Audience Dialogue

Participative Marketing for Local Radio: Courses

Learning about Participative Marketing for Local Radio

There are several ways you can learn about and implement a participative marketing approach for your community or local radio station or similar type of community based servces or not for profit organisation.

You can read the book and related resources on this website, or more conveniently perhaps, buy a copy and work on it with your colleagues.

The other main way is to undertake a course on the subject, ideally tailored or designed to your specific requirements. 

The aims of the course are to provide participants - who are usually staff involved in managing or promoting a radio station - with a good understanding of

Participants in this course all get a copy of the book, and work through a series of exercises to gain an understanding of all the possibilities in radio marketing. If the course is being done for a station that does not have some possibilities open to it (e.g. a non-commercial station) those sections of the course can be replaced by others that are more relevant.

Outputs will be radio marketing action plans, both for the station (and/or network) as a whole, and for the people and departments involved in the course.

We can design, deliver and support courses for your organisation based on the contents of the book Participative Marketing for Local Radio including new topics such as on the use of social online media, that will feature in the new edition of Participative Marketing for Local Radio.

We offer/plan to offer two types of courses. 

1. A course delivered in a traditional class-room setting, with ideally up to 20 participants.

More than 20 makes it more difficult to achieve participation by individuals.

Class-room sessions usually involve a presentation of topics, typically via a computer based screen presentation, followed by discussion and practical exercises - both group and individual - to build understanding.

The focus is on interactivity, encouraging participants to present and discuss their ideas, experience and work with the group and get feedback.  The instructor facilitates and guides the discussion and helps to resolve key ideas and learnings.  

Class working on course, Participative Marketing for Local Radio, Kathmandu, Nepal, May 2009

2. An online (internet based) course, possibly on this website or a new one we will create for this purpose.  

This depends on demand, but a proper online learning environment can be created with course materials, additional readings and help, ability to exchange ideas with others on the course and receive prompt support from course instructor. 

Post-course support is highly recommended so you implement action effectively, minimise risks and problems, and more quickly overcome challenges that arise.                                                                                                                                                                                                                                                                                                                                                                                                                                   

Example course.  We delivered a week-long class-room course to 18 community and local radios in Nepal hosted by Antenna Foundation Nepal.  The course included exercises for participants to do, individually and in groups.  Please click on the link below (which opens as a PDF document) to see the course outline.


This outline can be used as the basis for planning of your course, depending on your needs and interests.  The slides used in this course can also be made available to you.

An online course can follow a very similar outline, or along the topic lines below. 

1 Principles of modern marketing, and how they can be applied to radio; 
2 Understanding and using audience research data
3 Marketing through programming
4 Program theory and external funding
5 Publicity for stations and programs
6 Helping both advertisers and listeners achieve their objectives
7 Planning and scheduling radio advertising
8 Funding from listeners
9 How radio can best use the Internet
10 Developing a radio marketing plan

Each session will include exercises to help build understanding, and help participants transition to the next topic.

First step is to lodge a training inquiry or request using the form below (a Word document) or email us.


We will then contact you to discuss your ideas and requirements, and if suitable, conduct preliminary research about participant needs and experience to help design the most appropriate course in terms of content and format.  This then shapes the type of course taking into account local situations and issues.

Course fees.  What does a course cost?

We typically charge just $500 per day for training plus expenses, to make our services as widely affordable as possible, including for individual community radios. 

In addition, we normally charge an extra 2-3 days for preparation time including course design and changes to suit your needs.

Hence a one-week (5 day) course along the lines outlined would be about $4000 + expenses, which may include air fares, hotel accommodations, food and taxi fares.

An online course can be provided for much lower cost, we envisage a fee of $50-$100 per participant to access all materials, submit work and receive support from us.  This requires participants having reliable (if not fast) access to the internet at certain times.

The course and fees can be paid in several ways, including via PayPal.

The easiest way to contact us is by email.

Are you involved in commercial, public-owned or community radio or interested in setting up a radio broadcasting service?  If so, then you will need to know about marketing and how you can apply it to meet your needs.  Dennis List wrote a useful source-book called Participative Marketing for Local Radio based on a request from a radio station manager in Indonesia who wanted to know more about marketing for local radio, about which there was (and still is) little readily available.  The book takes the view that marketing is about communication about relationships of exchange - and that participative marketing means making full use of all available channels to improve communication between an organisation and all the various groups and people it has relationships with. 

Marketing results can be improved by removing barriers to communication and enhancing the flow of information between a radio station and its stakeholders, in both directions.  The book covers a range of marketing issues/options such as station publicity, sponsorship, fundraising, winning grants, extending your reach (such as by using the internet) and stimulating a dialogue with your listeners.  You can learn more and buy a copy here.