Chapter 2: Station
Management
The Radio Station
Chapter 2: Highlights
•Radio managers constantly face challenges due to new audio competition
and station consolidation. In addition, radio’s unique character requires
that station managers deal with a wide variety of talents and
personalities.
•The authoritarian approach to management implies that the general
manager makes all of the policy decisions. The collaborative approach
allows the general manager to involve other station staff in the formation
•Key managerial functions include operating in a manner that produces the greatest profit,
meeting corporate expectations, formulating station policy and seeing to its
implementation, hiring and retaining good people, inspiring staff to do their best, training
new employees, maintaining communication with all departments to ensure an excellent air
product, and keeping an eye toward the future, especially in terms of how new
technological applications, such as websites and HD, can enhance profitability.
•Managers hire individuals who possess a formal education, strong
professional experience, ambition, a positive attitude, reliability, humility,
honesty, self-respect, patience, enthusiasm, discipline, creativity, logic,
and compassion.
•To foster a positive community image, the station manager becomes actively
involved in the community and devotes airtime to community concerns–even
though the FCC has reduced a station’s obligation to do so via ascertainment.
•The National Association of Broadcasters (NAB) and
the Radio Advertising Bureau (RAB) are among the
largest radio trade industry organizations.