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2015 Annual Conference Schedule

Educational Programming: 

Strategy, Compliance, Critical Skills

Educational sessions at the 2015 PMBA Annual Conference will address the key areas of strategy & sustainability, compliance & organizational responsibility, and critical skills.  Sessions will be led by industry experts, experienced station managers, and representatives the Corporation for Public Broadcasting.

Select the following links to jump directly to the corresponding educational track:

Strategy & Sustainability
Compliance & Organizational Responsibility
Critical Skills
CPB Pre-Conference Workshops


2015 PMBA Annual Conference Education Sessions*

Strategy & Sustainability 

Aligning Resources For Results
Valerie Arganbright, Appleby Arganbright LLC, Amy Morrison, ChildFund International

While most public radio stations say they have a sustaining member program, barely $2 of every $10 comes from these member programs. Some stations, though, acquire double that with $4 to $7 of every $10. What accounts for the wide gap in performance? It comes down to aligning resources for results by moving away from short term annual strategies to long term, lifetime giving programs. During this presentation, we'll reveal how to align your limited resources for results while positioning your organization for long term revenue growth.  


The Strategic Partnership of the CEO and CFO
Barbara Landes, Chief Financial Officer and SVP, Corporate Service, PBS

In the current public media landscape, change is a constant. In order to successfully navigate the challenges presented, it is essential for station CFOs to form a strategic partnership with their CEO. The role of today’s CFO is no longer centered solely on the financials.  CFOs can partner with CEOs to survey the strategic landscape, identify opportunities, be a champion for innovation and risk management, help nurture board relationships and manage key operations.  Learn how a strong CFO/CEO partnership can work and how to position yourself to be a strong partner. 


The Post-Spectrum-Auction World for Public TV: An Engineering and Legal Perspective on Planning Ahead for TV Repack and Post-Auction Operations
Margaret Miller, Gray Miller Persh LLP; Joseph Davis, Chesapeake RF Consultants LLC

In this session, Margaret (Meg) Miller of Gray Miller Persh and consulting engineer Joseph (Joe) M. Davis, PE of Chesapeake RF Consultants, LLC will co-present a panel geard towards the engineering and legal aspects of the operational and business issues associated with the post spectrum auction world for public TV, including an update on current FCC timelines and important milestones, advance planning for TV repack, a primer on the FCC's current proposal for reimbursing repack costs, advance planning for LPTV and translator transitions, supplier capacity issues for repack planning, an other pertinent issues affecting post-auction public TV operations.


The Station Management Center: How to Use the Site’s Data and Resources to Benefit You and Your Station
Steve Holmes, PBS; Brian Sickora, WSKG

Learn from Brian Sickora (GM, WSKG) and others about how you can use the data, insight, information and other resources on the Station Management Center website to benefit your station and the wider system. You’ll hear how Brian and other station leaders use the site at their stations and get an overview of the SMC’s content areas and many features.


Funding Transition: Paying for the Services to Achieve the Future of Membership
Mark Fuerst, Public Media Futures Forum

We know how much it costs to raise membership dollar today. The "future of membership" may be quite different. The cost of on-air drives, premiums, direct mail, telemarketing, and more recently, online transaction platforms and email marketing are built into every station's expense budget. This session will ahead to cost, investment and adjustments that may be required for "the future of membership."  We will look at three leading stations to see how they reconfigured their development staffs and secured the technology and support service they needed for the next half-decade of individual giving.  


Building a Culture of Innovation Through Operational Alignment
Kevin Martin, KQED, Soren Kaplan, InnovationPoint

Driving innovation in the rapidly changing media and entertainment space requires agile mindsets and new organizational models. Every organization possesses an "operating model" whether conscious or unconscious - and which fosters or inhibits a culture of innovation. Organizations that thrive in fast-changing environments build organizational models that align all aspects of the business, from values to strategy to policies and processes. Creating operational alignment across internal functions including HR, Finance, Legal, Facilities, and IT is arguably the biggest success factor for supporting the delivery of the most relevant and leading-edge products and content to demanding audiences of all demographics. Hear directly from Kevin Martin, KQED's Chief Operating Officer and Soren Kaplan, Ph.D., Managing Partner at InnovationPoint about how KQED established an initiative focused on creating organization-wide operational alignment to drive forward a new strategy and meet the shifting needs of its Northern Californian community and tech-savvy audience. 

Public Media Financial and Operational Results
Ted Krichels, Moustapha Abdul, and Tareq Siblini, CPB

The purpose of this session is to review the FY 2014 public media financial and operational data reported by stations to CPB.


