Most commonly used in the context of medicine and law, malpractice is defined as, “improper, illegal, or negligent professional activity or treatment”. But malpractice is no stranger to the advertising world either. You can google “advertising malpractice” and find many interesting stories, mostly regarding fraudulent advertising claims.
The one word in the definition of malpractice that I want to focus on is negligent. First, so we are on the same page, the definition of negligent is, “failing to take proper care in doing something”, and I would add to this definition, “that we know should be done”.
As a media rep selling advertising, what is your job? Is it to sell ads? Is it to help your clients get results from their advertising investment? Is it to service the account so they have the best chance of achieving success? The answer is, “Yes!”
Once you convince a prospect to do business with you, they become your client. It’s then your job to service that client so they have the best chance of getting a return on their investment. Anything less is negligence, or “Media Rep Malpractice”.
The most common case of MRM (Media Rep Malpractice) is not updating copy. The only excuse for not updating copy on a regular basis is because your client asks to keep the same ad running. Even then, you’re responsible to advise them that airing the same ad over and over isn’t in their best interest. When you do, you are no longer negligent. Equally as common is once the sale is made, we don’t show up again until the schedule is over.
Media reps are just like doctors and lawyers; there are good ones and bad ones. Are you doing what you should to make sure you’re a good one? Always provide solid and truthful information, never over-promise, and always over-deliver. If you do, you’ll never be accused of “Media Rep Malpractice”.
It happens nearly every day. You meet someone for the first time and the common question asked is, “What do you do for a living?”
How do you reply?
Do you offer the common boring response, “I sell advertising”, or, “I sell advertising for (your station/group name)”? Or, do you give a much more profound, creative, and exciting answer?
We are in a creative profession so start with a creative response to this mundane question. While this little reply (your “elevator speech”) isn’t necessarily going to make or break you, it can mean the world of difference in how the person asking perceives you. We only get so many chances to tell the world what we do, and this is one of those opportunities. Be prepared to take advantage of it!
So, what do you do?
As a media rep, I would say, “I work with small to medium-sized businesses helping them create strategies and ideas so they get a better return on their advertising dollar”.
As a manager, it would be something like, “I manage a group of media reps and help train them, give them ideas, and keep them motivated so they can, in turn, help their clients get a better return on their advertising dollar”.
As a media and sales consultant, I say, “We work with small to medium-sized media markets, mostly radio, helping train their managers and media reps so they can help their clients get a better return on their advertising dollar. In return, they ultimately generate more local revenue”.
Each of these statements is just the beginning of the conversation and hopefully it leads to more discussion.
Whether a sales rep or a manager, draft a short, creative statement that you are comfortable with, that will make the person asking the question say, “Wow, that’s interesting!”
Write it down, memorize it, and be prepared to use it the next time someone asks, “What do you do?”
“Procrastination on your part doesn’t necessarily constitute
an emergency on my part”
This quote hangs on the walls at many repair and service centers and it would be very appropriate hanging in most radio station Production Departments.
Every radio station has deadlines or cut-offs for turning in production. The question is, are the deadlines being enforced?
Pushing deadlines on a regular basis or ignoring them altogether can have serious effects on an operation. Tempers flare! When the deadline is breached, who’s to blame and how do you fix it?
Regardless of whether it was the media rep or the business owner, the onus falls on the media rep. When the business owner procrastinates, it then becomes the media rep’s job to either make sure the client is timelier, or it’s their job to inform them that they cannot get the ads on as planned. If it’s poor planning on the media rep, then shame on them! Worse yet, if it’s a manager or owner, double shame on them!!! You MUST lead by example!
As a manager, when someone abuses the policy, the fix is easy. Simply tell the rep that their client will not be getting on the air as planned. One time will do the trick.
To ensure it doesn’t become a problem with new clients and new media reps, train them in advance. Missing or abusing production deadlines are self-created when we don’t educate the client about the necessity of our deadlines. Having this conversation with the client at the time of the sale will go a long way.
Having a written production deadline policy that is firm and fair and is adhered to is a must. Not only will it produce better internal relationships, which in turn produces better campaigns and better results, but it will also create happier weeknights, weekends, and holidays for everyone… especially our Production Departments!