7/21/2011
by Kipper McGee
You?ve put in the time. You?ve done everything that?s been asked of you, and then some. YOU know that you?re the glue that?s holding the station together. So how do you make the case to your GM that you?re ready for that first PD shot? While there is not any one route that will work in every situation, there are some basics that every prospective PD should know in pursuing the ?next step? of career growth in radio, whether at the station you're currently working for, or another station. These 5 tips will prove useful to current PD?s as well as the GM?s and corporate types responsible for their care and feeding, too!
1.)It?s not just about the product!
As any experienced PD will tell you, they all wish that they would spend more time focused on ?what comes out the speakers? (and in these days of digital, what comes off of any co-branded screen). However, in the real world, the PD is responsible for much more than just brand management. You will need to be able to demonstrate mastery of the product, along with other key skills sets such as talent management and coaching, branding, administrative tasks such as HR requirements, the FCC pubic file, and of course, being a collaborative, solutions-seeking partner with the sales team. In short, demonstrate a passion for brilliance at the basics.
2.) Dig your well before you?re thirsty. Start planning and working NOW to prepare yourself for advancement. Get to know the key players, both in your station and on your corporate team, to learn what they do and how they expect their PD to fit in and contribute to the overall operation.
3.) Understand the ?Win?. Be sure you understand how the operation is being measured, how your boss is being measured, how YOU will be measured (hint: it?s rarely just ratings!) and give some thought to how you would measure your team.
4.) Perform your own ?S.W.O.T.? Analysis. This age-honored exercise works well in evaluating any station or company, but it is often overlooked as a tool for individuals. Write down your Strengths, Weaknesses, Opportunities and Threats. Be brutally honest. Seek input from colleagues and mentors you trust.
5.) Never Stop Learning. There is no question we are operating in an ever quickening world. Just as we must learn to work faster, we must also learn to work smarter. This means digesting more than just the trades (although they are important, too)! With all the areas in which you will need to show proficiency, make sure that you are up to speed ? and up to date ? on the fundamentals as well as the ?latest and greatest?. Pick several resources that you read regularly. Sources like the Wall Street Journal (even if you only have time for the Marketplace section), Advertising Age, The Week and Wired are merely among the list that I check out. Then there are the occasional ?thumb through?s?, which may catch your eye at your local magazine stand. And of course, there are countless blogs on every subject. NOTE: If you see something noteworthy, don?t be shy passing it along to your GM, GSM, Marketing/Promotions Director, or any other person who might benefit from it.
This is all about creating what Tom Peters coined ?The Brand YOU?. Whether you like it or not, you ARE a brand. What that brand stands for is up to you. As Peters put it, ?You are the C.E.O. of your own life?. So now is the time to start thinking and acting like it. There are many undiscovered geniuses, but few undiscovered marketers. How will you market your personal brand into the position you ultimately want?
Kipper McGee is Chief Media Brandwidth Specialist at Kipper McGee LLC. E-mail: kippermcgee@gmail.com
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