Moving Public Media Forward: The Future of Media Technology and v6 Interconnection
Thomas Crowe, PBS

v6, the next interconnection system for Public Media is scheduled to go live in 2016.  Learn about the future of media technology and v6 Interconnection.  It is clear that the media industry is changing faster than ever. Two major factors are driving this change: the technologies available to us as media creators and distributors and the products available to viewers for consuming that media. All of this change coupled with budget constraints and aging plants makes this a challenging time for Public Media, but it also presents exciting opportunities. Join in as we begin a new discussion about practical ways that local stations and national organizations can work together to move the system forward.


Compliance & Organizational Responsibility 

CPB Compliance: OIG Audit Findings and Basic Preparedness
Robert Winteringham, Public Media Consulting Group and Fletcher, Heald & Hildreth

The risks of CSG noncompliance have never been higher for public broadcasting stations. This session will cover recent OIG audit findings in station audits and basic steps stations need to take to meet CPB's minimum compliance requirements. The session will also include questions that stations frequently ask about CPB-related compliance. This topic is becoming increasingly important as CPB now regularly issues CSG forfeitures when an inspector general station audit finds non-compliance with CSG terms or errant NFFS reporting.

Effective Compliance in a Shifting Regulatory Environment
David Brown, WGBH; Gene Lee, WGBH

David and Gene will provide strategies your station staff can use to avoid compliance risks with federal grants, CPB, FCC, fraud, and data security.  They will discuss how an effective compliance program has defined roles and responsibilities, well-maintained policies and procedures, regular training, and regular review and assessment. David and Gene will also provide information on how to institute a whistleblower process and use background checks to involve your staff in further strengthening your compliance initiatives.

Back to Basics: The FCC’s EEO Requirements
Larry Miller, Schwartz, Woods & Miller Law; Melodie Virture, Garvey Schubert Barer; Kenneth D. Brown, Public Broadcasting Atlanta

The basics and more... An FCC oriented EEO compliance review for those new to the area and a thorough refresher for those who feel the need for refreshment. What is required when you hire, full time and part time. Promoting from within. Outreach initiatives and the road to inexpensive compliance. Documentation (yep, paperwork). Coordinating with an institutional licensee's EEO program. The Annual EEO Public File Report. Biennial, Mid-term, and renewal reviews and reporting requirements. Eek, its an EEO random audit. The FCC enforcement arsenal. Overlap with CPB regulation. Easiest ways to get into trouble. Easiest ways to stay out of trouble. 


Are You Dressed for Transparency?
John Crigler and Brad Deutsch, Garvey Schubert Barer; Parul P. Desai, Consumer and Government Affairs Bureau, Federal Communications Commission; Steve Schaffer, Schwartz, Woods & Miller Law

This panel will consider a range of topics that subject public stations to heightened degrees of scrutiny. Topics include CPB's new Transparency and Diversity Policies, the FCC's proposal to require radio stations to post public files online, the FCC's new online complaint process, proposed FCC online contest rules, pressure to look beyond nominal sponsors and identify the "true sponsor" in sponsorship identifications, FCC staff review of online Annual EEO reports, and requirements that directors and trustees disclose information about their personal residence. 

Communications Act Requirements and Trends in CSG Audits
Jackie Livesay, CPB Assistant General Counsel & Vice President, Compliance, and William J. Richardson III, CPB Deputy General Inspector

Jackie will review the 6 Communications Act requirements that Community Service Grant (CSG) recipients must comply with, which include open and closed meetings, open financial records, community advisory boards, donor information, and  employment statistical information. Bill will provide an overview of trends found in auditing CSG recipients’ non-compliance with Communications Act requirements and accurately reporting Non-Federal Financial Support (NFFS) in accordance with CPB’s Financial Reporting Guidelines.


CSG 101: Understanding TV & Radio Community Service Grant Programs
Greg Schnirring, CPB; Kate Arno, CPB

This session helps to demystify TV and Radio Community Service Grants, the process, providing an overview of CPB’s annual grant-making process and time line. 

CPB Updates
Kate Arno, Andrew Charnik, Kristina Cushing de Recinos, Ted Krichels, Erika Pulley-Hayes, Joyce MacDonald, Greg Schnirring, CPB

Join CPB staff for an update on a number of activities including CSG policies pertaining to stations’ participation in the Spectrum Auction, compliance to CSG grant and federal Broadcasting Act requirements, the CPB support to stations, and other topics.  

Fraud Awareness, Detection, and Deterrence
Mary Mitchelson, Bill Richardson and Helen Mollick, CPB

Become aware of the fraud threat to your organization and learn ways to detect it and methods to deter it.

Critical Skills 

Underwriting Strategies for CFOs
Jim Taszarek, Jr., Market Enginuity

As viewing and listening patterns evolve from broadcast to digital and on-demand, the advertising and sponsorship landscape is also changing rapidly. This shift from broadcast sponsorship to digital sponsorship will impact underwriting revenue significantly over the next five years. In order to understand the current environment, we will take a look at research and industry benchmarks, as well as discuss necessary operational and staffing decisions to be successful now and in the future. 


