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Hiring A Brand For Your Brand ...
January 7, 2020
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Trying to stay fresh and stay ahead of the game is a constant struggle. It's another year with some of the same old issues and new ones lurking ahead. For radio it still boils down to management, programming, and the air talent doing better. It's all about hitting the internal reset button.
Management & Programming Make Better Choices...
With air staffs becoming smaller don't overlook the importance of team chemistry when you are hiring new employees. A few bad apples with narcissistic tendencies can ruin a station's ratings, revenue base, and morale. Before you hire someone, find out as much as possible about them beyond their skills. Never second-guess yourself if things still don't work out with a new employee. There is the right of free will and you can't anticipate or plan for everything.
The Air Personalities Role ...
Air talent is still the frontline in the fight for ratings and revenue. The mission of their boss is to implement the strategic programming plan from every angle. The role of the personality is to execute the plan. Don't make your bosses' job harder than it already is --always leave them in a defensible position. It's alright to disagree off the air with your PD, but don't go on the air or social media to share an opposing viewpoint. Stay in your lane. It's the job of an air personality to be an accessory to the musical journey for the listener.
It's Not Just A Liner ...
Being on the air is a combination of scripting and improvisation. The improv moments depend on programming directives and the air shift. There's a lot of self-discipline involved with being an air personality. Look at reading liners like Broadway actors delivering their lines from a script. Live theater performers must deliver the same lines in a play day-in and-out; without diverting from the script. If they can do it, so can you. Sounding authentic is how you can make listeners believe.
The Audience Doesn't Separate ...
Air talents must be consistent when presenting themselves to listeners. The public doesn't differentiate between on-air persona and personal when it comes to social media. Whether it's posting content as a station representative or posting to personal social media, you are a public figure. You're always on in the eyes of the public.
Moving It Forward ...
The key for management and air talent is bringing together old and new media. Today’s air staffs are a combination of Generation X (1965-1980) Millennials (1980-2000), Generation Z (2000-now), and a dash of Baby Boomers (1946-1964) for seasoning.
Millennials grew up with blogs, Facebook, podcasts, smartphones, Twitter, Macs, chat rooms, P2Ps, YouTube, iTunes, LinkedIn, Instagram and iPads.
Generation Z improved upon what Millennials experienced and helped with advancements in digital technology and social media. Z's have grown up with music streaming services, apps, smartphones, music downloads, cable TV expansion, rediscovered vinyl albums, Tik Tok, and TV streaming companies. Over the last 30 years the ways for people to communicate and be entertained have altered radio’s “to do list” of how to connect with listeners.
Transferable Skills ...
It comes back to what I said at the beginning of this column, who you hire is important. Employee a multi-skilled brand (air talent) to represent your brand. Make sure whoever you take on can excel on the air and can use their communications skills on other platforms. It's a new year, let's get it done.
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