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Buzz Knight

Rethink PD Brain Space


The program director of today, more than ever, is filled with a mind-numbing series of responsibilities.

As brand managers of complex properties, the priorities and responsibilities include all things content, audience engagement, and entertainment value. Unfortunately, with the advent of desktop computers and laptops, many PDs have become chained to their desks and their computers.

Believe me, I know because at times I was a victim of this problem.

If you add in the growth of other smart devices, the growth of social media, the obsession with checking email, and the compulsive need to stay connected and in touch, in my humble opinion we need to re-think the brain space of program directors in 2014.

Here are some simple suggestions for program directors to be more creative and effective in a busy and challenged business world.

Devote ample time to sit quietly at your desk with no devices in front of you and think. Think about that one thing that will wow your audience or your customers. Ignore trivial clutter and concentrate on that one simple improvement or enhancement that can make your brand stand out.

Stand out by mastering the art of exceeding expectations.

You'll be happier at the end of your day with the focus of your accomplishment.

Buzz Knight is the Vice President of Program Development for Greater Media and he can be reached at 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 Nielsen Radio Advisory Council and the National Association of Broadcasters (NAB) COLRAM Committee.

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