Coaches Corner
The Consultant, The PD, Who’s In Charge? …
The most important attribute for a Program Director (PD) is to know when to ask for help. If a PD (Operations Manager, Director of Programming, Brand Manager, Content Director) uses a consultant, it doesn’t diminish their role as the leader.
Air Talent Don’t Always Understand…
For air personalities one of the more confusing things is the role of a consultant. In the eyes of some, it makes their PD look like a follower and not the leader.
This air talent sees his boss as a storefront with a title and the consultant as the real boss.
Air Talent: When my PD tells me anything, I feel as if she is saying the words, but our consultant is putting the words in her mouth. I want to program someday, but I want to be in charge and not be someone else’s flunky.
Coach: I can’t speak to the situation at your station, but I can tell you that most consultants are not involved in the day-to day-operations. Most like to advise. You know, the experience of a PD has a lot to do with how much a consultant injects themself.
Air Talent: My PD has been running this show for 6 years. She used to do afternoons and handle music here before they moved her up.
Coach: Has she ever programmed before?
Air Talent: This is her first PD job. She used to work on the air in Omaha and in Columbus, Ohio. She might have worked in some other places, but that is what I know.
Coach: It sounds like she has had some radio experience, but since this is her first programming job, she may still need more help than a seasoned programmer would. Cut her a break, she is still learning on the job.
Air Talent: I think she is what this consultant wants, and he runs the show.
Coach: Including this station where else have you worked?
Air Talent: I worked at two other places, I have been doing radio for 7 years, and I have been at this station for 3.
Coach: You are only looking at this from one side and not seeing the whole picture. I am sure there are some other voices involved in the decisions around your station or cluster. Let me explain a few things to you:
When management hires or retains a consultant it does not necessarily mean a lack of confidence in programming. It is a matter of an experienced outside voice who can objectively offer advice when it’s needed. Having a consultant can be beneficial.
I was always fortunate enough to have consultants who I could call upon as counsel to reiterate something I felt strongly about.
Air Talent: I figured they were out of work PDs or somebody’s buddy.
Coach: A little bit of both can sometimes be true, but far from the truth in most cases. A consultant can be a good ally in bringing clarity to issues.
Air Talent: How does the ally Thing work?
Coach: I will give you an example. Let’s say a PD needs research and the idea keeps getting rejected. An outside consultant could draw upon their experiences and reframe the request in a way management might better understand. A lot of upper management consider consultants as peers and sometimes look at their take on an issue in an entirely different light.
Air Talent: How can you be sure the information is right?
Coach: Never underestimate perspective and objectivity. Sometimes all of us can be too close to a project and need to step back and view it through someone else’s eyes. That’s when a consultant comes in handy.
Air Talent: So, the consultant thing is good, right?
Coach: Most of the time yes, but I must be honest with you, there are a few consultants who are power hungry, abusive, and are solely driven by controlling the music list. Most consultants know they are only as good as the PD directing the troops and doing the day-to-day stuff.
Air Talent: I’m still leery of what my PD knows.
Coach: You need to just take her direction and stop worrying about where it came from. Stop questioning her authority.
There’s Never Enough Good Advice…
Decision makers need an extra ear or two to stay 5 steps ahead of the competition. Many consultants are a help and not a hindrance. Air personalities need to understand that regardless of how many people are involved in the process of making something happen, the PD is still the quarterback.
And if you need some friendly advice, drop me an email; samweaver@samweavermedia.com or text me, (972) 672-4812.