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Careers in Radio 1

TABLE OF CONTENTS

Introduction ........................................................................................................... 3

Your Future in Radio .......................................................................................... 3

Education ................................................................................................................ 4

The Typical Station & Jobs ............................................................................... 5

Copywriters ................................................................................................ 5

Engineers .................................................................................................... 5

On Air Announcers & Journalists ...................................................... 6

Production ................................................................................................... 6

Programming ............................................................................................. 6

Promotions .................................................................................................. 8

Sales .............................................................................................................. 8

Management and Administration ....................................................... 9

Traffic ............................................................................................................ 9

Training For a Career ......................................................................................... 10

Australian Film, Television & Radio School ................................... 10

Edith Cowan University - Western Australia ................................. 10

Charles Sturt University ........................................................................ 10

Applying For The Job .......................................................................................... 11

Contact ...................................................................................................................... 12

Careers in Radio 2

CAREERS IN RADIO

Commercial Radio Australia (CRA), the industry association representing the interests of commercial radio broadcasters, produces this booklet. CRA is committed to the development of the broadcasting arts and through education and training projects, it will continue to promote practices designed to strengthen the commercial radio industry’s ability to serve the Australian public.

YOUR FUTURE IN RADIO

Radio is a challenging field. It is Australia’s greatest round-the-clock medium. A trip across the dial brings news, music, weather, sports and entertainment to millions of people every hour. Radio is fresh and constantly changing: it is immediate, mobile and portable. People who work in radio are not just observers; they are very active participants. Radio needs thinking people; people with ingenuity, vision and boldness who are prepared to act; people who can help produce programmes which will meet the demands of an increasingly sophisticated audience. This booklet is designed to help you sort out whether you should be seeking a career in radio and, if you are, to show you how you might go about finding a place in this exciting field.

Most newcomers’ start in small stations where experience requirements are not as high as those expected of staff working in the large capital city stations. Small stations offer opportunities to be involved in all aspects of broadcasting because job responsibilities often overlap. For example, a traffic manager may write commercials or an announcer may double as a salesperson. The experience acquired in a small station often leads to a job in a larger station in a larger city.

If you have an interest in radio and feel you have skills, the right background and the commitment to interest management, you should write to the station where you would like to work. You should include a summary listing your educational qualifications and experience, being careful to highlight any work experience related to broadcasting. If you are seeking an on-air position, you should send along an audition tape/an air check, ie. a three-minute sample of your voice on tape. A personal visit to the station, arranged well in advance, is also a good idea.

Career opportunities also occur in fields related to commercial radio, which could lead to actual jobs in radio. Some of these, however, represent satisfying careers in their own right.

You should be on the look-out for vacant positions with such organisations as program production companies, advertising agencies, station sales representative firms, broadcasting trade publications, universities and colleges (which offer radio courses) and various branches of the State and Federal governments.

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EDUCATION

There is no doubt that people wishing to follow a career in commercial radio do require certain aptitudes and qualities, backed up by education and training. There is a certain spark that is needed, a willingness to work unusual hours and a very real ability, to relate to people - all sorts of people!

A sound general education is the basic need, with recruitment normally taking place following the Higher School Certificate or its equivalent at the end of Year 12, then should follow additional study and specific training in the area of special interest.

Today, leaders in business, commerce and industry are being drawn more and more from the ranks of those who have undertaken advanced studies in their special fields. Thus young people commencing a career in radio should carefully consider the value of University education or other professional training, which will give them a broader vision and specialised knowledge of their chosen field.

Those who work in capital cities and large centres will have the advantage of being able to attend universities or technical colleges as part-time students. Staff, however, in country stations can also enrol as external students with some universities or colleges or undertake correspondence courses in advertising, sales and sales management, accountancy, journalism or qualifying examinations for admission to the appropriate professional institute, such as the Advertising Institute of Australia, the Australian Institute of Sales Management, the Institute of Sales Management or the Institute of Radio and Electronics Engineers (Aust).

The availability of training facilities varies from State to State, and the question of appropriate courses to follow for advanced training should be talked over, in the first instance, with a station manager. However, institutions currently offering courses which are relevant to the commercial radio industry and which have been designed in association with CRA are listed on page 10.

