Connect with us

Barrett Blogs

Women in Sports Radio Should Not Be An Anomaly

“Any woman who loves the sports radio industry enough to want to pursue a career in it should be welcomed with open arms if they have the talent to do the job.”

Jason Barrett

Published

on

I contributed a few thoughts and pieces of information to a story The Athletic published earlier this week titled Why Do So Few Women Work in Sports Radio? If you haven’t read it yet I encourage you to do so. The research done by Lisa Dillman and Sean Fitz Gerald was fantastic.

As I read the piece, I saw example after example of why this issue should be a thing of the past, and as the social responses began flooding in I thought ‘good for them, make your voices heard‘. Most involved in the conversation shared why women deserved better treatment in a format that’s largely ignored them, and just seeing the issue receive attention was a positive reminder that our business has a lot of room for improvement.

But then it hit me. It’s a great read, a valid question, and an issue which should produce far greater results in 2020 than it did in 2000 or 2010, but having traveled down this road many times before I’m not sure much is going to change anytime soon.

I saw the same public reaction to similar stories I wrote in recent years. I heard the same frustrations from women in the industry who I’ve talked to throughout the years. I’ve led on stage discussions on this topic with women and industry leaders, and the results are always the same – the problem is acknowledged but no plan, strategy or commitment is made to change it.

This may rub a few of you the wrong way. If it does, I don’t apologize. The truth hurts sometimes. In a format with nearly seven hundred stations, it’s inexcusable to have such little involvement from females. Spare me the excuses, show me the results.

Any woman who loves the sports radio industry enough to want to pursue a career in it should be welcomed with open arms if they have the talent to do the job. All these ladies have sought is a chance to prove they too love sports and can contribute to daily conversations while connecting with audiences. Yet there are programmers who fear the idea of a woman’s voice chasing away listeners. Others who don’t have the balls to take a risk and try something different. And some who just lack the ability to scout talent, resorting instead to hiring retread after retread because it’s easier.

Lineups across the country look similar to the way they did a decade ago. Sure there’s been a little progress when you see women like Sarah Spain, Amber Wilson, Joy Taylor, Jen Lada, Kayce Smith, Maggie Gray, Kate Scott, Michelle Smallmon, Sandra Golden, and Amy Lawrence occupying on-air roles on top stations and shows, but if sports radio leaders think hiring 15-20 women in a format that features hundreds of male voices represents a firm commitment to address the issue they’re sadly mistaken.

Answer me this, why is it that we don’t have one single sports station in this country featuring an all woman lineup on it? How many brands exist with a full roster of male talent? Hundreds would be the correct answer. Are you going to tell me that stations offering sports talk content that produce less than a 1 or 2 share couldn’t be used to try something different to actually create buzz and a potential new approach? What’s the worst that could happen, it fails? Isn’t that what a 1 share radio station is in the first place? By the way, you could raise the same question about no stations existing that feature a full roster of minority voices but I’m trying to keep this column focused on women.

And how about on the programming end. Why is it that I can count all of the women who oversee sports radio brands with less than ten fingers? Women can coach and referee men’s sports, excel on television and in podcasting, guide some of the largest media companies in the world, and run for the highest office in the land, but they can’t hold a prime position on a sports radio station?

I’m not naive, I recognize that the majority of the audience is male, and guys are more interested in sports radio than women. Ladies may not want to hear that but it’s true. Having run stations for a decade and spent the past five consulting brands and managing this website, the interest level is significantly higher among men seeking opportunities in the industry than it is of women. But it’s better now than it was ten years ago, and it could be even better in the future if we actually invited them to the party instead of telling them it’s an invitation only event.

The other side of the conversation that those advocating for change don’t like to hear about is that radio is first and foremost a business. If a sports station has 6-7 male personalities on the air producing strong ratings which help the station earn high revenues, why would they change it? Just because someone thinks they should have more on-air balance? If the numbers are strong and the dollars are coming in, radio groups aren’t going to mess with a winning formula. We can talk all day about being agents of change but if you’re running a business and it’s doing well, you’re going to be less focused on other issues because the current strategy is working.

