Randy Michaels Bought Your Station Day 2: Now What?

Posted on June 23, 2011

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So Randy Michaels (or anyone else) just bought your station and the outlook for your future is suddenly cloudy.

Yesterday’s post established what not to do; running in circles, screaming, shouting etc.

Now let’s look at what you should do, or more accurately, what every host should be doing to be prepared for change.

Because if there is one thing you can count on in radio, it’s change.

Julie Bauke, President of Congruity Career Consulting and author of “Stop Peeing on Your Shoes: Avoiding the 7 Mistakes That Screw Up a Job Search,” says having an “exit plan” in order is smart regardless of whether you think you may be changing jobs soon or feel completely secure.

Most importantly for an airtalent, having an exit plan means facing the fact that you need to update, and keep updating, your demo.

The reason building and updating a demo seems like such an awful task is because no one really knows what to include.

There is no magic bullet or secret formula to building a demo because hiring airtalent is a highly subjective practice.

However, there are some common qualities programmers look for that can increase your chances of success:   

Creativity: Go beyond just recapping the details of a news story or last night’s episode of “Dancing with the Stars.” Prove that you can express unique, interesting opinions about the topics your listeners are interested in.  

Localism: Illustrate how closely your show is tied to your current market. Otherwise there is no reason to believe you will be heavily involved in the community at a new station.

Interaction:  Prove that you don’t broadcast from an ivory tower. Illustrate the myriad of ways you integrate listeners into your show; phones, texts, emails, Facebook and don’t forget live remotes.

Teamwork: Show that you are a team player who creatively promotes station initiatives like contests, charity events and your fellow hosts.

It shouldn’t surprise you that the elements of a good demo are also the elements of a well-balanced show.

If your demo is deficient in one or more of these areas, odds are your show is too.

If that’s the case, I would suggest (stealing inspiration from the creative title of Bauke’s book) you stop peeing on your show: hire a talent mechanic.

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