Work Smart: Public Media Sponsorship Training for Newcomers

Work Smart: Public Media Sponsorship Training for Newcomers


Rapidly build your foundation in public media sponsorship sales for bigger and faster revenue success.

Public media sponsorship is a business to business (B2B) sales type which is very different from business-to-consumer marketing like development or membership. Sales professionals who are new to this role or new to public media sponsorship often struggle with making the shift to proactive cold-calling or, if they have B2B sales experience, they may not know how to quickly choose the right public media sponsorship prospects and how to approach them.

This transformational program pairs small group, expert-led training with personalized coaching to help you quickly build your foundation in public media sponsorship sales. Participants can expect to build confidence, choose better prospects, ask for larger orders, and close quicker. This class will move quickly and requires participants to complete worksheets ahead of time and be prepared to interact.

Program Details

Who is this program for?

Corporate support account executives or managers who are new or in their first 18 months working in public media sponsorship. If you don’t meet this criteria you can email the teacher and pitch your case. Professionals with previous sales experience outside of public media will benefit from this specialized training that focuses on the unique attributes of public media sponsorship.

What exactly will I learn?

  • Map your station’s unique assets and properties
  • Create a strong unique value proposition pitch
  • Understand the best business categories for public media sponsorship
  • Learn to leverage your station’s unique strengths
  • Choose great prospects and populate your sales funnel
  • Get a sponsor’s attention and write strong email subject lines
  • How to structure prospect calls, use a needs analysis, and close quicker
  • Create a winning four-point proposal
  • How to present and include the right digital ads

What does it cost? Are there scholarships?

We have worked to keep the fee accessible for all-sized stations and do not have scholarships available at this time.

Greater Public member rate, per person
Early registration (on or before August 30): $1,595
Standard registration (after August 30): $1,795

Non-Greater Public member rate, per person
Standard registration: $2,295

When does it start? How long does it last?

The Fall 2024 program is 8 weeks long and runs from September 17th through November 12th.

The interactive group classes are every Tuesday at 4pm ET / 1pm PT (8 classes).

The 45-minute one-on-one personal training sessions (3 sessions scheduled during the 8 week class period) will be every other week and a sign-up sheet with available times will be provided at the first class session.

What is the time commitment?

  • One interactive group meeting each week lasting 60 – 75 minutes (Tuesdays, 4pm ET)
    Note: Before each group meeting there will be a couple of worksheets to complete in advance to be prepared for the meeting and to find the information needed for discussion.
  • One personalized meeting with the trainer every other week lasting 45 minutes for a total of 3 per class member (sign up sheet will be available)

How many people will be in each cohort?

Up to 15 people are enrolled in each cohort.

Will I work independently or must I participate on a schedule?

This program is designed for interactive group discussion and real-time training on Zoom. It is not pre-recorded and cannot be watched later. It requires participation and will offer the chance to participate in a cohort with other sponsorship sales professionals in the class. It is designed for only those sponsorship sales professionals seeking to be the top performers at their station.

Will I get personal attention?

This program includes the opportunity for four one-on-one individual coaching sessions with the trainer. The individual meetings will be held bi-weekly. A sign up sheet will be provided.

I’m not at a station, can I register?

Yes, there are rates available for non-member stations.

Who is the Sponsorship trainer?

Laura Landress is a Corporate Support Advisor for Greater Public. She previously was the Corporate Support Manager at Nashville Public Radio for 16 years and won Market Enginuity’s market Standard of Excellence Award in 2014. She has been a speaker at several PMDMC conferences and has recently presented at PRPD and PMWIL. You can learn more about Laura here.

Laura Landress - Greater Public

Laura Landress

Greater Public Corporate Support Advisor

(615) 498-1270 (Eastern Time Zone)
Corporate Support

San Diego - August 12-15

PMDMC 2024

LAST CHANCE to lock in early bird pricing! Register by Friday, May 31st to get the best deal for PMDMC24!

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