Shelby's Career Capsule
My first job out of college was in the communications department for the American Red Cross, blood services region. After being there for three years, I had been promoted to the Regional Communications Manager, which meant I oversaw PR/Communications/Marketing for all blood drives and donation issues related to the Red Cross for northern Indiana, stretching from the Indianapolis media market, to Fort Wayne, all the way over to Gary/South Bend. I remember being at an executive team meeting with the next closest person in age to me, being at least 15 years older than me! It was humbling being over a staff of people all older than me, and working so closely with a CEO who managed 400 employees, and dealt with life/death issues, like the blood supply.

However, during that time, my leadership skills were being developed and I had the opportunity to do a lot of radio interviews. It was through that, I was able to interact with the best radio station in my region...STAR 88.3. After working with STAR on a promotion for the Red Cross, Melissa Montana (STAR 88.3 GM/CEO/President) began talking with me about coming on board as a morning show co-host & the Promotions Director. The idea of moving into full-time ministry and into the exciting world of radio promotions was a bit of a dream come-true. I was on the morning show for a year, and then moved into Promotions full-time, with a weekend air-shift to keep my skills fresh. I'm approaching 4 years with STAR this fall.

1. Tell us about your role at WLAB, your responsibilities etc... ?

My responsibilities are pretty standard for a promotions director...so that means I do a little bit of everything! From responding to requests to promote community events, to planning STAR's involvement in them, to heading up our street team (volunteers), setting up van stops & remotes, conducting contests on and off air, executing social media (facebook, Twitter, Instagram, text messaging). In addition to what you'd see at most radio stations, STAR has also done a lot as a concert promoter. Which means I've helped book artists, bring them in, and most specifically, we just wrapped our 5th Annual STAR Music Stage, which brings over 3,000 people out for a night of family-friendly music, kids under 12 get in free, and it's a great event. I've had the opportunity to make sure all the moving parts come together for that, along with the support of the entire STAR team!

2. How has WLAB evolved since you joined them?

I've seen STAR 88.3 transition through different on-air talent, the morning show most specifically. But I've also seen our development/fundraising really change, through advice from consultants, and just hard decisions that needed to be made. I really see STAR in a better place now than where it was when I first joined them, and I think a lot of that is a result of how we've all had to make adjustments due to the economy, but it's been so good. Specifically as Promotions Director, I've also seen us become a lot more focused in what we promote and participate in, and strategic in what we do. Which for my personality, that's been great!

3. What is the best promotion advice you've been given? The worst?

The best advice was to trust my gut. If an event or something just didn't feel like the right direction and I ignored that, I usually regretted it! The worst advice: saying yes to too many things or trying to pull something off last minute!

4. Regarding your career, what are you most proud of?

I've loved the opportunities I've had to mentor the next generation. Through our internship program, a lot of young women have come through STAR to learn about promotions/marketing and I've been able to hopefully teach them more than how to run a contest, i.e. Life Skills. Knowing that a high school or college student was encouraged, and helped along in life because she spent time at STAR is the best!

5. What in your opinion makes the morning show "tick"?

We were able to bring back Tim Dawson, one of our morning show co-hosts from before I was with STAR. He is so natural and genuine on-air, it seems effortless for him! It's been awesome to see the life he's breathed into the morning show.

6. Do you feel syndication is good or bad for Christian radio?

I'm partial to all local on-air talent, but I think that more has to do with the fact that I'm a small-town girl. However, I do think that if the show that's syndicated is relevant, real, authentic and providing exactly what our listener needs, then I think we need to support and develop that. Look at TV, or even talk radio. The most popular shows are syndicated across the country. With tight budgets and small staffs, if there's a way to combine syndication with local highlights, I think it can be done effectively.

7. Who are your radio heroes and influences? and why?

This is going to sound cliché, but honestly they're the people I work with everyday at STAR. I never went to school for radio, I was always just into communications. So I didn't really start paying attention to radio until I was in the industry! So Melissa Montana, Don Buettner, Tim Dawson, and even the support staff here at STAR that make things happen on a regular basis are the ones who've influenced me most, and who I look to for guidance.