That’s even more important in 2020 where this pandemic has created a lot of economic pain for radio operators. We can talk about diversity, the financial benefits of changing personnel, expanding the audience, and a whole list of other reasons of why it makes sense to consider adjustments, but we’ll be blue in the face before things take a different turn because profitable businesses don’t change until they’re forced to.

But that’s not the situation for the majority of brands in the format. For every 98.5 The Sports Hub, 97.1 The Ticket and KFAN that dominates its market and reserves the right to say ‘sorry guys, we’re thriving here and not screwing with it‘ there are plenty in need of a jolt to put ears and dollars on their airwaves.

One brand that does a great job elevating women is 1010XL, the sports radio leader in Jacksonville. The station has the rights to the Jaguars, features strong personalities who’ve been with the station for over a decade, and delivers results without subscribing to Nielsen. They could embrace the ‘it’s working so leave it alone‘ approach, yet they’ve consistently made it a priority to feature women on their airwaves. Lauren Brooks, Lauren Rew, Jessica Blaylock, Amanda Borges, Jordan DeArmon, Donna Murphy and Taylor Doll have all been part of on-air shows on the station and guess what – the predominantly male audience continues to listen to the radio station. Incredible right?

Let me give you another example. This one may surprise you even more. By most accounts, sports betting is seen as a male dominated space. Have you seen how many women are already contributing to sports betting brands? Go ahead and look them up – Ali Burns, Minty Bets, Lisa Kerney, Anita Marks, Lauren Joffe, Alyssa Rose, Ariel Epstein, Kelly in Vegas, Danielle Alvari, Jessie Coffield, Erin Kate Dolan, Rachel Bonnetta, Sara Perlman, and Chelsa Messinger. Sports betting content has grown in popularity over the past 5-6 years, and already groups like VSiN, DraftKings, FanDuel, FOX Sports, ESPN, SportsGrid and others are involving women faster than sports radio has.

Just thinking about this issue, and the prior work I’ve done examining it frustrates me. The solution to this problem isn’t going into every sports radio station and blowing out every male who occupies a spot. Many are doing their part to produce ratings and revenue. But there are certainly a lot of people who’ve been given numerous chances despite poor results, simply because they’re familiar to those in hiring positions. It’s fair to say that if a woman performed poorly for the same period of time as a male host, the likelihood of her getting a second opportunity to get back behind the mic and prove she could be successful is much lower.

If we’re going to make this situation better, Market Managers have to be more involved during the hiring process. How many have ever asked one of their PD’s ‘which women are you talking to for this position?’ I never had a GM ask me that question as a PD. They simply trusted me to do what I felt was best. I’m also embarassed by how little we see of women and minorities in PD roles. How does that change if GM’s and executives don’t prioritze it? Maybe you think the current results are acceptable. I don’t see it that way.

Continuing on the PD front, you guys in charge of brands also have to ask yourself if this situation really matters to you or not. I’m not sure everyone cares enough about it even if they publicly claim to be bothered by it. I am hardly ever asked by today’s programmers ‘are there any strong female hosts out there I should be looking at? and I rarely hear anyone mention female talent when on-air openings arise at their station. I did see Mitch Rosen in Chicago bring in Leila Rahimi for auditions with Dan Bernstein and Danny Parkins, Jen Lada was added in Milwaukee to ESPN 94.5 by Brad Lane, and Matt Nahigian hired Kate Scott to the morning show on 95.7 The Game. Those examples should be normal, not an anomaly.

