You Can Learn ... If You Want To

I once worked for a PD who hated to hold program meetings, but instead, handed out detailed memos. He always encouraged us to ask questions about anything we needed clarification on. This week's column is about adjusting to new situations and being open to learning.

In this case, here's an APD who has experience in years, but all of it came from one station. Currently he trying to spread his wings and thinks his new boss does not understand the real listener.

Coach: Tell me why you think you know better than your new boss.

APD: I am also on the air and think I have a good feel for the audience. I have been here for five months and I do not think the PD is in touch with what is going on. I have made suggestions and he shoots them down. I have worked for some excellent people and what he is doing does not match with what I have learned.

Coach: Is the station doing well in the target demos?

APD: The station is #2 6+, and #2 18-34.

Coach: The people you mentioned who taught you so much, did their stations do as well over the years?

APD: Everyone knows what a great programmer I used to work for.

Coach: So, your answer is that you do not like what your PD is doing. How were the ratings at your old station?

APD: The audience at the other station was into us and it takes time and money for listeners to get what is going on.

Coach: True, but at a certain point if a station or stations with a good signal is not hitting certain bench marks, it makes me wonder about the other programmer that you keep saying was so good. It sounds to me as if the station you are now at knows its audience. By the way, does your current station have a direct competitor?

APD: Yes, we do.

Coach: Then I am even more impressed.

APD: But I'm hearing from the streets that we aren't doing the right thing. I just think my ideas could improve some things and the PD seems to keep saying no or not now to me. I think we need to stay on top of things.

Coach: I suggest you study the PD and the listeners in that market. You new boss sounds shrewd. Do you guys have research?

APD: Yes, callout, audience studies, and he follows Mscore, too.

Coach: What do the other personalities think of the PD?

APD: I think the jocks around here are brainwashed. According to a couple, he does use ideas you give him, but everyone seems so slow here. It is the same around the whole cluster.

Coach: I know you are anxious to make your mark, but follow his lead and find out why he has so much success in the market. What he does may not fit your previous experience, but it sure sounds like he has his finger on the pulse of the market.

APD: To be honest, I don't think he is paying attention to anyone but himself. In my opinion, I don't think he is giving any consideration to what I have to say.

Coach: Has he told you to stop offering your opinion?

APD: No, but he always seems distracted when I talk to him.

Coach: I suggest you listen to his words. I have heard of managers on both sides of the coin, those who talk a big game and get nothing done, and those that just get it done. Never be distracted by the pageantry of presentation and focus on the message. Observation and controlling your emotions are the keys.

APD: Maybe I'm not explaining it right, we are not on top of the hits the way we should be.

Coach: How so?

APD: At my previous station, we stayed close to the streets and played what was hot as quick as the streets.

Coach: How were the rating at your old station?

APD: We were Top 10

Coach: Where in the Top 10 and in the target demo where did the station rank?

APD: #7 and #5

Coach: And your competitor's numbers?

APD: They were rated higher than us, but they bought their ratings with big money contests.

Coach: Have you ever worked anywhere else besides your current station and where you worked prior?

APD: No, but I'm not sure what that has to do with anything. I started as an Intern and worked at the other station for seven years. I learned how to stay close to the listeners.

Coach: You are a product of what you've learned, but it sounds like this is the first time you've worked with an experienced PD. I'm not dismissing your previous experience, but you need to open your mind and pay attention to all the new things you're being exposed to.

APD: But what about the feel of the people? All this PD talks about is research and chasing the meters, but I don't hear anything about the streets. I think we are lucky to have the ratings we do and I think our competitor sounds better.

Coach: I think your PD factors in a lot of things and you are not hearing what he is saying. Besides, metrics don't lie; your station's ratings sound solid. I know you are anxious to program, but you need look around and realize this is a great opportunity to add to your knowledge base.

APD: I'm still leery, but like these folks around here, you seem sold on this PD and what he's doing.

Coach: I like success; and it sounds like he's been successful rating-wise and that's what I go by.

APD: What you are saying is that I don't get it.

Coach: Yep, he hired you for your brains and passion; he will teach you from his experience. Stop listening to him with a closed agenda and ask questions to understand where he is coming from. Does he raise his voice or seem annoyed when you give him ideas?

APD: No, I can't read him, but he does always finish with, "Is there anything else?"

Coach: He is giving you an opening to ask to follow-up questions. Do it and you'll get a better understanding.

Conclusion:

Radio is no different than other jobs; you will come across many bosses, co-workers and clients with a variety of leadership styles. Listen to the message.