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Succeeding in a competitive environment
published: Friday | April 27, 2007
Heather Robinson
Radio stations, political parties and cricket teams all compete in a competitive environment. Each has the desire to be number one, and some have the desire to remain number one. Such a dilemma now faces RadioJamaica (RJR), the People's National Party (PNP), and to a lesser extent, the West Indies cricket team.
Radio Jamaica as the PNP has had the most successful track records in their two areas of business, namely communication and politics. Both are the oldest in their respective areas and have managed to garner a hard core of listeners and supporters that spans many decades. This hard core has remained loyal and believes in the integrity and credibility of the entity. To this end their radios are stuck on the 94FM dial and their 'Xs' are always placed beside the head. Both groups know the time of day by the voice or commercial that is heard, and how to respond to the sound of the trumpet, which signals comrades to 'answer the call'.
Position of discomfort
The year 2007 finds RJR and the PNP in a position of discomfort. Both are behind in the polls and must of necessity find ways to re-invent themselves to regain their market share. The leadership of both organisations has sought to put in place changes to make them more competitive. In the case of RJR, significant programme changes have been made and announcers have been shifted around. The success or failure of these changes will become clear when the next All Media Survey is done. In the meantime, the hard core listener tries to accept or tolerate the changes, and some are totally intolerant and are experimenting with their radio dials.
The PNP has settled on 59 of its 60 candidates and discussions continue about the suitability of some. Recent polls show that the PNP is behind in South East St Catherine and South West St. Elizabeth, two seats that now have PNP Members of Parliament. Unlike RJR, the PNP has not launched a visible campaign to regain its market share. It has six months in which to win a minimum of 31 seats to be re-elected for a historic fifth term.
Both RJR and the PNP have the challenge of doing all things to retain its hard core, and to take those who might have crossed into ambivalence back into the fold. Is it worththe risk of alienating this reliable support by playing more dancehall music, or by ignoring the tested and proven methods of political organisation? Will this risk or chance bring in enough 'new' listeners and voters to regain the number-one position?
Sacrificing credibility
RJR and the PNP are aware that the majority of its target population is under 35. This group needs to have younger leadership to which it can relate. But is it worth the risk of sacrificing credibility earned over 60 years for this group's support? This age group has not been around long enough to have experienced a successful West Indies cricket team. The team's performance in Cricket World Cup will be one that they will long remember. One can only hope that with this experience behind us, as well as leadership changes, that the team will re-group and work towards regaining its former status. It will be a good day for West Indies cricket when compensation is based purely on performance.
The months ahead will provide Jamaica and the West Indies with much to observe. However, it is my belief that winners will emerge from among the group that is able to harness the best productive energy and creativity. Without energy and the desire to win we are no better than the West Indies cricket team.
Heather Robinson is a life underwriter and former Member of Parliament.
published: Friday | April 27, 2007
Heather Robinson
Radio stations, political parties and cricket teams all compete in a competitive environment. Each has the desire to be number one, and some have the desire to remain number one. Such a dilemma now faces RadioJamaica (RJR), the People's National Party (PNP), and to a lesser extent, the West Indies cricket team.
Radio Jamaica as the PNP has had the most successful track records in their two areas of business, namely communication and politics. Both are the oldest in their respective areas and have managed to garner a hard core of listeners and supporters that spans many decades. This hard core has remained loyal and believes in the integrity and credibility of the entity. To this end their radios are stuck on the 94FM dial and their 'Xs' are always placed beside the head. Both groups know the time of day by the voice or commercial that is heard, and how to respond to the sound of the trumpet, which signals comrades to 'answer the call'.
Position of discomfort
The year 2007 finds RJR and the PNP in a position of discomfort. Both are behind in the polls and must of necessity find ways to re-invent themselves to regain their market share. The leadership of both organisations has sought to put in place changes to make them more competitive. In the case of RJR, significant programme changes have been made and announcers have been shifted around. The success or failure of these changes will become clear when the next All Media Survey is done. In the meantime, the hard core listener tries to accept or tolerate the changes, and some are totally intolerant and are experimenting with their radio dials.
The PNP has settled on 59 of its 60 candidates and discussions continue about the suitability of some. Recent polls show that the PNP is behind in South East St Catherine and South West St. Elizabeth, two seats that now have PNP Members of Parliament. Unlike RJR, the PNP has not launched a visible campaign to regain its market share. It has six months in which to win a minimum of 31 seats to be re-elected for a historic fifth term.
Both RJR and the PNP have the challenge of doing all things to retain its hard core, and to take those who might have crossed into ambivalence back into the fold. Is it worththe risk of alienating this reliable support by playing more dancehall music, or by ignoring the tested and proven methods of political organisation? Will this risk or chance bring in enough 'new' listeners and voters to regain the number-one position?
Sacrificing credibility
RJR and the PNP are aware that the majority of its target population is under 35. This group needs to have younger leadership to which it can relate. But is it worth the risk of sacrificing credibility earned over 60 years for this group's support? This age group has not been around long enough to have experienced a successful West Indies cricket team. The team's performance in Cricket World Cup will be one that they will long remember. One can only hope that with this experience behind us, as well as leadership changes, that the team will re-group and work towards regaining its former status. It will be a good day for West Indies cricket when compensation is based purely on performance.
The months ahead will provide Jamaica and the West Indies with much to observe. However, it is my belief that winners will emerge from among the group that is able to harness the best productive energy and creativity. Without energy and the desire to win we are no better than the West Indies cricket team.
Heather Robinson is a life underwriter and former Member of Parliament.
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