Radio broadcasting is a challenging and competitive field, but can also be very exciting and rewarding. There are many aspects of radio, and while the most popular broadcasting career is a radio personality, a radio station would not be able to run without the many other supporting and important roles.
Announcer or Reporter
The most famous radio career is a radio personality. In this role, an announcer or reporter brings the voice to the radio. Radio announcers establish the tone and style of the program and build relationships with listeners. Each station and program is different when it comes to scripting. Some announcers are unscripted while others do not have that freedom. Additionally, some announcers are also responsible for researching and reporting news coverage. To be a successful radio personality, it is necessary to have excellent communication skills and an exceptional voice for radio.
A radio producer is a critical role because they are responsible for managing the whole program and station. There are different types of producers, which range from a podcast, advertising and station producer. Each role has slightly different tasks; however, the core of these roles involves generating ideas, creating content and thinking creatively. A radio producer must maintain up-to-date research on the market as well as continually manage and improve the station.
A radio program controller is responsible for scheduling content for a station. Each minute of a program must be planned and scheduled to avoid gaps, silences, and overruns. They are also responsible for determining what goes on air, when it airs, and the structure of the program. If a program controller fails, then the radio station will likely lose their audience.
Editors are another significant role in radio. A news editor oversees the news output for the station. Their part primarily deals with setting and driving the news agenda and reviewing all news output. A news editor must be able to create a worthy news story, have excellent editorial skills, be able to work under pressure and understand the risks news output has. If a station tells inaccurate news, their trustworthy tanks. However, timely and accurate reporting will help boost a program’s rating.
Marketing is a huge part of radio because advertisements allow most radio stations to provide free service to listeners. A radio marketing executive has a wide range of job duties that ultimately aim to increase brand loyalty, attract audiences, and continue to provide free services. Not only is the marketing executive responsible for advertisements on the radio, but also to market the radio programs the station offers.
Mitch Levy has spent nearly 30 years in radio and sports broadcasting after earning a degree in Broadcast Journalism from Syracuse. Read more of his advice for the radio industry or check out his Twitter!