Everyone has an important role in the success of a radio station. Programming provides the manufacturing of the product, and the sales department sells the product. This is a vital relationship. All parties must understand exactly what that product is. All aspects of the station’s format should reflect what that image is. That becomes “the plan.”
Inside successful stations the attitude should never be us against them, sales against programming, or programming against sales. The basis of the relationship should be an easy one-to-one. Working together on the same “plan.” Sure, there will always be some tension, but the question is, are you on the team to protect the station? Or are you in this for personal gain?
Programming has goals just as sales people do, but you can’t let your personal goals effect the “plan” of the station. Having your own plan and vision is OK, but what’s more important, is the station’s plan.
The station “plan” has to have support from sales and programming. As sales people, you are an extension of the plan that is set forth by a creative programming department. To create success, any radio station today must stick to the “plan.” When you stick to the “plan” more money is created for the station. There isn’t a programmer or consultant in the business that wants to kick dollars out of the door. If programming has the right plan, the numbers go up, sales dollars will happen, and management is happy.
A lot of people think radio is show business, and that’s not the case. It’s a business with a “plan” supported by sales, as well as programming. Understanding the “plan” is where employees either make or break the station. Never take something personal when it is turned down by programming. The plan has a line, and that line is protected by the programmer and the consultant. Sales must understand that if you degrade or defame the “plan”, it won’t work.
Sales should not be on the street making promises, and bring things back to the station, and dictating what the client wants. In some cases, you are asking for embarrassment in doing so. Remember, the programming door should always be open to help sales to answer the why and when questions for contest and promotions.
The station has a position, and an image to protect. If everyone in the station doesn’t protect it together, it will fail, and fail fast. Understand who you are, what you are, and where you are going with the station programming “plan.”
Programming can’t let certain contests and promotions that are on-air get in the way of station’s “plan.” Understanding the station’s programming “plan” when it comes to the demo, lifestyles, and your market is where you win. Create success collectively as a team and the dollars will roll-in, and all is well!