You Don't Need to Hire a Hero
Steve Chapman, Broad Reach Strategies

The best accelerator of organizational success is to make great hiring decisions. Yet most stations still use a hiring method that is only 14% accurate! The effects of “hiring a little low” usually emerge indirectly, for example, as lack of initiative, poor interpersonal skills, chronic negativity, etc. It’s easy to underestimate their true cost, so we quickly consider the problems “normal.”  Fortunately, recent brain research has generated new strategies and tools to boost accuracy to 90%. This session describes how to systematically incorporate them into your own process — a high-leverage way to do more with resources you already have.

Propel Your Teams to New Levels
Carol Sorber, PBS

What's the difference between a team that succeeds brilliantly and one that struggles? Whether you're building a functional department or recruiting colleagues from across your station for an ad hoc project, a common set of fundamental practices will help ensure success. Join us for a discussion of what makes an effective team and get tips to create positive team dynamics at your station. Designed primarily for managers, this session will also provide plenty of ideas for team members looking to contribute to their teams' success.

Fruit Basket Turnover - Generational Style!
J.C. Patrick, J.C. Patrick Consulting

Just when you thought you had the Millennials figured out - here they go again!  They’re changing radically as they age.  What community-oriented investments should our stations make in order to attract them - and how will those help our stations grow?  The largest generation of public broadcasting managers is poised to retire.  What can we do to train our Millennials to step into those roles?  And once they do, how can Boomers and Xers peacefully co-exist with a younger boss?  We’ll explore all these issues – and more!  Bring your stories and questions – this is an interactive session!

Accounting Hot Topics
Elizabeth Pilacik, BDO

In this session, we will discuss the latest accounting hot topics. This will include accounting and general developments of interest to nonprofit financial executives. 

Community Engagement: Programs that Raise Your Profile and Deepen Your Local Connections
Rob Gordon, Nashville Public Radio; Mark Leonard, Nebraska Educational Television; Kliff Kuehl, KCPT; Toby Chaudhuri, PBS

Your station is an vital part of your local community, and successful station leaders are in the community making significant outreach and connections. Hear from a panel of station President/CEOs who participated in community engagement programs, including a leadership academy and Chamber of Commerce programs. Learn about how the experience benefitted the station and transformed the leaders’ perception of their role at the station and in the community.

Hiring the Right People for Your Newsroom: Do's and Don'ts
Traci Schweikert, NPR

How does NPR find and screen candidates for newsroom positions? Hear the inside story from Traci Schweikert, who leads NPR’s newsroom hiring about the skill (and luck) behind finding the best journalists. Joining her is Carline Watson, the head of NPR’s Identity and Culture Unit, which has expanded over the last year with several key hires. Come hear how the NPR team approaches recruiting and the importance of diversity outreach, and share your ideas and experiences. 

From Cost Center to Revenue Generator: Achieve Long-Term Sustainability With the Right Digital Strategy
Marc Pultuskier, Public Media Platform

If your station does not have a digital strategy or your strategy is to just recreate online what you are doing over the airwaves, then this session is for you. From GM to HR Executive to CFO, everyone at your station should be thinking digital by now. This session will outline workable steps to re-imagine your station's digital strategy with the goal of long term sustainability. Discover new tools and approaches that will help bring the programs your audiences love and trust to your websites and mobile apps.


CPB Pre-Conference Workshops

Completing CPB’s Annual Financial Report
Andrew Charnik, Kate Arno, and Nadine Feaster, CPB

This workshop is designed to discuss and illustrate the unique aspects of financial reporting to CPB utilizing the Annual Financial Report (AFR). CPB staff will define and discuss the application of non-federal financial support (NFFS) policies to station revenues. All AFR users are strongly encouraged to attend this training opportunity. Light snacks will be served.  

Completing the SAS and SABS
Damon Frazier, BI Solutions

All CPB-qualified public TV and Radio grantees must complete the annual Station Activities Survey (SAS) and TV grantees must also complete the annual Station Activities Benchmarking Study (SABS). This workshop examines each of the SAS and SABS reports, discussing the financial and non-financial information to be reported. The workshop focuses first on SAS and then shifts to SABS, covering data collection, consolidation, error checking, available tools, help desk support, and how to submit surveys. At the end of each session the instructors will briefly share with the attendees the CPB survey reporting tool. Those involved with collecting, entering, or reporting survey information are encouraged to attend this workshop. 



Attendees have the opportunity to select from 47.5 CPE credit hours (11.5 at Pre-Conference Workshops and 36 at Concurrent Sessions) of CPE Credit to earn up to 23.5 CPE credit hours (11.5 at Pre-Conference Workshops and 12 at Concurrent Sessions) during the 2015 PMBA Annual Conference.

* Education sessions subject to change.