What they do:
Their job is to create the radio adverting to the right point that their clients want. They have to bring together high-level radio production skills with the creative potential of radio and audio content with the understanding that they have a market to sell products and services. They manage client briefings, generate and pitch ideas, and write scripts or work with writers.
What skills they need:
To be able to do their job right, they will have to have different types of skills, some will be:
- be able to generate original ideas, and to think creatively about how to communicate them to audiences
- have the confidence to interpret a brief, and to pitch ideas to clients
- have excellent writing and storytelling skills, with the ability to tailor and adapt content for different audiences and platforms
- have strong IT skills, including word processing and data handling - and, ideally, audio editing and image manipulation software
- possess a comprehensive knowledge of the subjects relevant to the radio genre in which you wish to work
Radio broadcast assistant:
What they do:
Their job is to work in both speech-based and music radio, offering practical support to Producers and Presenters. Their job is to carry out a range of key administrative tasks to ensure the smooth running of live recorded radio programmes, and may also help with research. The duties of Broadcast Assistants differ between music and speech radio. The role also varies from station to station and programme to programme. They need to be aware of the characteristics of the target audience.
What skills they need:
To be able to do their job right, they will have to have different types of skills, some will be:
- be able to work effectively under pressure, react quickly and meet tight deadlines
- have excellent communication skills, including diplomacy and the ability to build rapport and draw information from people
- have a basic understanding of the law, ethics and industry regulation as they affect radio production
- have knowledge of when it is necessary, and how to acquire, the relevant clearances and licences, including copyright and music clearances
- have strong IT skills - particularly Word and Excel - and, ideally, audio editing and image manipulation software
Voice actor:
What they do:
Their job is to interpret other words in order to to bring a script to life, and to make the character they are playing sound realistic. They are they face of a production, with representing other people and their work. They work across TV, theatre, film and radio, while some may work as voice-overs. For some roles, they carry out extensive research, for others their character is moulded and developed during rehearsals.
What skills they need:
To be able to do their job right, they will have to have different types of skills, some will be:
- be able to assume a different body shape or language
- be able to drive or ride a horse, or take part in staged fight scenes, ideally
- have singing and dancing skills, ideally
- have clear and concise diction, and be able to assume different regional and national accents
- be able to deliver lines at a specific pace and to precise timings, particularly when dubbing lines onto live action or animation
Radio sales executive:
What they do:
They are responsible for generating the income that comes into the radio station. They are expected to work closely with their colleagues involved in marketing and other stuff. They ensure that station output supports revenue generation and that clients receive a consistently high quality of service. Radio Sales Executives may work in a small team for a single station, or as part of a larger regional or national department, serving a number of stations or radio brands.
What skills they need:
- To be able to do their job right, they will have to have different types of skills, some will be:
- be able to handle rejection
- have excellent writing and presentation skills
- have excellent communication skills, complemented by diplomacy
- be familiar with the potential of digital communication channels for advertising and marketing campaigns
- be able to think creatively and generate original ideas
Radio traffic manager:
What they do:
They only work in commercial radio and are responsible for scheduling the adverts and promotions that air. They run traffic teams, the purpose of which is to schedule commercial airtime and station promotions. Radio Traffic Managers work closely with colleagues in sales and marketing, sponsorship, promotions, events, publicity and programming. Also they are responsible for ensuring that all broadcast material complies with the law, regulation and industry codes.
What skills they need:
To be able to do their job right, they will have to have different types of skills, some will be:
- have a good understanding of the radio sales process
- be able to use relevant traffic management and play out software
- be familiar with the potential of digital communication channels for advertising and marketing campaigns
- be able to work calmly effectively under pressure, react quickly, and meet tight deadlines
- have knowledge of the law, ethics and industry regulations around radio advertising
Session singer:
What they do:
They must be able to perform the music that they are given as god as they can and to the best of their ability. Most singers specialise in only one genre, but may work in other disciplines. Backing singers, or session singers, usually cover all styles, and may not always know in advance in which style they will be singing. Backing singers, or session singers, usually cover all styles, and may not always know in advance in which style they will be singing.
What skills they need:
To be able to do their job right, they will have to have different types of skills, some will be: - be able to arrive ready to perform with your voice warmed up in advance
- be aware that different methods of warming up are required, depending on the time of day
- present yourself well - singers are judged by their appearance as well as their performance
- have some linguistic abilities in case you need to sing in other languages
- have a good knowledge of the phonetic alphabet
Prerecorded sound effects are useful in radio advert advertising because it makes it sound more interesting due to the fact that it put life into the advert so that it isn't just someone talking, also it makes it sound more realistic because, for example, if someone was making an advert that was set outside, having noise from a car will make the listeners think that they actually made it outside. Another reason is so that it sounds creative, this shows that they have good technical skills. Two websites that these could be found on are:
- www.freesound.org
- www.youtube.com
There are many different types of styles and mood of music or stings you could use in a radio advert music bed, some examples could be:
- Rave: this would give an energetic feel to the advert and make it more upbeat and sound like a party.
- Gospel: this may give the advert a church feeling to it and reach the audience of gospel singers and those interested in it.
- Reggae: this may give the advert a Caribbean feel and may make some people feel relaxed.
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