Written by Jessica Bennett
The start of a new year is more than a calendar reset, it is a strategic opportunity. For professionals in media broadcasting, the pace of change continues to accelerate audience behavior shifts, technology evolves, revenue models adapt, and expectations grow. Entering the new year prepared requires intention, not optimism.
Whether you work in sales, programming, management, production, or digital strategy, the following steps can help you position yourself for relevance, resilience, and growth in the year ahead.
- Take an Honest Audit of the Past Year
Before looking forward, pause and evaluate.
Ask yourself:
- What skills did I actually use the most this year?
- Where did I feel confident and where did I struggle?
- What generated results versus what simply consumed time?
In media, activity can easily masquerade as progress. Reviewing performance metrics, client outcomes, campaign effectiveness, ratings data, or revenue impact helps separate effort from value. This audit should be factual, not emotional.
Outcome: Clarity on what to strengthen, eliminate, or rethink.
- Recommit to Industry Relevance
Broadcasting no longer competes only with other stations; it competes with every platform fighting for attention.
To stay relevant:
- Study how advertisers are reallocating budgets.
- Track how audiences consume content across platforms.
- Pay attention to emerging formats (short-form video, streaming, AI-assisted production, programmatic buying).
You do not need to master everything, but you must understand enough to speak intelligently and credibly with clients, colleagues, and leadership.
Action Step: Choose one trend to study deeply instead of skimming many.
- Sharpen One Revenue-Driving Skill
The most secure professionals in broadcasting are those who directly contribute to revenue or audience growth.
Examples include:
- Consultative selling and needs analysis
- Storytelling with data and research
- Digital campaign strategy and optimization
- Client retention and account growth
- On-air or on-screen personal branding
Rather than vague “professional development,” select one skill that measurably impacts outcomes and commit to improving it.
Question to ask: If this skill improved by 20%, what would change in my results?
- Strengthen Your Professional Brand
In today’s media environment, your personal reputation travels faster than your résumé.
Consider:
- How do colleagues and clients describe working with you?
- Are you known for insight, reliability, creativity, or leadership?
- Does your digital footprint support or dilute your credibility?
This is not about self-promotion; it is about consistency and trust. Thoughtful LinkedIn activity, internal leadership presence, or industry participation can quietly reinforce your value.
Reminder: Visibility without substance fades quickly. Substance earns visibility.
- Build Relationships with Intent
Broadcasting remains a relationship-driven business, but relationships must evolve beyond transactional interactions.
In the new year:
- Reconnect with past clients, not to sell, but to listen.
- Strengthen internal relationships across departments.
- Seek mentors and peers outside your immediate role.
The professionals who weather industry disruption best are rarely the most talented alone, they are the most connected.
- Invest in Mental and Professional Sustainability
Burnout is common in media, often masked as “just part of the business.”
Prepare yourself by:
- Setting realistic boundaries around availability.
- Creating systems to manage workload and priorities.
- Recognizing that constant urgency is not the same as importance.
Sustainable performance outlasts short bursts of intensity.
- Define a Clear, Measurable Focus for the Year
Instead of broad resolutions, define one primary focus.
Examples:
- “Become a trusted digital strategist for my top 10 accounts.”
- “Increase average deal size through better discovery.”
- “Position myself for leadership by developing coaching skills.”
Write it down. Revisit it quarterly. Let it guide decisions about time, training, and energy.
The media broadcasting industry will continue to change, quickly and unpredictably. Preparation does not mean having all the answers; it means developing the discipline, skills, and perspective to adapt without losing direction.
The new year is not about doing more. It is about doing what matters, better.
Good luck & Happy Selling!