Over the course of my career, I’ve only worked with a consultant once—and that was entirely by choice. I was fortunate enough to select my own, which isn’t usually how it goes.
I wanted an objective look at what I was doing with the station: the music, branding and personalities. If you’ve ever been faced with management bringing in a consultant, my advice is simple: get ahead of the process.
A common misconception is that consultants are gunning for your job. There was a time when consultants were thriving, and becoming a PD wasn’t even on their radar. But today? Let’s just say, to borrow a phrase from urban culture, “It’s hard out here for a P***.” (That’s a movie reference—apologies, it flew by you.)
When I was consulting, I made it a point to support the PD, not supplant them. My goal was always to be an ally—helping them do their job better, not doing it for them. I treated every PD the way I would’ve wanted to be treated if I were in their shoes.
One of the most valuable lessons I learned from both a PD and a consultant is this: always know your “why.” Have a clear reason for every move you make. That way, when someone questions a decision, you’re ready with an answer that goes beyond “because it sounds cool.”
There’s a phrase I hear too often in this business that drives me up the wall: “That’s the way we’ve always done it.” If that’s your “why”, you’ve already lost the argument. I often would ask a PD what you want the listener to take away from a drop-in, sweeper, or imaging element they played on the air. If your only justification is “I heard it on a station in another market and it sounded cool,” that’s not branding—that’s copy-pasting.
(And don’t get me started on imaging—that’s a whole other podcast.)
Here’s how to get ahead of your consultant situation:
Don’t avoid the consultant. Engage with them. Ask them their “why.”
You want to ensure they’re not simply recycling strategies from other markets. Before they propose a direction for your station, ask for their honest assessment.
- What’s their impression of your brand, based purely on listening?
- Do they understand what your brand stands for?
- Where do they see gaps between intention and execution?
- Are your personalities aligned with your brand’s message?
These critical questions can reveal whether your consultant is a true partner or just another voice in the room.
I’ve had the privilege of launching over 20 radio stations. Every time, I made it a priority to write out a launch plan, starting with my “why.” Back then, I often had research to guide me. But today, with fewer new launches and more brand takeovers, your why might have to come from conversations, not data.
When I took the reins at WDAS in Philly—a station with legendary status—I didn’t make a single branding change for the first three months. Without new research, I talked to current and former staff and, most importantly, the listeners.
I even walked up to a remote in a North Philly store parking lot just to see how the station was connecting on the ground. The promo team looked at me like I was from another planet—apparently, a PD had never done that before.
By that point in my career, I had some major calls under my belt and had led plenty of research projects. But even with all that experience, it still took time to find my “why.”
Working with a good consultant can help you find yours—whether you’re a seasoned vet or just stepping into the big chair. Use their experience to enhance your own.
A great consultant won’t replace your instincts; they’ll sharpen them.
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Ken Johnson is an Urban/Hip-Hop columnist for Barrett Media. Born and raised in Washington DC, his career experiences include serving as VP of Urban formats for Cumulus Media, holding the Director of Urban Programming post at ABC Radio Networks, and programming stations in Birmingham, Boston, Philadelphia, and New York City. He has also managed affiliate relations for the Nick Cannon show, and worked as the Executive Producer of The Hughley Truth Podcast hosted by comedian DL Hughley. Ken currently runs Mean Ole Lion Media, a content creation company and podcast network. He can be reached by email at ken@kenjohnsonmedia.com.
