10 Tips For Radio

Over 20 years. That's how long I've been up and down the dial. During that time, I made plenty of mistakes. Fortunately for me, I was never shown the door. These days, the game is more competitive than ever. With that in mind, here are 10 tips that can assist you as you look to navigate your way through today's radio world.

1.     Be YOU. That’s why you were hired in the first place, because of who YOU are. It took me years to feel comfortable being myself on the air. I was always trying to sound like those deep voiced radio Gods I grew up listening to. Don’t push or pull your voice. It is your personality and perspective on life that listeners want to hear, not some canned bits or zany noises.

2.     Don’t complain. I know, easier said than done. But is it really worth it? Complaining about how things are done or who is / isn’t doing things in the building does nothing to boost performance or morale. If you have a problem with something, speak to the person in charge. You may not like the response you get but at least you have made your voice heard. If things continue to bother you…leave. No one is forcing you to stay. If the environment or people (or both) are making you unhappy, walk away.

3.     Help Others. Yes, radio is a competitive industry - but we’re all on the same team. Why is it that so many of us like to hold our cards close to our chest? If we all worked a little harder at helping one another have a fantastic show and an even better brand, think of how amazing our product would be! Cross promote one another, share and recycle great content from your peers.

4.     Get Out. How are you supposed to have a local show if you’ve never been out in the local community? Do things! Don’t just hang out with a bunch of radio people. Make new friends, try new activities! Give yourself a life similar to that of your listeners. By engaging in new local events and activities you will better be able to relate to those that you are trying to engage on-air.

5.     Stay A While. This is probably the biggest mistake that I’ve personally made on this list. I was so eager to get that big gig in the sky that I never took the time to give the role that I was hired to do a fair chance. Hone your skills, develop your craft.

6.     Stop Looking For A Raise. Listen, I never once asked for a raise. I’m not saying that you should avoid looking to make more money, but understand that you signed on for a job that pays x amount of dollars. Just because you have been in a market for so many years or feel that you have contributed so much to the station, doesn’t mean that the station now suddenly has a surplus of cash to throw around. When you reach the point where you feel that you are worth more, ask for the raise. If they say no – move along.

7.     Have A Back-Up Plan. Radio and technology are constantly evolving. This means that there could come a day when you no longer have a job. Try to have a back-up plan so that you’re not left in the dust wondering if you’ll ever find work again. Develop the skills you may need to find work outside of the industry. As a bonus, you'll have something more to offer your current employer.

8.     Be Honest With Yourself. I know, you’re awesome. So why doesn’t everyone else think you’re awesome? Learn the answers to why you may not be getting the response you’re hoping for from your peers. Ask yourself, ‘what makes me so special’? If the answer isn’t strong enough, you likely need to work on a few things in order to separate yourself from everyone else looking for a gig.

9.     Do more. Job security doesn’t typically exist in radio. Therefore, do more to make yourself a little less expendable. Show your worth.

10.  It’s Nothing Personal. Remember, radio is a business like any other. Managers are given a mandate on what they need to achieve and the expectations set out for the station. This means, that you may be asked to do or not do certain things. After all, that’s what a job is right? Having a gig in radio does not mean you can do whatever you want. It means you meet the expectations of your employer. Any other job in any other environment would have the same rule. Just do the job that you’re asked to do and stop obsessing over the fact that you may not agree with the direction the company is taking. Believe it or not, there are reasons why things are being done and a business at stake here. Trust the direction.

Rudy Parachoniak specializes in creating content for small businesses with a limited budget. As owner / operator of his own ad agency and over 20 years in broadcast media / marketing, as well as serving as the National Marketing Director for over 60 retail stores across Canada, he has a unique perspective on what works and what doesn’t. Feel free to reach out to him with your questions via LinkedIn:https://www.dhirubhai.net/in/rudyparachoniak/ or send him an email to [email protected]