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THE TYPICAL STATION AND ITS JOBS

A commercial radio station is a business, which has a special role to play in serving its community but at the same time providing a profit to the shareholders who have invested in the company. It therefore has to be an efficient operation.

In most stations the main areas of activity – include production, programming, on-air broadcast, engineering, sales, promotions, traffic, station management and general administration. There are substantial differences in job requirements, approach and working conditions between large and small stations.

Small radio stations may only employ around ten or twelve people while larger stations can have 60 or more employees on staff. This means that in a small station one person might be responsible for a combination of several jobs, which would be approached as separate jobs in a large station. For this reason, small stations offer a beginner the opportunity to learn about many facets of broadcasting before he or she chooses a speciality.

CopywritersRadio copywriters write the advertisements that you hear. Radio is often referred to as ”word of mouth” and copywriters develop unique combinations of words that aim to build brands and achieve advertising objectives.

A copywriter receives a creative brief from an account executive or sales executive. The brief is information received from the client about the marketing, advertising and campaign objectives of the product. The copywriter works under time restrictions, client requirements, deadlines and, sometimes, government regulations. He or she aims to write exciting and fresh radio commercials that observe a clients’ advertising objectives and appeal to listeners.

EngineeringA commercial radio station relies on its engineers and technicians to ensure the station is continually on-air. Sound engineers are technicians who work closely with producers to broadcast and record programmes and commercials. They are specialists in a station’s audio equipment and are responsible for its working operation.

A radio station’s chief engineer is also responsible for the maintenance of the equipment that broadcasts the programmes, called the transmitter, and other technical operations such as maintaining the sound studio equipment.

This department also sets up the technical facilities for outside broadcasts (OBs), which are run for a station or sales promotion. Engineering also keeps the mobile facilities in broadcast working order.

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On Air Announcers & JournalistsRadio listeners tune-in to hear music, news, announcers and journalists. This can put announcers and journalists in the hot seat.

As the voice of the station announcers are responsible for developing a close relationship with listeners. Love them or hate them announcers create the personality of a radio station and can be a big reason why listeners continue to tune in. Meanwhile journalists report the news on the radio, sometimes they will compile the news bulletins as well.

The closer the relationship announcers and journalists build with listeners, the higher the loyalty and the longer the audience listens to the commercial radio station. Announcers and journalists do more than just turn up at the station and talk to their listeners to achieve listener loyalty and long listening times. They work closely with the programme director to develop the types of programmes that their listeners want to hear. The success of this team effort is measured by independent radio audience surveys. The results of these surveys assist presenters and programme directors to evaluate their performance.

ProductionA radio station’s producers ensure the smooth running of a programme or production ofa commercial. They oversee the recording and/or broadcasting to ensure that all the elements required for the programme/commercial are included and run in accordancewith instructions. In compiling the programme or commercial, producers utilise the station’s resources and sometimes call in outside sources if needed such as a voice over professional.

A producer will use audio and technical equipment to do their job. A producer might also: use music, accessed from a station’s music library; historical tapes from news archives; original and pre-recorded sound effects; and voice talent. The search for voice talent often sees a station’s staff limbering up their vocal chords for this job!

ProgrammingUnless a radio station delivers the programming that listeners want to hear, AM or FMradio waves have all the communications’ characteristics of a blank sheet of paper. Radio has value for advertisers and listeners as a communications medium. A station’s listeners are the most important factor from an advertiser’s viewpoint. A commercial station’s listeners’ are an advertiser’s potential customers. With this in mind, a radio station’s programme director (PD) is really the product or brand manager and is responsible for a station’s brand including its sound, voice and tone.

The key to programming is the development of a format that delivers a specific target audience. That means selecting programming content/material that is relevant to the target audiences wants and needs. This includes relevant promotional and marketing strategies and an acceptable level of advertising content. Programming a radio station requires a mixture of skills, including staff management, audience research, marketing and gut feel.

