“The vibes are good” at BBC Radio 2! Helen Thomas, Head of BBC Radio 2, the radio station that nearly a quarter of the UK’s population listens to every day, shared her experience on how to run a radio station in an ever-changing world in front of a hall full of people. And the vibes were literally good, as Radio 2’s aura filled the space!
Referring to the station’s new major change, “The Scott Mills Breakfast Show”, Thomas explained that today a radio station cannot remain stagnant while the world is changing. It must follow the path of change to maintain its success. “The voice behind the microphone might have changed, but the station is the same,” Thomas said, emphasizing that changes are necessary, but always within the framework that keeps the station’s brand intact and unaffected by reckless decisions.
Listeners need to be kept informed of any changes in the station’s scheduling, and what a better way to do that if not through the social media? However, if a radio station needs to alternate its focus on different social platforms, it simply has to do it. And of course, to capture the attention of algorithms and stand out from the rest, it must “do something that stands out.” This requires people who not only understand social media, but also understand the station’s brand identity.
In this constantly changing world, radio hosts are easily subject to criticism and hate from the public. That’s why Helen Thomas emphasized the need for station managers to create and maintain a friendly and collaborative atmosphere within the station, so that the station itself can be the support presenters need when affected by negative feedback. “Say to them ‘Block out the noise… I believe in you.’” said passionately. After all, every change starts from within, and to succeed, it must have strong foundations.
