Comedian John Mulaney who once said, “it is so much easier not to do things than to do them, that you would do anything is totally remarkable.” I love that line and think it is a great jumping-off point for talking about changing perspectives and giving people that are checked out a reason to check back in.
Rarely does anyone make a change without significant motivation. It could be an epiphany or an intervention of some sort. It’s easier to not do anything, so when left to our own devices, we most often stay the course that is already working for us.
How do programmers guide talent that is settled into bad habits towards better ones? How do they convince a host that has checked out to check back in?
I thought about this a lot over the weekend after talking to a friend that is a host. He is clearly checked out of his current show. He has been in the same market forever and is very much settled into a routine. If it’s April, we do this. When it is May, we do that. Wash, rinse, repeat for each month on the calendar.
A guy like that is a lost cause if left to his own devices. He will keep having his producer book two interviews an hour so that he can enter the studio, turn off his brain and let someone else do all the heavy lifting.
For a programmer dealing with a talent like that, there are two choices and both are extreme. Business as usual isn’t going to change anything. The PD either needs to cut bait now or he or she needs to give the host a reason to re-engage.
No boss likes firing their guys, and there are way more options for re-engaging a checked-out host than you may think.
One easy option is to increase conversations and aircheck sessions. Not everything can be negative, so go with the “slap and tickle” method. If you are going to point out something that is a real problem, make sure the host knows what he or she is doing that works well. There are plenty of studies that say if you want someone to change, it is important to pair re-enforcing good habits with condemnations of bad ones.
After pointing out problems, a programmer has to give the host the time and tools to improve. Regular meetings mean regularly being held accountable. They also mean regular opportunities to take note of what is and isn’t changing.
If regular meetings seem unnecessary or like time wasted, put information in front of the host. Show him or her the rating changes from when you felt like the show was at its most entertaining to now. Let them talk to the reps that have clients that don’t want to be on the show because it isn’t very good. Show them what being checked out has cost them.
A strategy like that doesn’t have to be confrontational or aggressive. Forget the finger-pointing. Remind the host that he or she is talented and people should want to hear what they have to say. Now, it is time to work together to get back to that point.
One other idea is to expose the host to some of his or her nay-sayers. Carefully curate the comments you are willing to put in front of them. Look on your social media pages. If you find commenters being abusive towards the host, dismiss them. They will not help you.
But find the people that call the host boring. Find the people that say he or she is out of touch. Play them some examples that may support those comments and talk about how the two of you can work together to turn that perception around.
A programmer has to make it clear to the host that changing perspective and checking back in takes a lot of work and commitment. If the host is willing to show that commitment, then the programmer has to show a commitment to the host.
Let him or her know that we aren’t even at a warning phase yet. This is pointing out a problem and finding the right way to address it. Promise that you are an ally and live up to that promise.
This isn’t just a radio problem. Workers can become checked out of any job they have been in for a long time. Our jobs are fun and it is hard for those outside of the business to imagine how the guy being paid for talking about last night’s game could ever lose the motivation to perform, but it happens.
Bas bosses think they can get a worker to check back in with threats and demands. This is a fun business that comes with cool benefits. Reminding hosts of that and offering help and guidance are more likely to generate the result you want.
Demetri Ravanos is a columnist and features writer for Barrett Media. He is also the creator of The Sports Podcast Festival, and a previous host on the Chewing Clock and Media Noise podcasts. He occasionally fills in on stations across the Carolinas in addition to hosting Panthers and College Football podcasts. His radio resume includes stops at WAVH and WZEW in Mobile, AL, WBPT in Birmingham, AL and WBBB, WPTK and WDNC in Raleigh, NC.
You can find him on Twitter @DemetriRavanos or reach him by email at DemetriTheGreek@gmail.com.
