GETTING THE MOST OUT OF YOUR CONSULTANT Greg Diamond The General Manager budgeted for a consultant. You look forward to some outside help. Now, how do you work with this person effectively?
What Is A Consultant?
A consultant is a resource that should be used as often as possible to provide the most objective viewpoint necessary for a PD and GM. As the people “in the trenches” each day, your objectivity will naturally subside over time as you get closer and closer to the product.
A consultant is also someone who suggests, but does not demand change. If you find your person is too “heavy-handed”, then you may wish to shop around for a replacement.
A consultant is a coach… everyone needs a coach… Tiger Woods has a coach! It is in the role of coach that the consultant’s objectivity can be such an enormous asset. People being creatures of habit will almost always slide into a routine. This is no different for air talent, PD’s, Promo Directors, etc. A consultant can offer fresh ideas to help everyone look at things differently. Also, as a coach the consultant should provide you with the “whats” and the “whys.” It’s the reasoning behind the recommendations that will better prepare you to make your own decisions on the feedback you receive. In the end the consultant may be more objective and may have more experience, but you know your market.
A consultant is a motivator. Different consultancies have different methods of how and who they work with at their client stations. Some prefer to keep things limited to station management only (unless hired on an “above and beyond” basis for specific projects like workshops and clinics). Others take a more direct path by ensuring they have “face time” with all staff members during a market visit. Regardless of who they meet with, the consultant should leave everyone feeling good about themselves and their job while dispensing both positive feedback and “areas of improvement.”
Don’t Be Hesitant!
It’s important to always remember that the consultant works for you… not the other way around. PD’s and GM’s can be hesitant to call and “bother” a consultant or possibly feel their question(s) will sound “dumb.” Well we already know there is no such thing as a dumb question and to be in any way reluctant to contact your consultant does a disservice to you both. For the consultant to be successful, he needs you to be successful and would value the chance to work with you more closely to better ensure that success. Don’t hesitate to get your money’s worth. After all, the consultant wants that contract renewed when it’s up.
Accountability
How do you gauge whether the consultant is doing the job? In larger markets ratings will go a long way towards telling the story. There are other aspects that should be considered along with “the numbers”, though. Is he cooperative? Does he meet his commitments? Does he relate well to my talent? Does he bring critical tools to the table?
It is your right as the client to expect prompt service. With full understanding that you are not their only client, you still deserve as much attention as the “next guy.” If you feel your consultant sometimes takes too long in returning your call, providing you with information and reports, etc. then speak with him and explain clearly the level of attention you expect.
Consultants all have their individual style and ways of doing things that are effective for them. That said, all consultants are (or should be) adaptive to the particular GM or PD they work with. Clearly state your need for flexibility, if necessary.
Further, examine the relationship between the consultant and the staff. Is the relationship cordial and respectful or strained and combative? When the consultant leaves, do the recommendations agreed upon get implemented or is there a collective sigh of relief with the status quo remaining?
The ByrnesMedia Approach
ByrnesMedia prides itself on being very “hands-on.” When we visit the market we don’t just sit in a hotel room monitoring, then meet with the GM and PD over lunch. We feel this does a grave disservice to the rest of the staff and greatly reduces their motivation through anxiety. Instead, we spend both days of our visit in the station meeting one-on-one with each of the air and news staff, attending promotions, production, and sales meetings, discussing and formulating strategic and tactical plans with the GM and PD, and providing overall objective, respectful feedback to everyone.
We feel strongly that this approach is the correct one to engage all staff members to better refocus and galvanize them towards successfully meeting expectations.
Let us know what you feel is valuable or what you would like to see more of when using a consultant. We never take the attitude that we can’t get better. By using your input, we make ourselves adaptable to each different situation. Drop me an email at greg@byrnesmedia.com. |