Getting the most out of your radio advertising executive

Though it may not seem like it sometimes, advertising executives actually do care about the success of their clients (wipe that shocked look off your face).

Every dance has two pairs of feet and part of the reason executives come across pushy is because they are often treated like dirt from the other side.  More than once, most reps have heard the line, "If you can't get me what I need, then I won't be able to buy your station."  In essence, "I don't care about the merits of your station unless you do exactly as I say."  You can see where this might jade a person.  Threats won't get you the creative talent of the person you're working with.

Here's what WILL get that radio advertising dude or dudette to work for you and provide you with good ideas on a consistent basis:

• Ask them for Market information and general tips on your business - A radio rep that feels needed is a radio rep that will respond positively when asked for good ideas or referrals.
• Ask them for their best ideas - This sounds so simple, but you would be surprised how few clients actually use their reps for new ideas.  Most stations sit around a table and brainstorm with 5-15 people at a time.  Think about that - Your business could have 15 professionals schooled specifically on their medium all feeding off each other to come up with a new creative promotion unique to you...That's powerful.
• Respect them - This should be a basic human standard.  Unfortunately, it isn't, so I am including it.
• If you disagree, tell them you disagree and tell them why - Just like anything else, collaboration is better than cooperation which is better than competition when it comes to teamwork.  Feedback isn't just a made-up word for "tell me yes or no."  Feedback means feedback.  What do you like, what don't you like?  Why exactly do you disagree with a promotion or idea not being a good fit?  Don't ignore your rep if you decide to say, "No, thanks."  Trust me, the extra time you put into feedback will save you time down the road.
• Ask for integration - Though "integration" is a buzz word, it is an important buzz word.  Integration means including the same message in radio as in TV as in print as in your social media, but it also means using a radio station's website with their on-air options with their on-site options.  Try to get it all.
• Give them 30 minutes - When they ask for a little of your time, don't play "High and Mighty."  Give them some time.  And don't be answering e-mails while you're on the phone with them or start taking calls when they come to see you in their office.  Give them your full attention.  This goes back to respect.  If you truly see them as a possible future partner (or have partnered with them in the past), treat them like a partner.  They will reward you with more attention to programs they build for you.