How to Get the Best Out of On-Air Talent (Without Driving Them Mad)
By David Kidd, BPR
Let’s be honest — managing on-air talent is equal parts art, science and diplomacy. Great announcers can make a station sound brilliant… or chaotic. The difference usually comes down to the program director; the quiet conductor behind the mic who knows how to bring out the best performance without killing the spark.
- Paint the Big Picture
Don’t bury your talent in memos about clocks and benchmarks. Tell them the story of the station. What’s the vibe? Who are we talking to? What should the listener feel when they tune in? When people understand the “why,” they’ll nail the “how” instinctively. Too many times when I have started consulting to a new client I discover that the talent have no idea of who the target audience is….who they are talking to.
- Make Coaching Feel Like Collaboration
Airchecks shouldn’t feel like dental work. The best PDs turn them into creative chats ….“that break really worked because you sounded like you were talking to one person,” or “what if we tried it this way next time?” Keep it positive, specific, and quick. No one remembers a 45-minute lecture, but they’ll remember how you made them feel walking out of the room.
- Understand What Motivates Them
Some presenters crave freedom. Others need structure. Some want constant feedback, others prefer to be left alone unless something’s burning. A good PD adjusts their style to suit each personality. Managing talent is 50% programming, 50% psychology.
- Protect Their Creative Space
Every day someone wants a mention, a promo, a cross, a sponsor tag. The PD’s job is to filter that noise and protect the show’s creative heartbeat. When talent feel safe to take small risks, that’s when the truly memorable moments happen.
- Celebrate the Wins
When someone nails a break, pulls off a great interview or saves a segment that was going sideways ….say it! And say it in front of others. Confidence is currency in radio. Public praise fuels it; private coaching refines it.
- Keep the Fun Alive
Listeners can hear when the team is having fun. It’s infectious. Great PDs set the tone: a bit of laughter, a touch of mischief and the sense that this job, as demanding as it is, is still one of the most enjoyable in the world.
The bottom line?
Program directors don’t control talent….. they cultivate them. The best ones build trust, encourage curiosity and remind everyone that radio, at its heart, is still about the joy of connection.
Discussion
No comments on this post yet, start a discussion below!