Abstract: The secret to radio’s survival sits in the chair behind the studio desk; the challenge is to unlock the talent…<\/p>\n
Most of the times I have been called in to work with on-air talent, it\u2019s been because their PD (Programme Director) didn\u2019t know what was wrong. Actually, they did, they just didn\u2019t have a word\u00a0<\/em>for it.<\/p>\n I have found that the biggest challenge for radio station PDs is finding the time to do what they really\u00a0want\u00a0to do<\/em>. Most PDs I know are former presenters or producers. This makes sense as a\u00a0PD needs\u00a0to have a deep connection with the product and the means of production<\/em>. But stepping up into management has advantages and disadvantages. The advantage is the opportunity to make a bigger impact on the output, the disadvantage is having to deal with all the shit that goes with it.<\/p>\n Radio PDs are increasingly managing the bigger picture. They\u2019re involved in the station\u2019s strategic direction, and they\u2019re continually facilitating discussions at the nexus of marketing, sales and programming, and around outside broadcasts and promotions. This often puts distance between themselves and what their instinct tells them to do<\/em>: work with their on-air talent.<\/p>\n That\u2019s when I often get called in. The PDs are connected enough with their talent to know when something is wrong; they just\u00a0can\u2019t put a word to\u00a0it. That word is \u2018unlock\u2019.<\/p>\n Ironically radio talent often lock up once\u00a0they\u2019ve found\u00a0the key to a style of radio that works for them. But then they get stuck in a rut. There\u2019s a confidence that comes with\u00a0establishing\u00a0a formula that works<\/em>, and it provides an element of comfort for the presenter.\u00a0But in a rapidly changing media environment where the media consumer has immediate\u00a0access to the \u2018next great thing\u2019, and a tempting array of alternative offerings via apps on their smartphones,\u00a0comfort for the presenter can be boring for the consumer<\/em>. Hence the need for PDs to continually unlock their on-air talent \u2013 encourage them to assess their position, tap into their expertise, and innovate.<\/p>\n However, unlocking\u00a0talent is a delicate and dangerous procedure, and it often takes time, time many PDs wish they had. It requires kid gloves and a firm hand. True\u00a0radio talent are creative, and so challenging them risks upsetting their creative persona.<\/em> Thankfully, all the talent I have worked with have seemed\u00a0genuinely appreciative that I am giving them the time and input, and have valued my assessment\u00a0as honest and supportive. That helps.<\/p>\n The reality is that every presenter and every presentation team dynamic is different<\/em>. There are personalities, and, especially in the latter case, issues<\/em>, that need to be assessed and addressed. It\u2019s usually when I do a one-on-one psychometric evaluation of the talent that hidden aptitudes\u00a0and areas of expertise emerge<\/em> that, when recognised and developed using the correct tools, can\u00a0help unlock long-term creativity and a renewed passion for the product<\/em>.<\/p>\n Sometimes it\u2019s easy. On one occasion working an afternoon drive-time host, simply by observing him I was able to identify what was impeding his creative development \u2013 an unqualified lack of self-confidence. He was incredibly skilled\u00a0and had a remarkable energy and passion for his work; he just didn\u2019t believe it. In the evaluation\u00a0that followed, I was able to provide him with the psychological encouragement and, importantly, the tools needed, to activate and realise that skill. Within two days the difference was remarkable.<\/p>\n