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The Choices We Make…
May 11, 2021
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Somebody once asked me, "What’s the hardest thing about being in radio?" I told them, "Getting a full-time job and keeping it."
In this business, I'm never surprised by anything. I meet many people in other lines of work who used to work in radio. And now I'm also running into people who couldn't make a go of it at other audio media platforms.
It Runs The Gamut…
I’ve met people working in marketing who used to be on air personalities; someone in the digital department of a record company who used to do part-time on-air work and street promotions for an independent record label; voice actors who are former production directors; a golf pro that got her start in radio sales; and I met a political campaign manager who began as a board operator and could never catch a break to get on air.Hard Choice…
Some made a career choice to stop their pursuit of a life in radio and others just said the hell with it because they couldn't stay employed long enough to make a go of it. It’s a small community and it's always been hard to get a full-time job in this business. There comes a time to either hunker down or move on.The Time Has Come…
This air personality is at the crossroads and is dealing with a well-known symptom of radio, the new PD. I don't have the cure, but I do have some advice.Air Talent: I've been working at this for 10 years, mostly part-time, and have moved and lived in seven cities. I've bartended, waited tables, and worked at Costco while I've tried to get ahead in this business. With this job I was finally getting to do things on the air I've wanted to do. The former PD liked my abilities and now I feel like I'm going to fall backwards with this new guy. I want to do good radio and I want to show my personality.
Coach: You're chasing a career in a specialized field. It's always been hard to get a job in radio. This is a small, fraternal business. The key is the ability to adapt. You'll survive this new PD. I suspect he's a little overwhelmed and he's trying to make his presence felt. It's a new environment and not knowing anyone other than the person who hired him is hard. I've been there. Are most of your station employees still working from home?
Air Talent: Yes, all of us are still working away from the building, but I've heard that is going to change. I need to know, what I should do about this new PD?
Coach: Follow all new programming directives and use this time as a teaching moment for life, not just radio. Your PD is like the new kid in school trying to prove he's the new sheriff on the playground. Not all PDs are created equal. It's a lot to jump right into a new job and find a place to live. Plus, with the pandemic, it's got to be a strain coming in new. Cut him some slack.
Air Talent: I understand, but right now I'm concerned about my career. I need a full-time job here or somewhere.
Coach: Here's what I suggest. Aircheck every show; or if you're voice tracking, listen to the segments. Once a week get with your new boss or someone to critique your work. Practice off-air, and then practice some more. And find a programmer to mentor you. I suggest you e-mail or use social media to contact every VP/Programming you can and ask them to critique your air work. Once you have made it known you're looking for feedback and not a job, you'll be amazed at the advice you'll get. When it comes down to it, everyone likes to be part of a success story.
Up To You...
The only person that can dim your passion for this business is you. Knowing what to say and how to say it is an easy art form to learn once you know the verbal "do's and don'ts." And again, I need to remind you, adapt to your new PD. -
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