On The Same Page ... Programming ... Promotions ... Sales

PDs, Brand Managers and air personalities ... sales and promotions are your friends. Getting along does not always mean going along. A station is like a car engine with all parts working in harmony for optimum performance. Sales, promotions and programming must work arm in arm to make the ride to ratings and profit a smooth one.

This air personality had questions concerning the relationship of the three departments.

Jock: Sales and promotions seem to run our station. My PD is always giving into them for a remote. Last week I did a remote from a location where we could not even hear our station while we were there. It was embarrassing and when I called my PD, he said, "Do the best you can." Too much crazy stuff like this goes on around here. I want to program, but if sh#t like this is what it's all about, I don't want to ever do it.

Coach: Unfortunately, it's the personalities and promotions who catch all the flack at the remote location. If your PD is like many, he or she probably absorbs things and doesn't show how upset they are because sales forgot to mention a few things. Even worse, the salesperson was not at the remote to handle damage control. If you ever become a PD, you will see a whole new side to things and realize it's a process to successfully keep a station from shooting itself in the foot.

Jock: Okay, well let's say I become a PD. What would you advise me to do about sales promotions?

Coach: I would suggest you make a conscious effort to make friends with the Promotions Director. The Promotions Director is busy with sales promotions and doing the bidding for programming. He or she is the key to turning your share of sales promotions into a collaborative effort as a programming tool for marketing the stations image and for ratings.

Jock: How so?

Coach: I would argue that a lot of sales promotions, with little or no programming input, are a direct result of a neutered Promotions Director. They just take orders from the Sales Manager. You can empower him or her by showing them how important they are in helping you program. It's walking a fine line, because you also must also make nice with the Sales Manager. It will take constant effort, but you must find a way to take sales ideas and turn them into a programming benefit, with assistance from promotions. Try and take crazy sales marketing schemes and turn them into a promotional/programming bonanza. These days, too many Promotion Directors feel like a foot-soldier for sales; it's the job of the PD to help promotions realize their actual worth to programming.

Jock: All that is a part of programming?

Coach: It's not for some, but yes for those who want to have some longevity in this business. It's a process with huge benefits -- better focus, a smiling Sales Manager, happy clients, profit, and a possible increase in ratings.

Jock: What's the best way to approach a Promotions Director if I ever get a PD job?

Coach: Take the Promotions Director to lunch, ask them how they see their job, and explain your philosophy on balancing sales, promotions, the station's public image, and your goals for the station or stations. Let the person know that you can't do it alone and need help in understanding the mindset of the Sales Manager. Once the Promotions Director realizes how you operate, it will strengthen your programming efforts and sales will be smiling all the way to making budget. Don't get me wrong -- it won't be a fairy-tale ending all the time, but eventually with each successful event or remote, as a PD your relationship with sales and promotions will grow stronger.

Conclusion:

This is a reminder for current PDs and aspiring programmers. When interacting with sales and promotions be fully present and commit to making things seamless. At the end of the day, everything that goes out over the airwaves is your responsibility. Be the guide that directs the three department on one path.