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Radio Interview

Amy Randolph

Promotion Director



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Amy's Career Capsule
Following advice to “take whatever media job I could to get my foot in the door,” I began my radio career as a receptionist for a radio station group in Seattle after college graduation.  Six months later I was the Director of the loyalty marketing program for leading country and classic rock stations. From the minute I began in radio, I was hooked!  Next, I joined KCMS as the Marketing Coordinator and had my first taste of blending my love for radio with my faith.  In an effort to broaden my experience I learned the art of product marketing while working as the Field Marketing Manager in Seattle for Nantucket Nectars.  From there I polished my public relations skills as an Account Manager for a Seattle PR firm.  I even honed my budgeting skills working for an accountant.  My eclectic background prepared me perfectly for my role here at CRISTA Broadcasting as the Promotions Director for SPIRIT 105.3 FM and AM 630 KCIS. 


1.  How has KCMS evolved over the last few years?

Raising our game in every aspect of our operation.  We no longer see ourselves as a tiny station in Seattle, but rather a powerful station that is capable of competing with and beating the best stations in the market.  As a faith based organization we have a greater responsibility to represent Christ in all we do. We demonstrate our commitment to excellence by loving God by serving people, transforming relationships with our listeners and clients and building leaders internally.   As a result, we have developed a solid reputation for ourselves in the Seattle radio industry. 


2. Has KCMS made any changes due to economic situation, been affected in any way?

Thanks to our parent organization, CRISTA Ministries, we haven't felt the same degree of expense cuts that hit so many radio stations.  When your station is not in debt up to the eyeballs, it gives you a lot of operational latitude.


3. What do you think are the main characteristics of a Christian radio Promotion Director?

A marketing professional who understands how to weave faith and radio together to create an enriching experience for listeners and advertisers.  Someone committed to being a co-brand manager with the Program Director.  Our listeners think of us as more than a radio station.  It is imperative to develop a true brand for the station going beyond just playing great music.


4. What criteria do you require for a promotion to air on your station?

Is it meaningful and relevant to our listeners? Would it enrich the listening experience with our radio station? Is it congruent with our brand? Does it glorify and edify our listeners and our LORD?


5. What kind of promotions work best for Christian radio?

Promotions that are relevant to women and families work best for Christian radio.  A recipe for a stellar promotion is one that meets the needs of our listeners in the following key categories: relationship with God, spouse/significant other, children, health and time starvation.


6. How do you think Christian Record labels can better serve Christian radio?

In the Contemporary Christian music genre, song and artist quality continues to rise. A big congratulation to our friends who work at record labels. If I can give them my two cents, please don't let our music get stale.


7. In your opinion what are the biggest obstacles facing Christian radio today?

Need to up your game. Break out from the format cocoon. Is your station the best it can be? 


8. What do you believe is the primary role of the Christian radio air personality?

Being authentic as a person and being relevant to what's going on in people's lives.


9. What (if any) Christian radio stations do you consider as innovators today?

Our primary focus is staying competitive in the Seattle market.  However, I have been impressed with KTIS in Minneapolis with their, “I Can Help Twin Cities” campaign and digital efforts.  They are a great example of a station using digital means to connect listeners with each other.  Kudos!


10. Where do you see Christian radio in 5 years?

Our role remains the same whether it's 2009 or 2014.  We continue to serve our listeners and communities by offering hope and encouragement.  Radio will remain a powerful tool to reach the hearts of our listeners.


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