Practicum Week 4: The Whole Picture

This week was about more than writing ads and completing exercises. It was about seeing how the many invisible parts of radio make it all work.

Monday

I started on a new exercise: choose any product or business and write ten opening lines for ads. Ten doesn't sound like that many but when you only write five and still have five more to go. 

The first five came easily. The next five took more thought. It's one thing to write a whole script, its another to only come up with strong hooks with no context. After reviewing them with Steve he asked me to choose a couple and develop them into full 30 second spots. 

In the afternoon I met with Brittany. She’s the Promotions Coordinator and a morning show Producer. It was helpful to get a deeper look at what she actually does. 

Her role is a combination of organization and creativity. She brainstorms promotions and contests, coordinates with sales, ensures everything is lining up with the station’s brand, manages the website and social media, and supports the morning hosts in their show prep. She's a bridge between creative ideas and making them happen.

Later Matt gave me a tour of all the radio equipment: the servers, processors, and electronics that keep the stations running. The room kinda looked like what you’d see in a movie where a hacker breaks in to steal company secrets. He walked me through the audio chain and explained what each piece does. I’m not sure anyone thinks about taking care of the electronics and servers when they think about radio…but without that work nothing would go to air.

Tuesday

I met with Taylor. He wears many hats literally and figuratively. He’s involved in music programming, imaging, on-air hosting, and producing his own 2000s throwback show. Oh and he's also the Assistant Program Director and Music Director. So you know…not much work.

When I showed up to his office he was working on the clocks and so he showed me what he does there. It was helpful to see the real process, mistakes and all, instead of just a polished finished version of the logs. 

He talked about how he keeps his breaks short and punchy cause of the timeslot his show is in. People are typically at work and not listening as intently as a morning or drive show. He explained how he thinks about music logs and what each hour needs to flow well. And he spoke about the collaborative work he does with the hosts and with the Program Director. 

It was encouraging to see that a lot of the skills I have and things I enjoy can be combined into one job. 

Later I split my time between a writing exercise and thinking ahead to my return to SAIT. I started outlining my practicum report while things were more fresh in my mind. 

Wednesday

morning I met with Julie, the Business Manager. I had met her this past summer when I worked at the Pattison BBQ but I didn't know what she did here.She handles accounting and business operations for multiple Pattison areas. Another behind the scenes role that keeps everything moving. 

I then met another team member who does accounting and client billing. Both of them described their jobs as the boring roles in radio. But again, they are essential roles.

Creative work is only one piece of the radio puzzle. Sales, finance, scheduling ,engineering…they all make up the whole picture. 

In the afternoon I was going to meet with Sean to grab some voices for the producing project I was going to do. Instead I watched some real time problem solving. 

A script had some issues with clarity, scheduling, and voicing. I watched as Sean solved the problem. He got a voice to read but it wasn't working. Then he looped in PD on the issue and they worked through it together. The staff team collaborated and problem solved rather than just being frustrated and pointing fingers. 

Once it was all sorted I watched Sean edit and produce with lightning speed. He cleaned up the vocals, dropped the audio in his template, adjusted the bed, exported three versions, loaded them into WideOrbit and they were ready to go. 

And since we already had voices in the booth, I was able to get them to record for my production project. And after the issue had been sorted we grabbed the guy at reception to record my third and final voice. 

Mistakes happen in school and in industry. What stood out to me was how calmly and collaboratively it was handled.

Thursday

I was at the station bright and early to shadow Mookie and Randy on their morning show. Watching experienced hosts work together was a good experience to get. Their pacing, timing and breaks ran smoothly because of the experience they have. They ran a contest and a game effortlessly. They had me join them on-air which was fun to do. The clip can be found on my Instagram @sarahwolfecreative 

After the show I worked on producing one of my own ads. I grabbed a sound effect and a music bed and got to work. Not quite as fast as Sean but that kind of speed comes with years of experience. I cut up the vocals and got the parts I needed and put them where I needed them. I took the voice that was supposed to be a Genie pitched it down and added some reverb and chorus to make it more genie-like. Made a few tweaks to the timing and audio levels and felt pretty alright about it. I sent it off to Steve and Sean for their feedback. 

Steve sent me more produced pieces of ads I had written. It's still pretty cool that something I wrote has been produced and that it will play on the stations. It's not just a class assignment or something cool to show my friends…But yes, I will still show my friends. 

The rest of my day was spent working on my practicum assignments. When I return to school next week I will give a short presentation about my time on practicum so I brainstormed how to make that enjoyable rather than just a report update. Next week I will be back in the busyness of school and working in multiple roles but that all starts today with a creative meeting. I will be writing ads for the college station and need to meet with the people in the sales role to get the info from them. 

Soon I'll be back to deadlines, multitasking and creative problem solving.

Friday

I spent the morning researching and brainstorming for the ads I’l be writing for the SAIT station. While some classmates are travelling to their practicum placements, I’m heading back into school and homework mode. But it’s another opportunity to flex my creative muscles. I’ll be writing for 2 very different clients: a martial arts dojo and a spa. Two places I do not frequent. Ok, I’ve never stepped foot into either of those kinds of businesses. 

I went for lunch with Steve and Brooke. It was a nice ending to close out my time at Pattison. And because Morgan had taken me for lunch when she left. I technically had to “final lunches” There are just so many perks to your practicum supervisor quitting…hah.

After lunch, Steve and I reviewed the ads I wrote as part of the opening lines exercise he gave me. I had chosen to write for Ritter Sport, a delicious German chocolate bar. He suggested tightening a few lines to make them stronger spots. We then listened to the ad I produced for the other exercise. He suggested I could have cut one of the lines to let it breathe a bit. I’m not sure why I didn't make that choice in the first place, but he was right. So re-edit it and it works better. 

I had also sent the ad to Sean, the producer, for feedback. 

I got both a creative and a production perspective on my work which is nice. That kind of input from professionals is great.

The rest of the afternoon was spent working ahead on some school assignments. Next week I will step back into student life but some of that work actually starts now. But starting Monday I’ll be back in school with multiple jobs, multiple deadlines, and being with my fellow students.

I think its gonna feel a bit different being back at school. I know I’ll miss being in the Pattison office. I’ll miss the people. I’ll miss being in a professional creative environment every day. 

“Closing time…I don't have to go home, but I can’t stay here…”

I’ll go home but on Monday, I’ll go to SAIT.

Who knows what the future holds. Maybe one day I’ll be back at Pattison. Not as a practicum student but as part of the team…Oh and whenever I’m scheduled for my next street team shift.

Looking back at Week One…i walked into the station unsure of how I would fit. And now four weeks later I feel at home. I understand how things run. I’ve written ads that have gone to air. I’ve received feedback, adjusted and improved. 

I wish I had another month to keep learning and refining my skills. But this practicum has confirmed that radio is where I want to be. I’m leaving with more clarity and confidence in my decision to go into radio and were I want to end up.