What happens when your radio station gets COVID-19? Observations from being observant. That’s a line I created when I was a college newspaper columnist. It became useful for coaching radio talent through the decades. Be aware of what you see in everyday life and it might provide bits and content for your show.
The process continues when I write this weekly column for Barrett Media… until this week. I became infected with the Covid virus early in the week. Our viral friend from 2020 that changed the world made its way into our home. This is my third date with the virus. I recover normally, but the pattern is predictable.
The Phases
Day One is the denial phase when I took the home test and swabbed my nose until my eyes watered. “It’s just allergies,” is often heard from my mouth during this phase.
Day Two included a little bit of anger and some bargaining because I didn’t fully believe my home test kit with the two thick lines indicating a positive result.
So I used that bargaining phase to find a clinic and have a professional tell me this really wasn’t happening. I jumped easily into the acceptance stage when the test came back positive. Great. I’ll be sick for a few days and then get back on the horse as if nothing happened.
Day Three was the sick day. It’s the day I predicted. Fever, coughing, dizziness, sinus, fatigue, loss of time. Great. We got that one out of the way. Here comes recovery!
Day Four included my first walk outside. My appetite returned. I was paying attention during webinars and Zoom meetings. Yep, I defeated Covid again.
Day Five. Why did the dizziness return? What happened to my tastebuds? Why can’t I focus? Why did I cancel a weekly client call? There are no sick days for independent contractors. The brain fog moved in and it was thick.
Station Illness
Radio station brands get sick. Sometimes, the healthiest brands struggle through the illness because those stations are unfamiliar with the experience. They don’t know when to seek another opinion or they delay accepting the diagnosis.
The larger challenge, similar to my Covid episode, is when we think managing a few rough days is all that’s needed before things get back to normal. We make some internal adjustments, fix the music rotations, review and renew the Imaging and Promotions. All of those may be essential and strong moves. Don’t look now, but the fog is coming.
Bluey and Caligula
Let’s return to the line in the opening paragraph. Observations from being observant. Watching Bluey episodes and two documentaries about Caligula will be my memory of the Covid week in September. I didn’t get out and observe life. I read two paragraphs in a dozen news stories and then, squirrel!
My father started training me for public speaking during the third grade. In the second year of the program, we were challenged to create an acrostic speech. It’s the style of composition where the first letter of the word spells another word to develop an overall message.
My Covid brain was all over the place and sometimes nowhere this week. So, I’m using a standby mnemonic device to share my advice for preparing radio stations for impending illnesses.
C- Change: This one seems simple. I’m amazed how many times I ask someone dealing with branding or talent issues about needed changes, and their response is one of uncertainty. I get it. Just like Covid, this was round three for me, and I didn’t want to admit it was going to be a rough week.
Start writing down the problems when you’re healthy. Journal what happens during your brand’s illness and refer to those notes when the illness returns. By the way, I know I’ll get Covid again, but I don’t believe it will be as bad, so I’ll refer to this column next time I’m sick.
O- Organize: Do this when you’re healthy. Organizing during your brand’s pandemic can be chaotic and ineffective. If you’re a music station, have you thought how your brand will be affected during a music doldrums for your format? Are you ready to lose that superstar talent that just renewed their contract? On the positive side, are you organized for the next Taylor Swift tour?
Create the scenarios during the good times and it will prepare your team for the unexpected surprises and chaos.
V- Validate: Have a trusted circle of advisors who give you feedback on your product. If we seek out professional help or family guidance when our bodies are sick, why do we hesitate to do the same with our professional brands? If you work for one of the big companies, your circle is loaded with battle-tested minds. Also, why does it have to be a circle of advisors or friends? Can’t it be a straight line?
I- Inclusive: Widen your reach in the hallways. Good leaders see potential in people who don’t fit or who think differently. That person may not be the next leader, but you will need every available soldier fighting for the brand when it gets attacked. If everyone on the team feels like they contribute to the product, they’re more likely to fight for it.
D- Deferment: It’s the act of delaying or postponing. My first choice for D was delegate, but I changed it because so many radio organizations don’t have the staff. So, kick the can down the road. It doesn’t mean it’s not needed and that’s why we defer. It’s not an important program or feature or idea during our road to recovery. Reduce the noise to increase the volume.
Rest, hydrate, plan, and accept.
Ron Harrell is a columnist for Barrett Media. He founded Harrell Media Group, specializing in radio and audio brand consultation, fractional management, and talent coaching. He has worked in every role on the Programming and Branding side during his career, becoming management and executive-focused in the post-Telecom Act era. Ron has held leadership roles for media groups such as ABC/Citadel, CBS Radio, Chancellor Media, Cumulus Media, Hope Media Group, Hubbard Broadcasting, and WAY Media.
Interested parties are invited to learn more about his company Harrell Media Group and reach out by email at Ron@HarrellMediaGroup.com.
