Protecting the brand

tonytsoodle

If there were two things passed along to me in my broadcast career that I’ve held on to were:

  • Don’t ______with my sponsors.
  • Protect the brand (license)

As I go through public relations studies, one thing that mirrors my previous training is protecting the brand. In public relations, you usually are building a brand. Why do all the hard work only to bring it down? In my experience, protecting the brand should be at the heart of every media member. These massive radio companies are extending their necks for you to get behind the mic and trust you to represent not only the best version of yourself but the company at large. It is a tedious relationship you must learn to navigate while protecting the brand and entertaining simultaneously.

I had the color job for matches for FIRST Robotics a couple of years. Their brand is essential to keeping the mission alive form school year to school year. I’m an outsider and it was an honor to help perpetuate their brand and mission.

Here are some practices that may keep you out of the corner office anytime soon.

Learn Restraint

It’s easy to let your opinions and biases seep into your radio show. It is easy. We are opinionated beings. However, It’s common knowledge that some jocks of the past caught in the web of the cancel culture didn’t know when to deploy their restraint tactics. Remember, what is offensive to you may not be to another and vice versa. It sounds redundant, but believe me, I’ve seen many talented people succumb to their feelings and emotions only to be shown the way out. It’s an emotional gig, but practicing restraint in your comments and thinking before you speak are crucial to your survival.

Political Views

I think political views have no place except for political talk radio. I believe there are tactful ways of presenting an idea. Making fun of both sides goes a long way with listeners. It’s, again, knowing your audience and always keeping them in mind. I can promise the American people and your listener base can’t be happy with either side with anything that is happening currently. Pander to that middle of the road and avoid political fodder. It leads to nowhere.

Protect your sponsors

They pay the bills. I remember when an air talent talked about slushies at 7-Eleven for an entire afternoon and how they gave away slushies for free today. A marketing coordinator for 7-Eleven was listening and was not a happy camper. It is just one of many I’ve seen happen. It comes down to knowing your audience and personas. You wouldn’t wear a Coke T-shirt to a Pesi party. Paying close attention to protecting your sponsors will keep on the radio for a while.