Women also have a responsibility in this process too. Being relentless in the pursuit of opportunity is on you. Most PD’s aren’t going to come find you, and not every agent is going to call with news on your next gig. For every female who applied to one of my sports radio stations, I’d see 500-1000 emails, resumes, and applications from men. Since going on my own and launching BSM, the level of interest from females writing here compared to men is also very low. I was lucky to find Chrissy Paradis and previously had a female social media director, but the desire to work in the industry is higher among men, so women who want to be part of it need to be ready to knock on doors, dial phone numbers, and litter inboxes until they’re given the opportunity to chat. It’s fair to say you’re under represented. I agree with you. But that doesn’t excuse a lack of persistence.

As far as companies are concerned, executives need to put a higher priority on talent, and decide if they want to be great or just live quarter to quarter worrying about the bottom line. In the talk business, you’re nothing without unique talent striking a chord across multiple platforms. You can ask your morning host who runs a 4-hour radio show to write a daily blog, cut a weekly video, produce an original podcast and meet with current and potential advertising clients, but that’s not a path to long-term digital success. All you’re doing is stretching someone thin and attempting to play in a space you deem important without committing any real resources to it.

Our brands can create and distribute radio programs, original podcasts, social video, and online written content, but to do it effectively you need people. I’m sure there are many women who’d love to contribute to your digital content, but if stations won’t spend money to develop digital talent, and tomorrow’s radio stars, what are women supposed to think? You’re telling them the path to opportunity in sports radio doesn’t exist.

If there’s one thing I was good at as a programmer it was finding talent. I didn’t hit homeruns every time, but I never stopped scouting and looking in different places. I also wasn’t afraid to roll the dice and live with the results. What’s the worst thing that could happen? I lose a job? If you program in fear, I question if you should be managing the brand. Too many people look at what could go wrong rather than what could go right. I’d rather go down trying to create something special than stay afloat being lost in the noise.

Case in point, I hired Joe Fortenbaugh to be a host on the morning show in San Francisco depite never previously hosting a radio show full time. I did the same hiring John Middlekauff, Aubrey Huff, and Rick Venturi as hosts. I went to smaller markets to hire Guy Haberman and Zach McCrite, watched videos of Anna Kagarakis on YouTube to hire her as an update anchor, named Tony Softli a Rams Reporter/Host the week after he exited an NFL front office, and after studying San Francisco’s demographics and the lack of minority voices that existed on-air, I launched a promotion ‘Lucky Break’ in San Francisco to give an unknown person a chance to become a host. The final 4 contestants were a mix of Black and Hispanic voices, and the two Hispanic guys (Rudy Ortiz and Brandon Santiago) went on to host shows in the market, and the winner, Daryle ‘The Guru’ Johnson, is now in middays on 95.7 The Game and is one of the best people and talent in the market.

I’m not bringing up those examples in search of credit. I raise them to explain that one person with vision and confidence CAN make a difference. Nobody told me I had to improve the station’s diversity, hire unproven talent or dig thru YouTube looking for interesting people. I did it because my job was to look anywhere and everywhere to find people to build a great radio station. I see people out there today that fit this bill too but more times than not, the names and faces hired in sports radio look and sound the same.

This notion that female personalities can’t be successful in sports radio is nonsense. Many who see the business that way are out touch and unlikely to evolve. Rather than listening to someone who’s living in the past and lacks the spine to do something different, maybe take a chance to try and do something epic. Who knows, it might just strengthen your job security. But that’d require thinking about what could go right, and welcoming women to a party they’ve been given limited access to.

Barrett Blogs

Barrett Media Announces 3 Additions, Social Media Changes

“Luckily, I’ve been able to assemble a stellar group of people, which allows us to earn your attention each day, and I’m happy to reveal that we’re adding to our roster yet again.”

Jason Barrett

Published

on

It’s taken years of hard work, adjustments, and a whole lot of trial and error to turn this brand into a trusted source for industry professionals. It’s been exciting and rewarding to tell stories, highlight the industry, and use my decades worth of knowledge and relationships to help the brands I work with make progress. But while I may prioritize the work I do for others, I’ve also got to balance it with making sure BSM and BNM run smoothly.

