A radio ad writer's real challenge is the internal communication.

If you want to be a lynchpin writer, one that your radio station can’t live without, then you must learn how to WORK, CREATE, and COMMUNICATE.

Last week we talked about how a strong work ethic combined with workload management skills are required to thrive in the fast-paced environment of radio.

This week we’ll go over some tips on HOW TO COMMUNICATE that will improve your relationships with coworkers and clients. You’ll find that these communication tips are very much like the aspects that make a radio ad more effective.

TIP #1: Be Direct, Specific and Non-punishing:

This should be your overriding goals for all your communication. If you are preparing yourself for a crucial conversation, make sure you keep these goals in mind.

BE DIRECT: Get right to the point. Avoid circling around the issue. Open your conversation with a strong headline that captures the core message you want to communicate:

                “The delay in script approval means production must do a rush-job on the ad.”

                “I need more information to write an effective ad.”

Opening “on point” will ensure that the rest of the conversation is a focused discussion of the details and resolution. You may think you are being tactful by warming up with “how’s it going” chit chat, but you are more likely to confuse the other person and/or cloud the real issue.

BE SPECIFIC: Use specific examples so the other person knows exactly what you are talking about. Generalities like “you always seem to do this” can lead to an unresolvable “your opinion VS their opinion” situation. Specific details of three similar occurrences in a relatively short period will lead to them realizing your point OR you realizing unknown contributing circumstances. Either way…you can now move on to a “how do we deal with this going forward” conversation.

BE NON-PUNISHING: Everyone makes mistakes so treat people how you want to be treated when you screw up. Avoid shaking the blame stick or saying things for the sole purpose of rubbing someone’s nose in it. The priorities should be:

a)       What do we do to fix this?

b)      How can we prevent this from happening again?

A punishing approach will only result in creating a defensive response that will escalate the conflict. The goal is to always have adult to adult relationships so you help create a healthy culture where people don’t feel like they need to hide their mistakes. 

  

TIP #2: Taylor the communication to your target:

Ask yourself these questions:

a)      How does this effect the person I’m communicating to?

b)      Is this message going up or down the flagpole?

c)      What pleasure or pain will motivate the target to act?

Why?

Question A: You will communicate more effectively if you can demonstrate that you understand your target’s perspective. This question will help you focus on things that will be more meaningful to them. Talking about “how something effects you” will be as ineffective as an ad where the business owner only talks about their problems. “I need to sell 100 cars in 100 days”. Nobody cares.

Question B: If you are communicating “up the flagpole” to your team leader and to clients, you need to be more concise and focus on how this will affect the overall business. If you are communicating “down the flagpole” to your coworkers and reports, you need to provide all the details they need to understand and complete the task. Be sure to clearly communicate the expected outcome.

Question C: Ignoring motivation while communicating is like writing an ad that has absolutely no reason to buy the product from Client X. Your message will be white noise. Think about what pleasure will come to the person if they take your recommended action. Also, consider what pain will befall them if they don’t. I always preferred motivating with pleasure over pain because, going back to TIP #1, it is non-punishing and generally feels less evil. You need to also realize that motivating with pain by communicating the negative consequences is sometimes necessary when there have been previous failed attempts.

TIP #3: Choose a delivery form that fits your message

You need to consider HOW you deliver your message because each form has its strengths and weaknesses.

Written Forms: Emails, text messages and chatroom exchanges:

Strengths: You can review your communication before you hit “send”. You have a written record of the exchange if you need to refer to it.

Weaknesses: So much of your message is communicated through tone and body language and the written form has neither. It’s very easy for the recipient to read the message the wrong way.

Recommended Use: Quick delivery of simple information. Confirmations, quick questions, notifications, updates, reference documents, or follow up of actionable items from a meeting are examples. Never use email to attempt to resolve conflict. It will almost always escalate the conflict.

Spoken Forms: Voicemails and phone calls:

Strengths: Your message will be stronger with the tone of your voice and the spoken form is the fastest way to deliver your message. You can communicate the equivalent of six emails in a 60 second phone call.

Weaknesses: No body language, no record of exchange (who keeps all their voicemails), and you may end up discussing things you weren’t prepared for.

Recommended Use: Asking complex questions that require explanation OR could lead to additional questions. Phone calls and voicemail messages are great for client contact when you want to discuss a new direction for their campaign.  

Personal Presented Forms: One-on-one discussion and group presentations:

Strengths: You have words, tone and body language. You can quickly address things that require additional info.

Weaknesses: No record of exchange, takes the most amount of time, and you may have to address things you did not prepare for.

Recommended Use: Conflict resolution, brainstorming, coaching, and teaching. When something matters, the important stuff, you should always lean towards a personal presented form of communication.

These tips are the ones that I found most useful over the years as a member of a radio creative team. I encourage you to explore more information online and make time to discuss communication with the members of your team.

Next week we’ll look at “HOW TO CREATE”. Writers sometimes forget that we are not creating artwork that people are paying to see. We are creating sales messages that interrupt the music and content the listeners tune in for.

Ryan Ghidoni is an 18-year veteran of radio advertising and has worked with some of the most creative sales reps, writers, producers and voice talent in the business. Want a more efficient and creative Client Services Department? Email Ryan@AudioActiveAdvertising.com today to find out more about the benefits of bringing in a Creative Consultant.