In radio, we take a lot for granted. We assume listeners know who we are. We assume those who show up at events are there for free stuff. And we act like calls during the show are more of an interruption than an invitation. And so… the phones go unanswered. Lines blink. Calls get dumped. Listener engagement is left ringing off the hook…literally. That’s a mistake. A big one. This should be a Team Show Rule for all team shows. Get off your phone and answer the phone!
You’ve Probably Seen This
You’re in the studio. The show is happening. A song is playing. There are a couple of minutes on the countdown clock before the song ends.
This is the perfect time to coordinate, connect, and collaborate. Or you could use the time to interact with fans wanting to talk to the show.
Instead?
- One cast member is scrolling their phone.
- Another has their head buried in an iPad.
- A third is typing an email to an Account Executive.
- The producer is off getting coffee.
Meanwhile, four phone lines blink… and blink… and blink. Not a single person moves to pick up the phone. But even when the producer returns, she casually puts all of the lines on hold.
Sure, there are digital fires to put out. Social posts to schedule. Sales emails to respond to. But if your audience is literally calling you in real time, begging for a connection, and you treat it like a telemarketer during dinner? That’s not multitasking. That’s negligence.
The studio should be a center of activity, always alive and focused on creating the next great segment or promoting your brand to fans trying to have a relationship with you.
Answer The Phone!
Does the lack of attention hurt you in the ratings? Yeah, it does. Maybe there’s no direct connection between lost quarter-hours and ignoring your audience, but it matters, and more than a little.
