Many of my Canadian friends will get the results from the latest ratings sweep next week. For them, and for my American friends when their ratings are due, I strongly recommend you schedule a staff ratings celebration as soon after ratings release as possible.
          I have seen stations that only release ratings to the staff when they are good, and hide behind closed doors when they are not.
          Worse still, I have seen station management meet behind closed doors to analyze ratings results leaving staff in the halls to assume the worse.
          Regardless of the results in your next ratings, schedule a Ratings Celebration, complete with champagne, to toast the efforts of EVERYONE for the last sweep and to build confidence in the results from the next effort.
          Everyone on your staff, from the janitor to the receptionist, should be invited. And everyone from the producer who participated in your Santa Clause parade float to the sales rep who obtained prizes for your ratings promotion should be saluted for their contribution.
          In every team-building workshop I facilitate, station staffs identify three keys to success; communication, communication and communication. Ratings releases are perfect communications opportunities. Some key communications objectives for your ratings celebration might include:

1.)   Don’t sugar-coat your position. Your staff is not stupid, tell them the good the bad and the ugly. And most importantly prepare rational explanations for everything.
2.)   Where you rank is not as important as recognizing your staff contributions and achievements on and off air.
3.)   Do not look surprised. You need to have logical explanations for every turn in the ratings, and more importantly have a credible achievable plan for continuous improvement. (Losses are easier to accept if it appears there may be wins on the horizon)
4.)   Publish a salient explanation for every conceivable objection your latest results might raise…..and NOT just for the sales department.  
5.)   Focus on the positives (and they are always there if you look hard enough)
6.)   Your general manager, sales manager and your program director should each communicate their perspectives and show a united front.
7.)   And most important of all, don’t let ratings have more importance than they deserve. The lowest rated station in any town can create results for their customers.
So here’s to your team, your vision and your results at your upcoming celebration!
P.S. If your station is not rated, or if your competitor tries to put a public spin on ratings, make sure your staff in every department knows how to handle the subsequent questions your audience and clients will have.