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With more diversified formats than ever before, the challenge for a radio station PD is to secure target listeners that are attractive to potential advertisers. This ensures that a radio station remains profitable. Radio stations have two basic types of formats, talk and music.

At a talk station programming is mostly news, current affairs and listener involvement. Listeners get involved through talk back sessions. Presenters give listeners an opportunity to air their viewpoint on current issues. There are various types of talk radio formats. Some of the current successful commercial radio talk formats in Australia include personality talk, news talk and sport talk. The ABC and community radio sectors have also developed various talk formats.

Commercial talk formats generally appeal to listeners aged more than 40, while music formats more often appeal to younger listeners. When listeners tune in to talk formats they are generally seeking information to make sense of the world around them.

A music station provides less opportunities for listener interaction. Music stations focus on providing the type of music their listeners want to hear. Some stations in regional areas may provide a mix of both talk and music formats. Listeners often tune in to music stations when they are seeking relaxation and escape.

A typical programming day for both types of stations often includes the latest breaking news. This becomes crucial during times of crisis such as bushfires or cyclones when the radio becomes a vital communications link between listeners and the emergency services network. Programming might also include traffic information during peak hours such as breakfast time or drive time.

A radio station PD will usually have programming control of all on-air product, includingnews and music. While major market stations will employ a separate music director to select and program the station’s music, many smaller stations have merged these two roles and the PD might also select music.

The PD ensures that radio commercials suit the station’s programming format and generally appeal to the station’s listeners. A typical day also includes programming public service announcements from organisations such as the Australian Red Cross, the Salvation Army or the Road and Traffic Authority. These organisations often rely on radio to reach a mass audience in their appeals for blood donations, charity donations or road safety.

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PromotionsPromotions are an essential part of the marketing mix of a radio station. They provideinterest, excitement and entertainment, both on-air and in outside activities.

The promotion department is responsible for developing and producing new and effective ways to promote the station and/or client advertisers’ products, known as sales promotion. Promotions have many requirements to meet before going to air.

These might include a requirement that a promotion complements the station’s formatand image and that is complies with any legislative and/or regulatory restrictions.

Promotions are used to achieve specific objectives. The objectives of a station promotion may include: encourage new listeners; increase time spent listening; create on-air excitement; relate to target audience and their aspirations; be used as a fun programming element; reward loyal listeners; and generate publicity. Objectives for a client’s sales promotion might include: heighten awareness of the client’s name; increase store traffic in busy and slack periods; celebrate store openings and anniversaries; launch new products on the market; and increase usage of a product.

SalesThe sales department services the commercial radio station’s advertising clients. The department, made up of account executives, is the direct link between the station and the advertiser or their advertising agency. Account executives work to achieve their clients’ advertising objectives and meet their station’s revenue target. Account executives work closely with their clients in order to understand their business. They help them reach listeners that are most likely to buy their products and services.

The sales team is supported by the general sales manager who ensures the overall revenue targets are achieved for the whole team. The general sales manager also acts as liaison between the programme director and the sales team to ensure that advertisers’ commercials appeal to the station’s audience. No-one is served when a commercial’s style encourages a listener to tune-out, or turn off, their radio.

Creating commercials that appeal to a station’s audience is easiest when the commercials are written and produced by the station’s copywriters. It becomes a trickier job when commercials are written and produced by the client’s advertising agency. In this instance the same commercial may be expected to communicate with the audiences of vastly different radio stations (remember format). For this reason each station’s sales and creative people work with the agencies on creative development.

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Station Management & AdministrationThe station management and administration area of a radio station’s activities falls under the direction of the station manager. The job of station manager requires a mix of skills including commercial acumen, creativity and the ability to lead and direct a team.

The manager’s responsibilities include handling the daily problems of station operationsin consultation with the programme director, sales manager and chief engineer. He or she determines the general policies of the station and supervises the implementation of policies. The manager usually handles the station’s relations with the Australian Broadcasting Authority (ABA) and other government bodies. The manager also usuallyparticipates in community activities on behalf of the station.

Within a radio station there are many people that support and assist each individual department. The administrative support staff play their own key role in the smooth running of the station. Administration staff also include the accountant and accounts personnel, reception and personal assistants to the different managers and teams. The size of the administrative team largely depends on the size of the station.

