DEVELOPING SMALL MARKET PERSONALITIES
QUESTION FOR DAN O’DAY:
I'm a PD at a small market station and would like the
station to be more personality driven. My jocks have great personalities off the
air, but not enough know-how (I hate to say they lack talent, but maybe
that's part of it) to translate that to their airshifts. How do I get
them to bring their personalities out without running the risk of getting something second-rate?
1. Expose them to as much "good" radio as you can. You can do this by soliciting tapes from friends in
other markets, subscribing to aircheck services, etc. Play the
"good" excerpts at jock meetings and have
your jocks analyze what made the breaks work.
2. Give them frequent feedback on their work...especially
positive feedback. Whenever you heard one of your jocks doing
something that sounds "good" on-air, let that
person know immediately.
3. Let them know that you will not punish them for failure
that results from taking a chance, from trying something new.
(Which is not to say you won't punish for breaking format
or violating station standards.)
4. In addition to reinforcing successful risk-taking by praising
the jock directly, praise the jock in front of the rest of the
For a lot more detailed strategies on getting the most of your
air staff, you might get a copy of our audio seminar, THE PSYCHOLOGY
OF MANAGEMENT: No-nonsense, proven techniques for motivating your staff to peak performance!