(By Loyd Ford) In many markets across the United States, personalities, programmers, sales people and market managers are silently thinking about career and potential career moves or even how to keep their careers going in the year that has been scary indeed. Many were already looking for ways to create the best opportunities for survival and thriving when an already existing heavy debt corporate environment met crisis brought on by Coronavirus.
The real uncompromising challenges today are finding the best advice to navigate the starts and stops, the volatility and even the emotion of riding that successful radio career in these kinds of choppy waters.
Here are some thoughts for you to consider as we all hopefully roll out into fall and what we certainly hope will be a more positive end of 2020 and into a better 2021.
- You cannot know enough people in our industry today (so get busy introducing yourself to those you don’t know). Specifically, think about the core leadership positions in all levels of your current company and like companies across the United States and all companies you respect. Network beyond your cluster, your company and your ‘station’ in life. Work to get to know people in a wide variety of situations and to let them get to know you in a positive way. Always begin your process by thinking of the person you are targeting to get to know and think about how you might bring value to them. The question is always: How can I make this person’s life better?
- Make careful choices about who you will work for and learn how to identify and avoid those you shouldn’t go to work for. Everyone wants to work. If you go to work for some knucklehead companies, you will soon regret it. Don’t forget when you interview for a job or career move, you are interviewing them, too. Pay close attention to how they value people, how strategic their thinking is and how stable their company is financially. Be careful even if it may mean you have a period of time out of work that is longer than you might like. You can’t replace the value of good companies easily and working for bad leadership is much more likely to hurt you in the long-term.
- You’ve heard “everyone is in sales.” The truth is that not everyone understands what it means and that this is actually true. Don’t ignore this saying. Learn how to sell yourself. People just won’t often make any real effort to see your value because they are too busy trying to save their career in today’s broadcast media. You must set yourself apart and sell the sizzle of your own value and what you bring to the table for your current job and the next three steps you want for your career. Be seen and sell your story. Make it easy for others to see you and your value or you may remain in the slow lane (or worse).
- Check in with your boss and your sphere of influence (manage UP). Keep others up-to-date on what you are accomplishing for the brand or brands you are working on, the cluster and the company. Work to be someone they know accomplishes important goals for the company and also brings fresh ideas that can add additional value with ideas that consistently match up well with management and company philosophy and mission
- Make certain that you grow your ability to “read the tea leaves.” In other words, know the way things are expected to work in your company. Be in tune with your boss and corporate leadership. Know the current goals for the company. This is an important part of politics that are in every company no matter what size. Focus your efforts on making company priorities easier to accomplish. This is a multiplier for your value to others. You want the managers and leadership to know the company is simply better off because you are there.Showing your value comes in a variety of ways, including how much easier you make the lives of managers and those in the corporate structure in accomplishing important goals for the company. It’s also important to be able to communicate those ideas rapidly and effectively.
- Be a participator. Don’t hang back. Listen first, but don’t only listen. Act. Listening is a critical skill and should not be underestimated, but you must be a part of active consistent communication in your company making certain you are front and center on Zoom calls and up to date on technology important in rapidly controlling the narrative today.Consider that you are selling yourself when you are participating. That means it is important to regularly have follow-up calls and email on important issues and keep it brief. Positive participators that contribute value are consistently highlighted and well thought of inside clusters, companies and in the industry. This means you are more likely to move up.
- Let your voice be heard. Make certain you are included and that you bring value to Zoom calls and other important communications by prepping before any interaction, keeping your communication brief and focused so you are ready for each interaction. If you are not included and it is appropriate, speak up and make sure you are always on the team of participators making a difference in your company.
- Make sure people know your ambition and that you are a goal setter who works hard. Volunteer to do things within the industry. Make certain your bosses (and everyone else) knows where you want your career to go. Seek important mentors and listen to their advice for your work and life. If you want to transition to sales or sales management or make your way to being a morning show talent, no one knows unless you sell it. All of these things work together to propel your career in the direction of your desires.
I’m sure you’re very aware you can take nothing for granted this year or next year in radio. If you are not actively trying to increase your value to those around you, you could easily end up roadkill in the environments we find ourselves in as broadcasters today. If you are out of work, keep your chin up. Companies need active, positive value-based employees.
Get busy using the things on this list as your starting point for generating the career you need for your future. Everyone sees that radio presents a challenging set of environments and inconsistent crisis situations. However, you focus on the singular fact that opportunity always exists. Use these tips to snag opportunity when you see it. You can do this!
Loyd Ford consults radio stations, coaches personalities, and provides behavioral and strategic programming to radio with RPC. Reach him anytime. 864.448.4169 or [email protected].
