Coaches Corner by Sam Weaver
The Burden Of Genius, Stay In Sync …
Air personalities like to know if they’ve made a connection with their listeners. The truth is, many of them will never call, text, check your social media, or show up to an event. Whether it’s terrestrial radio, podcasting, or any other audio platform, it’s often a one-sided connection. Yet, there are moments when the connection becomes undeniable.
What A Feeling…
There are moments during your career as an air talent that make you realize what you do is special. Two-way communication with a listener can be a learning experience and help you determine if you’re on the right track. During your career journey, you’ve got to recognize the defining moments that can keep you focused.
I Saw The Light…
During my days as an air talent, there was a moment in my career that humbled me and gave me perspective on my role. I had just returned to a station after an unsuccessful stint elsewhere.
Sorry, I’m the Same Sam Weaver…
Within two hours on my first night back, I answered the request line and a young male voice asked, “Are you the same Sam Weaver I used to listen to?” I said, “Yes, it’s me.” Then I heard the kid sigh sadly and say to someone in the background, “Yeah, it’s him,” then click, he hung up. It was the first time I started to reflect on the realities of my status as an air personality. I learned you’re never going to be everyone’s favorite.
One Memory Leads To Another…
That story reminds me of another one of my earlier career on-air personality experiences. This one happened during the holidays and I’m sure I wasn’t the only one that came away with a lasting impression.
Ho Ho Ho, Oh No…
I had just wrapped up doing a remote at a mall that involved one of those rent-a-Santa’s. It was unseasonably warm, and instead of being inside, Santa’s Wonderland area was setup outside. I knew the “Santa shift change” routine because it was my third year of doing this personal appearance. However, what was typically routine took an unexpected turn.
What’s That Santa Smoking?…
This Santa finished his shift, walked out of the dressing room in full costume with his beard in hand, hopped into a convertible, lit a cigarette, and drove off—right in front of the kids and parents waiting in line for the next Santa. The shocked look on their faces said it all. From that day on I never did anything at a station event that would cause a listener to question the authenticity of the on-air persona I had created.
Know Your Role...
Both stories share a common theme, the importance of the audience. As an air personality, your job is to stay in character when it counts and always give your best. If you can do that, you’re on target—and making a difference in ways you may not even realize.
And if you need some friendly advice, drop me an email; samweaver@samweavermedia.com or text me, (972) 672-4812.