PAR Encourages & Equips Local Christian Radio

Positive Alternative Radio is offering a free monthly video call, free coaching for 90 days, and is making an ongoing commitment to help local Christian radio stations through its consulting arm, PAR Services. These efforts are aimed at strengthening leadership and applying best practices to help non-network stations thrive in their local markets, according to Brian Sanders, Executive Vice President.

“PAR has a proven track record of growing income and market share in small and medium-sized markets, despite heavy competition from networks,” Sanders noted. “Our goal is to come alongside community-focused stations and share what we have learned. We want to give them our not-so-secret sauce.”

He also pointed out that perhaps the most significant contribution PAR hopes to make by coaching stations is helping them grow effective leaders. Sanders is a lifelong student of leadership who blogs regularly on the topic and coaches dozens of leaders nationwide. His book, “Enduring Leadership” is pending publication and will be available by early summer.

“Sound programming principles, great fundraising and good promotion are key, but frankly, our industry does not have a programming, fundraising or promotion problem, we fundamentally have a leadership problem. If we build great leaders, all of the other issues a station has will fall in line,” he added.

Stations are invited to attend the monthly calls to better understand how PAR Services can help. The calls will center on leadership principles, programming, listener engagement, fundraising, social media and culture building.

“Any area that exists in a radio station will be discussed during these monthly video conference calls,” Sanders said.

The 30 minute calls begin on March 13 and will be from 2:30 to 3:00 pm. This month’s call will discuss station marketing as well as the impact of PAR’s ENCW—Easy Never Changed the World—service project, which has a goal of impacting 1 billion lives in 5 years. It is open to any and all local stations that are trying to reach and serve local communities.

PAR Services has helped several radio stations and other Christian ministries through training, coaching and consulting in the past four years. In addition to the free monthly calls, stations and Gospel-centric organizations can contract with PAR Services for more help. Last month, PAR Services announced that it would work with any local community radio station for free for an initial period of three months. Many stations have already signed on to work with PAR Services, since the announcement was made.

“At a time when some organizations are cutting back on mentoring, we’re going full force,” Sanders said. “There is more competition and fundraising is getting tougher, but the message of hope in Jesus Christ that stations offer has never been needed more than right now.”

After the initial period of free coaching, if a station chooses, it can work with PAR Services and receive additional help on a paid basis, Sanders added.

For more information about the industry-wide calls or the 90-day coaching service, stations can email


About Positive Alternative Radio

PAR is a non-profit ministry founded in 1985 by Edward Baker’s father, the late Dr. Vernon H. Baker and his mother, Virginia. Today, PAR owns and operates stations and networks in key markets in Virginia, eastern Tennessee, West Virginia, Ohio, North Carolina and South Carolina. They include WCQR, broadcasting from Johnson City, Tenn.; Walk FM, Ashland, Ky.; Spirit FM, Lynchburg, Va.; Joy FM, Winston-Salem, N.C. and Your ‘PER, Fredericksburg, Va. The stations provide adult contemporary and Gospel music, as well as Christian content available across a variety of digital platforms. PAR is a certified Best Christian Workplaces recipient.

Positive Alternative Radio • • P.O. Box 889 • Blacksburg, VA 24063

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2021 Membership Exclusives

January – Your 2021 Radio Goals – Virtual Event
March – Radio Station Field Trip
April – A Webinar for YOUR Board
May – Virtual Mentoring Event
June – SURPRISE BENEFIT at Momentum
July – Salary Survey Webinar
August – Fundraising Webinar
September – Creative Images
October – Techsurvey Webinar
November – Radio Station Field Trip
December – Virtual Christmas Party

*subject to change


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