The Care and Feeding of The Radio Star

(By Mike McVay) The article that I authored last week for Radio Ink was titled ‘Why On-Air Talent Matter.’ We received quite a few positive responses to the article. Including a very strong supportive missive written by Fred Jacobs for the Jacobs Media Jacoblog. Which prompted me to follow-up on last weeks article by focusing this week on ‘The Care and Feeding of The Radio Star’.

Know your talent. Who are they? What do they believe in? What is their reason for being? What do they like and what do they dislike? What is it that they are hoping to accomplish with their show? If they’re successful, they’re smart. Treat them with respect. I’ve never met a winning air-talent that wasn’t intelligent.

What do they stand for? I’ve written about this before. If you’ve ever seen the movie “Bull Durham” … there is a scene where Kevin Costner’s character tells Susan Sarandon’s character exactly what he believes in. That’s how it is with great talent. They have a sense of purpose. What is your Radio Stars reason for being?

When you meet with your talent, make the talent the number one priority of your meeting. Turn off the phone. Don’t check e-mails. No texting. Do not allow interruptions. Listen to what’s being said and make eye contact as you communicate.

Listen to the talent, and hear their side of every story. Pay attention.
When you offer suggestions, which may be in the form of coaching, be specific and have a dialogue. Not a monologue. Give examples.

Don’t define parameters for your talent with only negatives. If you only present negatives, then it’s safer for them to do nothing, than try something and be successful.

Tell talent what you like. It is my experience that air talent will remember something you liked and try and do more of that which leads to doing less of what you dislike.

Use analogies in getting your point across to the talent. Storytellers, and most great air talent can tell great stories, listen better when they’re being told a story. Use stories to “coach” your talent. Tell a radio star a memorable story and that will make it easier for them, as a talent, to execute your strategy.

Explain the benefit to the talent. Answer their question “What’s in it for me?” Be specific. If you tell them to do something without explaining the benefit … then why would they want to do it … other than they were ordered? Enlist support by explaining your reasons. Have open and honest discussion.

All on-air personalities desire to be appreciated and respected. Most talents want your coaching and desire your attention. They want to be successful. More than anything, they want to be allowed to do their job. Encourage them to do it and celebrate their victories with them.

Mike McVay is President of McVay Media and can be reached at [email protected]