Russ Egan - Radio OM, PD, DJ and more...

"...is a walk on the slippery rocks."

MUSIC
Play the hits. Ensure core artists are represented every hour.
Rest songs each quarter. Reconcile each day before scheduling.

TALENT
Interaction with staff is key. Regular air check sessions and meetings provide positive input, encouragement and focus.

Mornings must be compelling, topical, relevant, informative, unique, funny, edgy and folksy. It must create a daily "buzz."

LISTENERS
Relating to the target's lifestyle is a key. If you want the listener to become close to you, get close to them. Go where they go, watch and read what they watch and read. Reach out to them and support the issues they support. Speak TO them not AT them.

Establish benchmarks; communicate time and appeal frequently. Make the listener a "repeat offender."

PPM Markets: Rule #1 is: "P1's RULE!" Focus all your efforts on them and keep them coming back frequently over the course of the daypart/day/week. Rule #2 is: Repeat rule #1.

PROMOTIONS
On the air or on the street, have fun and be creative. Establish an unwritten law that says "when the station goes somewhere or does something, it's an EVENT, so don't you dare miss it." Keep it simple and fresh. Find a crowd and pitch a tent. Find a cause and champion it.

Every member of the promotions staff must take ownership and pride in even the smallest van hit. Treat every event as if it was the one and only opportunity to impress.

WEB/DIGITAL/SOCIAL NETWORKING
If the target is on it, get on it and super-serve P1's. Update the web site and social sites FREQUENTLY over the course of a day. Use videos to expand the on-air content, stroke the clients and push the envelope of the format beyond "radio."

MARKETING
Find a Newspaper, Magazine, TV station, mass transit and Direct Marketing firm and create a mutually beneficial partnership (many will barter). Don't overlook any opportunity to reach listeners through other media.

SALES
Never overlook an opportunity to team up with Sales to generate or monetize compelling promotions or digital programming. A strong relationship with the Sales Department is not only good business, but an outstanding team builder.

IN CONCLUSION
There are no trade secrets or magic bullets here, just solid fundamentals. Each market, each station, each staff is different, but the fundamentals are a great jumping off point. What happens next is what separates a good Program Director (them) from a great one (me).