The Radio Advertising Bureau is bringing to life a new training certification program tailored to content creators in broadcast radio and audio. The course is built upon RAB’s certified Radio Marketing Consulting course, the organization to be led by Mike Hulvey said.
The custom-produced course developed and produced by RAB’s Professional Development team focuses on helping build a greater understanding between content creators and sellers in an evolving and expanding media landscape. The training targets those who are in content creation for media companies and caters to program and production directors, operations managers, promotions and brand directors, on-air talent, web designers, podcasters and social media managers.
There are eight online classes containing multiple short video modules that are easy to consume and provide immediately actionable takeaways. The course consists of key topics including branding and marketing, understanding sales basics, commercial creative the new integrated, multi-platform, media landscape, effective communications and best practices for high performers.
Instruction and training for the course is overseen by RAB’s Professional Development team and contributions by leading content creators who provide their insights into the relationship of sales and content monetization. Contributors include Tony Coles, President of Multicultural Business and Development at iHeartMedia and President of its Black Information Network (BIN); Elaina D. Smith, host of the nationally syndicated Nights with Elaina show; Hubbard Radio in Chicago Brand and Content Director Keith Hastings; Sheri Lynch, co-host of nationally syndicated Bob & Sheri radio show; and veteran radio industry consultant Mike McVay.
“I’m delighted RAB is launching this one-of-a-kind training program as I’ve been thinking about this course since I first joined the organization,” said Erica Farber, the outgoing President/CEO of the RAB. “As I like to say, we are all in sales, and while not everyone working at a radio station is directly accountable for sales, each and every radio employee has a direct influence over revenue coming into the company.”
McVay commented, “I was excited to learn that RAB was developing a sales and marketing course for programmers. I was even more excited when they asked me to participate. This business is so complex, and so rapidly changing, that it’s a great practice for those of us in content creation to learn everything we can about the business … including sales.”
