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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.)

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