How can radio personalities up their game? According to iHeartMedia’s Dennis Clark it boils down to becoming a 5 Tool Player. While being a term borrowed from football players, he thinks it can be applied to radio as well.
According to Dennis, in radio those five tools are: On Air, Social Media, Branding, Podcasts and Digital Streaming. He was sure that if you can master all these forms of content, you will be unstoppable.
He explained that to be a great On Air personality, everything’s about the vibe. Be fun, be energetic and risk trying out new stuff. Clark clarified that no one’s going to be angry with you if you make small mistakes. They will, however, be bored if you don’t try new approaches to your work every now and then. Do not be predictable!
Dennis explained another important part of improving: Understanding your audience. Build your brand, reach out to listeners via your app or on social media. Ask them what makes your brand desirable for them. If you yourself get why people like your work, you can focus your efforts on those exact factors.
Quoting Hugh Wilson’s Book “A Brand is an Onion”, Clark emphasized the importance of standing out and being the best at what you do. He explained that many stations are fine with just being okay. So you have the opportunity to be better. Be special, have a USP and have a strong brand DNA. One that you’re not afraid to show everywhere.
Dennis closed the talk by expressing the importance of embracing your uniqueness. Talk to your audience like friends, show a bit of vulnerability – and never forget to mention your name.
image © Hedda Axelsson
