In May of this year, I was a presenter at this week-long conference––just one of several held around the nation each summer––for college students who have a desire to actively enter the radio broadcast industry.
Virtually all of the other presenters are currently active within the broadcast industry and most of their presentations dealt with the nuts-and-bolts and skills related to the various functions necessary in operating a commercial radio station, whether that be programming, promotion, or advertising sales.
My role was not to discuss having the skills to fulfill a job once obtained. Rather, I was to talk about finding a job, landing the job, and being prepared to deliver one’s best performance once one has the job.
Before the conference, I had prepared extensive notes regarding what these young people needed to be successful in their quest … not just in their first entry position, but for every job as they move up the ladder. Yet, when the morning of the session arrived, I started thinking about what needed to be considered before filling out their first job application and scribbled down these questions:
- Are you truly filled with passion?
- Do you have the necessary perseverance?
- Do you possess a real love for radio?
- Where do you see yourself fitting in, filling what role?
- Once in the business, will you be prepared to deliver?
- Do you easily get bored?
- Do you have a fertile mind for producing innovative ideas and concepts needed for the position you seek to obtain?
- What is your goal … to what heights, position do you desire to reach?
Note that I did not ask what was their DREAM, as they were devoting this week to learning how to fulfill their dream! What I did tell these young people are the aspects of their personal life which are vital to get where they want to go.
PERSONAL QUALITIES MATTER
As I thought about these questions, and reflected on my own career, I realized there were a number of personal characteristics that helped me thrive in broadcasting and build a reputation that helped me many times over the years.
- Health. Take care of your body and mind through proper eating, sufficient sleep, and enough exercise. An article from the February 2020 issue of AARP magazine confirms this advice. Brain scientist Jill Bolte Taylor states: “…you need to treat your brain right: Make sleep a priority, watch your nutrition and move your body.”
- Maintaining control of your finances. Keep spending and credit card debt at a manageable level.
- Meeting deadlines. Missing deadlines have consequences. In the office it will make you untrustworthy. In your personal life … being late paying bills, for instance, will add late fees plus impact your interest rate and your credit rating!
- Address concerns immediately. If an issue should develop which impacts you negatively, in any way, address it immediately. With something weighing on your mind, you cannot excel to the max in the workplace!
- You alone are responsible for your actions. Stop blaming others. Take personal responsibility for the successful performance of your assigned duties.
- Control what you can. There are actually only two things that you can fully control … Your Effort and Your Attitude!
- Attitude is critically important. Whether it’s your first job or any one after that, always maintaining a “Can Do” attitude!
When I was coming up, there was no social media to consider. Today, your online reputation can enhance your credentials … or derail you before ever getting to a job interview. So, stop before posting anything which may be looked upon as controversial in any way. Before acting, consider the consequences! In this era, it’s become quite common for personnel managers to include reviewing what job candidates post on their social media pages to see what views you are expressing which could be an issue for the company down the road. I just spoke with a supervisor for the installation of a new water pipeline running through my area…even he reviews Social Media activity when hiring new construction workers!
THE SEARCH
Jobs don’t come from just help wanted ads. You must keep your eyes and ears open to finding opportunities … seen and un-seen! As detailed in my memoir, RADIO … My Love, My Passion, I got to where I ended up by taking readily available broadcast industry information and “going for it.” Not just once, but at least three times in the 1960’s ––first in Bethesda, Maryland, then Philadelphia, then New York City, and years later in satellite radio.
For instance, the satellite radio industry emerged in the late 1990’s, when it was too early for actual job openings to be listed anywhere. I read in a radio industry newsletter that the legendary programming guru Lee Abrams was being hired to head the programming for the newly formed XM Satellite Radio. I had made a name for myself programming in my genre within our industry and, even though we knew each other by reputation only, I decided to make contact. During a brief and productive meeting in Washington, Lee told me they were not hiring yet; in fact, they hadn’t even secured a building to house the vast operation. Nearly two years passed before they began hiring staff and I was included as part of the start-up team to do the 1940’s/Big Band music channel. Eventually, I retired in 2015 at the age of 80, just shy of my 15th anniversary with XM and SiriusXM.
Conversely, the biggest mistake in my career was responding to a help wanted ad. This too was in the 1960’s, long before the days of the Internet and ways to easily investigate. I took the job without adequately researching the station and the person doing the hiring, before dragging my wife and three young children from Philadelphia to Boston. Fortunately, it all turned out well, when I was invited to join the newly-hired team for the re-launch of a different station … but not before a fair amount of tribulation.
Building a reputation as a “can do” person helped me experience and enjoy a wonderful career which spanned six decades.
PREPARE
Once you’ve found the job you want, do not go to the interview or fill out an application on line … until doing what the military calls “G2,” researching and gaining intelligence about the organization to which you are applying. Explore their website and see what you can learn via entering their name into an Internet search engine. Try to see what their weaknesses are … and what is their major need. Through this process, you can customize your application and prepare your mind for the interview. Focus on the position you seek to fill and address how you are prepared to be an asset.
Up to this point, pretty much of what I’ve shared applies to anyone, regardless of what field or occupation you are seeking to enter, nor your age. At the Bloomsburg conference, those leading asked me to emphasize a point specific to the radio broadcasting industry … which has been a personal rule of mine since the earliest days––so here goes:
MOST IMPORTANTLY … IT’S NOT ABOUT YOU!
I left this to last so it would be the last point to be read so better remembered! In radio, for anything having to do with what’s heard over the air of a radio station … REMEMBER, it’s not about You! The major key to your success is never forgetting––the Listener is #1! What you like and want is completely irrelevant. Your real job is to bring as much joy and happiness to the lives of your listeners as is possible, and provide them with meaningful information. The listeners––your customers––it’s their satisfaction that is vital for you and your station’s success!
In reality, your station has TWO sets of clientele: Listeners and Advertisers! Everyone in a radio station has a role to play when it comes to a business advertising on your station, especially if a local or regionally-based business. With advertising sales and revenue harder to come by now more than ever, it’s vital that every commercial aired be as effective as possible.
Two quick notes: If you are an on-air “personality,” be ready to go with the sales rep to visit a client or potential advertiser … and, if you are reading an announcement you feel can be improved, suggest it to the appropriate station person. Conversely, no matter what is being broadcast, if it’s deemed nothing more than a “throwaway,” it shouldn’t be heard on your air!
For a person to be on the air, CONNECTING with the hearer is what it’s all about. Being genuine with a smile in your voice, breathing excitement and pizzazz into the message while, at the same time, delivering with proper emphasis the essence of what the writer wants the listener to understand and remember … and act upon!
