Case 5.2

Getting the Message Across

Ann Caldera is the program director of a college campus radio station (WCBA) that is supported by the university. WCBA has a long history and is viewed favorably by students, faculty, the board of trustees, and the people in the community.

Caldera does not have a problem getting students to work at WCBA. In fact, it is one of the most sought-after university-related activities. The few students who are accepted to work at WBA are always highly motivated because they value the opportunity to get hands-on media experience. In addition, those who are accepted tend to be highly confident (sometimes navely so) of their own radio ability. Despite their eagerness, most of them lack a full understanding of the legal responsibilities of being on the air.

One of the biggest problems that confronts Caldera every semester is how to train new students to follow the rules and procedures of WCBA when they are doing on-air announcing for news, sports, music, and other radio programs. It seems as if every semester numerous incidents arise in which an announcer violates in no small way the Federal Communications Commission (FCC) rules for appropriate airtime communication. For example, rumor has it that one year a first-year student disc jockey on the evening shift announced that a new band was playing in town, the cover was $10, and everyone should go to hear the group. Making an announcement such as this is a clear violation of FCC rules: It is illegal.

Caldera is frustrated with her predicament but cannot seem to figure out why it keeps occurring. She puts a lot of time and effort into helping new DJs, but they just do not seem to get the message that working at WBA is a serious job and that obeying the FCC rules is an absolute necessity. Caldera wonders whether her leadership style is missing the mark.

Each semester, Caldera gives the students a very complete handout on policies and procedures. In addition, she tries to get to know each of the new students personally. Because she wants everybody to be happy at WCBA, she tries very hard to build a relational climate at the station. Repeatedly, students say that Caldera is the nicest adviser on campus. Because she recognizes the quality of her students, Caldera mostly lets them do what they want at the station.

Questions - ( need to be long response )

1. What's the problem at WCBA?
2. Using SLI as a basis, what would you advise Caldera to do differently at the station?
3. Based on SLI, what creative schemes could Caldera use to reduce FCC infractions at WBA?