Each day, Barrett Media produces nearly fifty social posts, one to two newsletters, and twenty to thirty sports and news media stories and columns. I didn’t even mention podcasts, which is another space we recently entered. Making sure we’re delivering quality not quantity is vital, and so too is promoting it consistently and creatively.

Today, we have thirty people on our payroll. I never expected that to be the case, but as needs have increased and deeper bonds have been formed between the brand, our audience, and our clients, it’s allowed us to find new ways to invest in delivering insight, information, and opinion to our readers. Writing, editing, and creating content for a brand like ours isn’t for everyone. I just spent the past three months interviewing nearly forty people, and there’s a lot of quality talent out there. But talent for radio and journalism doesn’t always mean the fit is right for BSM and BNM. Luckily, I’ve been able to assemble a stellar group of people, which allows us to earn your attention each day, and I’m happy to reveal that we’re adding to our roster yet again.

First, please join me in welcoming Garrett Searight to BSM and BNM. Garrett has been hired as our FT Brand Editor, which means he will oversee BSM and BNM’s website’s content M-F during normal business hours. He will work closely with yours truly, our nighttime editors Arky Shea and Eduardo Razo, and our entire writing teams to create content opportunities for both of our brands. Garrett joins us after a decade long stint in Lima, OH where he most recently worked as program director and afternoon host at 93.1 The Fan. He also programmed classic country station 98.5 The Legend. His first day with us is August 1st, but he’ll be training this month to make sure he’s ready to hit the ground running.

Next, I am excited to welcome Alex Reynolds as our Social Media Coordinator. Alex’s creativity and curiosity stood out during our interview process, and we’re excited to have him helping with social content creation and scheduling for BSM and BNM. He’s a graduate of Elon University, a big fan of lacrosse, and he’ll be working with Dylan Barrett to improve our graphic creation, schedule our content, and further develop the social voice for both of our brands.

Speaking of our two brands, though we produce content on the website for both sports and news, how they get promoted on social is changing. When I started this company, the website was known as SportsRadioPD.com. That worked perfectly with my Twitter and Instagram handles, which were also @sportsradiopd. But since we switched our URL to BarrettSportsMedia.com and started ramping up content for both sports and news it’s become clear that we needed dedicated brand pages. It’s harder to expect people to share an individual’s content, and the mix of sports and news often feels off-brand to the two different audiences we serve. It feels even stranger if I’m buying social media ads to market content, a conference, and other things, so it’s time to change things up.

Starting today, you can now follow Barrett Sports Media on Twitter @BSMStaff. You can also follow Barrett News Media on Twitter @BNMStaff. Each brand also has its own Facebook page. Moving forward, we will promote sports media content on our sports accounts, and news media content on our news accounts. We started with that approach for BNM when the brand launched in September 2020, but expecting people to read another site and follow other social accounts was a tall order for a brand that was finding its footing. We made a choice to promote both sports and news under the same social accounts for the past year in order to further grow awareness for the content, and as we stand today, I think many would agree that BNM has made great strides. We’ve built a kick ass team to cover the news media industry, and I’m hoping many of you will take a moment to give BNM’s pages a follow to stay informed.

One thing you will notice is that the @BSMStaff account has replaced the @sportsradiopd account on Twitter. Let’s face it, most people who have followed me on Twitter have done so for BSM or BNM’s content, not for my NY Knicks and pro wrestling rants. I am keeping my @sportsradiopd handle but that is being developed as a brand new personal account. That said, if you enjoy sending DM’s my way, give the new @sportsradiopd account a follow so we can stay in touch. The only account we will use to promote content from both brands under is the Barrett Media account on LinkedIn. Instagram is not a focus right now nor is TikTok or Snapchat. I realize audiences exist everywhere but I’d rather be great at a few things than average at a lot of them.

