Help the air staff grow and develop as talented performers. A programmer’s responsibility is to motivate, stimulate, counsel, and coach the staff. Schedule frequent show improvement sessions: don’t place them at the bottom of the list of priorities if daily tasks and emergencies take precedence. PDs make time for the talents, display a genuine interest, and help them perform better. Conduct frequent coaching sessions; use these guidelines for analyzing airchecks and offering guidance:
+ Perfect the basics of the format. Say the station name 30-40 times an hour in diary markets. The station name should be at the beginning and end of all breaks.
+ Attach the station name to each feature (like news, weather, and talent names) to take ownership. Say it after stop-sets going back into music. The station name should be delivered next to what the station is known for, i.e., the music in your slogan.
+ Talents “punch” the station name; don’t just “say” it. Sell it with enthusiasm as if it is being delivered to a stranger for the first time.
+ Say the time and weather in the morning drive. Morning talents provide the info listeners require in the morning.
+ Reduce redundant phrases, clichés, and crutches as spotted by the PD.
+ Music is “on the money,” perfectly programmed by the software and hand-edited with precision by the PD or Music Director. It should be listener-compatible hour to hour, shift to shift, day after day.
+ All personalities relate well to the target and provide interesting local bits of information and artist/song relatables that suggest the talents are as into the music, just like listeners.
+ Keep conversations brief and well-edited, leaving the listener wanting more, not less. Omit idle and unprepared chatter.
+ The station is TSL driven by personalities who give listeners genuine reasons to stay tuned by promoting upcoming music, contests, or memorable information.
+ The station flows. All information elements, the music, and talent contributions flow continuously, never giving the audience a reason to tune away. Is each hour consistent in terms of song era and familiarity?
+ Practice Branding Basics. People know and trust brand names. Making the station a strong brand keeps it top-of-mind and on the “most respected, most listened to” list in one’s brain.
- Define your station with a strong brand name. Be a specialist, not a generalist. Pick a format lane and dominate it. Format examples: “All Hit,” “Today’s Country,” and “News Radio.” Define the name beyond Kiss, Power, or Magic when there’s direct competition.
- Create a memorable slogan that’s unique, credible, and beneficial. Capture the essence of your station. What is your unique selling position? Example: CNN Headline News “Real news, real fast.” Fox News Channel, “We report, you decide.” For radio: “Old School and Today’s R&B,” “Lite Rock, Less Talk,” “Today’s Best Country.”
- Practice “2×4 marketing.” Hit them over the head! Market aggressively and repeatedly sell the key listening benefit. Frequency of messaging is powerful.
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John Lund is President of the Lund Media Group, a radio programming consulting firm with specialists in all mainstream radio formats. Did you find this article useful? You can leave a comment below or email John at John@Lundradio.com.