Radio, Just a Job or Your Passion

As a Program Director I am responsible for cultivating great talent for my radio station(s). Every Tuesday, I will share tips that can help on-air talent, broadcasters and other Program Directors be the best in their field.

I Love Radio… I’ll say it again…. I LOVE RADIO!

It’s a profession I have done all my adult life and I’m good at it. I pride myself on keeping up with the latest trends and technology to stay relevant in radio. There are very few places I won’t go to “do” good radio. I am passionate about the craft and I get disappointed when I run into beginners that think an on-air position is just a ho-hum job. An on-air position is more than a job, it’s a responsibility, that shouldn’t be taken lightly. You are influencing and talking to your community. You are responsible for informing them about everything that is important to them. True fans, P1 listeners of the station will rely on every-word-you say.

Here are 5 tips on what to say and how to say it:

  1. Be assertive. On most music stations, you don’t have a lot of time to talk, so when you do be powerful. Every time you open the mic, you should have something relevant and interesting to say.
  2. It’s not you it’s THEM. Replace the I’s with You. Talk to your audience, don’t talk at them. Even if your reading liner’s, make it about your listener, not you. What is their benefit to the cause.
  3. Be authentic. Even on the radio, listeners can sense when you’re not being real. Telling real life situations shows your vulnerability. It makes the listener feel like you are just like them.
  4. Be prepared. If you get a chance to talk more than just reading a liner, make it count. Even the most skilled of announcers prepare.
  5. Research new surroundings. If you go to a new market to work in radio, learn the communities where your station broadcasts and relies on ratings. Get involved in community projects in that new city and endear yourself to them.

Don’t get in radio if it’s just “a job” to you. Allow the person with passion for the game, get the job of their dreams! If you are in radio and have a passion for it, but not doing what you want to do, learn what it takes to do what you want. Show determination, initiative and don’t be afraid to step out of your comfort zone.

Are you looking for a broadcast coach or need an air-check critique? I am currently taking on new clients and available for consultations. Feel free to email me at for more information or questions.