Now that we’ve tackled the social media changes, let me share another exciting piece of news. I’m thrilled to welcome Jessie Karangu to our brand as a BSM weekly columnist. Jessie has great energy, curiosity, and a genuine love and passion for the media industry. He’s worked for Sinclair television, written for Awful Announcing, and has also hosted podcasts and video shows on YouTube. His knowledge and interest in television is especially strong, and I’m looking forward to featuring his opinions, and perspectives on our website. His debut piece for the site will be released this Wednesday.

With all of this happening, Demetri Ravanos is shifting his focus for the brand to a space he’s passionate about, audio. His new title is BSM’s Director of Audio Content. This means he will be charged with overseeing the editing, execution, and promotion of our various podcasts. He will also work closely with me in developing future Barrett Media shows. We have 3 in weekly rotation now, and will be adding Seller to Seller with Jeff Caves next week, and The Jason Barrett Podcast the week after that. The goal is to increase our audio library in the future provided the right ideas, talent, and interest are there.

Another goal of mine moving forward is to grow our advertising partnerships. Between our website, social media channels, podcasts, and newsletters, we have many ways to help brands connect to an affluent, influential, and loyal industry audience. We’ve enjoyed working with and helping brands over the years such as Point to Point Marketing, Jim Cutler NY, Steve Stone Voiceovers, Core Image Studio, Skyview Networks, Compass Media Networks, ESPN Radio and Harker Bos Group. That doesn’t include all of the great sponsors we’ve teamed up with for our annual BSM Summit (2023’s show will be announced by the end of the summer). I’m excited to add to the list by welcoming Backbone as a new website and newsletter partner. We’re also looking forward to teaming up in the near future with Quu and the Sports Gambling Podcast Network, and hope to work with a few others we’ve had recent dialogue with.

When it comes to marketing, I try to remind folks of our reach, the value we add daily across the industry, and the various ways we can help. I know it’s human nature to stick with what we know but if you work with a brand, I invite you to check into BSM/BNM further. Stephanie Eads is awesome to work with, cares about our partners, and our traffic, social impressions, and most importantly, the quality of our audience is proven. To learn more about what we can do, email Stephanie at Sales@BarrettSportsMedia.com.

Yes we continue to grow, and I’m happy about that, but just because we’re adding head count doesn’t mean we’re guaranteed to be better. It takes every person on a team holding up their end of the bargain, creating killer content, setting expectations, and paying attention to the follow through. We take pride in our work, value the support of our partners, and are extremely thankful for the continued readership of our material. That consistent support is what allows me to add to our team to better serve fans, partners, and industry professionals.

It may seem small, and unimportant but those retweets, comments, and mentions on the air about our content makes a difference. To all who take the time to keep our industry conversations alive, thank you. This is an awesome business with a lot of great brands, people, content, and growth opportunities, and the fact that we get to learn from you, share your stories, and help those reading learn in the process makes waking up to do it an honor.

Continue Reading

Barrett Blogs

Barrett Sports Media To Launch Podcast Network

“We will start with a few new titles later this month, and add a few more in July.”

Jason Barrett

Published

on

To run a successful digital content and consulting company in 2022 it’s vital to explore new ways to grow business. There are certain paths that produce a higher return on investment than others, but by being active in multiple spaces, a brand has a stronger chance of staying strong and overcoming challenges when the unexpected occurs. Case in point, the pandemic in 2020.

As much as I love programming and consulting stations to assist with growing their over the air and digital impact, I consider myself first a business owner and strategist. Some have even called me an entrepreneur, and that works too. Just don’t call me a consultant because that’s only half of what I do. I’ve spent a lot of my time building relationships, listening to content, and studying brands and markets to help folks grow their business. Included in my education has been studying website content selection, Google and social media analytics, newsletter data, the event business, and the needs of partners and how to best serve them. As the world of media continues to evolve, I consider it my responsibility to stay informed and ready to pivot whenever it’s deemed necessary. That’s how brands and individuals survive and thrive.

