We’re currently in the midst of a crisis unlike anything any of us have seen in our lifetime. A global pandemic in a world more mobile, and more populated than ever. A pausing of the global economy in a time where all of our economies are interwoven and interdependent. If there ever was a time for local radio to step up to the plate and show it’s value, that time is now. 

So, let’s play to our strengths. 

Community Involvement: Even though most of our on-air personalities are broadcasting from home and unable to do on-site remotes and events. Let’s use this time to get creative and find ways to ramp up our community involvement through Facebook and Instagram lives, videos on web and social media promoting important community issues along with plugging businesses that are still open and of course regularly updated, timely on-air updates. 

Flexibility: It’s hard to think long term when being flooded by cancellations and worrying about how to keep the power on at the transmitter site. But, if its at all possible, working with our local advertisers by deferring payments or running additional bonus spots to help them survive will be remembered when things get back to normal. 

Turn-around Time: Virtually every spot a station is running for a local advertiser should be revised. If we want to keep the bulk of them advertising through this difficult period, then we have to do everything we can to make sure the ads they’re running are effective. If it isn’t relevant to the listener tuning in mid-quarantine then it should be revised. 

Personnel: When staring at projections that are now worthless, and facing the uncertainty of what everything will look like in a few months, it naturally leads us to consider layoffs. It’s easy to think ‘Let’s cut a little now so we don’t have to cut a lot later.’ But, qualified and professional broadcasters are unique and increasingly rare. We should be open and honest with them about the situation and then do whatever we can to keep them. The idea that there are a whole bunch of broadcasters out there looking for work after the recent layoffs is a false narrative with many of them likely to change industries all-together. The same goes for managers. It takes a special combination of coach, cheerleader, therapist and disciplinarian to manage on-air talent. GMs, PDs and OMs who  have mastered those skills are very hard to replace.

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