Way too often, radio stations settle for hiring B or even C-level air talent, because they think they can’t afford better, or that an A-level talent will be “difficult” or just too expensive.
The reality, of course, is that when you hire a STAR, it changes the whole culture of a station.
Whenever you hire a racehorse, the other horses think “Why am I hitched to this plow?” Hiring a major league talent serves as a beacon for the other members of the staff, and makes them start trying things that lead to more and more “memorable moments” – and that’s what stations need to reach a new level of performance and establish a “learning and performance” vibe that runs through the hallways, spreads to every other department (particularly Imaging and Production), and infuses the Sales staff and management with a brighter outlook every single day.
Hire stars, or people who can BECOME stars with coaching and direction. When you settle for less, you’re putting a cap on what you can become. Plus, when you already have stars on-board, other stars want to come work for you.
Tommy Kramer is a talent coach for Radio, TV, & Voice Acting, as well as a member of the Texas Radio Hall of Fame.