Radio shows have two audiences. One is obvious and important: The listener. The other is the internal team. This audience is usually ignored. But to win with the first audience (the listener), it’s critical to educate and share a vision with the second audience (the team). As a leader, there are 6 things every team member needs to know.

Everyone is so busy just getting through a day or week, they miss out on what is truly important. So personalities, programmers, and managers: It’s time to educate and motivate the team!

6 Things Every Team Member Needs to Know

Imagine going into an Italian restaurant and asking if they serve thin-crust pizza. The hostess doesn’t know. You ask if they have a children’s menu, and the bartender says he has no idea. The waitress isn’t sure whether the chef is making his famous ravioli or not.

That’s how customers (listeners) feel when they call about a feature on the morning show. Or ask the receptionist what the featured song of the day is for a text to win promotion. How about the casual listener that asks a producer what kind of music the station plays?

The receptionist (in many ways the face of your brand) often doesn’t have a clue about the show. He or she doesn’t know what you do or when you do it. Every member of the team should have a strong fundamental understanding of what the show is all about.

Here’s a fun project. Give all those who interact with the public a quiz about the show and the most important elements. Have each person write their answers on a sheet of paper. Then review their answers. It will be easy to identify topics for training. Then follow up in a series of meetings to help them represent the show better.

Note: These aren’t questions listeners will ask, but understanding these answers in detail will provide the background everyone should know.

Brand Values

Start with basic knowledge of the audience, and how the show fits into their life.

Who Is The Target Listener? This is not a broad, ratings demographic target, but a specific listener composite that captures the type of person that is most attracted to the brand. In other words, who are we for? And who are we not for? This starts with a clear vision or mission statement

Why Do We Exist? Understanding how listeners use the show is an important part of representing the brand. This helps clarify if we’re a source of information, a music utility, or the show that gives away the most prizes.

What Are We Known For? Meaningful brands are famous. Consumers can immediately identify who they are and what they do. How is your show perceived and how do you want to be known? What are the desired perceptions we hope to nurture and develop?

The Success Model

Now find out how much the team knows about how we plan to win.

What Is Important? This takes thought and planning, not to mention communication. Many times, the main cast members know what they want, but they haven’t thought about the process of making it a reality. If you struggle with these answers, consider a Zero-Based Programming audit.

What Is Each Individual Role? It’s amazing how many times the team doesn’t know what is expected of them. Everyone should have a sense of purpose. And each individual should understand how they contribute to a winning show.

Why (and When) Do Listeners Tune In? Everyone should know the highest-rated quarter-hours. Why are those times rated so well? And what times are we working to improve?

What is The Show’s Character? What is the line of good taste that cannot be crossed? Each show needs a moral compass that guides its behavior and content curation.


At the end of the day, each team member that interacts with the public represents the show. These are hard questions. In fact, even the show leaders may not be clear on all of the answers.

Most of us focus on the external audience. But overlooking the internal audience makes it more difficult to win fans. This is part of what it means to “win in the halls before winning on the air”.

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