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Radio Is Making Its Way Back …
June 22, 2021
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Within the last several weeks things have started to turn around for businesses trying to recover from the COVID-19 pandemic. I’ve talked with radio decision makers and their staffs are slowly starting to come back into the buildings and advertisers are starting to do business again. This means that the competitive spirit is once again being put in play.
Programmers and sales staffs are beginning to get that "Let's Kick Some Ass" feeling again. Over the weekend I discussed the renewed optimism with an Operations Manager.
OM: Sam, we're starting to bring back some of the people we had to lay off during the pandemic and at some of our stations, some staff is starting to come back into the building again.
Coach: Coming in everyday?
OM: That's what we are trying to figure out, what kind of “in the building” presence do we need daily. And that includes the on-air personalities.
Coach: How does it all feel to you?
OM: It still feels a little strange, but I'm seeing and feeling some of that competitive adrenaline. Our sales manager told me that his sales team is getting fired up because business is picking up. Things are opening up, but a lot of us are still looking over our shoulders and following whatever rules they put in place as everything goes back to some type of normal.
Coach: You mentioned competition.
OM: Yeah, we've all been so secluded in our "Zoom and wear the masks everywhere world." That competitive edge thing that drives us has been absent. We are starting to plan and do promotions out in the streets again. We get to do our jobs again and it feels good and weird at the same time. But, yes, we are ready to take on the competition again.
Coach: I'm glad to hear that. But you guys are pros --it will all come back to you. I recently heard a concert promoter on Clubhouse say that he was doing a checklist to remind him of all the things he needed to do leading up to and on concert day.
OM: I can relate, it's what we are going through around here. I'm sure a lot of stations are going through it too.
Coach: You're right. It's what I'm hearing back from programmers in a lot of markets.
OM: I can relate to that concert promoter you mentioned. I'm having to do my own checklist of things to do for events and remotes.
Coach: If you're like me, I need all the reminding I can get from wherever it comes from. So, with that said, would you like to see what I used to double check myself periodically?
OM: Sure.
Coach: I always looked at 5 things:
1. Organization - Double check every aspect from day one that has to be organized up until the end of the promotion. Follow up on all e-mails, paper trails, and Zoom calls.
2. Communication - A radio station is like a car engine; everything must be in sync for it to run. Tunnel-vision sometimes causes unintentional slighting of others when it comes to a promotion or event. Make sure everyone is included on everything, including the receptionist. At your manager meetings cross all the T's and dot the I's at every step.
3. Delegation -Don't hesitate to assign responsibilities and empower others. Just keep tabs on what everyone is doing and keep it simple. Don't make more work for people by requiring detailed reports.
4. Preparation - Have planning meetings with those you deem necessary to the process of planning. The week of an event or promotion can cause unexpected situations, good and bad; be ready to adjust or mediate. If it's a promotional event, have a staff meeting (Zoom or conference call) a couple of days prior to double check everything. Try to keep your meetings to 20 minutes or less.
5. Dedication - This is the final and most important key element. Keep your emotions in check before and after the event. And when the on-air promotion or event is over --lavish others with praise and follow up with thank-you memos for their personnel files.
OM: Thanks, simple and to the point. All of that is on my list, but I like how you worded things, a little less tedious than mine. I'm going to simplify my list to review and make it similar in nature to yours.
Coach: I'm glad I could help. I've always been big on condensing things. You are an experienced radio guy and that’s what it takes with smaller air and office staffs. I'm just glad your competitive juices are flowing again.
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