by pave » Sun Aug 11, 2013 5:31 pm
I will respond to both Tom and Bbb here.
I know, Tom. People within the industry are exhausted and frustrated to extremes. Going to the "next level" will require a whole new set of skills and mindsets - understandings about how to communicate effectively through this medium. I appreciate how so few - if any - are really up for it, especially if the rewards are phrased as "definite maybes" and "down the road".
As to Bbb's fair and pertinent question. I don't do it myself because, while I have the education, knowledge and experience to do so, it is still incumbent on ownership and management to a.) Realize there is a need for something important to be done. and, b.) Be willing to engage an individual who is not part of the tribe and who rejects The Dogma to deliver the training.
I learned and tested the techniques and methodologies I am prepared to deliver for about 12 years on-the-air and continued to apply them in commercial production. Tom was close by for much of that time and can attest to the on-air results. (This began about 14 years after doing radio, pretty much, the same as everybody else -with talent, whatever acquired skills, professionalism and enthusiasm.) Afterwards, those same techniques and methodologies were applied during my time as a counsellor and coach, which continues to this day.
Meanwhile, both of those (above) are not small requirements to satisfy before embarking on a program of massive improvement and development. Many managers and programmers are still working on the premise that all that is really missing is the application of more and better sales techniques. This is the case with corporate radio here (Canada), and even more so with the mega-glut radio corporations in the U.S.
A reminder here: The percentage of revenue held aside for R&D - the training of programming and commercial writing staff is zero. Even as I have been campaigning for massive improvement for years and even as the need for such improvement is greater now than ever, those who are desperately needing these services remain... silent... and stuck.