The Radio Advertising Bureau recently announced that Don Connelly, director of the broadcasting program at Western Carolina University, has earned its highest level of certification as a certified radio marketing expert.
The Radio Advertising Bureau is the sales and marketing arm of the radio industry, with more than 5,000 member stations, networks and radio sales organizations in the United States and abroad.
To earn the CRME designation, applicants must have a minimum of five years of professional radio marketing experience and must pass a rigorous three-part written examination, including the preparation of a 20-page thesis, a situational case study analysis and a custom client presentation.
Mark Levy, vice president of educational services for the RAB, said that Connelly is one of fewer than 50 certified radio marketing experts in the country and is the only university professor to ever be certified at the organization’s highest level.
“The CRME is the true measure of a broadcast sales professional,” Levy said. “As someone who works with many university professors, it is gratifying to know that there are those out there who continue to excel in the practical as well as the academic part of the education process.”
Western is one of fewer than 10 colleges and universities in the nation where students majoring in communication can earn their entry level of professional certification by passing the Radio Advertising Bureau certification exam as part of a senior-level broadcast sales and promotion class.
To date, 63 Western students have taken the exam—and all 63 have passed. “It’s a unique opportunity. Our students are entering the marketplace with a recognized professional certification which helps them get jobs in top media markets with organizations such as FOX, NBC and Clear Channel,” said Connelly.
Connelly is author of a book, “Digital Radio Production,” which was published in January 2005 by McGraw-Hill and has been heralded as the “radio production text for the next several years.” Connelly, who has more than 20 years of experience in the radio industry, is a former affiliate relations director for Clear Channel Communications Florida’s Radio Network.
For more information about the broadcasting program at Western, contact Don Connelly at (828) 227-3851.