What Radio Stations Can Learn from One of Australia’s Top Sporting Teams
By David Kidd, BPR
When you think about one of the most successful rugby league teams in Australia, the Melbourne Storm probably comes to mind—and that’s largely thanks to their legendary coach, Craig Bellamy. While he’s known for building a winning team on the field what really sets him apart is what he’s built off the field.
Bellamy has always believed that being part of a team means being part of something bigger. That’s why he gets his players involved in the community—whether that’s working with local charities, visiting schools, or helping out at small businesses. It’s not just about good PR; it’s about staying humble, building real connections and creating a sense of shared purpose.
And honestly? That’s a philosophy radio stations can learn a lot from.
Why Getting Involved in the Community Matters
Bellamy’s approach is rooted in the idea that players should understand and appreciate the people who support them. By stepping out of the training ground and into the community, players get to see the impact they have—and that helps them grow, not just as athletes but as people.
The same goes for radio stations. Whether you’re a presenter, producer or part of the back-office team, being visible in the community builds trust and connection. Attend local events. Volunteer. Partner with local initiatives. The goal is to stop being just a voice on the radio and start being a familiar face around town.
Why It’s Good for Business, Too
Let’s be honest—getting out there isn’t just good for the soul; it’s also smart strategy. Here’s why:
- Stronger Listener Loyalty
People are more likely to tune in—and stick around—when they feel like you genuinely care about the same things they do. - Better Brand Reputation
Being seen as a station that shows up and gets involved boosts your credibility with both your audience and potential sponsors or partners. - Endless Content Ideas
Real moments in the community can create compelling & authentic on-air content. Whether it’s chatting about a local school event or sharing interviews from a charity fundraiser, these stories resonate.
The Final Siren!
At the end of the day, it’s about showing that you’re part of the community—not just broadcasting to it. Just ast Craig Bellamy’s players find purpose and connection off the field, radio stations can build something deeper than just ratings.
It starts with showing up. And it ends with being remembered – for all the right reasons.
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