(By John Shomby) When is it right to respond? When is it right to react? There are times when one works better than the other. One is short-range and the other long-range. We should react in time-sensitive situations and respond when we are looking into the future.
So, I guess that should do it, right? I might as well just close it up and bid my farewell for the week.
Or… maybe not.
For years, our industry has confused the two and I do think that’s part of why we are where we are today. Let’s first distinguish between the two and their effects.
A response is thoughtful, planned, and controlled. A reaction is impulsive, quick, and uncontrolled. Either, in the right situation, can serve a positive purpose. Are you already asking yourself about those instances when you responded and when you reacted? For years, our industry has been accused of being more reactive than proactive, or responsive, and there’s good reason.
How often have we made major programming decisions following one or two down rating periods? How often have we thought, as managers, that we just had to do something to address a problem immediately for fear of how our superiors would react? (There’s that word.) I can hear most saying that ratings-driven decisions are not as much an issue as they once were, but I’ve been there and felt the pressure to be the station’s “fixer” and make fast changes. On-air talent, music rotations, and the selection process, marketing – we’ve had our reactive hands in all of it at various times.
In radio’s defense, it has always been a medium of reaction. Live, real-time content is in our DNA. When a disaster like Hurricanes Helene and Milton hits a community, radio mobilizes. When your air talent catches a listener call with a great story, they don’t wait, they get it on the air. You get behind a topical, local/national story with a quick, clever promotion/event. All great reactions to immediate situations.
Ratings issues, revenue problems, bottom-line dilemmas, etc. all require some careful thought, strategizing, and planning – a response. You require some hard data to support the plan. Our industry is experiencing some of its most pressing issues in years:
- Music Discovery moving to other providers
- Creative Content Delivery as more listeners connect elsewhere
- Alternative revenue sources
- Losing the younger audience – with listening AND employment
These are NOT individual radio station problems. These are radio INDUSTRY problems which means the industry needs to respond to each collectively. We need to stop competing with each other and, instead, close ranks with an industry-wide plan to rebuild radio’s image and value and strategize how to stay relevant over the next five to ten years.
We are now PART of the content equation, the streaming landscape, and the crowd fighting for audience and advertising dollars. I’m not here to supply answers. This is a task for iHeart, Cumulus, Audacy, Townsquare, Beasley, Alpha, Urban One, Summit, and all groups large and small including single owners.
Who is ready to step up?
Based in Nashville, TN, John Shomby is the owner and CEO of Country’s Radio Coach. He is focused on coaching and mentoring artists, radio programmers, and on-air talent to help them grow and develop inside the radio station and the industry. Reach John at [email protected] and 757-323-1460. Read John’s Radio Ink archives here.
