Broadcast consultants are invaluable when your radio station needs specialized media expertise or radio industry knowledge. Radio consultants provide important skills for radio stations or media companies seeking to plan new initiatives, develop strategic planning, refresh current programming or implement marketing campaigns. A radio station consultant can increase ratings and financial productivity by addressing essential programming issues, recognizing promotional obstacles and providing market focused services.

Before beginning your search for a radio industry consulting firm, it is important to define your consulting needs. Clearly identify the goal of your radio consultancy, including project scope, services needed, time frame and budget. This information will help you select the best radio consultant to meet your specific needs.

When selecting radio station consultants, research each consulting practice and evaluate the following:

1. How much experience do the radio frequency consultants have in developing solutions for your market demographics?

2. What services does each AM or FM radio consultant offer to increase ratings and provide bottom-line results?

3. How much should your business invest in creative broadcast consulting services?

Action Steps
The best contacts and resources to help you get it done

Hire radio consultants that specialize in your market

Select radio station consultants who are seasoned professionals with extensive experience in your station format and market demographics. Ask to see a list of past and present clients, and request references.

I recommend: Cole Media helps launch and manage media-related businesses from large companies to start-up ventures, and offers an online client list. BIA Financial Network offers financial consulting services to the media, technology and telecommunications industries, and features an extensive client list sorted by industry. Alan Burns & Associates provides programming and marketing consulting for radio stations and features a list of successful radio stations assisted through the firm's services.

Choose radio consulting firms with proven skills

Review the media services offered by each radio station consultant. Evaluate each firm's experience and qualifications, and request successful project examples of the specific skill sets you need.

I recommend: Donna Halper & Associates provides market research, station critiques, format adjustments, ratings consultation, staff training and motivation services for radio stations. Goodratings Strategic Services offers a full-service menu of radio consulting services, including strategic planning, initial format architecture, morning show construction and coaching, ratings analysis, station analysis and brand building. Scarborough Research measures the media behaviors and demographics of American consumers to help media professionals develop programs that maximize return on investments.

Select broadcast consultants that meet your budget

Many radio industry consulting firms utilize an hourly fee structure for short-term projects, while others operate on a retainer with a minimum time commitment for long-term relationship clients. Your radio consultancy cost will depend upon the scope of your services.

I recommend: Get a free station analysis from Harve Alan Media, a firm that provides customized consulting and advisory services for the radio industry. Request a proposal for media research and media consulting services for the radio industry at Paragon.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  It is tempting to save time by interviewing just one radio consulting firm. However, it is in your station's best interest to contact and interview several radio consultants to discuss your potential project. Two or three choices will provide you with the best possible match in skills, services, price and rapport for both you and the radio consultancy.