If you look at the world of media today compared to just a decade ago, a lot has changed. It’s no secret during that period that podcasting has enjoyed a surge. Whether you review Edison Research, Jacobs Media, Amplifi Media, Spotify or another group’s results, the story is always the same – digital audio is growing and it’s expected to continue doing so. And that isn’t just related to content. It applies to advertising too. Gordon Borrell, IAB and eMarketer all have done the research to show you where future dollars are expected to move. I still believe it’s smart, valuable and effective for advertisers to market their products on a radio station’s airwaves, but digital is a key piece of the brand buy these days, and it’s not slowing down anytime soon.

Which brings me to today’s announcement.

If you were in New York City in March for our 2022 BSM Summit, you received a program at the show. Inside of one of the pages was a small ad (same image used atop this article) which said “Coming This Summer…The BSM Podcast Network…Stay Tuned For Details.” I had a few people ask ‘when is that happening, and what shows are you planning to create?’ and I kept the answers vague because I didn’t want to box ourselves in. I’ve spent a few months talking to people about joining us to help continue producing quality written content and improve our social media. Included in that process has been talking to members of our team and others on the outside about future opportunities creating podcasts for the Barrett Sports Media brand.

After examining the pluses and minuses, and listening and talking to a number of people, I’m excited to share that we are launching the BSM Podcast Network. We will start with a few new titles later this month, and add a few more in July. Demetri Ravanos will provide oversight of content execution, and assist with production and guest booking needs for selected pods. This is why we’ve been frequently promoting Editor and Social Media jobs with the brand. It’s hard to pursue new opportunities if you don’t have the right support.

The titles that will make up our initial offerings are each different in terms of content, host and presentation. First, we have Media Noise with Demetri Ravanos, which has produced over 75 episodes over the past year and a half. That show will continue in its current form, being released each Friday. Next will be the arrival of The Sports Talkers Podcast with Stephen Strom which will debut on Thursday June 23rd, the day of the NBA Draft. After that, The Producer’s Podcast with Brady Farkas will premiere on Wednesday June 29th. Then as we move into July, two more titles will be added, starting with a new sales focused podcast Seller to Seller with Jeff Caves. The final title to be added to the rotation will be The Jason Barrett Podcast which yours truly will host. The goal is to have five weekly programs distributed through our website and across all podcasting platforms by mid to late July.

I am excited about the creation of each of these podcasts but this won’t be the last of what we do. We’re already working on additional titles for late summer or early fall to ramp up our production to ten weekly shows. Once a few ideas and discussions get flushed out, I’ll have more news to share with you. I may consider adding even more to the mix too at some point. If you have an idea that you think would resonate with media professionals and aspiring broadcasters, email me by clicking here.

One thing I want to point out, this network will focuses exclusively on various areas of the sports media industry. We’ll leave mainstream sports conversations to the rest of the media universe. That’s not a space I’m interested in pursuing. We’ve focused on a niche since arriving on the scene in 2015 and have no plans to waver from it now.

Additionally, you may have noticed that we now refer to our company as ‘Barrett Media’. That’s because we are now involved in both sports and news media. That said, we are branding this as the BSM Podcast Network because the titles and content are sports media related. Maybe there will be a day when we introduce a BNM version of this, but right now, we’ve got to make sure the first one works right before exploring new territory.

Our commitment to delivering original industry news, features and opinions in print form remains unchanged. This is simply an opportunity to grow in an area where we’ve been less active. I know education for industry folks and those interested in entering the business is important. It’s why young people all across the country absorb mountains of debt to receive a college education. As valuable as those campus experiences might be, it’s a different world once you enter the broadcasting business.

