By Jon Holiday
It’s a fair question—and one that comes up from time to time. If your station already has a capable Program Director in place, why bring in a consultant?
The simple answer is perspective.
Your PD is likely sharp, experienced, and deeply committed to the day-to-day success of the stations. That kind of focus is essential—but it can also make it hard to step back and assess a station the way a listener, advertiser, or competitor might.
That’s where a consultant can bring value.
An outside voice provides a more objective view—unfiltered by internal dynamics, legacy decisions, or routine workflows. The goal isn’t to replace your PD, but to offer a complementary perspective that helps your team spot blind spots, evaluate strategy, and fine-tune execution.
This kind of collaboration can support everything from format alignment and brand positioning to talent coaching and competitive analysis. It can help reduce trial-and-error, resolve lingering issues more quickly, and bring clarity to decisions that impact ratings and revenue.
The best consultant–PD relationships are partnerships. They respect the PD’s leadership while helping the team move forward with greater confidence and strategic focus.
It’s not always about fixing something. Sometimes it’s about sharpening what’s already working. Want to talk about whether an objective outside perspective could help your station? Let’s have a conversation—no pressure, no obligation.
About Radio Consulting Services
Radio Consulting Services is the multi-format consulting and programming services company advising stations on how to grow their audience. Every day, our winning Programming and Consulting team keeps radio stations on top. For more information on how Radio Consulting Services can help your company gain more listeners, achieve higher ratings and grow revenue, contact info@radioconsultingservices.com