As cutbacks over the last decade have taken their toll on station staffs, the impact can be seen and felt in many ways. Physically, many stations now have wide open spaces – rows of empty cubicles, vacant offices, and even entire building wings that no longer contain people. We don’t know just how much employee counts have shrunk, but those of us who are in and out of stations all over the U.S. see the cumulative effect of tougher economic and competitive conditions.
The effects of the new broadcast economy and the flurry to deliver revenue under much more difficult circumstances have put added pressure on the remaining employees, m
any of whom are tasked with multiple titles and duties, not to mention added stress.
It’s not just GMs, programmers, and sales managers overseeing several stations in multiple markets. It’s about radio’s diminished rank and file – support staff, assistants, and other team members who are multi-tasking like never before.
Years ago, Seth Godin wrote Linchpin, a great little book about how any employee can become an MVP by outworking and out-hustling everyone else in the building. Seth referred to it as indispensability.
Today, those lessons continue to apply, but have become amplified by the winnowing of radio staff members. More than ever, it’s about knowing who you can truly count on when there are fewer players on the bench.
I was reminded of this last weekend while reading a “Corner Office” interview in the Sunday New York Times, featuring the head of North American Properties, Mark Toro. These weekly CEO-centric articles are often great reminders of some of the business and people management fundamentals that apply to any workplace environment.
Toro’s mantra is “WWDWBW” – or “Who will do what by when?” It’s the way his meetings and phone calls end, and it’s a smart and focused way to evaluate the people you work with, your partners, and even your clients. As Toro points out, this value is a separator, because people either deliver as promised – or they don’t.
It’s also a statement about accountability and trust in the office – or in the case of many of you reading this blog – the station. Whether it’s a part-time DJ, the local sales manager, HR, or legal, the need for a timely, as promised performance has never been greater.
The funny thing is that I knew I had heard the phrase before – in a slightly different way. And then it hit me. I remember first walking into Buzz Knight’s office a couple of decades ago. On his desk was this plaque:
Yes, it stands for “Do what you say you will do,” and it reflects the same ethic as Toro’s similar but different catch-phrase.
Oh, and the smaller acronym at the bottom of the plaque: “This is Buzz Ball.” It’s a variation on the phrase that became synonymous with famed baseball manager Billy Martin whose firebrand style was known as “Billy Ball.”
And that’s the other lesson here. Yes, it’s about accountability, but it’s also about creating your own brand and style of leadership. Too often in meetings, we watch programmers and managers hang back to wait for the mood of the room to dictate decisions and direction before making a commitment of their own.
As any consultant or C-suite manager will tell you, the goal is always for local management to develop their own path, their own solutions, their own strategy, and even their own tactics. Carving out your unique leadership style becomes even more paramount during the inevitable crises that occur because after all, this is radio.
Sometimes the veil of fear or decision paralysis simply has to be overcome by a local manager who truly believes in a mission and a direction. I know there are certain companies where permission to speak freely and frankly is virtually non-existent. But among most of the broadcasters we work with, there’s a strong desire by corporate leadership to hear the plan come from the local team, rather than from the group PD, the corporate sales manager, or the consultant.
Accountability and leadership are the two key qualities that matter as staffs thin out.
There’s never been a better time to make an impact.
Seize the moment, and do what you say you will do.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Thanks, Fred. Clark http://www.broadcastides.com
Thanks for reading our blog, Clark.
I have always LOVED that plaque that Buzz kept on his desk…I saw it every single day I worked for him at WNOR, and have never forgotten its lesson every day since.
I have the same takeaway, Jay. I noticed it every time I visited him. It was a reminder that he set a high bar but was always fair. Thanks for the note.
Buzz remains a real inspiration to me. His perspective is as wide as anyone I know in ‘radio’. This plaque offers me even MORE inspiration from Mr. Knight!
Sky, I think of Buzz’s plaque every week in my dealings with staff and clients. Thanks for weighing in.