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Buzz Knight

Do You Know Who Your Station's Brand Ambassador Is?

Do you know who the most important Brand Ambassador is for your radio station? It's someone you take for granted and more than likely rarely if ever, sit down and communicate with about your brand. It's someone who communicates either via the phone or in person with more of your listeners than any station member comes in contact with. It's your receptionist.

This individual can be frequently" spinning many plates" on a daily or hourly basis, whether it be answering the phone, fulfilling a prize pick up, dealing with a client complaint or a listener complaint. This individual is the face or voice of your radio station. When is the last time you actually sat down and briefed your receptionist on your overall station strategy?

Does she know about your current promotional campaign running on the air? Every radio station should seek to create their own "gold standard experience" when a listener or client sets foot in their radio station. There's only one first impression you can make when someone walks thru your door and we shouldn't just be comfortable with an acceptable service response from our receptionist. We should expect a memorable service response. Let's spend the appropriate time instilling these values into our first line of communication with the public.

Let's applaud those that create a "wow" experience for our listeners...and let's appropriately re-train those that aren't shooting for the highest standards. You're listeners and clients will thank you by spreading the good word!

Buzz Knight is the Vice President of Program Development for Greater Media, Inc# he can be reached at bknight@greatermediaboston.com. Knight was named among “Best Programmers” by Radio Ink Magazine in 2007 and 2010. He has served on the programming subcommittee of the National Association of Broadcasters(NAB) and is currently a member of the Arbitron Radio Advisory Council and the National Association of Broadcasters (NAB) COLRAM Committee.




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(11/8/2011 2:33:47 PM)
Good call, Buzz. I am reminded of more than a few stations where we had to throw hunks of raw, red meat over the reception area desk before taking any chance of passing by - never mind approaching.

People who actually had the gall to call the station fared even less well.

I am also reminded of the receptionists who have said, "You pay me this and you want what!?"

- Ronald T. Robinson

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