Everyone has an important role in the success of every station. Programming provides the manufacturing of the product and elements, and the sales department sells the product. This is a vital relationship. All parties must understand exactly what that product is. For every station and cluster the product caters to a certain demo, by playing favorites songs or talking topics of interest listeners want to hear. What we do in-between the songs is even more important today. All aspects of the station should reflect your target position and image. This is called the programming and marketing "PLAN". It’s the blueprint to achieving success.

Inside successful stations the attitude should never be us against them, sales against programming or programming against sales. The basis of the relationship should be an easy one-to-one. Working together on the same "PLAN". Sure, there will always be tension, the question is, are you on the team to protect the station? Or are you in this for personnel gain?

Programming has goals just as sales people do, but you can't let your personnel goals effect the "PLAN" of the station. Having your plan is OK but more important is the station plan of programming action.

That "PLAN" developed will need support from sales and programming. As sales people, you are an extension of that plan that is set forth by the programming department.  To better any station today you must stick to the "PLAN". Stick to the "PLAN" and more money comes to the station. There isn't a programmer or consultant in the business that wants to kick dollars out the door. If programming has the right plan the numbers go up, sales dollars will happen.

A lot of people think radio is show business, wrong. It's a business with a "PLAN" supported by sales as well as programming. Understanding the "PLAN" is where employees either make or break the station. Never take something personal when programming turns it down. The plan has a line, and the programmer, the consultant and upper management protect the line. Sales must understand that if you degrade, defame the "PLAN", it won't work.

In the team relationship, sales must understand it should never make promises and bring things back to the station and dictate what the client wants. If you do, you are probably asking for some embarrassment. Remember the programming door should always be open to help you to answer the why and when questions for promotions.

The station has a position, and image to protect; if we all don't protect it together it will fail. Understand who we are- what we are and where we are going with our "PLAN".

Programming cant' let certain promotions that are made or created to get in the way of the overall station's "PLAN".

Understanding the stations programming "PLAN" when it comes to demo, lifestyle, and your market is where YOU all win.

If there are any questions or comments, please feel free to call us 770-594-7171.

Harry Lyles

The Lyles Media Group

Harry Lyles