Posted by chicagomedia.org on September 18, 2008 at 19:02:11:
In Reply to: R&R Convention: Promotion gone wrong posted by chicagomedia.org on September 17, 2008 at 22:23:09:
AUSTIN -- "Mentoring talent, does anyone still do that anymore?" That was the question Press Communications alternative WHTG (G-Rock)/Monmouth-Ocean, N.J., assistant station manager/PD/midday host and "Mentoring Talent" session moderator Terrie Carr posed Wednesday afternoon (Sept. 17) at the R&R Convention.
With the amount of voicetracking that goes on today, that was certainly a fair question and this session offered suggestions in several areas where mentors and coaches could help to improve talent productivity and the overall way talent approach their jobs.
Talking about what he calls the psychology of talent, Jacobs Media AM show and talent development specialist Keith Cunningham conceded that doing a morning or afternoon show is not an easy task. "You are charged with being unique and compelling and at the end of the day that brings a lot of pressure," he said. "So, as a mentor or coach, if you are not fostering productivity and a positive attitude toward talent they will start to feel beat up. If day in and day out all they hear is, 'That wasn't funny, that's not good enough, the ratings aren't where they need to be, the revenue sucks, your preparation is not where it needs to be,' then their psychology and attitude about coming to work goes south quickly. Yes, you will need to talk about the things that aren't going well, but try to focus on the positive things they are doing." Cunningham added that talent was hired to be creative and it's up to the mentor or coach to foster that process and make sure the talent always feels empowered and challenged.
"Building a trust with talent means first listening to them," Emmis Communications alternative WKQX (Q101.1)/Chicago PD Marc Young remarked. "You want to listen to what their expectations are and what their concept of the show is," he added. "Once they explain what they think the show is, be clear about what your expectations of the show are and narrow that down as best you can." Reverting back to a point Cunningham made about fostering a positive attitude, Young said it was important for the mentor or coach to build on the talent's strengths. "It's so important to walk into the studio after they have done something good to tell them right away." And on the other hand, when something doesn't go well, Young stressed the importance of listening back to the break together and talking about how it could have gone better.
Setting goals with talent is an important part of Greater Media classic rock WMGK/Philadelphia's Charley Lake's mentoring philosophy. "Our goal is to be the best, it's not to be No. 1. We like being No. 1, we'll take being No. 1 and expect to be No. 1, but it's not the conversation. The conversation is, we will be No. 1 and we will win because we are good and we deserve to win."
Regarding aircheck sessions with talent, Cunningham called it flat-out "unacceptable" if it wasn't an ongoing process between the talent and the mentor or coach. He added, "If it is not being done, the mentor must reprioritize and find the time. He or she may need to go to their GM to ask for help in restructuring their own duties to make the time to go over airchecks. It's as important as scheduling the music."
It could have become its own session, because there was so much to talk about, but the subject of recruiting talent brought out an interesting suggestion from Jacobs' Cunningham.
"If I were a PD and couldn't find a jock, I would go on MySpace and find whoever it is in my city that has the most friends. Sadly, you're probably going to find someone on MySpace that has the same cume as your radio station. That person clearly has something going on and I would invite that person to the radio station and investigate whether or not they really do have something going on."
Edison Media Research VP of music and programming Sean Ross brought the reality of today's recruitment dilemma to the forefront when he said, "In 1978 there were 10 people who wanted to that job. These days you're lucky if you have one that still wants to learn [radio] and you have to hope that person shows up."
(R&R)