What I’d like to remind folks is that we continue to make investments in the way we cover, consult, and discuss the media industry because others invest in us. It’d be easy to stockpile funds and enjoy a few more vacations but I’m not worried about personal wealth. I’m focused on building a brand that does meaningful work by benefitting those who earn a living in the media industry or are interested in one day doing so. As part of that process I’m trying to connect our audience to partners who provide products, services or programs that can benefit them.

Since starting this brand, we’ve written more than 18,000 articles. We now cover two formats and produce more than twenty five pieces of content per day. The opportunity to play a small role in keeping media members and future broadcasters informed is rewarding but we could not pay people to edit, write, and host podcasts here if others didn’t support us. For that I’m extremely grateful to those who do business with us either as a consulting client, website advertiser, Summit partner or through a monthly or annual membership. The only way to get better is to learn from others, and if our access to information, knowledge, relationships and professional opinions helps others and their brands, then that makes what we do worthwhile.

Thanks as always for the continued support. We appreciate that you read our content each day, and hope to be able to earn some of your listenership in the future too.

Continue Reading

Barrett Blogs

5 Mistakes To Avoid When Pursuing Media Jobs

“Demetri Ravanos and I have easily done 50-60 calls, and it’s been eye opening to see how many mistakes get made during the hiring process.”

Jason Barrett

Published

on

I recently appeared on a podcast, Monetize Media, to discuss the growth of Barrett Media. The conversation covered a lot of ground on business topics including finding your niche, knowing your audience and serving them the right content in the right locations, the evolution of the BSM Summit, and why consulting is a big part of our mix but can’t be the only thing we do.

Having spent nearly seven years growing this brand, I don’t claim to have all the answers. I just know what’s worked for us, and it starts with vision, hard work, consistency, and a willingness to adapt quickly. There are many areas we can be better in whether it’s social media, editing, SEO, sales, finding news, producing creative original content or adding more staff. Though there’s always work to be done and challenges to overcome, when you’re doing something you love and you’re motivated to wake up each day doing it, that to me is success.

But lately there’s one part of the job that I haven’t enjoyed – the hiring process. Fortunately in going through it, I was able to get to know Arky Shea. He’s a good guy, talented writer, and fan of the industry, and I’m thrilled to share that he’s joining us as BSM’s new night time editor. I’ll have a few other announcements to make later this month, but in the meantime, if you’re qualified to be an editor or social media manager, I’m still going through the process to add those two positions to our brand. You can learn more about both jobs by clicking here.

Working for an independent digital brand like ours is different from working for a corporation. You communicate directly with yours truly, and you work remotely on a personal computer, relying on your eyes, ears and the radio, television, and internet to find content. Because our work appears online, you have to enjoy writing, and understand and have a passion for the media industry, the brands who produce daily content, and the people who bring those brands to life. We receive a lot of interest from folks who see the words ‘sports’ and ‘news’ in our brand names and assume they’re going to cover games or political beats. They quickly discover that that’s not what we do nor are we interested in doing it.

If you follow us on social media, have visited our website or receive our newsletters, you’ve likely seen us promoting openings with the brand. I’ve even bought ads on Indeed, and been lucky enough to have a few industry folks share the posts on social. We’re in a good place and trying to make our product better, so to do that, we need more help. But over the past two months, Demetri Ravanos and I have easily done 50-60 calls, and it’s been eye opening to see how many mistakes get made during the hiring process.

Receiving applications from folks who don’t have a firm grasp of what we do is fine. That happens everywhere. Most of the time we weed those out. It’s no different than when a PD gets an application for a top 5 market hosting gig from a retail employee who’s never spoken on a microphone. The likelihood of that person being the right fit for a role without any experience of how to do the job is very slim. What’s been puzzling though is seeing how many folks reach out to express interest in opportunities, only to discover they’re not prepared, not informed or not even interested in the role they’ve applied for.

