ByrnesMedia

THE PROGRAM DIRECTOR

Chris Byrnes

I'm sure you can think of examples in sports where a talented coach made all the difference to inspire a team or the individual to win. Tiger Woods changed his coach two years ago and became the world's greatest golfer. The Program Director is more than just the talent coach who "calls the plays." The PD that can hear a radio station in his head and bring it to life is perhaps the most influential individual on the radio station.

 

Great marketing will generate cume, but it is the Program Director who builds time spent listening via attention to detail and coaching the air staff to over perform. Just as a chain is only as strong as its weakest link, a radio station is often only as strong, or as weak, as the Program Director. And, while a general manager or a consultant can shore up the weakness of an ineffective Program Director, it is not something that works long term.

 

Here are some of the qualities we look for when employing a Program Director:

 

  • Maturity: The Program Director's job is one of great responsibility. The air talent looks to the PD to set the example. The audience judges the station by what comes out of the speakers, which is created by the PD. Regardless of other skills, it starts with maturity.

 

  • Passion and Enthusiasm: It's in their DNA and when they are in the building you can feel their presence. I've had the pleasure of working with a few great PD's, who know how to inspire and lead from the front. Ralph Waldo Emerson said is best: "Nothing great was ever accomplished without enthusiasm."

 

  • A Student of Radio and Life: Those who do not learn from history are doomed to repeat it. In radio the learning never ends. Radio programming is becoming more complicated by the year as the PD is expected to learn new software and take advantage of new tools to influence listening patterns. An intense desire to spot a new trend and quickly decide if it can help the radio station is also essential. There is a difference between "bleeding edge" and "leading edge" and the PD who understands that difference often wins.

 

  • Leadership: The great programmers get it. They know how to motivate owners, mangers, other executives, and staff to believe in their vision. They do this by building confidence and trust in what they as PD's do each and every day.

 

  • A Team Player: I believe the goal of any great radio station is "to make money and have fun." The Program Director therefore must understand the budgeting process and how to generate the most with the least. All programming decisions should answer the question, "Is this decision one that will best benefit the station both in the short and long term?"

 

  • A Marketing Brain: The PD's job is far more than just having "good ears." The radio marketplace is more competitive than ever, as radio stations sound more and more alike. Often there are only very subtle differences from one station to another. More and more, the crucial differences are in the marketing and gaining ownership in the mind of the listener, more than in the actual product itself. When the product is right it is the marketing of the product that often presents the greatest opportunity.

 

  • Understands Their Role: A Program Director's job is to lead the staff to victory. As with any lead position there are only two ways to accomplish it. Pulling or shoving. PD's who shove their staff never recognize efforts unless they result in immediate success and motivate their staff through prodding and pushing. To me, the other way always works better.

 

  • Dedication and Attention to Detail: I've yet to meet a person who does not want to win and be successful. Sadly all too often people say one thing and do another. The PD's job is never done. When you finish at the end of the day, there is still more than could be done. Dedication and attention to detail, especially when the product is mature, may be the most valuable trait of all.

 

  • Understands Technology: Knowing how to squeeze the best performance out of the music scheduling software, the digital automation system and the transmitter are three examples that can give a station the edge. The PD who can do this, or can find the people to do this for the station is critical.

 

  • Employs the Right People: The PD has to be a great judge of people, and have the ability to spot potential. I'm sure you can think of morning shows that became great because the PD saw something magic and put unlikely people together.

 

Finding and recruiting bright, talented programming candidates is one of the many services we provide for our clients.

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