RAB Launches New Pro Development Certification Course

RADIO ONLINE | Friday, April 26, 2024

Radio Advertising Bureau

RAB launches a unique training certification program tailored to content creators in broadcast radio and audio. The new course is built upon the fundamentals and hallmarks of RAB's certified Radio Marketing Consulting course. Developed and produced by RAB's Professional Development team, the course 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, 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 content creators who provide their insights into the relationship of sales and content monetization.

Contributors include Tony Coles, president of multi-cultural business and development and president of Black Information Network (BIN); Elaina D. Smith, host of the nationally syndicated Nights with Elaina Show; Keith Hastings, brand and content director of Hubbard Radio Chicago; Sheri Lynch, co-host of nationally syndicated Bob & Sheri radio show, and Mike McVay, president of McVay Media Consulting. The course features a view from the top -- content creators providing their insights on the relationship between sales and content monetization.

"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 outgoing RAB President and CEO Erica Farber. "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."

"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," stated McVay Media Consulting President Mike McVay. "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."

RAB is launching the course with an introductory offer. To find out more information about CRMC Content Creators and RAB's complete Professional Development offerings, click here.