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The radio industry has endured a challenging few weeks, with historic downsizing that has displaced many talented programming professionals. While it’s easy to lament these changes, this isn’t about dwelling on the past.
This is a wake-up call—a plea to general managers (GMs), salespeople, programmers, and anyone still working in radio stations to protect the essence and integrity of the medium we all care about.
In today’s rapidly evolving media landscape, balancing revenue demands with brand integrity is critical. Revenue is essential for survival, but reckless decisions or careless practices can erode the station’s identity and long-term viability. Here’s why your role in safeguarding the brand matters more than ever.
If You’re Still Standing, the Responsibility Is Yours
With fewer people left at many stations, the burden of protecting the brand falls on those who remain. If you’re still working at a radio station and don’t have a programming person in your building anymore, the task of safeguarding the station’s identity is now squarely on your shoulders.
Many of these stations still have some talent remaining, and those individuals are not only on the front lines locally—you may be the ONLY lines locally! But let’s take a deep breath—we can get through this.
Some of you are juggling responsibilities for multiple radio stations at events and remotes. (Why we’re still doing remotes is another discussion entirely.) If this sounds like your market, recognize that you are now the local keeper of the brand. For anyone left, this is your opportunity to lead. If you see something that aligns—or conflicts—with the station's identity, step up to support the sales team and GMs. Your role extends beyond being a voice or presence; you are now a guardian of the brand, more now than ever before.
To The Programmers That Are Left
Your job is more demanding than ever. These are turbulent times, but they also present an opportunity to rise to the occasion. Use technology and time-saving tools wherever possible to stay efficient, and embrace a new way of programming.
Radio’s biggest advantage over streaming services or social media is its human connection. People still crave authentic stories and personalities, which makes your role critical.
Here’s how you can lead effectively, even from afar:
Stay Connected: Use video conferencing tools to maintain constant communication with your teams.
Engage Locally: Take the time to understand how things work in each market under your management. Don’t make assumptions.
Align with Sales: Know what’s being promised to clients and ensure it aligns with the station’s capabilities and brand.
Reinforce Brand Value: Help your teams understand the importance of the station’s identity and how to protect it.
Collaborate Virtually: Host regular multi-market meetings to unify your teams and share best practices.
The Social Media Problem
Social media is one of the most glaring areas where radio stations hurt their brands. Social media is not broadcasting, yet too many stations treat it as such, posting low-value content that damages their online presence and engagement.
What Happens When You Post Low-Value Content
Imagine this scenario:A station posts, “Join us! We’re here until 4 PM giving out free subs!” Maybe it’s a video about a concert ticket giveaway or a photo of a tent with no context. The event started at 2 PM, the post goes live at 2:30 PM, and by the time the algorithm shows it to anyone, the event is already over.
Yes, the client might be happy because they were tagged, but here’s the problem:
The Algorithm Works Against You:
Social media platforms prioritize content that gets engagement—likes, comments, shares, and views. A poorly performing post signals to the algorithm that your content isn’t worth promoting, so your future posts will reach fewer people.
Cumulative Damage:
Bad posts create a snowball effect. With each low-performing post, your account’s overall score decreases, meaning even great content will struggle to gain traction.
What This Means for Your Brand
When bad content clogs your feed:
Your Audience Loses Interest: Followers tune out or unfollow when they see repetitive, unengaging posts.
Clients Lose Confidence: Poor performance on sponsored posts leads advertisers to question the value of your platform.
Competitors Gain Ground: Engaging competitors will capture the attention you’re losing, further eroding your station’s relevance.
How to Avoid Social Media Pitfalls
To protect your brand and social media performance:
Think Like a Content Creator: Ask yourself, Would I engage with this post? If the answer is no, rethink it.
Focus on Value: Create entertaining, educational, or emotionally engaging posts. Instead of announcing, “We’re here until 4 PM,” post a live video of someone winning a prize and their excitement.
Use Ephemeral Content: Leverage Instagram Stories or TikTok Live for in-the-moment updates. These formats are temporary and won’t clutter your feed with irrelevant posts.
Pre-Plan for Engagement: Build anticipation with interactive polls, questions, or teasers before events.
Test and Learn: Regularly review analytics to understand what works and replicate that success.
Bad social media posts don’t just disappear—they harm your station’s ability to connect with its audience. Make every post count.
The Bigger Picture: A Wrap-Up
This isn’t about criticizing the tough decisions broadcasters have had to make; no one wants to make cuts. There are more markets than ever before operating without a dedicated program director or under group leadership. These changes aren’t about bad management; they’re a survival response to declining revenue and shrinking listenership. The reality is grim—broadcasters are needing to do more with less, and everything is changing.
One thing is absolutely certain- Things will continue to evolve. Radio is in survival mode, but there’s still hope. By focusing on quality programming, maintaining strong social strategies, and reinforcing brand integrity, radio can remain relevant. This isn’t easy work, but it’s meaningful.
Need help crafting a social strategy or navigating these changes in your market? Let’s talk. Email me at bo@disruptivesoul.com.
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