By now, you have all seen the news about 670 The Score host Dan Bernstein, who was let go after 30 years with the station following a recent incident involving a follower on X. What is rarely discussed in these crisis situations is the impact on salespeople, who must pick up the pieces with advertisers left behind by the host.
In the media sales world, few challenges are more difficult than dealing with a high-profile on-air host—one who has driven strong ratings and advertiser revenue—suddenly finding themselves at the center of a controversy. Regardless of the cause, bad press can send advertisers into panic mode, making them question whether they want to continue their association with the brand.
For media salespeople, this creates the difficult task of reassuring advertisers, protecting revenue streams, and maintaining long-term relationships while navigating the fallout.
When situations like this arise, time is of the essence. The first step is to gather as much information as possible. Ensure you clearly understand what actions the company is taking so you can accurately explain the response to advertisers.
In the case of Dan Bernstein, where there has been a complete separation, advertisers will want to know both the short- and long-term plans for the station. Even if these plans are not immediately clear, do not speculate—be honest. Let them know you are still awaiting details and will share updates as soon as possible.
Proactively reaching out to key partners before they make hasty decisions is crucial. Acknowledge the situation rather than ignoring it. Advertisers’ primary concern is brand association, and sellers in Chicago should leverage the station’s overall reputation to position this as an isolated incident rather than a pattern of behavior.
In these situations, salespeople must be flexible. Some advertisers may prefer to temporarily pause campaigns rather than sever ties completely. If they push for cancellation, suggest a short-term pause instead, giving them time to reassess once things settle down. At the same time, use your marketing expertise to highlight the potential downsides of pausing a campaign.
Advertisers ultimately invest in results, so reinforcing strong performance metrics can help ease concerns. This is where strong client relationships are invaluable. Some advertisers may take a moral stance, while others will approach the situation more pragmatically. Knowing where each client stands will allow you to tailor your conversations accordingly.
Not all advertisers will make immediate decisions; some will take a wait-and-see approach, monitoring public sentiment before choosing whether to stay or pull out. For these clients, maintaining open communication is essential. Provide regular updates on how the controversy is evolving and keep them engaged with insights and potential solutions.
With personalities like Bernstein, long-standing relationships with clients have been built on trust and audience loyalty. Who else on your station can step in as a suitable replacement? Have that pitch ready. Being prepared with alternative hosts or programming options can make the transition smoother for advertisers.
No matter what you do, some advertisers may still decide to sever ties. While this can be frustrating, professionalism is key to preserving the possibility of future partnerships. Keep the door open—once the controversy dies down, many advertisers may be willing to re-engage. Some brands may even see an opportunity to step in when others pull out.
While it is impossible to fully prepare for situations like these, they underscore the importance of not putting all of your endorsement eggs in one basket. I have seen many sellers become too closely attached to particular talent, often because that talent delivers excellent results for their clients. However, over-reliance on a single personality can become a liability.
The bottom line in crisis situations is to stay informed, communicate proactively with clients, offer solutions, and maintain long-term relationship strategies. Controversies will come and go, but strong relationships, strategic thinking, and adaptability will always keep you ahead of the storm.
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Dave Greene is a former Editor and Columnist for Barrett Media. His background includes over 25 years in media and content creation. A former sports talk host and play-by-play broadcaster, Dave transitioned to station and sales management, co-founded and created a monthly sports publication and led an ownership group as the operating partner. He has managed stations and sales teams for Townsquare Media, Cumulus Media and Audacy. Upon leaving broadcast media he co-founded Podcast Heat, a sports and entertainment podcasting network specializing in pro wrestling nostalgia. To interact, find him on Twitter @mr_podcasting.
