by Tracy Johnson
There’s an old radio saying that you have to win in the halls before you can win on the air. I’m not sure if that’s as applicable in an industry with halls about as crowded as Matt Damon encountered in The Martian. If you can win momentum for your show internally, it will quickly translate into momentum externally.
On the other hand, staffs that are responsible for several brands makes it even more important that personalities take the initiative to maintain a high profile internally.
Don’t wait for the attention to come to you! Go out and get it! Here’s some easy ways every show can gain momentum by winning in the halls.
If you’re on the air in the morning, you’re finishing your show just as most of the other departments are finishing their first cup of coffee. The rest of the staff is just starting to take on the day, and you’re wrapping things up and wanting to get out the door.
Just like listeners, co-workers are not going to adapt to your hours, so make some adjustments to your schedule. Set aside some time every day to meet with sales, promotions, engineering, etc. For most personalities, the best time is immediately after the show ends. This also gives you a few minutes to shift gears before planning for tomorrow. Then, make sure everyone knows of your availability.
Don’t wait for for good things to happen. Make them happen. Everyone at your cluster is so busy with their own jobs, they’re not really thinking about yours. So if you slip out the door and disappear each day, you’re easy to forget about. And that’s a bad thing!
Walk through all the departments. Even accounting and traffic. And when you do, be nice to them, be interested in them and be your charming self. Take the receptionist one of those gifts that came in the mail that you don’t need and don’t really want. It only takes a few minutes to be visible with a different department each day.
Work With Sales. Want to make more money by increasing your endorsements? Confused about why you keep getting requests to appear at promotions that don’t fit your brand at all? Fix it. Get involved with the sales team. Attend sales meetings on occasion. You’ll learn what they’re up against and provide them insight to represent your brand to prospects. Explain your show, why it works, and how their clients benefit from advertising with you. It’s easy to do, and they usually even bring bagels!
Air talent: Want to make more money from endorsements? You can, just by following some of these easy tipsClick to tweet
Help account executives close sales by going to lunch with a key client that’s close to making a buy. It gets them invested in your personality beyond the shares and AQH.
Let the promotions team know you’re available for public appearances and promotions, especially when they’re in a bind and nobody else wants to. This solves a problem, and you get to meet listeners!
Sell your show, and sell it’s benefits to co-workers. Do you have a strong feature that isn’t sponsored, and it’s driving you crazy? The sales department probably doesn’t realize the value because nobody has shown them! In fact, many of them don’t even know you’re doing it because they don’t listen! Do you want more love on the station’s social media platforms?
\Let the digital team get involved with your show. They usually don’t know what’s happening, unless you tell them! This goes for the show’s cast as well. Be a leader and communicate, even if it’s bad news (but present it with optimistic confidence).
Have a feature that should be sponsored, but isn’t? Might be your fault. Here’s what to do about it.Click to tweet
One of the fastest ways to win friends is asking for their help. It makes others feel important and valued. Ask for help, for ideas and encourage feedback from all departments. It makes them feel a part of the show. This is particularly effective with the promotions team, including interns. Many times, they’re full of creativity but are too intimidated to approach you. And never shoot down their ideas immediately…even the bad ones (as many of them will be).
It’s amazing how many times shows have taken a nugget and turned it into something special.
This business is full of people who want to avoid criticism. They point fingers to shift blame for anything that goes wrong. Don’t be that guy. If it happens on your show, it’s your responsibility. Step up and take responsibility to correct problems. It will earn respect. At the same time, allow co-workers to get to know you off the air. Humbly revealing your character makes you more relatable, likable and will result in others sticking up for you.
Nobody is an island. You’re always stronger with support, and people on your team backing you up. In most cases, your station is willing to follow if you just give them something to get behind. When you start to get momentum for your show, it’s hard to stop. Just get it going and the law of moving objects will kick in!
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