Pat O’Day, a dear friend of mine, is one of America’s most famous radio personalities and respected program directors. It has been my great pleasure to work with Pat many times in various capacities since 1965, when he first hired me at KJR, Seattle. Pat, if i recall correctly, was named Radio Program Director of the Year at least five times. His book (buy it) is linked on his site, http://www.pat-oday.com.
He recently wrote an on-target and succinct description of a radio consultant’s job in 2006. It is sooooo perfect, I must quote it here.
He (the consultant) will understand from the gitgo that he’s not to
disturb the "Morning Team" and make sure the rest of
the staff says nothing on the air. He will be
required the closely follow the latest music
testing, (Although it may have been tested in
Phoenix) and be reminded that it’s company policy to
always have the "Air Personalities" only give the
time digitally! Other than that, he’s free to use
his creativity just so long as he always plays ten
in a row, and no interruption between the six
commercials to be played back to back. He will be
urged to plan things that relate to the community!
Stunning lines like, "Hey, it’s sunny today and we
have great music!" or "It’s raining but we have
music to make you feel good!" or how about, "Hi!
I’m__________ __________for a Tuesday!" Stuff like
that tests really good!