As a corporate vice president of programming, I’ve had the opportunity to hire many program directors over the years. At one point, there were so many stations and so few established PDs available that the interview process felt like checking for a pulse.
While that’s an exaggeration, finding good PDs has never been easy. Reflecting on those times, I realize that part of the challenge was my high expectations for the role.
I remember one instance when I was looking to fill a PD position in a smaller market. I took my time, determined to find the right fit. I’d ask, “What’s taking so long? It’s a small market. Just fill the position.”
My response was simple: even small markets represent significant investments. Whether I’m handing over the keys to a BMW or a Honda, the company paid good money for it. The size of the market doesn’t diminish the value of the station.
Over my career, I’ve only had a handful of PDs myself, but I’ve had plenty of bosses. I’ve come to believe that a good PD shares many qualities with a good boss. However, being a PD is a unique role that requires a mix of creative, strategic, and interpersonal skills.
It’s a job where no two days are alike, and there is no single approach to every situation. It also involves managing diverse personalities, balancing egos, and navigating salary differences, all while managing up to operations directors, market managers, and corporate VPs.
My first PD set the standard for what I consider a good leader. At the time, I was still at the college radio station, eager to learn and absorb as much as possible. Having access to a real-life program director who was not only willing but excited to share his knowledge was invaluable.
He took the time to answer my endless questions, explain the nuances of the industry, and offer constructive critiques. That experience shaped my understanding of what a good PD should be.
Even though I was still discovering my “why” – the deeper motivation that drives my work – my first PD demonstrated the power of having a clear purpose. He understood his “why” and communicated it consistently.
During every aircheck session, every time he let me sit in the studio with him, and every staff meeting. He showed me that a good PD not only has a plan but also a purpose behind that plan.
In contrast, the second and third PDs I worked under rarely, if ever, shared their plans or explained their decisions. It felt more like “do as I say” than a collaborative effort, and that approach just doesn’t work in a creative, ever-changing environment like radio.
A good PD knows that simply handing down orders isn’t enough. Unlike the standardized approach of a hotel or restaurant manager, who trains staff to follow the same script regardless of location, a PD must adapt to the unique culture of their market and station.
The fourth PD really embodied many of the first PD’s attributes. As it had been some time between them and the first PD, I credit them with reigniting my desire for programming.
Ultimately, a good PD has a plan, a strategy, and, most importantly, a clear “why.” That guiding purpose influences everything from music selection to branding, promotions, and even the tone of on-air personalities.
But knowing the “why” is just the beginning. How and how often you communicate that purpose is what truly separates a good PD from just a good boss.
After all, it’s not just about playing the hits – it’s about creating a culture, building a brand, and keeping the pulse of the community you serve.
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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.
