Public radio is facing a number of external threats at present.  Federal cutbacks and rapidly changing technology are but two of those. We're so consumed by external threats that we may miss the really deadly obstacles: the internal threats.

The following will help you determine how well your station is equipped to face the next century.  See how your station stacks up in regard to management issues by checking the answer that best describes your current situation.

1.  Your relationship with the licensee is strong and is considered a partnership by all parties involved.
1. You bet!
2. Not yet, but we are in the process of strengthening the relationship and are engaging in strong internal marketing.
3. The only relationship I have considered is one of peaceful coexistence.
4. If they want a relationship, let them start one.

 
2. A Board is in place (whether station is institutionally- or community-licensed) and Board members understand that their primary function is fund raising.
1. Yes.  Shrinking federal dollars and other realities dictated the need for a Board.
2. We're working on it.
3. Thought about it but it's too much trouble.
4. Hate the thought.  Would shoot myself first!

 
3. A well defined strategic plan is in place, including ways of capitalizing on new and changing technology and benchmarks for evaluation purposes.
1. Yes.  During the planning process we identified our core competencies and are now operating from our strengths.
2. Stakeholders have been identified and we're in the process of implementation.
3. How can I plan for the future when there isn't enough time for the present?
4. Strategic plan?  You must be crazy!

 
4. Not only has a strategic plan been devised, but it is also regularly reviewed to monitor progress and revise as necessary.
1. Yes.  We treat it as a living document.
2. I thought once it was down on paper that the process was finished.  Surely no one has time to gather staff and revisit the process.
3. I figure if I don't do one it's a moot point.
4. Ditto.  Besides, my staffers regard the whole planning process as a joke.

 
5. Money is set aside for contingencies.
1. Yes.  It has taken a while--and a few nasty surprises--but we now have a contingency fund to carry us for six months.
2. We just faced a disaster when our tower was destroyed.  As soon as we're on our feet a contingency fund will be a priority.
3. Does coffee money count?
4. Not a problem.  I have my golden parachute.  If we have a serious problem I'm doing early retirement.  Then I'm gonna offer my skills and years of experience to public broadcasting as a consultant. Goodness knows they need me. (Please, no.)

 
6. As a part of the strategic planning process, a needs assessment has been performed and a strong capital spending program is in place.
1. Yes.  We budget for depreciation each year and we plan to spend at least that amount annually to upgrade our capital equipment. That way we won't fall behind.
2. No, but we have identified weak areas that will need to be bolstered, as well as those capital expenditures that will be necessary in order to accomplish our goals.
3. Umm.  I'm not sure.  When you're talking "capital," do you mean Washington, D.C.?
4. My computer is a P II-450. What more could my station need?

 
7. Both Board and staff have bought into your vision for the future.
1. Yes.  Staff and Board alike are excited about the future
2. Not yet, but we're currently having discussions about what we want to be when we "grow up."
3. I can't even envision my next meal, let alone the station's future.
4. My vision is 20:20, thank you.  I don't care about anyone else's.

 
8. The GM either comes from a business background or has acquired significant private sector skills.
1. Yes. The skills I have acquired have been invaluable in dealing with those elements of the station that are critical to its success--personnel and the budget, to name two.
2. I've read various books and treatises and, perhaps, attended workshops and taken additional course work.
3. I opened a book last week but was immediately interrupted.
4. I don't need a business background.  I run a nonprofit public radio station.

 
9. My staff has the necessary skills for their respective jobs.
1. They do.  We have a strong recruitment program in place, along with attractive benefits.
2. No, but we have recently put a strong staff development program into place and are working toward goals that were set and agreed upon by the full staff.
3. Yes.  I sent a staff member to a conference back in ‘38 and another one in 1955.
4. I go to the PRC every year and bring back stuff from the resource center.  If that isn't enough let 'em go to work somewhere else.

 
10. We have a strong, cohesive team in place and all staff members are working toward a common set of goals.
1. We do.  Life is good.
2. Not yet, but we are currently engaging in team building and conflict resolution exercises.
3. What?
4. My staff doesn't want to spend time on all that "touchy feely" stuff.  They're happy to have me tell them what to do.

 
11. There is an effective internal communication plan in place to apprize everyone of progress and important developments within the station, in the system and in the media in general.
1. Yes.  We have weekly thirty-minute staff meetings and an internal newsletter.
2. No. We recently had a big problem because I thought that all staff members were "in the loop" on an issue.  Now we meet regularly and are monitoring the effectiveness of our meetings.  Is that enough?
3. Yes. I never waste my staff's time meeting face-to-face.  An e-mail now and then is a better method for my station.
4. What kind of questionnaire is this?  Are you a communist?

 
12. I strongly believe in marketing and budget accordingly.
1. Yes.  We changed formats last year and I budgeted 10% for marketing and advertising and traded beyond that amount.  It was one of the smartest investments I've ever made.
2. Yes.  I just took over a station where marketing was a low priority.  Now I really have an uphill battle to position the station.
3. No.  I know that commercial broadcasters pump a ton of money into advertising, but this is public radio.  Don't people find us by tuning across the dial?
4. How silly.  I even refuse to accept trades the newspaper wants to donate to us.

 
13. We have performed marketing and development audits and have bolstered those efforts as needed to reach our fund raising potential.
1. Yes. Some amazing things emerged. There were obstacles that were surprises to most of us.
2. No.  Are these things really important?
3. No, but I was audited by the IRS once.  Does that count?
4. All my Marketing/Development Director needs is to get his/her butt out there on the street and stop whining for things like a media kit, software and budget information.  Oh yeah, and his/her own expense budget.  Right!

 
14. The on-air product is well honed, listener focused and provides a valuable public service.
1. Yes, we buy and use audience research (RRC and Audiographics, etc.) regularly and constantly evaluate our schedule and our airsound.
2. We are currently examining our programming with an eye to making whatever changes are necessary.
3. We can't afford research and I don't think it's that helpful anyway.
4. Nope.  I understand what my audience needs and I give it to 'em.

 
15. We choose to view the many changes in today's environment as opportunities and, as such, we embrace the future.
1. We're somewhat ambivalent. However, I would  have to say that my staff and I view the future as more of an opportunity than a threat.
2. We're apprehensive, but are using our fear in a constructive way--to learn how to work leaner and meaner.
3. We're scared to death!  Federal funding has always been there for us and there is no reason it shouldn't continue!
4. Change, change, change.  That's all I hear.  I can tell you for a fact, NOTHING is going to change here!

If your total is between 50 and 60, pat yourself on the back.  You are a Manager Magnifico (MM).  You are to be commended and you should be ready for the next millennium.

If you score between 38 and 49, you are among the Promising Professionals (PP).  You are motivated and trying.  The future bodes well for you.

Scores between 23 and 37 fall in the Competency Challenged (CC) group.  You might wish to consider employment in a less demanding field--night shift at a convenience store, perhaps.

If you scored below 23 you are an Aspiring Antediluvian (AA).  Watch your back.