by Tracy Johnson
As a programmer or morning personality, you have two audiences. One is obvious: The listener. The other is often ignored: It’s your internal team. And as a leader of your team, there are 8 things everyone at your station should know.
Connecting with audiences isn’t a solo job. It’s a group effort. Reaching your listener requires every single person on your staff know what your station is about.
Imagine going into an Italian restaurant. You ask if they have 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.
It’s amazing how uninformed promotion teams are about weekend programming. The receptionist (in many ways the face of your brand) doesn’t have a clue about the type of music you play. The sales team can’t answer questions about morning show features.
At a minimum, every member of your team should have a strong fundamental understanding of what your station represents. They should know what is happening on the air and off. That goes for everyone who has anything to do with programming, promotion, marketing, digital and social media. And sales!
Here’s a good place to start. Educate your staff with answers to these eight questions. These aren’t questions listeners will ask, but provide the background that will help them understand and represent you.
These are hard questions, and may take management some time to answer them.
Once you do, share it with your team. It’s easy to overlook your internal staff, but there’s no better way to positively impact your external audience when everyone on the team understands your brand.
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