We shape the perception that KNAU public radio is a center of success at the university. During pledge drives we bring the university community directly into the station with numerous departments staffing the phones and a variety of university guests on the air assisting in the pitching. Since we have production facilities we assist the university with tape dubbing and audio production for all kinds of departments - Statewide Distance Learning, History, Parking Services. We edit their copy, our producers record the spots, and copy them for distribution. Just as numerous businesses and corporations underwrite on air, numerous University departments use KNAU to sell their tickets and publicize their events.
Underwriters give the station a type of insurance policy too.
The more high powered clients, such as utilities and banks that you have on the air, the more your stations image is viewed as region wide and strong. After several years of concerted effort to market KNAU with Northern Arizona University, last year we felt confident in asking focus group respondents in Flagstaff and Prescott whether KNAU is an NAU asset. Bruce Fohr of FMR in Tucson moderated. We edited excerpts into this approximately 5 minute tape that was presented to the university s primary decision making body the President s Management Team. But we refuse to be lulled into inactivity.