Radio Programming Philosophy
Mission Statement
"Provide entertaining and memorable programming"
Keys To Success
*Have fun
*Be personality driven
*Focus on opinions, not facts
*Be memorable and original
*Planning, planning and more planning
*Be willing to take risks
*Have fun
Notice that it starts and ends with having fun. If you are not having fun, if you don't love what you do, you are in the wrong place.
Developing a Radio Station Position
A key component of a radio station is how it positions itself on-air. It is the responsibility of the Program Director to identify the radio stations unique position in the market, and then develop the slogan/trademark to help listeners understand the benefit of listening. Once that positioning statement is created, it must be included in all format language with great frequency. This includes all pre-produced production, on-air talent language and marketing initiatives.
Branding a Radio Station
Once you develop the position, it then becomes time to brand the station. To successfully brand a radio station, the Program Director must identify and secure high profile/memorable programming franchises. They could be on-air personalities, network affiliation, play-by-play programming, heritage and signal strength.
Reinforcing the Brand of a Radio Station
Once identified, these franchises will help define and differentiate the station for its competitors. The Program Director must aggressively promote them using the station positioning statement as the umbrella, combining them with a single and concise message to the station's listeners.
Educating/Empowering the Staff
Teaching is key role of the program director. A program director should always be pushing the staff to improve themselves and develop a "global" understanding of the radio stations goals. And this is not only for the on-air talent, but for the producers, board operators and call screeners as well. Everyone needs to be on the same page with a common purpose.
The staff should feel empowered and connected to the product and must buy into what the station is doing. If the staff does not believe, the listener never will. This can happen by being inclusive and constantly seeking feedback and suggestions from the staff. The final decision always remains with the Program Director, but allowing the staff to be involved in the process creates and environment of cooperation and common purpose.
Programming Can Work with Sales!!
The Sales Department is not the enemy. I believe a Program Director must be proactive with the Sales Department by providing them the ammunition they need to be successful. Providing Sales Managers with detailed outlines of coverage plans (Back to School, Election Day, etc.) in a timely manner gives sales the tools they need to do their job.
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