(COPYWRITING) Prepare Your Client To Do Good Radio

4-9-2014

My consulting clients often ask me, ?How can I get my clients to do radio right? How can I convince them to not shoot themselves in the foot? I create great commercials, but they turn ?em down and want to run with ineffective ads.?

It?s because we haven?t prepared them. They?re simply acting from their comfort zone. In their mind, ?If it sounds like a commercial, it must be okay.?

Whether you?re an account executive, writer, producer, or creative director, setting the stage with your client is in everyone?s best interest.

It all starts with us. If we take responsibility for helping our client understand what?s really going to work, then they?re more likely to approve an effective commercial. Here are some suggestions:

No one likes surprises. Simply gathering a few facts, leaving your client with some literature, and returning with a spec commercial will not guarantee you success.

Get them to participate in the discovery process. This is where the final approval begins.

Ask them ANA (Audience Needs Analysis)-type questions, probe for stories. When they reveal tidbits that would make good commercial stories, or share insights that will help humanize them to listeners, give them positive feedback.

Ask your client: ?What would you like prospective customers/clients to know/feel about you that they don?t know/feel now??

Don?t be afraid to talk about the advantages of print, but be clear that people make most of their buying decisions emotionally, and radio is unsurpassed at touching the emotions.

Don?t let them try to pack a spot with too much information. Listeners are multitasking moving targets who can only be expected to catch one idea.

Build a case for having unique commercials.

Review the insights that they?ve given you. Let them know that, based on their input, you?ll create a message that won?t sound like a typical commercial. Prepare them for something different, and then deliver it.

When you return, remind them of the previous discussion where you both agreed to launch a campaign that doesn?t sound like a series of typical commercials.

These suggestions will help put you and the advertiser on the same side of the desk, so it?ll be less of a buyer and seller relationship. You?ll both be part of a team working to win the hearts of prospective buyers.

If you?re a client, you can use the suggestions in this article to prepare yourself to do the best radio advertising you?ve ever done.

To get your very own free copy of ?Hedquist?s List of 244 Cliches,? email me jeffrey@hedquist.com and I?ll send them. Guaranteed to reduce commercial effectiveness.

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Managers Prepare For Challenges of 2013

11-1-2012

As 2012 winds to a close, and stations try to finish strong, GM's across the country are putting the finishing touches on preparations for 2013. In the current issue of Radio Ink (featuring Julie Talbot on the cover) we've interviewed 50 great radio managers to get their perspective on the upcoming year, the challenges they expect and how they plan to overcome them. Here's a sample of what you'll read.

"We anticipate challenges next year to be similar to what we already face; a slow and inconsistent economy, making it harder to forecast. We  face a changing media market place where we need to adapt and engage our listeners in new and relevant ways. Peter Drucker put it simply, ?business needs to create loyal customers and innovate.? Both will require investment, commitment and focus.  We cannot do business the way we did just a few years ago. A relationship with our listeners and our customers needs to evolve, go deeper and create more value than it did before. It?s not just about getting an order.  It?s about growing their business. We need to continually seek our customers input about how we can best serve them. To meet these challenges, we need to hire the best people, train them and give them the tools so they can do their best work.  In order to deliver the best for our customers, we first need to build a strong workplace. That means working together across departments like never before.  We need to involve all our people in the process, remove obstacles to high performance, align everyone to the same goal and reward them for their great work."

John Fullam
Greater Media
Philadelphia

"The biggest challenge for 2013 will be an unstable economy. Retailers of every size and category continue to experience roller coaster sales so we?ll have to build our plans assuming we won?t get any lift from market-wide growth. Over the years we have adopted the attitude that acting as a team we can create our own success, even in the face of an uncertain economy. We operate with the understanding that a great deal can be accomplished when many people row together in the same direction. My job as the team captain is to steer us in the ?right? direction."

Terry Gillingham
Vice President/General Manager
South Central Media

"In 2013 our biggest challenge is to continue to beat the market and to exceed our 2011/2012 successes both in rating and revenue. We have had year over year growth for the past couple of years and it is become an expectation of everyone in the building. We are constantly looking at every corner of our operation to improve what we are doing and have designed a system to make that work. We are confident that we will not only exceed our goals in 2013 but blow them out of the water! When your staff holds themselves accountable for what they are responsible for, you only need to guide/coach when they need your assistance."

Bill Fuerst
Market Manger
Clear Channel Media + Entertainment
Colorado Springs/Pueblo

To order one copy of this issue call Randa at 561-655-8778
To subscribe GO HERE
To subscribe to our digital edition GO HERE

(11/2/2012 11:22:35 PM)
Those (above) comments could have been prepared by an overworked Creative Department - one department, one script for all managers.
They are also the kind of comments that could have been mailed in.

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Prepare When Signing An Employment Agreement.

9-6-2012

In the giddiness and euphoria of getting a job, perhaps your dream job, at a radio station, what is the best way to protect yourself? Are you thinking clearly when you sit down, read the employee handbook and sign an employee agreement? Here's broadcast attorney John Garziglia with his thoughts on employment agreements and what you can do.

