YOUR CAMPAIGN Greg Diamond – ByrnesMedia The U.S. electoral process can often be an excruciatingly, paint-drying grind, but not so this year! The Democratic leadership race is easily the contest of a generation. The obvious historical significance of the candidates was, in of itself, easily enough to ensure this race drew enormous interest. There’s no doubt that ethnicity and gender have factored into the game, but this is increasingly becoming more of a sidebar issue as things play out.
Instead of choosing between an African-American candidate and a female candidate, voters are really being offered a choice between an eloquent newcomer with a fresh, but untested approach, and an opponent with undeniable intellect and credentials. On a superficial level this would look like a classic example of style vs. substance with the former coming out ahead. When you have a closer look, though, it’s more a case of consistently looking forward as opposed to playing up one’s track record.
“Change” is clearly the buzz-word for this campaign. Barack Obama has a decided edge in this, given he’s a junior Senator with little national exposure prior to the announcement of his candidacy, other than the keynote address he delivered at the 2004 Democratic National Convention. Hillary Clinton is also trumpeting change, but there’s no question she’s hampered on that topic with her years as First Lady and subsequent terms as a New York Senator, giving her the appearance of a “Washington insider.”
All elections apply to what we do in radio, given that we’re in a campaign for votes each and every day.
Mr. Obama is that new Adult Hits station that just signed on and has the, “Oh Wow!” factor so vital to the format’s initial success. Mrs. Clinton, on the other hand, is that comfortable, incumbent AC with a solid heritage, but still enough current edge to maintain its relevance. In our world, both these formats co-exist everywhere with varying degrees of performance. It’s too bad there can only be one winner in the Obama/Clinton race.
I’m no politico, but it would be seem advisable for Mrs. Clinton to jettison (or at least downplay) her argument of being more qualified to run the country “on day one”, in favour of pushing her forward-leaning policy items. While she does have the experience, it’s clear that Democrats (and a goodly percentage of centrist Republicans) are looking for someone to take their country in a new direction. As such, her qualifications are being largely trumped by a desire for someone without perceived partisan baggage. Self-examination is crucial in elections and it’s something we should also do with regularity.
All stations come to crossroads in their evolution. These are times when our past successes invariably start to wane and we are forced to examine what still works and what has become a detriment to our ability to move forward. Such situations are inherently difficult as we try to balance the need for change with that of familiarity. In cases where a wholesale format change is required, holding on to what once had been beneficial may no longer be an issue, but doing an about-face with a station is never a stress-free endeavour, either.
It’s human nature to rely on things that have worked in the past, but it’s also why we become hamstrung at times in our efforts to chart a more effective course. Such thinking has to be abandoned at such times – easier said than done, but essential, nevertheless.
When significant change is required, remember to plan clinically (i.e. do the research) and execute with as much positive emotion as you can muster – just like a political candidate.
The ability to create a positive emotional attachment with a listener is the key to a station’s success. The other day I was behind a car that had Ontario plates… and an “Obama ‘08” campaign sticker on its bumper! When was the last time a politician elicited such reaction? Let alone from someone in another country. This underlines the fundamental emotion that is the cause of Mr. Obama’s success to this point.
Senator Obama can be viewed as being the “digital candidate” who has tapped into the change-requirement forced on us by the breadth and pace of today’s technology. My septuagenarian parents bought their very first computer last month. It’s true I had been bugging them for years to do so, but it’s only been since the turn of the century that the digital age has truly come into its own. Until then it was still largely a domain for self-professed “geeks” like me. The Internet has not only come of age – it now is the age. When I asked my father why they finally broke down and made the purchase, he replied, “Your mother and I don’t want to go through life without having learned how to use one.” Without directly realizing it, he was responding to an emotional need created by the all-encompassing digital environment in which we now live. It would be hard to believe that my parents are alone in this.
Change is now our life and, to a large degree, Mr. Obama is viewed as being the face of that change. He hasn’t created the “movement” he talks about in his speeches. The “movement” was already there. He’s just become the locus around which the “movement” is coalescing.
