Changes ... Slow & Steady

In any business moving to a new town for work is always difficult. The newly hired OM or PD is looked upon for immediate guidance. Taking the reins of command in a new situation calls for gentle assertion and diplomacy where needed.

PD: I've been working in the Northeast for two years and landed a new PD/PM-drive gig in a warm climate just in time before the winter months. Despite fewer jobs available these days, I've had three PD positions within the last five years. At each of the other places, there've been things that have not gone smoothly in the beginning stages. I need some direction; I'd like to stay somewhere for longer than a couple of years.

Coach: I feel honored that you are asking.

PD: Well, I finally came to the realization that maybe someone who has had more experience with this sort of thing could help me break this pattern of automatically messing up as soon as I step in the door of a new set of call letters. Don't get me wrong, I have had VPs of Programming hire me and fly in for my first few days at a new place. But they are not there every day and some daily programming stuff is outside their reality.

Coach: Before I make any suggestions, tell me what you do when you get to a new station.

PD: I meet the air personalities, the sales department, and office staff. If I'm lucky enough to have a MD, I get with them and get familiar with categories and the station music.

Coach: Well, what you told me sounds pretty standard. How soon do you begin making any adjustments?

PD: Immediately.

Coach: Sometimes we can be right and wrong at the same time. When it comes to being the new sheriff in town, I always suggest to make changes if necessary and only after settling in for a couple of months. When it comes to other annoyances or things that need tweaking, implement things at times which would meet with the least internal resistance, like a down trend or monthly. Timing is everything, I once programmed a station with a grandfathered weekend Sunday program that played Blues; strange considering the station played contemporary music. The personality sounded like the imitation some do when they find out you're in radio. The jock sounded as if he had sampled every Bloody Mary within a five-mile radius. It was painful to listen to.

The Day After

Before I picked up the phone on Monday to invite him in for a meeting, I looked at the weekend ratings. To my shock, over a three-year period this Blues guy was #1 in the market on Sunday in his time slot 18-34. He also consistently out-performed the rest of the station by a share-and-a-half.

Not So Fast ...

The staff assumed I was going to dump this personality, but instead I gave him another shift on Saturday and got the owner to give him a bump on his hourly and a bonus plan incentive. I privately talked to him about his conduct at live remotes and he continued to kick ass. Incidentally, although he was weekends, he was the most sought-after for remotes by clients.

Look First Before You Leap ...

Never make programming changes in a new situation until you get the full picture. Implement as needed.

PD: That jock sounds amazing. I usually make changes ASAP.

Coach: My friend, sometimes there is more to it than that. I recommend to any PD going into a situation to find someone who can give a historical perspective on the station and the market.

PD: Who would you recommend I talk to?

Coach: Everyone from the owner to the cleaning people; VP/Programming, consultant, office staff, etc. Create some casual settings to find out if sales and programming have a good relationship. Don't do this at work, but at a lunch or dinner and listen. There are always those one or two people who have good grasp on what is going on around the station.

PD: How do I find these people?

Coach: At every station, the unofficial welcome wagon greets you with words of well wishes and offers to help in any way they can. Sometimes one of these people might be your source or it is the one person who keeps to themselves and seems to be observing you. Just try and pay attention to see who is sincere and avoid much contact with the extremely curious. Regardless, you need to identify the persons or persons to learn the landscape before implementing change at your new station.

PD: I have never had anyone tell me anything like this. You must have dealt with some interesting situations.

Coach: I always tried to be aware of everything around me and not just the music -- jocks, promotion, sales, traffic, reception, and production. It's like a pick-up basketball game; you always want to know who can shoot and who can't. Much of it has to do with office politics.

You need to also become acquainted quickly with local politicians, civic leaders, local concert vender, and promoters. It's a must to get out in the community and observe your target audience.

Jock: Anything else?

PD: There is a bunch, but I know you'll will be calling me to reiterate things I've just mentioned. This no way to predict every situation you'll face, but I can advise you as things arise. I will finish saying this: Be an observer of all things good or bad. It is the best way to keep things from coming back to bite you in the butt.

PD: Man, I could have used you two stations ago!

Conclusion:

Tread lightly in your new programming gig. If the station is doing well, keep the music on track and let everything else organically take shape; the art of gentle maneuver. On-air procedures and promotional adjustments are a constant work in motion. Most important, don't rearrange things just to show you are the new sheriff in town; it could set things off in the wrong direction. You may not agree with decisions prior to you, but if they are working, leave them alone until it becomes necessary to adjust.

I once worked at a station where all the personalities (me included) would take bets on how long some new PDs would last. The point is, you do not want to be the sure bet to lose before you even get to the post.