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Your program director plays a huge role at your radio station. One of those roles should never be to write your media kit. Your media kit is for clients and prospects to learn how your station’s audience can help their business grow. When PD’s write media kits, it comes out as pages about “you” (the station) and little about “them” (your client/prospect).
A page in your media kit for your on-air schedule and a page for your promotions/community involvement is all that is needed in regard to what’s happening on-air.
Your media kits shouldn’t read like programming promo. It’s about your audience, and how they can help clients/prospects. Remember, you are the marketing expert. All of your marketing materials should be produced by you, not the PD.
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Not always true. In smaller markets you find PD’s have the experience and insight needed to accompish such goals more so than AE’s, even sales managers at times. You find AE’s spinning in small markets and even larger markets. Any decent PD understands the difference between the listening audience and your clientel and how to speak to each. Both sides of the fence need to understand COMPLETELY by both parties. AE’s don’t be so dissmissive of your product either.