For instance, one applicant told me on a call ‘I’m not interested in your job but I knew getting you on the phone would be hard, and I figured this would help me introduce myself because I know I’m a great host, and I’d like you to put me on the radar with programmers for future jobs.’ I had another send a cover letter that was addressed to a different company and person, and a few more applied for FT work only to share that they can’t work FT, weren’t interested in the work that was described in the position, didn’t know anything about our brand but needed a gig, were looking for a confidence boost after losing a job or they didn’t have a computer and place to operate.

At first I thought this might be an exclusive issue only we were dealing with. After all, our brand and the work we do is different from what happens inside of a radio or TV station. In some cases, folks may have meant well and intended something differently than what came out. But after talking to a few programmers about some of these things during the past few weeks, I’ve been stunned to hear how many similar horror stories exist. One top programmer told me hiring now is much harder than it was just five years ago.

I was told stories of folks applying for a producer role at a station and declining an offer unless the PD added air time to the position. One person told a hiring manager they couldn’t afford not to hire them because their ratings were tanking. One PD was threatened for not hiring an interested candidate, and another received a resume intended for the competing radio station and boss. I even saw one social example last week of a guy telling a PD to call him because his brand was thin on supporting talent.

Those examples I just shared are bad ideas if you’re looking to work for someone who manages a respected brand. I realize everyone is different, and what clicks with one hiring manager may not with another, but if you have the skills to do a job, I think you’ll put yourself in a better position by avoiding these 5 mistakes below. If you’re looking for other ways to enhance your chances of landing an opportunity, I recommend you click here.

Educate Yourself Before Applying – take some time to read the job description, and make sure it aligns with your skillset and what you’re looking to do professionally before you apply. Review the company’s body of work and the people who work there. Do you think this is a place you’d enjoy being at? Does it look like a job that you’d gain personal and professional fulfillment from? Are you capable of satisfying the job requirements? Could it potentially put you on the path to greater opportunities? If most of those produce a yes, it’s likely a situation to consider.

Proofread Your Email or Cover Letter and Resume – If the first impression you give a hiring manager is that you can’t spell properly, and you address them and their brand by the wrong names, you’re telling them to expect more mistakes if they hire you. Being detail oriented is important in the media business. If this is your introduction to someone and they have a job you’re interested in, you owe it to yourself to go through your materials thoroughly before you press send. If you can have someone else put an extra set of eyes on your introduction to protect you from committing a major blunder even better.

Don’t Waste People’s Time – You’d be annoyed if a company put you through a 3-4 week process only to tell you they didn’t see you as a viable candidate right? Well, it works the other way too. If you’re not seriously interested in the job or you’re going into the process hoping to change the job description later, don’t apply. If the fit isn’t right or the financials don’t work, that’s OK. Express that. People appreciate transparency. Sometimes they may even call you back in the future when other openings become available. But if you think someone is going to help you after you wasted their time or lied to them, trust me, they won’t.

Don’t Talk Like An Expert About Things You Don’t Know – Do you know why a station’s ratings or revenue is down? Are you aware of the company’s goals and if folks on the inside are satisfied or upset? Is the hiring manager someone you know well enough to have a candid professional conversation with? If the answers are no, you’re not helping your case by talking about things you don’t have full knowledge of. You have no idea how the manager you’re talking to has been dealing with the challenges he or she is faced with so don’t pretend you do. Just because someone wrote an article about it and you read it doesn’t mean you’re informed.

Use Social Wisely – Being frustrated that you didn’t get a job is fine. Everyone goes through it. Asking your friends and followers for advice on social of how you could’ve made a better case for yourself is good. That shows you’re trying to learn from the process to be better at it next time. But taking to social to write a book report blasting the hiring manager, their brand, and/or their company over a move that didn’t benefit you just tells them they made the right move by not bringing you in. Chances are, they won’t be calling you in the future either.

Continue Reading
Advertisement

Barrett Media Writers

Copyright © 2021 Barrett Media.