A Message For Future Radio ‘Stars’

As we welcome a new class of graduates into the “real” world, I thought it best for at least one of us in radio to send a very specific message. You might want to reconsider your job descriptions after you read this.

For our future radio broadcasters, you are about to enter an industry that is going through a bit of an identity crisis. In the past, a new breed of broadcaster has always entered the business and helped us move into the future. Today, you have that ability to guide us into the world of advanced technology, including A.I. and streaming. You grew up with the smartphone and social media while the rest of us have had to learn and adjust with each change.

Quite frankly, we need you more than you need us. With that in mind, here are some concepts to consider as you navigate the broadcasting landscape:

1. Radio was the original “podcast.” What you listen to today was derived from radio 20 years ago and beyond. From morning show “zoos” to bombastic talk hosts, from crazy night jocks to nighttime “relationship” DJs, radio pioneered it all.
2. This is no longer just the “radio” industry. We are now heavily into streaming, video and social media. You are now entering a multimedia business, which gives you a decided advantage considering your lifelong experience with all media.
3. Caution! Don’t assume you know it all. Familiarize yourself with the latest online platforms and digital mediums. Be open to learning and adapting to new technologies.
4. Bring what you know about your age group. Show us how radio is still viable with that group and why. We can only speculate through research. You have lived and are living it.
5. Find a small group of forward-thinking mentors who believe in you and hop on their backs. Not just those with experience, but those who have a definite eye and ear for the future. Seek feedback and learn from them. Embrace continuous learning and strive to enhance your abilities.
6. Study the art of storytelling. Learn how to engage your audience and evoke emotions through your words. Paint vivid pictures in the minds of your listeners.
7. Don’t worry too much about how you sound as much as being concerned about WHAT YOU SAY and HOW you communicate it. Above all – you be you!
8. Build your own brand in addition to working at a radio station. Create your own online presence (if you haven’t already). This should include a personal website, active social media presence and, yes, even possibly a podcast.
9. Be versatile and adaptable. The quicker you can recognize and adapt to industry changes, the better you will be, and your value will definitely rise. The fact that you have adapted your entire life to new technologies works in your favor.
10. Be TOTALLY positive about radio’s place in our lives and its standing in the communications industry. Help create solutions, and don’t dwell on the problems. You must believe in the medium 100%. No doubts. No complaints.

You’ll hear this a lot, but take it to heart: YOU are radio’s future. Whatever happens for you will take time, dedication, perseverance and, most of all, passion. Finally – as I heard in a song once – “You have only one match, so go light it and make an explosion.”

“Taking Your Radio Presence To The Next Level. Be it an artist, radio programmer or on-air talent. Coaching and mentoring down to your foundational level”

Contact me:
John Shomby
Owner/CEO Country’s Radio Coach
jshomby@countrysradiocoach.com
757-323-1460
https://countrysradiocoach.com