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Let Me Give You Some Advice ...
May 24, 2022
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Many air personalities get confused about the role of consultants. In the eyes of some, it makes their OM/PD seem like a follower and not a leader. This talent sees his PD as a storefront with a title and the consultant as the real boss.
Air Talent: When my PD tells me anything, I think she's saying the words, but our consultant is putting the words in her mouth. I want to program someday, but I want to be in charge and not a talking puppet like her.
Coach: I can't speak to the situation at your station, but I can tell you some consultants are more involved in the day-to-day of some stations. Some consultants like to consult and advise. And I've known some that are overbearing and using PDs as widgets.
Air Talent: My PD has been running this show for six years. She used to do afternoons here before they moved her up and tacked on PD duties.
Coach: Where was she before this?
Air Talent: She used to work on the air and programmed in Des Moines and in Columbus, OH. She might have worked some other places, but that's all I know.
Coach: It sounds like she has had some radio life experience. Cut her some slack. Most programming situations these days have several co-pilots weighing in on decisions.
Air Talent: I think she's a front and the consultant runs the show.
Coach: Including this station how many other places have you worked. Also, how long have you been in the business?
Air Talent: Two other stations. I've been doing radio for 8 years and I've been at this station for three.
Coach: You're only looking at things from one side and not the whole picture. I'm sure there are some other voices involved in the decisions around your cluster, other than the consultant. Let me explain something to you.
Air Talent: Okay
Coach: When management hires or retains a consultant, it doesn't necessarily mean a lack of confidence in the OM or PD. It is a matter of an experienced outside voice who can step back and objectively offer advice when it's needed. Having a consultant can be beneficial. I was always fortunate enough to have consultants who I could call upon as counsel to reiterate something I felt strong about. They respected my background and acted as my consigliere like the character Tom Hagen in the Godfather movie.
Air Talent: I figured consultants were all out-of-work programmers and getting a paycheck because they were someone’s buddy inside a company .
Coach: A little bit of both can be true sometimes. But there’s more to it than that. A good consultant has years of programming experience. They've usually had successes, failures, and faced a variety of situations. A consultant can be a good ally.
Air Talent: How does the ally thing work?
Coach: I'll give you an example. Let's say you need research, and you keep getting rejected every time you bring up the idea. Get with the consultant and let them draw upon their experiences in similar situations. They will reiterate what you need. Many upper management and ownership view consultants as peers and will cave to a respected voice outside the daily bubble.
Air Talent: So, these people get paid for advice and not to be the boss?
Coach: Like I said earlier, the majority act in an advisory capacity. Never underestimate perspective and objectivity. Sometimes all of us can be too close to something and need to step back and view it through someone else's eyes. A good consultant knows they're only as good as the PD who is navigating the everyday waters around a station. I'm not saying that all consultants are created equal. There are a few I have my doubts about.
Air Talent: Okay, I'll have to take your word on all of this. I'm just trying to understand.
Coach: You need to cut your PD some slack and put the consultant thing in perspective. Your job is to do the best job you can. You said you wanted to program someday. My advice is to start looking at things from different angles. That's what programmers, consultants, and VP/SVP of programming do. If you ever want to get an understanding into specific decisions made, just reach out to me.
Handy ...
Although there are those who would like you to believe otherwise, none of this stuff is an exact science. Consultants are advisors. The buck stops with those seeking their advice to make a decision. If there’s a cluster OM, PD, VP/Programming ,and Senior VP/Programming, why is a consultant necessary? They're not, but they're handy. Most consultants are great sources of information and survivors of radio wars. Most important, many are major players who can help programmers and air personalities with steady employment. -
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