Insultant. That was the name many of us in our Newsroom gave the high priced “consultants” the station hired to”make us number one” as we were the number two station, ratings wise, in the market.
The problem was, they used a cookie cutter approach trying to shoe horn what worked in cities like Detroit into a TV station sitting near the buckle of the Bible belt.
In addition, one of their so called “consultants” was training the photojournalists and guess what? SHE HAD NEVER BEEN ONE OR SHOT ANYTHING A DAY IN HER LIFE! After my two hour session with her I told my News Director it was all bullshit.
Oh we had others before these guys. Like the wonderful goober we hired that hung 10 words on the wall to inspire us to number one. Or the moron whose brand for us was “We’re Always Home”…whatever the hell that meant.
But my favorite was the clown who had the station order sweatshirts for the crew, with the station branding on it, and the only way to get it was to sign a piece of paper, halfass printed like a train ticket, that said we were on the train to being number one (insert gagging sound effect).
In spite of all of them, we remained a number two station.
We just changed insultant’s every couple of years or so.
Which are you…consultant or insultant?
When I work with my clients I impress upon them, out of the gate, I am not here to beat them up but to offer my tool box of experience and give them tools to help make them better. Yes, I do it directly, bluntly even, afterall my company is GET TO THE DAMN POINT but that doesn’t mean I have to be insulting to do my job and you know what? Shocking…they LIKE this approach better!
Also helps that I actually have years of experience to draw from and I am not making it up as I go.
Take a good look at what you do and if you are an insultant either fix it or get the hell out of the field because I can tell you from experience, they aren’t listening and you couldn’t be more useless.