Walker Broadcast Management Institute

About the Program


The Walker Broadcast Management Institute is now in its 24th year. The 2023 Institute marks the third year of another 3-year cycle (although you may join the cycle at any time) and is designed for broadcast managers and those seeking or being prepared for broadcast management positions.

The 2023 session will be held April 25-27, 2023 in Madison.

For registration information please call the WBA office: 608-255-2600


Day 1

Use Creativity to Solve Tough Problems and Have More Fun

Looking at the Old in a New way
Turbo brainstorming
Overcoming resistance to new ideas
Creating under fire
Making friends with Change
Daily behaviors to increase creativity.

Presented by Barry Callen.  Clients from Coca-Cola to Epic Systems have invested half a billion dollars in the thousands of marketing communication ideas Barry has either created or creative-directed.  He has been a highly-rated instructor at U.W. School of Business Executive Education Program and is the author of 2 books that include chapters on creativity.  He studied improv comedy at Second City, has a BFA in painting, recorded an album of original songs in Nashville, and has been struck by lightning.


(Evening – dinner with group – Porta Bella)

Day 2

Developing People Around You

Build on existing coaching and communication skills to confidently coach in the following situations, individual performance improvement, peer to peer coaching, and team coaching.          

Learn and practice 5 critical coaching competencies every leader (and leaders- in- training) must master. 

Understand the role of motivation in coaching. 

Improve the quality and delivery of feedback to others.

Understand the challenges and opportunities when coaching across generations.  

Presented by Betsy Hagan, an independent consultant specializing in organizational effectiveness and talent development. Her background includes 15 years of senior leadership experience in corporate human resources and program management. She has advised companies on a variety of business improvements in the areas of strategic planning, restructuring, talent development, and cost management.

Evening guest speaker at the Fluno Center

Steve Rick, What Does The Economy Have In Store?

Day 3


How has broadcasting changed and where is it going.
Does brand still matter? 
How does one prepare for the future?
What is the competition?

Presented by Scott Cooper, an accomplished and nationally recognized marketing executive and strategic advisor. For the past 14 years, Scott has been principle of Marketing Engine Group, a marketing and strategy firm building on his past work as President of advertising agency The Hiebing Group and SVP Marketing/Brand for Brown Shoe & Famous Footwear. He’s worked closely with companies large and small across consumer, B2B, and B2B2C – from Nike, Coors Beer, Walmart, AAA, Firestone.  Scott has a long association with The University of Wisconsin, teaching as an adjunct professor in the business school and leading executive seminars. He is the author of three books on marketing planning, including The Successful Marketing Plan.


We would like to extend our deepest appreciation to the estate of William R. Walker which graciously donated funds to endow the WBA Foundation Management Institute. The gift is the largest single contribution ever received by the Foundation.

About William Walker

William Walker was known to station personnel all over Wisconsin and neighboring states for the unique business structure of his broadcasting company. He fostered the growth of that company, the Mid-West Family Group, by encouraging managers to participate in their radio station’s ownership. Walker started his broadcasting career in 1950, becoming the guiding force behind the Mid-West Family stations in 1961 when he devised the manager-ownership participation model on which it thrived. The Mid-West Family Group at one time or another has had a radio presence in over 40 stations in nearly 25 cities in Wisconsin, Michigan, Illinois, Iowa and Missouri.

We would like to extend our deepest appreciation to the estate of William R. Walker which graciously donated funds to endow the WBA Foundation Management Institute. The gift is the largest single contribution ever received by the Foundation.

Walker Management Institute Graduates

The following are graduates of the three-year module:

  • Kelly Fuller, WAOW-TV
  • Dave Jensch, KBJR-TV
  • Doug Barrow, WPTA-TV
  • Ruby Gutierrez, WOMT-AM
  • Theresa Wopat, WXOW-TV
  • Dan Szyjewski, WCLO/WJVL
  • Shar Hermanson, WCLO-WJVL
  • Susie Carlson, Mid-West Family Broadcasting- La Crosse
  • Scott Stach, Mid-West Family Broadcasting - La Crosse
  • Allen Wiese, KTTC-TV
  • Mitch Reynolds, Mid-West Family Broadcasting
  • Betsy Keefe, WSAW-TV
  • Dave Conour, WNWC-FM
  • Joe Marroe, Woodward Radio Group
  • Kevin Millard, WXOW-TV
  • Audrey Moon, WREX-TV
  • Jesse Bolder, WJJQ-AM/FM
  • Tom Galante, Mid-West Family Broadcasting
  • Fletcher Keyes, Mid-West Family Broadcasting
  • Mark Birtch, Mid-West Family Broadcasting
  • Pat Heffling, iHeartMedia
  • Stephanie Hedrick, KWQC-TV
  • Jacque Harms, KOLN/KGIN
  • Marty Winters, KOLN/KGIN
  • Matt Kummer, WBAY-TV
  • Nancy Stillwell, Madison College
  • Brenda Schultz, Seehafer Broadcasting
  • Jessica Laszewski, WSAW-TV
  • Bruce Barrows, WNWC-FM
  • Justin Hull, Woodward Radio Group
  • Merry Ewing, WPTA-TV
  • Jill Genter, WKOW-TV
  • Ed Reams, WKOW-TV
  • Brad Heinkel, WAOW-TV
  • Tracy Balzer, Mid-West Family Broadcasting
  • Anna Engelhart, WKOW-TV
  • Kyle Geissler, WISC-TV
  • David Hyland, Wisconsin Public Radio
  • Jim Murphy, WRJC AM/FM
  • Steve Schlutt, Mid-West Family Broadcasting
  • Mark Van Allen, Mid-West Family Broadcasting
  • Steve Young, WNWC-FM