TrafficA radio station’s traffic department oversees the smooth scheduling of commercials intothe station’s programming format. As the radio station’s nerve centre, this is the onedepartment that can’t afford a traffic jam. An ideal traffic supervisor thrives underpressure, can juggle many tasks at once, and is a good communicator.Arguably the most stressful job in the radio station, the traffic supervisor remains calmat all times. This means keeping a clear head in live, outside and pre-recordedbroadcasts, commercials and music schedules. All elements are filtered through and coordinated by this ‘super-whiz’ of a radio station.

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TRAINING FOR A CAREER

There are several private announcing schools operating throughout Australia, usually in capital cities, providing this sort of training. The Australian Film, Television and Radio School (AFTRS), in association with CRA, also provides training programmes of this kind for those interested in taking up a career in commercial radio broadcasting. Selection is highly competitive.

AFTRS also offer a range of courses that are held in high esteem by the industry, such as Programming, Copywriting and Sales and Marketing. Many of the courses are available by distance education. CRA also work closely with other tertiary institutions in providing training programmes and courses for those interested in taking up a career in commercial radio broadcasting. Some of these courses are organised so that they can be approached on a remote learning or part-time basis.

Australian Film, Television And Radio Schoolhttp://AFTRS.edu.au

Courses: Graduate Diploma in Commercial Radio Broadcasting; Graduate Certificate in Commercial Radio Programming; Creative Craft of Copywriting; Sales and Marketing package of training.

Edith Cowen University - West Australia https://www.ecu.edu.au/

Course: Graduate Certificate in Broadcasting (Radio)

Charles Sturt University School of Communication & Creative Industries Charles Sturt University - Bathurst http://www.csu.edu.au

Course: Bachelor of Communications - Communications Commercial Radio

NOTE: The above organisations are those with which CRA has developed a direct relationship regarding the training needs of its member stations. There are other institutions, located throughout Australia, which also provide courses that could have relevance to people wishing to pursue a career in commercial radio.

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APPLYING FOR THE JOB

Applicants for announcing positions at radio station should submit a recording of their voice, together with their written application.

The following Dos and Don’ts may be useful guide in the preparation of an application and an audition tape.

DO - set out clearly in your application details of:

name & address telephone number education standard (including passes in various subjects) full details of any training or radio experience (commercial or community) details of previous or present employment earliest date on which you could commence duty include copies of references.

also, DO

Clearly identify yourself with name and address on your audition tape and container. Remember that when a station receives a large number of applications, unidentified tapes or containers can cause confusion (no more than 3 minutes).

Forward your application promptly if replying to an advertisement. Remember that stations advertising for announcers are often short-staffed and are anxious to fill the vacancy with all possible speed.

Print your name and address under your signature. Many signatures are quite unreadable by someone who doesn’t know you.

If applying for a position in person or attending an interview, dress neatly and look to your general appearance. Few managers are impressed by a sloppy, casual approach.

DON’T

Commence your audition with a breezy expression such as Hi There! You would not do this if you were applying for the position in person.

Include lengthy musical breaks in your audition tape. Programme managers do not have to listen through long excerpts from records they have probably heard a hundred times before.

Cultivate pseudo-American or other accents or affectations. Your prospective employer wants to hear your normal speaking voice and he or she is more interested in hearing how effectively you can deliver a commercial or news item than in listening to you airing your knowledge of the latest pop record.

Indulge in gimmicks on your recording. A good straight delivery is of more value to

Careers in Radio 11

the manager in assessing your suitability to the stations particular needs. Make your audition too long. Three or four well read commercials, a couple of news

items and perhaps one record introduction is usually sufficient (3 minute max).We hope you find this information useful and should you choose a career in commercial radio, we are sure that you find a challenging and highly rewarding career ahead of you.

For more information about your career in radio you may wish to contact

INSERT LOCAL STATION CONTACT DETAILS

OR COMMERCIAL RADIO AUSTRALIA02 9281 6577 or www.commercialradio.com.au

Careers in Radio 12