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True story: When I was program director of KFBK, Sacramento, Rush Limbaugh was our 9-noon talk host. This was mere months before he was swept off to the Big Apple and national stardom. One day, I took Rush to lunch after his show to give him some friendly advice. “Rush,” I said, “I’m not going to tell you how to do your show, but if you don’t find something to talk about besides politics, your career will go right down the toilet.”
(Rim shot)
Twenty years later, I reminded him of that conversation. He laughed and thanked me for not slowing his flight to fame and fortune.
Experience is life’s teacher. I’m not going to stand in your way, either. Whether your station has only one live and local show or the increasingly rare bounty of a 24/7 identity, I won’t suggest what topics, approaches, and coverage should drive your information efforts. You live there, I don’t.
But I do have some big-picture stuff that can be invaluable to success in programming news and talk formats in small to large markets.
If you are a News Talk programmer or aspire to be one, there are some things you need to understand and goals you should strive to achieve. Much of what I say here will seem obvious, but most assumptions need frequent examination.
I won’t discuss format policies, audience measurement, website management, counter-programming, or other aspects of the job that are unique to your company, station, and market. This piece aims to help current and future programmers understand what’s involved and whether you’re suited to the job. Hopefully, we can inspire each other to stimulate creative excitement.
Let’s call this: Inspiration 101.
For starters, why do you want to be a program director? (I prefer that term to program manager. It’s a minor difference, but to me, the word “director” brings to mind somebody at the helm of a joint creative effort while ‘manager’ is a generic business term that can apply to many aspects of any industry and makes me think of people wearing suits and working in cubicles. Nothing wrong with that, and it’s not fair. It’s just not the independent image I prefer for oddly creative people. Program managers fill out corporate paperwork and go to sales meetings. So do program directors, but with that title, I imagine spending most of my time working with talent in studios and brainstorming ideas in restaurants or bars. (I know brainstorming in bars is old school and somehow inappropriate. I’m writing this at home and have no HR to deal with. The point is that getting out of the office is a swell way to think creatively, literally outside the box. And besides, some of my best ideas grew out of bar conversations)).
Digression aside, why do you want that job? If you just think it’s time to advance from being on the air to the next rung on the ladder, I disagree. None of the great PDs I’ve known gave a rat’s patootie about being a boss; they all wanted to create great radio. We perform, live, learn, and shine in studios. If you’re hungry for that challenge, ask yourself about your qualifications. What can you offer your staff, listeners, and everyone in every other department at your station? They’re all depending on you.
Start with some soul-searching.
- Are you qualified? Do you have the experience, confidence, and empathy required to be a leader and not merely a boss? Can you encourage others, teach by example, and remain open to new ideas and perspectives?
- Are you honest with yourself and transparent with others? If people sense you’re hiding something or plotting behind their backs, you’ll create a barrier that will stifle your efforts to achieve goals and find innovations. You will fail.
This could be a long list, but every new item will be a variation of the theme: excellent programmers must be smart, likable, flexible, and honest. It all starts with confidence in yourself and between you and your staff.
Confidence is borne of experience and being a good person. Of the many excellent PDs I’ve worked with, one shining example is Tyler Cox, who hired me to co-host the morning show at KLIF, Dallas, thirteen years ago.
Tyler is retired now, doing well, and still missed by his former staff. He always described his management style as “Walking around drinking coffee.” That’s exactly what he did. He would pop into a studio or newsroom and engage us in brief, friendly conversations that often included a quick and subtle bit of programming wisdom. Then, he was off again to continue his rounds. He only sat behind his desk to do paperwork or take phone calls. Even then, his door was open, and he made time for you to share pleasantries, explore strategies, and exchange ideas. When a decision was required, Tyler made it calmly and confidently.
That kind of mature wisdom inspires faith and makes innovation possible.
The best Program Directors I’ve known were more experienced than the rest of us but also wise enough to want the benefit of our individual creativity. Great ideas frequently come from unexpected sources, even the weekend newbies.
As a leader, also be a follower. Ask your talent to help you reimagine old ideas. Encourage them to suggest ways to interact with listeners where they live, outside of your studios and offices. Remote broadcasts, charitable events, school or business promotional visits, neighborhood softball games, etc., bring your on-air stars face-to-face with their listeners. That’s exciting for everyone.
What else? Just one thing: Give your people the necessary tools, then get out of their way.
Allowing talent to create opportunities will keep them charged and infuse them with a sense of value and energy. They will grow, and so will your station’s endearment.
Once your news and talk teams start diagramming plays, you’ll have their hearts and minds. Then, you can begin the most important and exciting part of programming: discussing the craft of great radio. This is where postgraduate studies are achieved, and master’s degrees are earned.
When I was a lad, my colleagues and I lived to discuss the finer points of talking up records, talk hosting, and news presentations. We shared airchecks of radio personalities we admired and picked apart our own work. Together, we grew and discovered ourselves. We also became lifelong friends.
As program director, you can encourage these stimulating sessions but needn’t lead them or always be present. In fact, it’s often better just to light the fire and step away.
Inspiration begins with a hint of suggestion. “What if …” works every time.
The reality of radio programming has changed drastically over the years. Today, PDs have much more work, and much less of it actually involves directing the programs. We old-school guys feel for you, but there are no limits to inspiration. It still works, and you don’t have to be personally responsible for all of it. You’ve hired creative people.
Inspire them to create.
