Imagine the director of a movie turning the actors loose to perform a role without direction. Or a basketball coach sending his team into a game without practices, plays, or a plan for success? How would that turn out? Yet air personalities are often unleashed without a clear vision. Managers and programmers can’t be afraid to direct the performers.
Okay, afraid may not apply to every situation. To be fair, in many cases, it’s a lack of time. For some, it’s a lack of management training or expertise. And some programmers may not have a clear vision to share!
But personalities need coaching. Here are some of the symptoms of a show that needs more coaching.
Warning Signs & Solutions
Content That Doesn’t Fit The Brand: Content that doesn’t appeal to the station’s audience is not a great recipe for success! When that happens, it’s usually because the station doesn’t have a clear vision for the brand’s goals and boundaries or doesn’t agree with it. Communicate the core station appeal to use as a guide for designing content that fits. Then, hold talent accountable for delivering that content.
Too Much Talk: This familiar tug-of-war between management and talent usually happens when personalities don’t understand their relationship with the audience. Talking too much too soon pushes listeners away. That’s why it’s essential to understand the stages of the Personality Success Path to inform the music/talk balance.
Executing The Basics: It drives programmers crazy when talent rushes through format and station basics. Most personalities think of these elements as a nuisance they have to do rather than an opportunity to impress listeners that they have something in common: the mutual love of the same things! Direct the performers to be brilliant at the basics and show them why it’s in their best interest.
Embracing The Features: Listeners first become attracted to a show (and station) because of the things you do. They never get to know the characters well enough to become fans until they first become frequent listeners. That often happens through high-profile, one-thing features. Personalities often take these features for granted. It’s up to management to keep them inspired to energize key features through performance.
Direct The Performers
Being an effective director, manager, or coach requires time and attention. However, most air personalities have not received feedback on their performance in over a year. Movie directors obsess about every detail of the film to coach great performances from the actors. Why should a broadcaster expect radio personalities to figure it out independently?
Many managers find this uncomfortable. They don’t like confrontation, and some find it awkward to engage in conversations that correct performers. Many are afraid to do it because it’s hard, but that’s the job, and it’s going to become increasingly important. Talented personalities should not be allowed to fail. That’s on management for failing to direct the performers.
Conclusion
This is critical. Talent is a difference-maker. Personalities are the key to radio’s future. No, I take that back again. They’re the key to radio’s present success.
We can help shows and stations develop winning personalities and shows with a long track record supporting that claim. But building great radio shows starts in-house, with management that cares enough to understand talent, communicate a success plan, and follow through with support and tools to win.
Would you like help developing a plan, working with the programming team, and training personalities to be the face of your station? We’re here to help. Contact us.
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