EIGHT WAYS FOR A PD TO AVOID BEING A DUMMY by Dan O'Day 1. Don't hire a great second baseman and then put him in the line-up as a catcher. 2. Don't force-feed the show (e.g., with ideas you've heard in other markets). 3. Don't try to reduce creative entertainment to a rigid formula... unless you think algebra is entertaining. 4. If the label on the wine bottle says "Ripple," don't expect to find a fine chardonnay inside. 5. Don't hire someone to do the kind of show you want; hire the kind of show you want. 6. Don't hotline your jocks. 7. Don't expect to win by removing negatives. You win by giving people a reason to listen. 8. Don't allow anyone else at the station to annoy the air talent. (That's your job.)