"While generalizing about anything in employment law is difficult, perhaps one observation that can be made is that the higher level the job, the likely greater importance of an employment agreement to both the potential employee and the potential employer.   The best way to protect yourself as the employee is to fully understand each provision of the handbook and employee agreement, and to seek your own legal counsel for an explanation of any provisions that are not fully understood, and for assistance in negotiating provisions to protect you."

"There is no such thing as a standard employment agreement.  It is not like signing up for a credit card or cable service each of which may be accompanied by a multi-page small print agreement with many irrelevant provisions that cannot be changed.  Employment agreements for different radio station employers are likely to be vastly different, have provisions that are highly relevant to your future, and have provisions that can be negotiated."

"While in interviews for a radio station position, ask in advance if you will be required to sign an employment agreement and if so, would you be able to see a copy of what you might be expected to sign.  Once an employment agreement is signed, assuming that it is enforceable under state law, the provisions of the agreement will control your relations with the employer both during and then subsequent to your employment with the employer."

"There are an almost unlimited range of subjects that might be covered in an employment agreement.  The subjects range from rate of compensation, bonuses, term of employment, services and duties to be performed, times services are to be performed, radio station rules and procedures, performance metrics, ownership of copyrightable material produced while employed including creative and social media, reimbursement of expenses incurred, fiduciary obligations to employer, confidentiality both while employed and subsequent to termination of employment, disclosure of employer materials, competition with employer after termination, health and life insurance benefits, vacations and other time-off, termination of employment, return of employer property upon termination, requirements for mediation or arbitration in lieu of lawsuits, rights to seek injunctions or other restraints against employee, rights of employer or employee to seek reimbursement of legal fees in the event of litigation, indemnification, courts in which any litigation is to be brought, and the state law under which the employment agreement will be construed, among others."

"Employment agreements for radio personalities, radio salespersons, new media creators, and managers are likely to be radically different.  What might be a vast overreach in one agreement for a particular position might be entirely suitable for another.  What might be legal for an employment agreement in one state might be prohibited in another.   Only a lawyer well versed in a particular state?s employment law can fully advise you on a particular employment agreement."

"In today?s world of internet web legal materials, employees can somewhat educate themselves on the kinds of provisions they may be facing in an employment agreement.  But, such personal research is no substitute for an attorney?s independent advice regarding the specific agreement an  employee may be asked to sign."

"An employment agreement should offer protections and definitiveness in the employee/employer relationship for both the employee and employer.  Take a look at this agreement for a radio personality:  http://www.stlmedia.net/pdf/steveshannoncontract.pdf, and this agreement for a management position:  http://www.foxbghsuit.com/B%20Akre%20Contract.htm. Are each of the agreement provisions understandable to you?  If each of the provisions are not fully understandable to you and you are presented with such an agreement, will you seek the services of an employment lawyer to assist you?"

"Keep in mind that the employment agreement presented to you by your new employer is likely to be an agreement that the employer has worked on, massaged, thought about and continually revised for many employees over many years.  A potential employee horribly shortchanges himself or herself to not give such an employment agreement the importance it deserves by having his or her own lawyer review and advise on it." 

"If your potential employer promises something, be sure to put it in the agreement in writing.  If there is something unacceptable in the agreement, or if there are protective provisions missing, just about the only time to ask for changes is prior to signing the agreement.   Read the agreement fully and carefully.  Know what each provision means.  Know what is the ramification of each provision on you.   And finally, seriously consider seeking advice from legal counsel on the specific agreement so you know what to ask for prior to signing the agreement."

John F. Garziglia is a Communications Law Attorney with Womble Carlyle Sandridge & Rice in Washington, DC and can be reached at (202) 857-4455 or jgarziglia@wcsr.com. Have a question for our "Ask The Attorney" feature? Send to edryan@radioink.com.

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Prepare To Be Hired

Radio Ink Magazine is teaming up with The Conclave and Media Staffing Network to present a series of FREE webinars designed to help you enhance your worth and prepare for your next position. Whether you've been ?riffed? to the side of the road or you want to learn what skills you need to advance in today?s changing radio world, we encourage you to join us.

REGISTER HERE

On Wednesday, November 16th at ________ Media Staffing Network President and Founder Laurie Kahn will teach you how to review your background, assess your skills, enhance your strengths and eliminate your weaknesses so you are prepared to secure the job you want with your next employer, whether it be in the industry or out.

REGISTER HERE

Topics to be discussed on November 16th include:
- Skills You NEED to add to improve your  value.
- The Inside Track on How To Land Your DREAM Job
- How to BUILD Confidence To Sell Yourself 
- The RIGHT Way to Network 
- Questions to Ask THEM Before You Say Yes

The presentation will be followed by a question and answer session. Each webinar in this series is FREE of charge and will last approximately one hour. Don't wait for your next job to come to you. Figure out what job you want, prepare for that job, then take it. We'll show you how.

REGISTER TODAY

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