A Must-Read Radio Weather Bulletin

It's a fact: When a gust blows through a company the size of Clear Channel, the rest of the radio industry bends in the wind. A sell-off of over 448 stations is coming. The effects on the radio industry will be dramatic. Spin-offs twisting out like tornados -- possible freezing layoff rain, and it could get cold. A really frigid wind could be slapping you in the face soon. Think you are isolated from the storm? Read on, because the only thing that's certain is that the radio weather always changes.

Smart broadcasters know the forecast. Their Doppler is focused. They see high-pressure on the map, and they can sense possible impending lows. There could be a whopper hurricane out there. A New Orleans-type disaster. Most likely what's coming is just an Arctic cold front. This is the kind of weather that could cripple your radio career if you're not ready for it. Here is some advice to weather a radio storm.

Ten Essential Strategies To Weather-Proof Your Radio Career

Essential Strategy 1

Make promoting your talents a priority. When was the last time you attended a radio convention? With budget cuts, many talented people in all fields of radio have stopped going. Comfortable in their current position, they miss valuable networking opportunities. Invest in yourself. Invest in your future.

When you accomplish something exceptional, consider sharing your success with others beyond your boss. Tell the trades and your radio friends about it. Radio is marketing, and it baffles me that so many good radio people forget about marketing themselves. Sure, if you have talent, people will notice. But will the "right" people notice?

Consider the possibility that your current employer or boss may not be around tomorrow. Help them now, and it will help you later.

This is not a doom-and-gloom forecast. I have no doubt -- Clear Channel will end up being an even better company. The sun will continue to shine bright on the radio business. In fact, many would argue that ownership diversification would make our climate better. There will always be great opportunities for outstanding talent in all fields of radio. I suggest you take charge of your career now so that whatever happens in terms of ownership, you will be basking in sunshine.

Essential Strategy 2

Get to know the new up-and-coming players who may be signing your checks. If another company were to buy your station, do you offer enough value to survive? How much do you know about the invisible money players silently building the next Cumulus or Clear Channel? There are many groups in the embryonic stage. Owners of these groups are foaming at the mouth, salivating at the thought of possible spin-off opportunities. Better get to know them.

I'm sure Al Gore would agree: In radio, climate change is likely. Don't be a dinosaur in the upcoming ice age. Get a plan together so you can be one of the surviving species. Be aware of what is happening in the radio world. Read trade magazines with a new sense of purpose. When you see a transaction, put on your reporter hat. Ask who, what, when, where, how and why. Think about the possible domino effect transactions might have.

Bookmark this FCC web page and routinely investigate it: http://www.fcc.gov/mb/audio/new-visitors.html. [LINK]

The million-dollar question is not who will own what. For most broadcasters the question should be: Who will manage what, and who will be working under them? The names will change, and that may not be good for the innocent.

Essential Strategy 3

Ride the best horse you can find. It's no secret -- your boss can affect your career advancement and security heavily. Does he or she play well with others? Does your boss have a track record of success? Like a thoroughbred, will your boss run well if it rains? Long term and short term, what are your boss' goals? How do they match up with yours? Does your boss want to "hang" in the pasture, or would they be anxious to break out of the gate, if placed on a new track full of thoroughbreds?

If ownership changes, what are the odds your boss would make it through a transition? Having an honest assessment regarding questions like these is important. Next time you are looking for a job, you might consider sizing up the opportunity with questions like those above.

Ownership change can have a trickle-down effect. New owners often want to put their own management in place. New management often wants to work with "their own" people. Take a look around, and "soak in" the big picture. Are you riding the best horse? If not, maybe you should put your saddle on another.

Essential Strategy 4

Plan for the best. Get ready for the worst. Get your financial house in order. How long could you go without a paycheck? Common sense dictates people in radio need a financial cushion. Change is a part of the business. How much do you need? How long would it take to find a new job? At this time in our industry, it might take longer than you think.

Have a resume ready. If you are an on-air talent, do you have a polished demo ready? Are you saving your airchecks? If you are in management, have you saved success materials that could demonstrate your track record?

Continually update your contact list. Who would you call if you didn't have a job tomorrow? Do you know any company VPs? Owners? Put together your list of other important industry contacts. Where would you post your situation wanted ads? All Access is a good place to start. Get familiar with trade-industry submission policies and procedures. Write an ad in advance, and keep it on file.

