In conjunction with the Public Radio Program Directors Association, Public Radio Techsurvey 2023 reveals how Public Radio is positioned in the ongoing digital revolution. In June/July 2023, more than 27,000 core Public Radio listeners from the email databases of 64 U.S. radio stations participated. This research guides Public Radio stations to better understand the impact change and disruption have on their operations and help them strategically navigate the digital waters to maximize effectiveness, build strategies, communicate to staffs, and set priorities.
If you’ve attended our Techsurveys in past years, this one will be quite different. We are fortunate the SRG/PRPD/Greater Public “Playbook” was recently released system-wide. Compiled by City Square, this webinar will help you connect the dots between the “Playbook” recommendations and our national findings in PRTS 2023.
In addition to our usual areas of investigation, this year’s study delves into the following areas:
- Is “local” taking on greater importance? Recent PRTS studies suggest a focus on local/regional news coverage and local happenings has been more greatly appreciated by public radio listeners. Is that continuing, and what implication does it have for programmers and marketers? How does the audience define “local?”
- Is Artificial Intelligence (AI) seen as a boon, bane, or both? How do public radio listeners perceive AI’s personal and societal impact? And what are their expectations about how this technology may or may not be used for content creation?
- How are public radio fundraising efforts being received? How are audiences responding to membership campaigns, and what can be done to make fund drives more “listenable?”