In our continuing series highlighting radio’s Most Influential Women, leading up to the release of our MIW issue on June 20, today our special interview is with one of radio’s most recognizable voices. Lorianne Crook, along with her on-air partner Charlie Chase, has been hosting radio and television shows featuring the best in country music since 1983. We are honored to have Lorianne in our upcoming issue and bring our readers this extended interview with her.
The Crook and Chase Countdown is now heard on over 220 radio stations and this dynamic
duo was inducted into the Country Radio Hall of Fame back in 2013. In fact, you may not know this, but Crook and Chase authored a book together back in 1995 called CROOK AND CHASE: OUR LIVES, THE MUSIC, AND THE STARS. It’s available on Amazon HERE.
Lorianne Crook is more than just a voice you hear on a countdown show every weekend, much more. As an executive at the company, she takes on many jobs and responsibilities and it’s clear she loves every minute of being so involved. Crook gives us her insight on why she’s been so successful for so long, has advice for others trying to break into the business, and tells us what she’d like to see radio doing better.
RI: What is your day like?
Crook: Oh my goodness, I am a jack-of-all-trades — and I like it that way! Because I’m an owner and executive of our company, I make it my business to try to know everything about the entire business. Though I’m best known as an on-air broadcaster/interviewer, behind the scenes I, along with our fabulous Crook & Chase team, produce, schedule artist interviews, write scripts, attend numerous record label, and music industry events, attend to post-show paperwork (cue sheets and other official documents, affiliate emails), and do regular postings to our social media. Anything that needs to be done, I will pitch in. I’ve even cleaned a bathroom or two!
As an executive, I head up our accounting department, manage employees, oversee contracts with our legal team, and work alongside our other executives to create new projects. People sometimes ask why in the world I would want to take on so much work in so many different areas. Honestly, I don’t know how anyone can help manage a company unless they are familiar with each job and the daily tasks involved. My hope is that I’m a better manager and co-worker because I have some understanding of why each person and position is so important.
RI: What is it about you that you believe makes you successful and influential?
Crook: If others see me as successful and influential, hopefully it’s because I strive for integrity, honesty, fairness — all those good things. I will admit that my weakness is being devastated when someone does something that I perceive as unfair or disloyal. It’s difficult for me to get over it and forgive. I’m sure that’s why we approach our show the way we do. We never want a guest to feel that we have betrayed them in any way. As an on-air personality, I certainly realize the importance of self-promotion but we never do that at the expense of the music artists. Our goal is to always provide a platform where they can present themselves well. Although we are known for conversations that include everything from heartfelt confessions to hilarious admissions, we do not try for “gotcha” moments or embarrassing situations so that we can garner extra publicity. We don’t shy away from 
difficult questions or issues, but we believe we handle them with fairness and compassion.
RI: What advice can you offer readers on how to be successful today in radio?
Crook: This will come as no surprise considering my previous answer. My best advice is to learn all you can about every aspect of the radio industry. The terrain seems to change constantly, with different departments having to interface on new levels. For instance, social media used to be a fun sidebar to our show. In the past year, it has become an important sales tool, so we’ve had to adapt and approach it differently by working very closely and in new ways with sales and promotion staff. I believe the more you know about radio, the more you can grow and be an important team member.
RI: What steps should or can they take to advance and head toward achieving their goals?
Crook: Some colleges have really good radio stations. Even some high schools operate their own radio stations. Jump in and see what you are good at doing; and most importantly, get a feel for what makes you happy and gives you a sense of accomplishment. You may find that you have a hidden talent.
RI: What do you want to see radio do better?
Crook: I absolutely love the fact that radio has been trending more toward local content. Although ours is a nationally syndicated show, we enjoy being guests on the shows of our affiliates to get involved in their local programming; and it’s important to us that we include affiliates in our national content when appropriate. A recent example: We did a shout-out to our Edmonton, Alberta, affiliate which broadcasts to the area where the historic wildfires have been devastating the landscape and causing evacuation for the residents. We applauded the firefighters, as well as other community members devoting time and resources to help their neighbors. It felt good to play some uplifting Jason Aldean music for them, and we’ve already heard from the station how much everyone appreciated it.
Reach out to Lorianne to congratulate her on a glorious 30 years on the radio at [email protected]. Check out the Crook and Chase website HERE and register for Radio Ink in time to receive our MIW issue on your digital device HERE.
