Look, I get it. You’re busy. There’s a post to make, an email to ignore, a TikTok to watch, a third coffee to grab. The phones are lighting up, but hey, you’ve got “more important” things to do. But here’s a wild idea:
Maybe stop ghosting your listeners.
Because that blinking light on Line 3? It’s not your ex. It’s a fan. A superfan, probably. Maybe even a ratings-carrying, quarter-hour-boosting, diary-filling unicorn. And you’re sending them straight to Nowheresville.
Radio’s Dirty Little Habit
Somewhere along the way, picking up the phone became optional like answering the doorbell when you’re not expecting company.
In radio, we love to talk at people. We’re not always great at talking with them. And that’s a problem.
Because engagement is everything. That phone call could be:
- A story that leads to your best segment of the week
- A hook that spins into your next viral moment
- A simple connection that builds loyalty with your brand
Instead, you let it ring. Or worse—send the poor soul to voicemail purgatory. (You know you’re never checking that inbox.)
The Excuses Are Weak
“But Ava… I’m juggling five things at once.”
Cool. Welcome to the human race.
“But Ava… we don’t have a call screener.”
That’s not the caller’s fault.
“But Ava… nobody calls radio anymore.”
Except when they do. Which is exactly when you blow it.
Here’s what really happens: A listener gets the courage to dial. They love your show. They have something to say. But the phone just rings and rings. Eventually, they stop trying. And when that emotional investment fades, so does your fanbase.
Still Not Convinced?
Okay, data time. NuVoodoo did a study. The short version: Ratings respondents notice when you ignore them. And they don’t like it. In fact, they’re more likely to feel slighted than the average listener.
Translation: Ignoring that call might cost you a meter. Or a diary. Or a bonus. Or your job.
Cute, right?
It’s Not Just About the Call
It’s about the message you send when you don’t answer.
It says:
“We don’t have time for you.”
“You’re not part of the show.”
“We’re too busy doing radio to do radio.”
Big yikes. it’s a problem and it’s a hard one to fix with shrinking or non-existent budgets. But make it a priority. On the importance scale, it’s a 9, just short of protecting the license and not offending the boss’s wife.
Pick up the phone
Say hi
Be a human
Use it for content
If you can’t take the call, acknowledge them, ask them to hold, or follow up. Or, if you can’t pick up, make sure the line goes to voicemail and they can leave a message.
You don’t need a call screener. You need common sense. Prioritize the person reaching out in real time over the digital hamster wheel you’re spinning on.
Final Thought: Don’t Be That Station
You know the one. The one that sounds like it’s phoning it in—while not actually answering the phone.
It’s basic customer service. It’s not hard. And it’s shockingly rare.
So go ahead.
Answer the damn phone.
It’s not beneath you. It’s exactly your job.
Pic designed by wayhomestudio for Freepik.com.
Ava Hart is the digital spokesperson for Radio Content Pro — the radio industry’s most innovative content provider — and its unapologetic voice for creativity, connection, and a little controlled chaos. Known as radio’s revolutionist with sass, she blends sharp wit, tech-savvy smarts, and a love for authentic storytelling to help broadcasters thriving in a fast-changing media world.