The start of 2026 has been littered with stories about media outlets clamoring for their next big star. TV and radio networks hit the reset button, bring in new faces, and consider where to find their next stars. Digital outlets are always tinkering and figuring out which moves to make to disrupt the industry and gain a leg up on competitors.
But there is a bigger-picture conversation that needs to be had to ensure those in charge are setting up their potential stars to succeed.
In the sports world, discussions have already begun about which network might land former Steelers coach Mike Tomlin. Tomlin stepped down as the Steelers’ head coach this month after a 19-year tenure. There’s obviously a wealth of knowledge Tomlin has amassed over his successful career that would be fascinating for millions of NFL viewers.
But does that mean he’s automatically an elite communicator who knows how to channel those insights and spell them out in a way that is informative, efficient, and ultimately entertaining? There are knowledgeable individuals in every industry in America who would not make for great television.
I’m not saying it can’t be Mike Tomlin. It may very well be, but it’s never a guarantee. For many casual fans, there’s a belief that a coach with Tomlin’s resume must be able to transition to the broadcast booth or set without any real understanding of what makes one successful in a completely different line of work, one that takes many years to develop.
On the political side, there was also some big news this week. Fox News signed Reince Priebus as a political analyst who will appear across all platforms. Reince certainly has experience in the media from his time as President Trump’s Chief of Staff during his first term, but will that automatically translate into pithy, relatable, and strong commentary that entertains viewers? He’s capable, but it remains to be seen.
None of this is meant to downplay the career successes of either individual or the decisions — or potential decisions — of networks. It’s more about respecting what it takes to be elite in this career. For too many on the outside looking in, there’s a sense that it’s as easy as turning on a microphone or having the camera light go red, and boom, you have a star.
There are certainly cases where that’s true, but learning how to effectively communicate to a mass audience and keep it engaged is its own skill set that is oftentimes overlooked, both inside and outside the industry. Familiar names can be an initial draw, but after that, they have to earn their keep with the audience.
The value that can be, and should be, placed on coaching up broadcasters can’t be overlooked either. Granted, all of us with a microphone have received awful advice from “coaches” in the business. But there are some elite ones out there who know how to make talent succeed, harness their skills, and develop them into excellent communicators.
In radio and TV, we no longer do enough of this in most cases. There’s no coaching. There’s limited feedback. And there are few other industries that would operate this way. Athletes are always looking for coaches to make them better. Politicians use advisers all the time to figure out how to deliver their messaging most effectively and to work on their own delivery. Musicians are constantly working on their craft and use voice coaches to make sure they’re doing everything in their power to be the best they can be. Heck, Bob in Accounting probably has someone mentoring him to grow and become a better accountant.
But for on-air TV and radio positions, we don’t seem to be doing it. It’s not just a disservice to those currently on the air. It’s a disservice to those we want to put on the air. We just assume they’ll be able to get it or figure it out. Some will. Some won’t. It’s our job to, just like athletes, put them in positions to win.
I’ll never forget hearing Colin Cowherd once explain that a successful radio host sounds like he’s rolled out of bed and is just starting to talk and opine on the biggest stories of the day, while actually spending hours preparing for each topic and segment. It’s that conversational tone, mixed with passion and energy, that can take broadcasters years to master. It’s a skill learned through doing and, yes, oftentimes, training.
And it’s important we don’t forget that as we look to the future, whether it’s in local radio or TV, at the network level, or in your next digital venture. We owe it to them. We owe it to our brands. And ultimately, we owe it to the audience.
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Pete Mundo is a weekly columnist for Barrett Media, and the Vice President of News/Talk for Cumulus Media, while also hosting “Mundo in the Morning” and programming KCMO Talk Radio in Kansas City. Previously, he was a fill-in host nationally on FOX News Radio and CBS Sports Radio, while anchoring for WFAN, WCBS News Radio 880, and Bloomberg Radio. He’s also the owner of the Big 12-focused digital media outlet Heartland College Sports. To interact, find him on X @PeteMundo.
