Coaches Corner by Sam Weaver
Voice Tracked, Stress Packed, Burnt Out …
In most industries, specialization drives growth. But in radio, there are clusters where entire departments have become bullet points on one person’s job description.
Picture a programmer from 1994 time-traveling into today’s radio world. They’d be stunned. Major and medium markets operating like small town businesses. That brings me to a recent phone call I had with a Brand Manager that I bet many of you can relate to.
Brand Mgr: Sam, since this year started, too many of our promotional events have flopped, and I’m taking all the heat. We just lost our night guy, and because of budget cuts, I also lost my Music and Promotions Director. I’m on the air, and now I’m PD, MD, and Promotions. Things are getting out of hand. We’ve got two direct competitors. I need some advice.
Coach: Is your company planning on hiring a new Promotions Director?
Brand Mgr: I’ve been told maybe not until sometime in the first quarter of next year. And before you ask, I’m not getting a new MD. It’s a company-wide thing with the Music Director. Like I said, I need some advice.
Coach: Do you have any interns?
Brand Mgr: We did until this year. Something happened, but HR and no one in upper management or corporate will talk about it.
Coach: I’m guessing you’re delegating more of your responsibilities and most days voice-tracking your show.
Brand Mgr: Yes, to both. But that doesn’t help me with scheduling all these music logs. I’m handling three stations, and one is a translator. And with promotional duties, I’m sitting in on client meetings more than I’d care to.
Coach: You’re already burning out and you can’t afford to do that. Remember the goal is getting more done without having to do it all yourself. Also, delegation means accepting that others may not do something exactly the way you do it, and that’s okay, as long as it gets done.
Brand Mgr: Staff-wise, it’s down to me, the afternoon person, and evenings. I mentioned I’m on the air –I do middays, and my morning show is syndicated. Oh, and overnights are just music, recorded imaging, and drops. The other two stations are voice tracked from other cities within our company.
Coach: I can tell from how you sound on this call that you’re overwhelmed.
Brand Mgr: I can’t seem to get ahead, and everything feels like a spur of the moment thing. My to-do list looks like a sketch pad.
Coach: I hear you. Here’s what I suggest you do. Put together a detailed manual for every possible thing you’re handling around the stations. It should cover everything from on-air contesting to sales/marketing promotional events. I suggest that you create “Fill-in the blank” paperwork templates so you don’t have to create things from scratch all the time. You’ll save yourself a lot of time and energy.
Brand Mgr: Okay, I’ll try that, because my to-do list isn’t working.
Coach: Be anal about it. I’m not kidding, make your manual a “how-to” for any and everything you need done daily. Think of it as your personal ‘station survival guide.’ I don’t want you burning energy on another ‘have-to’ thing. You’ll find yourself feeling more focused and in control of everything around you. And before you even ask, yes, I was stuck in a situation not quite as bad as yours, but bad enough that I came up with the manual idea. I hope it works for you too.
Brand Mgr: Thanks, I’ll let you know.
And if you need some friendly advice, drop me an email; samweaver@samweavermedia.com or text me, (972) 672-4812.