Join this in-depth exploration of the national research that reveals insights into the unmet needs of public media audiences.
Series Overview
To help public media stations thrive, Greater Public, PMCC, and SRG commissioned the Research Unmet Needs of Current and Potential Audiences (RUN) study. This thorough national research effort has yielded revelatory insights into the unmet needs of the communities we all serve.
Beginning on Wednesday May 28 and continuing through the month of June, we’re offering a special online series to explore these findings in depth, providing your station with actionable strategies for marketing, fundraising, and audience development. These sessions will be available to the members of all our organizations free of charge.
Sessions are available free of charge and open to all. Advance registration is required for each session.
The sessions will be led by the team from City Square Associates who conducted the research, and they will be joined by a variety of leaders from across the industry and the system who bring special expertise in each of the topic areas.
Here are full descriptions of the curriculum:
RUN 101 Basics and How to Get the Most Out of the Interactive Dashboard
Wednesday, May 28 at 2:00-3:00 p.m. ET / 11:00 a.m.-12:00 p.m. PT
Presented by Phil Cook and Sam Luz, City Square Associates; and Craig Helmstetter, Minnesota Public Radio and the APM Media Lab
RUN is unusual in terms of the size of the survey sample and the level of access to the data being provided. In this session, we’ll provide a deep dive into the RUN methodology and a live demonstration of how to use the interactive dashboard to find answers to your most pressing questions.
Fundraising Week Webinar: Fundable Ideas and Funding Strategy
Monday, June 2 at 2:00-3:00 p.m. ET / 11:00 a.m.-12:00 p.m. PT
Presented by Chris Schiavone and Phil Cook, City Square Associates; and Margaret Hunt, Hunt Philanthropic, SRG
Given public media’s multiple funding challenges, RUN comes at an especially good time, because it both helps make the case for the importance of public media to local communities and showcases the kinds of ideas that major donors and foundations may want to fund. Discussion will center on practical ways to leverage the learning from the RUN study for revenue growth.
Marketing Week Webinar: Telling our Story, Reaching People Where They Are Strategy
Monday, June 9 at 2:00-3:00 p.m. ET / 11:00 a.m.-12:00 p.m. PT
Presented by Chris Schiavone and Phil Cook, City Square Associates; and Briana O’Higgins, Greater Public
Although public media is well-suited to meet many unmet community needs, the research reveals the gaps in people’s awareness and understanding of public radio and what it would take to bridge those gaps. We’ll look at situations on both owned and non-owned platforms, and at the kinds of brands, messages, and channels that are best suited to finding people where they are.
Music Week Webinar: Using Music to Build Community and Uplift Audiences
Monday, June 16 at 2:00-3:00 p.m. ET / 11:00 a.m.-12:00 p.m. PT
Presented by Chris Schiavone and Phil Cook, City Square Associates; and Frank Dominguez (WDAV) and Lindsay Kimball (The Current/MPR)
RUN shines a spotlight on the broad popularity of music and the contributions to people’s music enjoyment that local public media organizations are especially well-suited to make. From new artist discovery to live, local events and the event calendars designed to help people find them, we’ll talk about what’s worked in local markets and brainstorm additional strategies for achieving maximum impact in the music space.
News Week Webinar: Content and Audience Development in the News Space
Monday, June 23 at 2:00-3:00 p.m. ET / 11:00 a.m.-12:00 p.m. PT
Presented by Chris Schiavone and Phil Cook, City Square Associates; and Ashley Alvarado (TPR), Rachel Estabrook (CPR), and Megan Garvey (LAist)
RUN findings include a wealth of information about people’s preferences, behaviors and choices in the news and information space. It spotlights the integral role that local storytelling can play in content strategy and the desire people have to be uplifted and connected with others in their communities. We’ll address the significant trust vacuum in the news space and the role that public radio can play in filling that gap.