Promotion Managers

Over the past 20 years, The Coaching Company has coached hundreds of promotion and creative services managers with all levels of expertise and experience, from first timers to seasoned, award-winning veterans.

Inside their stations, promotion managers share with their news directors the challenge of doing more and more sophisticated work with fewer and fewer staffers. Externally, their marketing goals are increasingly difficult to achieve in an industry where trade-only budgets and diminished on-air avails are the norm.

Working with their news directors and general managers, The Coaching Company coaches promotion managers to achieve these three principal goals:

Master time management. Promotion managers are chronic victims of someone else’s priorities. The most effective promotion managers maintain their priorities and still find a way to get most sales managers and general managers what they want.

Promote news first. A substantial percentage of a viewer’s impressions of your station’s brand comes from the content and the personalities in your newscasts. We coach promotion managers to promote major news branding elements and key personalities relentlessly.

Think image first. Twenty years ago, the industry began a wholesale move away from image and toward topical promotion. Rationale? There were plenty of viewers watching and they only needed a good reason to stay for the next newscast. Today, the competitive landscape has changed drastically. Your news image promotion, including a heavy dose of Proof of Performance promos, may be the only way your viewers ever “sample” your product. Do it well, frequently, and on brand.

Learn more about TCC's Total Station Coaching and how we can benefit your complete operation.