Fun, relatable, local – not good enough!

Craig Bruce tells it like it is with his Twitter tips…


*This story will be updated as more tips are posted to Twitter – stay tuned!* 

To celebrate 25 years at SCA, Head of Content Craig Bruce is sharing 25 things he’s learnt in the radio industry on his brand spanking new Twitter account (@cb_bruce).


Lesson 22

Reputation is everything. Every interaction on and off the air will contribute to you getting your next promotion.

Lesson 21

If you’re in a metro product team, make sure you engage.
Speak up.
Push back. 
Get involved.
If you’re in the conversation, then you’re in the game.

Lesson 20

No one will care about your career as much as you do.
Be proactive. Ask for what you want. Educate yourself and make sure you’re ready for when the next opportunity arises.

Lesson 19 

Find the person who is the benchmark in your area of expertise and copy their work ethic.

Lesson 18

Promo airtime is the most valuable tool you have to create a unique position for your station. 

Lesson 17

Every great show has a unique expression.
Fun, relatable, local breakfast shows are a dime a dozen.
If you’re using these words to describe your show, it’s officially wallpaper.

Lesson 16

Anticipation is everything.
Christmas is the greatest anticipation campaign ever. 
Use your airtime to create excitement around your upcoming events.

Lesson 15

Helping people understand their unique talent is the key to programming… and management… and personal success.

Lesson 14

Radio is a team sport.
The best shows are always the best teams. 
The primary function of the Content Director is to help create and promote those environments.

Lesson 13

The great on air teams are just as good at listening as they are at talking.

Lesson 12

There is no right or wrong in radio.
It’s just individual interpretation.
The most successful Content Directors learn to craft their own sound.

Lesson 11

Being a Content Director is like being the conductor of the orchestra.
You set the tone and the rhythm of the band. 
Remember that everyone is looking at you for their cue.

Lesson 10

The best performers are defined by what they don’t do.
They zig when others zag.
Radio rules are meant to be broken.
Hire people who have the talent and courage to do something different.

Lesson 9

Radio Lesson 9. Programming great shows is about releasing potential, not stifling it. Start by hiring really smart & interesting people, then let them go.

Lesson 8

For young programmers. Think about your communication like an on-air campaign. It needs frequency and creativity.

Lesson 7

Most programmers share the same knowledge on content. The difference is in leadership and talent coaching.

Lesson 6

Content Directors hire attitude, not talent.

Lesson 5

Edit. Then edit again. Every talk break should start with what needs to come out, not what should  stay in.

Lesson 4

Australian radio needs more announcers who are passionate about music. If that’s you, you’ve already found your niche.

Lesson 3

Share your work with people who are better than you, finding a supportive mentor is the fastest way to improve.

Lesson 2

Every shift is a chance to improve. Being on air is the best way to fast track your development. Treat every gig with respect.

Lesson 1

All announcers sound the same. The most important thing you can do is find your unique, authentic voice.

Keep checking back for more!