While networking with personalities all over the country, on a daily basis, the question of talent coaching almost always comes up. When asked if they are coached on a regular basis about 90% said no! Why is this? For years ADG has been stressing how important it is to engage in consistent talent coaching without receiving any opposition. Everyone talks about how important it is but very few actually get on with it.
No other professional entertainment or sports franchise would ever consider going without this vital resource. Could you imagine what would have happened if the new movie Sully, starring Tom Hanks, hadn’t used a director or if the actors had not been coached over the years? What would you think if your favorite NFL team decided that they didn’t need coaches this year? You would think this was the worst decision your team has made in franchise history. Now, your team might have glimmers of individual greatness but the Super Bowl is not in their future.
Many radio stations have settled for mediocrity. “Not that bad” is now good enough. Radio as a whole could have a much greater cume and a greatly expanded TSL if our talent was fun, interesting, engaging and efficient. Radio spends hours and hours on countless different areas every week and almost no time with talent. Though music is extremely important as your overall platform, it can easily be preempted by so many other sources, leaving you very vulnerable to ratings deterioration. This means your talent is what will propel you to greater ratings and revenue in your market.
Do yourself and all of the people you work with a favor…delegate some of your responsibilities, and start coaching your talent, I will help you do this. Take 25 minutes with each person each week. Encourage them, guide them, and instruct them. They will appreciate the time you invest in them. You will hear the improvement in one week and so will your listeners.
Brian Wright is a 30 year radio veteran who has successfully served many companies over the years as Program Director, Operations Manger and VP of programming.
After many years of success working for individual radio stations and clusters, Brian Joined one of the most trusted consulting firms in the country, Audience Development Group.
For the last 15 years Wright has enjoyed building alliances with scores of stations in the US & Canada helping them grow in ratings and revenue.