Consider, in advance, possible parttime jobs that could provide a temporary source of income. Is there anything you could do if you needed to make money while you look for a new job? Familiarize yourself with your state's unemployment compensation procedures.

If you find yourself in the unfortunate position of being forced to find a new station, treat your situation like a fulltime job. Plan your work, and work your plan. Unlimited phone access is a good thing. Take steps to ensure you will have access to email. You might want to stock up on paper and stamps as well.

Essential Strategy 5

Embrace change. If your station flips formats or changes management or ownership, welcome the move with open arms. Nobody wants to work with someone who wants to hold on to the past. Let it go. Get on board with the new program, whatever it may be. Be sensitive to friends who may have left the building, but be loyal to the station that employs you. Don't share current business with former employees. They may end up across the street. Information you share with former employees could provide a tactical advantage for the competition. Nobody likes an in-house mole.

Essential Strategy 6

Network. When was the last time you picked up the phone and called someone in radio you didn't know? You might be surprised how much they are willing to share -- if you establish a relationship and ask. Reach out to other broadcasters at all levels of experience. The rookies of today are the managers of tomorrow. Managers are the next owners. Radio evolves, and it pays to have contacts and friends. Return phone calls and emails to folks who reach out to you. Be courteous.

I often tell the story of my early days in radio. At that time in Fargo, ND, Bill Richards was my college roommate and there were five of us who went on to program top-10-market radio stations. Although Dan Kieley recently passed away, I still remain in contact with that group of guys. Pick up the phone. Send an email. Meet folks at conventions. Stay in touch with your contacts. Do your best to help your radio friends if they need it. Having professional friends you can trust is a must. Be a sounding board when they need it, and, in your own challenging times, they can often offer a valuable perspective to you.

Essential Strategy 7

Be positive. You will be amazed what a positive mental attitude will do for your career. PMA -- if you don't know what it is, I highly recommend you read the book "Success Through A Positive Mental Attitude" by Andrew Carnegie. Carnegie's motto was "Anything in life worth having is worth working for!" A few gems from the book to wet your whistle:

"Every adversity has the seed of an equivalent or greater benefit. If you know what you want you are more apt to recognize it. What you try for is up to you. You can change your world. Definiteness of purpose is the starting point of all achievement. A Magnificent Obsession will conquer despite the obstacles that stand in its way. You live longer with a Magnificent Obsession. You are what you think."

You are often judged by your attitude. Sharks can smell blood. When you display a poor attitude, it's like putting blood in the water. It's easy to go negative in times of change. You should be positive in all conversations. Be careful when others try to drag you into negative dialogue regarding your employer or you work environment. Get your PMA on!

Essential Strategy 8

Expand your responsibilities. Not only will it help you grow, it will make you more valuable to current and future employers. Learn new technology. Do you know the "ins and outs" of the many sound-editing software programs out there? Does your traffic person need help? Got some sales ideas? The more you know about every part of the radio business, the better. What is it you want to do? What part of the radio business is your passion? If being on the air is your thing, volunteer to do show prep that others can use. If you have passion for web design, see if your station needs help in that area. You get the idea. Expand your horizons. Roll up your sleeves.

Want to learn about a part of the business where your current station does not offer "hands-on training"? Go to school. Check into courses at colleges. Many offer online options. If you want to be a manager or owner, knowing the intricacies of a radio station is important. If you want to be the best -- whatever that may be in radio -- wearing multiple hats is a requirement.

Essential Strategy 9

Get a mentor. It may be your current boss. It may be someone you don't know yet. Find a person who holds or has held a position you aspire to. Tell them what you want to accomplish in your career, and ask them for their help. Cultivate this to be a long-term relationship. It needs to be someone you can trust with wisdom and experience beyond your own.

Essential Strategy 10

Exit strategy. None of us wants to think about it, but it is rare that someone spends an entire career at one station. It's true about most businesses these days. If you are looking forward to a gold watch for 40 years of service, you are probably in the wrong business. If you leave or if you are asked to leave, your exit strategy should be the same. Be professional. A wise broadcaster once said, "You meet the same people on the way up as you meet on the way down."