November 18, 2009

Does your PD really understand his/her role? It would be easy to just say to the PD, "You go get ratings" and to your sales manager, "You go get revenue." Then your hands are clean. It's their fault. I can hear it now.

I make very clear to my entire staff that we are all equally vested in the primary goal of the radio station. They all know we need to deliver a profitable operation. All of 'em.

Back to the PD. These days your PD must understand that sometimes we need to bend the rules for the sake of running a business. Make clear you never want to compromise the product, but also make clear that you know where the line is that will hurt or help the programming goals.

And to my point in yesterday's column ... your PD and Sales Manager must not only get along, but they must work together. That may take some management on your end but these days, it's an absolute must.