If the talent pool is dwindling and has been for the past 10+ years…what are you doing to reverse the trend? WFBC & WSPA’s Chase Murphy addresses the critical issue of the dwindling talent pool and what needs to be done about it.
“If you are not taking steps to impact the future of this industry, you will soon be run over by the busload of others who will.”
Chase Murphy
By: Chase Murphy
OM/PD WFBC & WSPA/Greenville
If you are a GM, Program Director, Sales Manger, a member of management or a senior staff member; you should never pass up a teaching opportunity. If you are knowingly doing this – shame on you. If you are a talent in need of learning more about your craft and do nothing to attain that knowledge – shame on you as well.
Education needs to be both shared and sought.
I remember sitting at an old Gavin Convention 10+ years ago and listening to the topic of “the dwindling talent pool.” Yeah, this “issue” is 10+ years old. Mr. Ed Lambert was on the panel and he made a comment to the tune of “what are you doing at your station RIGHT NOW to educate and coach the next generation.” Honestly, that’s a question that you should ask yourself every day.
A while back I was teaching a class at the Keller Institute at Appalachian State University for Dan Appalachian. I came in early to watch some of the other guest speakers and happened to catch the last thirty minutes of Arroe Collins‘ class. He said something that kind of stuck with me. “You can’t get into the Hall of Fame unless the next generation votes you in.” It’s a great quote! He’s exactly right.
So, what are you doing today that will guarantee you to be a first round induction to the radio Hall of Fame? Chances are, not enough.
We all know what’s potentially causing the possible lack of budding talent: consolidation, syndication, lack of time to mentor, and perhaps a lack of people wanting to get into the profession. Yet, from what I can gather from the conversations I’ve had with interns, students and “baby DJs,” I’d say that radio is still a very “sexy” medium and there will always be opportunities for those who put in the time and effort. The cream will continue to rise to the top.
We can’t continue to look at building radio “stars” the same way we once did. Traditionally, you interned, got a part time job in promotions or on the weekends, and then just waited for your big break. With budgets being scaled back and the traditional opportunities lessoned, we as managers need to create and apply energy towards new ideas and outlets for the next generation. Create viral stars, intern bloggers, characters on shows, role players, etc. If you find an intern or a promotions person who has that special something, but they aren’t ready to be on the air, teach them how to create airchecks in the production room or how to create viral content for the station. You’d be amazed by the creative imaging you get if you ask a rookie radio employee to write a few sweepers for the first time. Give them the tools and the opportunities to become stars. Who knows, if they do it right, you just created the replacement for the jock that is leaving. In some cases, they might help your decision on keeping or letting go someone who is not doing all the things you need them to do (blogging, social networking, viral videos, etc.). For those who think in sports analogies, some guy named Steve Young used to back up Joe Montana.
Educating the next generation goes beyond aircheck sessions or building the next communicator for your brand. What are you doing to teach them, well, radio? Like many stations, we conduct a Monday morning music meeting. Monday I am joined by eight other people from various roles in the building. Promotions, weekend talent, full time jocks and whoever else wants to join in. We listen to new music, look over the charts and research together, and actually make music changes. Sure, at the end of the day, I make the music decisions but everyone in that room walks out with a working understanding of why we do what we do and how music gets added, moved up, etc. We even go as far as to make a contest out of the meeting to see who can predict where a song will end up on the charts. Kind of like the old AIR contest. In the last two rounds of contest, each lasting about 10-12 weeks, our Promotions Director Keaira Bray has won. Because of this meeting, I have weekend talent (and a Promotions Director) who know more about rotations than a few Music Directors.
Since coming to Greenville five years ago, I have always looked at WFBC as a teaching station. The last four WFBC Music Directors are now Program Directors. We take pride in knowing that the lessons taught in these halls today are impacting the culture of the industry tomorrow. We have been known to conduct teaching sessions from time to time. I’ve held “classes” on cool edit, copy writing, selector and maximizer, just to name a few.
As a manager, you should want your staff to know more about your job! For one, they will understand why you’re overweight and have a drinking problem! In all seriousness, you need to constantly be looking for ways to strengthen your bullpen. Even if you don’t have the luxury of having part time employees or a support staff at your station, you should continue to cultivate relationships with people outside of your building so that you can possibly call upon them if you are ever in need. I have a group of people I’ve never met, that I make time to aircheck or just talk shop with on a regular basis. They may never work with me, but as they grow and make moves of their own, I (somewhat selfishly) feel great that I helped impact their future in a positive way.
I have always stressed the importance of making sure that the people around me respect and appreciate the industry. It pains me when I read or hear people talk about “playing radio.” Sure, it’s more fun than busting rocks for a living, but radio is the lifestyle that feeds our families and puts a roof over our head. Like almost everything in life, we should always give more than we expect to get back. If you are not taking steps to impact the future of this industry, you will soon be run over by the busload of others who will. It’s a selfish thing to not want to help in the betterment of others and you will only contribute to the lack of potential talent issue. I hope, ten years from now, FMQB asks programmers to write about the surplus of talent and what we are doing to get the most out of those people.
