commerials producer

A commercials producers job in radio is to create promotions and advertise the radio station, in order to market or sell the station. When the commercial producer works on a commercial radio station they may work for a just one station or as a regional or national team, but if working on a smaller station they may just have to advertise for one radio presenter on the station. Even the BBC have commercials producers even though there is no advertisisng, they are responsible for each stations programmes and productions.

A commercials producer has a very wide job description and must be able to do a variety of jobs including, interpreting client briefs to create effective radio advertising, generate and pitch ideas and write scripts or work with the writers. They must also be able to produce trailers to promote sponsored events from clients. they must also produce trailers to promote the station as well. Commercials producers should use there knowledge of their radio station brand and there types of listeners to create the best style of advertising. They must be able know how to get the necessary licence or clearances are obtained when they are sourcing music or audio. And also understand and comply with the media law, regulation and industry code. They must also have good knowledge and understanding of how to operate radio stations both in studio and on location and be able to use correct audio editing software.

There is no particular route into getting into this role although most have a background in radio or advertising, a degree is not essential to get into this job although it would help to have a degree in advertising or business would help. Although qualifications do not always matter the employer always wants to see experience and interest in the role especially gained from community, student or hospital radio.

Essential Knowledge & Skills
Radio Commercials Producers need the following:

• the ability to generate original ideas, and to think creatively about how to communicate them
• excellent writing and story-telling skills which they can adapt for different audiences and platforms
• knowledge of the Radio market, different station and programme styles, and audience demographics
• a strong interest in advertising, and a good understanding of how radio and other relevant platforms can be used to promote and sell goods and services
• confidence to interpret a brief, and to pitch ideas to clients
• ability to work independently, but also as part of a team
• self-motivation and adaptability
• ability to work effectively under pressure, react quickly and meet tight deadlines
• determination, diplomacy and excellent interpersonal skills
• empathy and patience, the ability to build rapport and draw information from people
• a thorough knowledge of the law, ethics and industry regulations as they affect radio production and advertising
• knowledge of when it is necessary, and how to acquire the relevant clearances and licenses, including copyright and music clearances
• knowledge of the requirements of the relevant Health and Safety legislation and procedures
• a high level of IT skills - particularly good word-processing and data handling skills
• the ability to learn how to use a variety of recording equipment, and to operate different radio studios
• the ability to conduct effective Internet research, use relevant computer software for audio editing, and, when necessary, to manipulate visual images or edit video, and upload all such material for use on websites

http://www.creativeskillset.org/radio/careers/jobs/article_7768_1.asp