A Branding Challenge to Write Home About

While reviewing PR blogs I came across a post by Dan Wool in the Valley PR Blog that surprised me and directly relates to my current PR internship. I work at a local alternative rock radio station as a PR/Promotions Intern and member of the street team.  While I have only been working there since January I have been an avid listener of the station for all four years I’ve been attending college here.  

In April of last year the station underwent a huge shift as they replaced their local morning show host with a much less expensive syndicated host. This caused an uproar from station fans and habitual listeners of the host that I still feel the backlash of as a member of the street team today.  

Fast forward to today, where the media has taken an even bigger dive and in reorganization of their company, CBS fired the syndicated host. For our company this meant an entire re-branding process of the station, and with it thousands of dollars and hours, completely wasted, and no morning show host to boot.  

So when I read this post, indicating that our old station favorite has resurfaced on the airwaves of a competing station, I was baffled.  How, with no morning show host, are we supposed to keep morning listeners once they find out that their old favorite is back on the radio on ANOTHER station?  How do we position our station and brand our morning show with enough vigor to keep our morning listeners? I hate to sound bleak but this is the first time this economic crisis has really hit home for me. It looks to me as though the road ahead is going to be an bumpy one.

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1 Response to A Branding Challenge to Write Home About

  1. viancavv says:

    That’s a sticky situation for sure. A lot of on-air media develop really devout audiences. The old host was bound to take [some] of his/her listeners along to the next station. It’s an unfortunate situation that was probably unavoidable, and there’s not too many promising solutions to maintaining the old listeners. As tough as it might be, the station has to think about what they are able to offer that the old host’s new station cannot. Once the station recogizes their own value in comparison to the others, they need to expose it as much as possible. Rebranding is probably one of the toughest jobs in the PR world in my opinion, especially in situations like this where losing listeners is going to be unavoidable. Still, you can work to maintain as many old listeners as possible, while also looking forward to the future and the audiences a new brand can bring in. I’d love to hear Gilpin’s opinion on this one…

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