"It's Time To Get Radio Back in The Classroom" - A REPLY

This is in reply to the Bob Lawrence article, “It’s Time To Get Radio Back In The Classroom.”

The article highlights a critical issue in the modern media and broadcasting landscape: the disconnect between traditional radio and younger generations, particularly in academic settings. Bob raises important points about how radio has evolved, yet its perception remains outdated in many educational environments, especially as a career option.

One of the key insights is that many professors—perhaps inadvertently—fail to connect the dots between radio and the broader world of media, public relations, or journalism. It’s clear that radio, in its traditional sense, has been overtaken by newer platforms like podcasts, streaming services, and social media. However, this narrow perception overlooks the dynamic evolution of the radio industry, which is far from static. Radio is now a multifaceted platform that intersects with various careers in content creation, media production, technology, marketing, and more.

The challenge is partly the industry’s fault. The industry has not done enough to reframe and market radio’s transformation to younger audiences and academia. In the past, radio was ubiquitous, and its cultural importance was obvious. But with the rise of mobile devices, streaming platforms, and the digital landscape, radio's role has been overshadowed in the minds of young people, who often see it as an "old-school" medium.

Bob argues that the branding of "radio" is part of the problem. It’s often too narrowly associated with a traditional AM/FM station. The shift to broader terms like "media" is an interesting idea, encompassing everything from digital audio content creation to social media marketing and broadcast journalism. By emphasizing this broader "media" narrative, the radio industry could better connect with younger students and demonstrate that their skills in media studies can directly apply to careers within radio, podcasting, and even new forms of online content creation.

Moreover, the suggestion of using young brand ambassadors or influencers to speak on behalf of the industry is brilliant. Peer-to-peer influence is powerful, and having young, relatable voices that explain the evolving opportunities within radio could do wonders in breaking down stereotypes and offering more concrete examples of how "media" careers can be fulfilling and innovative.

The call to action in the final paragraphs, to go directly into classrooms, primarily middle and high schools, is essential. It’s not just about talking to college students who are already forming their career plans but also about planting the seeds much earlier. Early engagement can help shift perceptions before they solidify, showing younger students that media careers are dynamic, diverse, and full of potential.

The key takeaway is that radio has evolved and not declined. To capitalize on this transformation, it's crucial to communicate the new value proposition to audiences and advertisers effectively. This requires a strategic approach to rebranding, repositioning, and re-engaging with the medium's unique strengths and benefits. By doing so, radio can continue to thrive and remain a vital part of the media landscape.

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With more strategic marketing, engagement with educational institutions, and a rebranding of the industry, the future of radio could be much brighter than many imagine. We must be proactive in telling the story of radio’s evolution and its relevance to today’s digital world—starting with the classrooms.

YouthBeat in Oakland provides a unique opportunity for schools to elevate their media programs through hands-on training and industry-standard equipment. Specializing in custom media classes and workshops, YouthBeat is dedicated to inspiring and educating students in the dynamic world of media production.

Don Sainte-Johnn, Professor - American River College