This article first appeared on RadioDays Europe on 19 March 2017.
Leading talent coach and consultant Craig Bruce shares a few secrets on how you can get the most from your on air talent.
For talent, it is just as important to know what you’re not capable of and where your weaknesses lie, as it is being confident in your own performance. Confidence is still an issue for many, if not all, radio presenters - no matter how successful or how many years they have been in the industry. When developing on air talent, it is crucial to bear this in mind.
When developing breakfast shows, you need to take a step back and think about whether it’s something you would want to listen. Lots of shows are being made that presenters themselves wouldn’t even switch on. This is where producers can have a real influence. It is the producer’s job to take a step back and view the whole thing in perspective.
Craig has a "4 P’s personal branding model" that he uses when developing shows. Firstly, people - think about who you are targeting. Be specific, think what you have in common with your audience and how they will connect with you. Secondly, position - where is your show in the media landscape? Is your show unique or is it competing for a share of an audience? Thirdly, product design - what are your content filters? How do you enforce a consistent tone of voice? And finally, promotion - what platforms are you using? Are you using a mix of mass media, social media, promotional partnerships to get your message across?