Pennsylvania Association of Broadcasters Doubles Gift to Rowland School of Business to Support Broadcast Sales Initiative

Pictured are Professor Dorene Ciletti and student Natalie Caine in the Michael P. Pitterich Sales & Innovation Center. Photo by Randall Coleman.

Professor Dorene Ciletti, Ph.D., engages in a sales roleplay with interdisciplinary studies major Natalie Caine '25 in the Michael P. Pitterich Sales & Innovation Center. The center, which is open to all students, will host the various programs and events created through the Point Park University's partnership with the Pennsylvania Association of Broadcasters.

"This partnership provides more experiential learning opportunities, connects students more directly with industry professionals and allows them to get additional certifications."

Dorene Ciletti, Ph.D., professor and director of the marketing and sales program

A 30-second ad on a local radio station, a sponsored segment on the morning news, a 15-second commercial on a streaming app: The broadcasting industry needs skilled salespeople to make possible the revenue-generating services that support radio, television and streaming services across the country.

At Point Park University, a growing partnership with industry professionals will make students day-one-ready for careers in broadcast and media sales.

After providing a $150,000 gift to Point Park's Rowland School of Business last spring, the Pennsylvania Association of Broadcasters (PAB) has doubled that contribution to continue the expansion of educational offerings for Point Park students interested in the business side of the broadcast industry.

"The Business of Broadcast initiative is focused on providing students with skill-building and experiential learning opportunities," said Dorene Ciletti, Ph.D., professor and director of the marketing and sales degree program. "Through this partnership, PAB and its members will connect with students to provide professional development, hands-on experiences and education while also giving our students opportunities to engage with and visit some of these broadcast and media providers and learn from them."

"We are grateful for PAB's commitment to helping our students prepare for the workforce and achieve their career goals," said Stephen Tanzilli, J.D., dean of the Rowland School of Business. "This initiative will equip them with the skills they need to excel in sales."

In the Q&A below, Dr. Ciletti describes the benefits of the PAB partnership and what it's like to learn about sales at Point Park.

What types of programs and benefits can students expect from this partnership?

Business of Broadcast Series – These workshops will cover sales skills and competencies. We know that influence and persuasion are foundational to almost everything we do. We think of sales as a life skill. This workshop series will help to break down some of those elements. Topics will include curiosity, questioning, needs discovery and assessment, relationship building, using improv in sales and more. A number of workshops will be facilitated by PAB members.
Business of Broadcast Site Visits – We’re scheduling broadcast sales tours with a variety of outlets. For instance, in the spring, Professor Paige Beal coordinated a site visit with KDKA-TV. That was absolutely amazing because KDKA staff didn’t just show the students the facilities. Students met with sales staff, production staff and on-air reporters and learned what’s involved in broadcast media and how sales fits into all of it.
Business of Broadcast Challenge – We piloted a broadcast sales roleplay in our Professional Selling class last year, and it went well, so we’re going to continue with a roleplay in the class, and we’re going to kick that up a notch and do a broadcast sales challenge open to all students with prize money to be awarded.
Business of Broadcast Certificate – Another initiative students will benefit from is our new Business of Broadcast certificate, which we are developing. Students will complete several components, which will likely include the Professional Selling course, the P1 Learning Sales Training program, attend sales workshops, participate in the broadcast sales challenge, go to at least one broadcast station tour and complete a job shadowing experience. The specific elements of the certificate are still being finalized.

Pictured are Paige Beal, Mike Sherry, Steve Tanzilli, Michael P. Pitterich and Dorene Ciletti. Photo by Ethan Stoner. — Pictured are Paige Beal, professor; Mike Sherry, radio chairman of the PAB Board of Directors; Stephen Tanzilli, dean of the Rowland School of Business; Michael P. Pitterich, donor, Pittsburgh businessman and attorney; and Dorene Ciletti, professor, at the ribbon-cutting ceremony announcing PAB's gift to the Rowland School of Business. Photo by Ethan Stoner '26.

How does this partnership elevate the hands-on curriculum of the marketing and sales program?

This partnership provides more experiential learning opportunities, connects students more directly with industry professionals and allows them to get additional certifications. It enhances the hands-on curriculum we provide by allowing students to build their professional networks and broaden their skillsets. Our students already participate in hands-on courses and collegiate sales competitions throughout the region. PAB will help us build on that strong foundation of sales education and experience.

We are fortunate to have an association of this caliber that wants to connect with our students, provide them opportunities and is willing to fund those opportunities. We owe it to our students to fully explore this exciting partnership to add value to their education and career journey.

Point Park recently received recognition again from the Sales Education Foundation (SEF) and is one of only 76 universities nationwide to attain membership in the University Sales Center Alliance (USCA). What aspects of the marketing and sales program helped the University achieve this?

We have a dedicated sales center facility, the Michael P. Pitterich Sales & Innovation Center. We have a curriculum that really has an impact on and connections to the marketplace. We facilitate sales-related experiences for students. Curriculum is really important to the SEF and USCA – they want to see a number of sales-focused courses and experiential opportunities so that students can be day-one ready, which is our goal in the Rowland School of Business.

We know that, in sales, a challenge is getting new hires ramped up to the point where they’re able to be revenue-generating. That takes time. We also know that, in sales, for those who don’t have a realistic expectation about a sales career, turnover may be high. Research has found that sales education can allow new hires to ramp up more quickly, and it can reduce turnover. We are so happy to be recognized by SEF and USCA because we are putting curriculum, programming and opportunities in place for students that better prepare them for their career journey.

What is a common misconception about working in sales?

One of the things I find interesting is students don’t necessarily come to the University considering sales as a career option. When I ask students on the first day of class in a sales course if they want to work in sales, I maybe see one tentative hand raised. They don’t yet realize what a sales career involves and what opportunities come with that. It is an energizing challenge helping them to understand the vast applicability of sales and sharing with them that so many of them, regardless of major, will work directly in sales or have a role that connects to sales. I always remind students that from an accounting perspective, sales or revenue is the top line of the income statement. It’s that important to organizations.

This is why our Michael P. Pitterich Sales & Innovation Center is for everyone. When you think about it, you can be an accountant but in a few years as you grow your career, what are you often asked to do? Client or business development. So you’re bringing on new clients, and that’s sales. If you’re working as an attorney, an investment advisor, a financial planner or recruiter in human resources, you are tasked with bringing on clients or people into the business, and that’s sales. There are so many different areas that touch on sales in many ways, and they all connect to the influence and persuasion foundation that is critical to effectively selling.

Anything else you would like to add?

We’re all in sales. We sell ourselves, our ideas, our personal brands, and sometimes we’re selling products or services, too. Influence and persuasion are the foundation, so at the very least, we are selling ourselves and our ideas when we are involved in organizations, when we are working to persuade a friend to make plans, when we are engaging in a job search. I like to think about sales from a more holistic perspective. It engages all of us!