Knowing Your Mission

Whenever I hear the word “mission” I think of Mission Impossible and the statement, “This is your mission should you choose to accept it.”

A radio station’s mission, ought to be more than a set of words written on the wall or posted on your station’s web page.  While not a mission impossible, your mission is a reason for existence. Think of it as a clearly defined set of “marching orders” that will help inform WHY you do WHAT you do.

Let’s be honest… if you don’t know why you’re doing what you’re doing – your outcome will not be as great as it could be.

I’ve worked with dozens of radio stations who have mission-statements but fail to use them to inform the day-to-day decisions they make. My feeling is that IF your station’s mission is only a statement and not a living, breathing ‘reason for existence’ you’re doing your listeners (and certainly the Lord) a disservice.

Why does your station exist? This is a key question for knowing your mission. Does everyone on staff know and understand the mission? Do your volunteers know the mission? Does your audience feel the mission as they listen to the station?

Your station’s mission is a carefully developed filter through which you can pass everything you do. It can help you decide if something you are planning is something you ought to be doing at all. It can help you determine the songs you play and the promos you run on-air.

Once you have carefully crafted your mission let it be something that you not only accept but the driving force in the life of your station. Know your mission, and make it known to everyone you meet.

Jon Hull and Larry Castro, KSBJ Mentoring