Air Fundraising Initiative)
In the fundraising context, success is ultimately defined as the ability to generate sufficient dollars to sustain the enterprise. "Being a successful public radio fundraiser" is often defined as the ability to present a flawless execution. These are accurate, but incomplete, success criteria. The act of giving is based in an individual's willingness to share their resources to make a change in the world. It starts with an alignment of values between the potential donor and the organization. This session will tackle what it means to talk with people about their beliefs and aspirations and how making an effective ask is actually helping people to bring their ideal world to life.

For more background see:

Fish Where the Fish Are... Biting
(Presented as part of the PRPD/ DEI On-Air Fundraising Initiative)

Are you wasting time and valuable resources pitching on Sunday nights at 10? You could catch a lot more listeners if you knew where to fish. This session will help you research and focus your fundraising to the most valuable times on your schedule and set appropriate financial goals. We'll look at two stations and take you through the steps to plan an effective on-air fundraising campaign.

For more background see:

Stationality - Making a More Powerful Connection with Your Listeners
Radio is a hot medium. It connects with people on a gut level.  Yet most promos and liners talk about features (ATC, Car Talk, TAL, etc.) not feelings. In this session, hear how stationality – the feel, sound and identify of a station – can be used to emphasize the benefits of listening by appealing to listener emotions. Moderator Ben Manilla will present real-life audio examples of the best practices to identify and convey the emotional ties that connect audiences to stations. Don Elliott, former PD of LA’s KIIS-FM and Steve Nelson, PD of “The Current”/KCMP, will share their commercial and public radio experiences.

Developing Local Programs II
Having provided the “big picture” of developing a new local program, we’re ready to take a closer look at what it takes to set program standards and create great content on a sustaining basis. In this session, a program producer works with NPR’s Senior Vice President for Programming as Jay Kernis conducts his Program Development Exercise.

For more background see:

PRPD-developed tools for evaluating and hiring talent include:

PRPD/AMPPR Classical Core Values Application Project
PRPD and AMPPR have teamed up to co-sponsor a project aimed at applying the findings of our Classical Core Values research. Six radio stations representing both full-time classical and dual news/classical formats are working on the project. Come hear about the process they’re using to gauge their audience service goals, identify strengths and weaknesses and create strong positioning and identity for their classical music service.  

General Session: PRPD Award for Creative Excellence Ceremony
We announce the winners of PRPD’s 3rd annual competition and honor the outstanding application of core values in a variety of programming areas. To mark the new name for our award (adios Doughboy) we’ll also hear from CBC training legend David Candow about a variety of methods PRPD members can use to encourage creativity in their stations, organizations and staffs.

Ideas You Can Steal – 2005 ACE Award Backstories

Now that we’ve heard the winners of this year’s competition, we get a look at what it took to create them as this year’s honorees discuss and demonstrate how they created their award winning efforts. The session will focus on practical “how to” techniques that you can take home and use. Click on the links below for last year’s winners.

Good News! Different Paths to Success in News/Talk
The news and information format is one of the fastest growing in public radio. In this session, you'll hear from some of the most successful PD's in the format as they tell you how they manage their stations - how they manage the balance between national and local programs, deal with scheduling issues and position and market their stations. You'll also hear how each of these stations addresses local programming in different ways.

For more background see:

Calling all Music Schedulers!
The central question of “why do we play what we play?” is the organizing principle for this session and creates common ground for showcasing three different music formats; Jazz, Triple-A and Classical. We’ll hear about the “how” of making the right choices for each format including music selection tools and real-life examples of how their use impacts on air sound.

For more background see:

It Takes a Village (to do a pledge drive)
(Presented as part of the PRPD/ DEI On-Air Fundraising Initiative)

Planning a pledge drive takes an entire station. This session will give you all the tools you need to assess pledge talent, train pledge segment producers and create station wide buy-in for a happy, healthy and productive pledge drive. You'll see examples of materials - from pitch books to break structures and we'll give real world examples of incorporating core values into your pledge scripts.

For more background see:

General Session: Technology, Culture and Public Radio  

Emerging technologies are changing our culture - or are they? The blogosphere is undermining the sacred institution of journalism – or is it? These are questions all of us ask as on-demand media continue to explode and, some say, threaten to blow apart all of our existing broadcasting models. Then there’s the biggie - how does public radio compete and what do these multiple, overlapping, bottom-up assaults to the status quo say about peoples' satisfaction with the job we've been doing? On the Media’s Brooke Gladstone moderates a discussion with blogger Jeff Jarvis, author David Weinberg, and KCRW’s Jennifer Ferro on what it all means with a panel of those who work on the cutting edge of where the consumers are becoming the creators.

For more background see:

Technology Triage Primer – Knowing What You Need to Know Now

 Each days announcement of the latest and greatest new technology brings up an age old question - do I need to pay attention to this right now or can I put it off just a little longer and hope it goes away?  We’ll take a look at the technologies you heard about in the general session and perform a bit of triage by prioritizing the opportunities and threats they present. We’ll also suggest some ways to use these new technologies right now to increase the public service of your station.

For more background see:

Coaching Talent – The 10 “Yellow Flags”

CBC Trainer David Candow says that 90% of the mistakes made by your programming staff can be traced back to what he calls the 10 “yellow flags.” If a PD wants to encourage the growth of talent and set guidelines for improving staff performance, it’s essential that PD's know what these are. David will demonstrate the direct relationship between writing and performance and interviewing and writing, and talk about why a PD needs to become a great listener to become a great talent coach.

For more background see:

Classical Stations that Work

Classical music continues to be one of public radio's dominant formats despite rumors of its demise. We'll hear from PD's at both full-time and dual format stations as NPR's Korva Coleman leads a discussion of how these stations manage their music, critique hosts and position themselves to serve listeners.

For more background see:

High Quality Pledge Production

(Presented as part of the PRPD/DEI On-Air Fundraising Initiative)

In this session we'll hear a whole lot of tape from stations who produce original material for their pledge drives. Stations will talk about how they maintain their stationality and abide by core values while producing content that will make the case for listeners to give money. Pledge drive production doesn't have to be the never ending treadmill - we'll show you how to keep it manageable and real.

For more background see:

The Fundraising Soundbank

PRPD Annual Membership Meeting

Join us for a first look at PRPD’s newly revised PD Handbook - a web-based version we’re designing to be “a portal to all things PD.” The RRC will join us to present its annual “Ralph” Award and honor the memory of RRC founder Tom Church who died earlier this year. PRPD and Audience Research Analysis (ARA) will also present the “Otto” - a new joint award to honor the unorthodox thinkers and doers of public radio whose lifetime contributions are evident, and will evidently endure.

Conference “Benediction” with David Isay

This entirely secular session has been the culminating event of PRPD conferences since 1998 – a celebration of the best of what we do to cap our time together and send us all home energized and excited to do even more. This year we hear from award-winning independent producer David Isay. Founder of Sound Portraits Productions, Isay’s 1993 documentary series “Ghetto Life 101” remains one of public radio’s most powerful and memorable works. David’s most recent national project is his oral history initiative StoryCorps, which will also be in residence in St. Louis throughout the conference. David will be introduced by LeAlan Jones, co-producer of Ghetto Life 101, Remorse: The 14 Stories of Eric Morse, and co-author of Our America: Life and Death on the South Side of Chicago.