It’s this same change that has caused such havoc with the record industry. It’s this same change that has the potential to harm our business if we don’t actively pursue and embrace these new paradigms… this new way of life.
Here are some other things to draw from politics.
Do the Research
“Weapons of Mass Destruction” (specifically, the lack thereof) played a role in the American Mid-term elections in 2006. There are those that say the Republican Party suffered its losses mostly on that issue alone. Regardless, the lesson is simple, but easily overlooked. If you have properly researched something, then allow the data to dictate your actions and leave your preconceptions at the door.
Often people will attempt to fit research to support an existing hypothesis or conclusion. In many instances this is not a conscious decision, but rather a natural human desire to try and fit the square peg in the round hole. Even in the scientific community, where objectivity is the very foundation, countless examples exist where conclusions were ultimately disproved and discarded with a level of subconscious bias being at the error’s root.
Research can surprise you… if you let it. A failure here can negatively affect your targets or, at the very least, waste your budget.
Hammer the Message
What is it that you bring to the table that differentiates you from your competitors? Mr. Obama’s catch phrases have been, “Yes We Can” and, “Change We Can Believe In”. Listen to how many times he says the first slogan in his speeches. Listen to how many times he either says or alludes to “change.” If you’ve done the research and have the right message, then shout it out.
Don’t Believe the Polls
Any politician that gets lulled by positive polling results is a candidate that’s setting themselves up for failure. Mrs. Clinton’s win in New Hampshire was an early wake-up call for the Obama camp. Since then they have taken very little for granted and, ironically, it’s been the Clinton campaign that has taken a less involved approach in recent primaries/caucuses and instead have concentrated more on a few key States with later election dates. This approach didn’t work at all for Rudy Giuliani in the Republican race and it’s starting to look increasingly risky for Senator Clinton. In short, every one counts!
If you believe solid ratings means you should take a more hands-off, less proactive approach to programming, then congratulations, you’ve already lost! Remember, it’s usually much easier to get to #1 than it is to stay there.
Conversely, if you’re faced with an inordinately poor showing, don’t hit the panic button. The last thing you want to do is have a knee-jerk reaction be the cause of the baby going out with the bathwater. It’s these moments that really test your metal as a leader. Do the research, make alterations (if warranted) based on the findings, and remember that “one book does not a trend make.”
Value Dissent
Whether right or wrong, the President of the United States does not make a decision without some form of consultation.
Differing viewpoints are important and should not only be tolerated, but encouraged.
Seldom is having everyone “on the same page” a healthy situation. This is likely to be an indication of an unmotivated and uncaring staff. It may even expose a management style that unwittingly (or possibly knowingly) censors constructive debate.
There are numerous things you can do to foster a more vibrant, thoughtful environment at your station. Have you ever considered inviting other staff members (anyone from the receptionist to the junior sales rep) to your Music and/or Programming Meetings? Have you asked to participate in Sales Meetings? Have you inquired about having your airstaff spend time with Sales? Have you asked your staff to offer a critique of the station… or even you?
Surrounding yourself with only like-minded people limits your horizons and impairs your ability to deal effectively with the only constant in life - change.
Read the Wind
As mentioned previously, an astute politician understands innately their electorate’s mood. It is essential to the existence of an elected official to follow that sense at times. It’s also important at times for them to go against the grain on issues with a goal or purpose greater than that of their constituents.
As a programmer, you have to balance how much emphasis is placed on the desires of a relatively small percentage of highly engaged listeners with those of the more numerous, but normally unheard majority of the audience. Good programmers understand when to listen and when to make the tough choice.
Those are a few thoughts that immediately come to mind. If you have any to add to the list, please feel free to pass them along.
In conclusion, an election is a reflection and this one bears close scrutiny for what it can teach us about where society is in 2008 and where it’s likely to go in the future… things you need to know to keep your station relevant and solvent in the long term. |