The Hardest Jobs

Two jobs at any radio station require the folks assigned to them to be more efficient and diplomatic than almost any others.

They both fall into a gray area, not quite sales, not quite programming, not quite management with responsibilities which fall into all departments, even public affairs, community involvement and creative.

Traffic and production.

It takes a very special person to handle the all of the responsibilities they are expected to deal with every day from people skills, working to deadlines, honesty, judgment, organization, prioritization, just to name a few.

A bad fit in either role can quickly jeopardize a station’s ability to hit goals.

If you are a General Manager, Program Director or Sales Manager, here’s a reminder to "hug" your creative director and traffic person on a regular basis.

They can make you better at your job or undermine you.