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Advice For A First Time PD ...
August 27, 2019
Have an opinion? Add your comment below. A new PD is looked upon for immediate guidance. Taking the reins of command calls for clear direction, gentle assertion and diplomacy. There are challenges to face that are beyond overseeing music and an air staff. I had a conversation with a newbie and transcribed our phone discussion
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A new PD is looked upon for immediate guidance. Taking the reins of command calls for clear direction, gentle assertion and diplomacy. There are challenges to face that are beyond overseeing music and an air staff. I had a conversation with a newbie and transcribed our phone discussion.
PD: I've been working in the south for the same company for three years as a music director and afternoon-drive host. Please don't mention the station or my new station that I'm going to tell you about. I'm moving to a non-rated market for my first programming job and I'll be doing afternoons. I need some direction.
Coach: Congratulations.
PD: Thank you. I took this job to get programming experience so I can get to a larger market to program a station in a rated market. I've been doing radio for 15 years. With the job I just left, it was the first time I had ever done anything other than just being on-air. Even though I was the MD, the PD only let me schedule music for the weekends. I wanted to learn more, but he never had time, he always put me off.
Coach: I see, so what's the plan now that you've got this new job?
PD: I figured I would have a better chance at longevity in this business as a PD; that's why I went after this job. The cluster has a consultant, but he can only help me so much, this is local ownership. I also don't want him to know how much I don't know. My first day on the job will be in two weeks; I need some tips on what I'll be dealing with.
Coach: First, I suggest you use all your former PDs as resources as often as necessary. But I understand what you're asking, here's what you need to do in your first few days - talk to the consultant to make sure you understand his expectations, meet the air personalities, the Sales Manager, the sales team (let the Sales Manager organize the meeting with salespersons), Traffic department, and everyone else in the office. Will you have a Music Director?
PD: No, I'm on the air and I'll do the music too.
Coach: Oh, okay. What music schedular will you be working on?
PD: RCS Selector. When I came for my interview, the GM let me have a look see. I saw some rules that needed to be tighten up, but things looked okay from what I could see.
Coach: What happed to the previous PD?
PD: He left to go into business with his brother who owns a car dealership. He had been here for 17 years right out of high school.
Coach: Good for him, if I were you, I would have lunch or dinner with him to get a historical perspective about your new station and the town. I'm assuming he left on good terms.
PD: Yes, in fact, his brother's dealership advertises on the station.
Coach: You will be programming against his ghost, so you need to tread lightly until you get a good feel for the station. Being the new sheriff in town, I would suggest that you don't change anything right away -- unless you are told to do otherwise. When it comes to annoyances or things that need tweaking, adjust at times when you think you'd get the least amount of internal resistance. Timing is everything.
PD: What else?
Coach: Every station has an unofficial welcome wagon. Over the next three or four months, pay attention to those who seem sincere and minimize contact with anyone wanting to know way too much about your personal life.
PD: You mentioned getting together with sales. I've never had much dealing with them other than getting picked for remotes, clients requesting me to do their spots (commercials) and hanging out at station parties. I have never been in on what programming does with sales, other than what we've been told in programming staff meetings. It's just always worked that way.
Coach: You are about to get an education working with the Sales Manager. They are constantly looking for ways to up the ante with clients, but that's understandable. It's about bringing in the dollars and meeting sales projections. Will you have a Promotions Director?
PD: No
Coach: Damn, you're going to be busy. You're going to feel like a Sales Manager assistant. Not everything he or she -- by the way, is the Sales Manager a man or woman?
PD: A man.
Coach: Okay thanks. Anyway, I was about to say -- not every marketing proposal you'll get be a good idea. It'll be your job to make some tweaks to improve it or say no in a nice way. He's going to push you because he knows this is your first programming job. It'll take some getting used to, but you must find a way to take sales ideas and turn them into something that will benefit programming.
PD: Can you give me an example of what you mean?
Coach: I don't know this sales manager and how he operates. It will be easier if you come to me with an actual proposal from him.
PD: That makes sense. I'm a little nervous and I'm already feeling overwhelmed.
Coach: You need to take it slow because it doesn't sound like the station is broken. I forgot to ask, is your station a part of a cluster? And how big is your air staff?
PD: Yes, there is an AM Sports station and a Classic Hits. The midday guy on Classic Hits programs them both. I will have a local morning show, middays, and an evening host.
Coach: Get with the PD of those two stations and hopefully he'll help you with what to expect from the Sales Manager. Other than that, I advise you to get familiar with everything at the station and the cluster - even talk to the janitorial people. It's like a pick- up basketball game; you always want to know who can shoot and who can't. Much of what you'll contend with will have to do with office politics. You also need to get out in the community and get to know your audience. One last thing: Get on social media and connect with other programmers. One last thing, I suggest that you come out to our Worldwide Radio Summit next March. You need face time with seasoned radio people --you can pick their brains on various things. I'll send you a link. You're in the honeymoon stage of your employment, so if you put in the request right away, they might pay for you to come out.
PD: I've never been, cool.
Coach: I didn't cover critiquing your air talent, but we can do that another time if you would like.
PD: Man, there is so much I need to know, this is enough to get me started.
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