Top 5 things that every CEO in radio should be doing

Recently, I participated in the NAB Show in Las Vegas, as part of Skip Pizzi’s fine "Digital Strategies Exchange for Radio" session.

During Q&A, the VP of Interactive for Beasley Broadcast Group, Kathleen Bricketto, talked about the importance of online buy-in from sales managers when it comes to the marketing of new platforms. She noted that when sellers see their sales manager excited about online and believing in its future, it rubs off on everyone in the organisation.

I think that it starts even higher up than that.

The companies where the CEO is clearly sending the message that new platforms matter, that the stream has value, that a mobile strategy that goes beyond buying perfunctory apps is essential, and that gaining a true understanding of changing consumer and client relationships are critical elements in radio’s future. It is paramount that radio’s corporate leaders look beyond making their Q2 goals.

During my session, I added my prescription of what every CEO in radio ought to be thinking and doing because of the tectonic shifts in media and the consumer mindset, and I offer my wish list here:

1. Lose your BlackBerry
It was a great device in 2004 and ahead of its time. Today, if you want to truly understand the app experience that your listeners and your clients are participating in, go out and buy a true smartphone in the Apple or Android families, download entertainment apps, and have at it. It is essential to experience TuneIn, iHeartRadio, and a bevy of individually branded radio apps as well to appreciate the current state of the art and the potential. As I demonstrated on our panel, secondary apps for radio brands – for that food show, ski reports, local concerts and entertainment, festivals and events – are assets that can be monetised and that grow your brands.

2. Sign up for Facebook and Twitter – and learn how to use them
It is not possible to “get” social media from afar. Participating in this experience, connecting with others, and understanding what it means to truly be social with others is at the heart of the radio revolution. So many broadcasters haven’t even bothered to set up accounts. And many others signed up, but haven’t done a thing in months – or years. This isn’t about radio – it is about the fundamental changes in the way that society now interacts with one another. It requires more than just hiring a digital dude or social media chick and calling it good.

3. Show up at conferences outside of the same old radio shows
We learn by being exposed to new people, new ideas, and those who are outside our comfort zones. We may not always want to hear views about radio from media experts outside the business, but this is the reality of the moment. It is important for beliefs to be challenged, but that rarely if ever happens by talking to the same people in the same lobby bars. I find it ironic that a guy who all the pundits say should have been forced out of business by consolidation by now – Jerry Lee, operator of B101 in Philadephia, the "last independent major metropolitan area radio station" – has attended more than 40 consecutive CES Conventions. Doesn’t that tell us something about the value of going outside the usual radio conferences for learning and discovery?

4. Drive a connected car – Once again, the Connected Vehicle Trade Association’s Valerie Shuman started her talk with this question: “How many broadcasters in attendance today own, lease, or have driven a car with a digital dashboard?” And no more than 10% of the hands in the room were raised. As Paul told attendees at RAIN in his connected car session, there are two critical reasons why radio needs to stay engaged with the car industry: 1) the car represents the #1 listening location with consumers in the US, and 2) the automotive sector and dealers represent the top revenue source for radio. For these reasons alone, broadcasters need to reconnect with carmakers, and not just to pitch them but to partner with them. In order to effectively accomplish this, it is essential to understand how the in-car experience is changing, and to map out strategies for radio as a result.

5. Make your stream a priority – It is the major conduit to growing your audience outside traditional terrestrial boundaries, while reaching younger, up and coming customers. Yet, as we’ve pointed out in past posts, the need for managers and programmers to quality control their streams has never been more critical as Internet radio becomes more popular. Eat your own dog food by demanding higher quality, consistent streams that are on a par with your new digital competitors.

Radio has many bright, engaged, committed and passionate CEOs and corporate officers in its home offices throughout the country. Most are honestly trying to turn this corner, to solve problems, and to ensure the relevance of radio in the years to come.

But in order to get there, an investment in time, people, and brands is at the heart of the challenge facing radio. It is a time for learning, discovery, and research for radio professionals system-wide.

And that tone is set from the top.

This post was adapted from the original at Jacobs Media's blog.