In this week’s Programming To Win column, Robby Bridges takes a shot at writing his own version of a “PD For Dummies” book. Bridges gives his own list of suggestions of important advice for programmers.
Robby Bridges
I’ve always found it very relaxing to go to a bookstore (with little or no intention of buying a book) and just walking around absorbing the atmosphere. I especially enjoy one aisle in particular: do it yourself. Why? Like you, I’m sure, between working way, way, way beyond the 40 hour week, dealing with the everyday hassles of life, commuting and trying to find time for friends and family I couldn’t imagine I’d ever have the sufficient time/patience to learn to build my own deck; or how to cook gourmet meals for 10; or how to “build my own PC.” Yet, pick up one of these books and it seems very reasonable and do-able. So I thought, wouldn’t it be great if there were a “PD for Dummies” book? Here are a few thoughts I’d include:
1) Surround yourself with a variety of talented people; be sure they all bring a positive attitude and more knowledge in their specialty than you (the production master, the IT guy, the AM star, the jock who loves doing remotes, the jock that wants to be a PD someday, the promotions guru) Make it clear them once they are in place that you are a team and you are just the QB, not the coach. Coaches observe from the sidelines and then offer directives/strategy while never actually playing the game, be willing and able to do anything and everything your team mates do (and indeed do them from time to time) but let them do it under your strategy/directives.
2) Delegate to your team! Once you have indentified the strengths and passion of your team, train one of your jocks to be MD; challenge the production director to write the promos once you give them your vision; trust all of your team to cover the small things for you (like remembering to dub a syndicated show or posting the schedule in the studio)
3) As QB, you play in a league…the VP/GM and GSM are also QBs with their own teams; unlike the NFL, all three teams must work well independently and then together to win. (I’d say similar to the branches of government but that’s probably not the best example!) It goes without saying you must build trust and respect with your fellow QB’s, but be sure to do the same with their teams. PD’s should get up and walk around the office, be sure to coordinate with the Traffic and business managers; go on a sales call with an AE or to lunch with GSM for an important client; keep your door open if the P/T engineer is in the building and has a question. Why? You make yourself aware of all that is happening in the building and you coordinate with other managers in house to be sure everyone is working toward the same goals.
4) Keep your eye on the big picture! This is an addendum to delegating, while PDs have to do dubs and help stuff envelopes in promotions sometimes it is important not only to have people in place on top of those tasks but not to get bogged down in putting out small fires all day. Handle these when you must and when asked to do something be it sales request, promotion, something a talent needs; think of how it fits into the big picture. Always be focused on coming up with on air/marketing ideas that further the brand, finesse the music log or review it if you delegate it out, coach the talent, meet with fellow managers, think of where the station needs to be the next quarter and what can be begun now to be prepared. This could be called priority organization.
5) Know your station(s)’ brand. This one is simple, with every task and decision think: What is my station’s identity? Is this consistent with it? How then does this benefit our listeners/clients/community? How does this impact my team? Weigh benefits and cons, make a decision and then be clear with team as to what and why, and what is expected.
6) Be pro-active, plan ahead and ask questions before problems arise. Working closely with the other QBs in the building and keep an open door with your team also make this an easy feat.
Maybe these steps help get you and I closer to having time to learn “woodworking for beginners” after hours? Here’s to a great Q4 wrap up!
Robby Bridges is PD at WFAS/Westchester NY; host on WPLJ/New York and the True Oldies Channel on Cumulus Media Networks. He is also President of BBOR Productions, developing and marketing syndication, music and production pieces nationally. Previously Bridges has worked in various capacities at WCTK/Providence, Z100/New York, Q102/Philadelphia, WODS and Mix 98.5/Boston and elsewhere in New England. Robby can be reached at 203-333-9108 or bridges@bborproductions.com.
