Radio Commercial Production

The Role of a Great Radio Producer

Great radio producers aren’t born that way. Creating strong audio that moves listeners takes experience, skill and the unique ability to hear sounds that don’t yet exist.

A great radio producer needs to understand his or her role in the grand scheme of broadcasting. There are two main roles that are ultimately two entirely different career paths. One leans more to sales, an essential part of a profitable radio station. This involves the production of radio commercials for clients who buy advertising time. The other role is on the radio programming side of the equation. Here, the producer is involved in creating programs to engage listeners. This can be a live talk show or a pre-produced entertainment piece.

While the job descriptions and end results are different, in each case every radio producer needs to juggle multiple responsibilities. He or she needs to work under pressure, handle heavy workloads and meet last-minute deadlines.

So what exactly are the qualities of a great producer? Let’s explore each area separately.

Responsibilities of a Radio Commercial Producer

  • Coordinate the selection of voice talent for each radio commercial being produced.
  • Record voice talent and offer direction regarding their delivery.
  • Select music and sound effects for the production.
  • Edit the voiceover. Mix the voice track with music and sound effects to create a compelling radio commercial.
  • Handle revisions that come in after the production has been completed.

Qualities of a Radio Commercial Producer

  • Have extensive knowledge of the software and other technical tools used.
  • Be a good listener. Must be able grasp the direction given by the sales rep or client as to how they envision the commercial.
  • Be able to work well with voice talent.
  • Have an ear for what catches attention and draws in listeners on the radio.
  • Work well under pressure and coordinate multiple productions.

The radio business is very much a deadline driven industry. The sales department develops the campaign and sells the airtime. Advertisers work with the sales and creative team to write an effective radio commercial. The radio commercial producer is the final stage. The producer ties in all the elements, polishes the product and delivers an effective radio commercial.

Radio Producer’s Responsibilities for Programming (Live Radio Shows or Special Programs)

A good radio producer has a firm grasp of the objectives of the program he or she is producing. The producer of a radio show may also be involved in the planning of the project. They may be producing the program alone or overseeing personnel needed to carry out the broadcast, whether live or pre-produced.

Responsibilities include:

  • Managing other personnel needed in the production of the program.
  • Provide music and show media, like sound clips.
  • Communicate important details to the talent involved on the show. Recruiting hosts as needed.
  • Screen the suitability of any callers for live broadcasts.
  • They may need to provide and organize content material for the presenters to draw from.

Qualities of Radio Show Producer

The useful skills that a great radio producer possesses are:

Natural curiosity: Good producers are good researchers. They keep up to date with what is going on in the news, pop culture and in their communities. They have a broad knowledge base, allowing them to draw information from a variety of areas, including science and history.

Great communication skills: In the broader sense of the word, a producer is the CEO of any radio program. Whether working alone with a single host or coordinating multiple personalities, clear and concise communication is key in fast-paced industry.

Organization: This attribute is everything when it comes to putting together a live broadcast or pre-produced radio program. Having a clear plan of action helps make productions run smoothly. An organized program keeps the audience engaged and entertained.

Able to Think On Your Feet: This is especially true when producing live programs where anything can happen and does so quickly. Often, quick decisions need to be made in the limited time of a radio show.

SpotWorks has been involved in all aspects of radio production. We mainly handle radio commercial production but are also experienced in producing radio programs and podcasts. This includes the production of radio show intros and transitional elements. Contact us today. Tell us about your next radio commercial or program. We’ll tell you what we can do to make you sound great.

Share This Resource:



SpotWorks Radio Production and Creative Services: Copywriting, Radio Commercial Production and Voice Overs - Serving Advertising Agencies and Individual Businesses throughout the United States, Canada and the world.

Radio Production Demos | Direct Response Radio | Auto Dealers | Contact Us