This study’s other theme is commitment to learning. It is important that CRS promote learning. They must be organisations where employees “continually expand their capacity to create the results they truly desire, where new and expansive patterns of thinking are nurtured, where collective aspiration is set free, and where people are continually learning how to learn together” (Senge, 1990:1). Thus, in the context of this study, commitment to learning revolved around the different forms of training which the organisation provided to its employees in order to promote learning.
Table 4.6: Commitment to learning
THEME CATEGORIES CODES
COMMITMENT TO LEARNING
Training Management training Employee training Technological training
Influence of training on programming
4.6.1 Training
The organisation, as noted in Table 4.6, provided three main forms of training and these are management, employee and technological training. The sections that follow outline these different training forms and their influence on programming.
4.6.1.1 Management training
This code refers to training support provided to the management personnel of the stations in order for them to execute their duties effectively and efficiently. Both stations highlighted that they offer specialised training, with the station managers stating that:
Tomorrow we have the previous programme manager of 5FM coming with a couple of people. They are presenting a workshop, intense workshop, only for the four managers, namely the programme manager music manager and two opinion and perspective guys (Anthony (station manager), 29/08/2016).
Last year, I was in communication with Tim Zunckel, he was the programme manager for 5FM, I think he was still programme manager last year. He came down together with 5FM presenter Grant Nash, who actually hosts workshops for managers. They basically spoke about everything - from management, marketing and sales anything you can incorporate in radio. - (Boitumelo (station manager), 26/10/2016)
The CRS’ investment in specialised training indicates a commitment to producing quality professionals that will run the station effectively. It reveals that these stations are committed to developing the community by ploughing skills in the members that volunteer at the station. Leppel, Brucker and Cochran (2012) emphasise the importance of appropriate training as a precondition for maintaining an effective workforce in an era of rapid technological change. The skills attained from these trainings could also benefit the community if applied to existing community projects.
4.6.1.2 Employee training
Both stations also provided training for on and off-air employees in order to make them better at their craft. The station managers stated that:
Every second week, we conduct one-hour staff meetings involving 20 minute announcements and the rest of the 40 minutes is spent on the training. In the 40 minutes we talk about general interviewing, we will get a person who works for OFM to come and explain certain broadcasting process. We get a former presenter to talk about something specific (Anthony (station manager), 29/08/2016).
We have had a workshop for producers where we invited several producers from other radio stations to come and mentor and talk to our producers about their duties. We also had a workshop about social media where the social media coordinator for OFM came down with an individual who specialises in branding, photography and website designs. They hosted a training workshop for the employees. We also had a social policy workshop last year coordinated by a gentleman who compiled policies for Motheo FM. Additionally, we had a full-day workshop, courtesy of the SABC, where a number of people such as Palesa responsible for current affairs, Mamontha Motaung and a couple of producers from Lesedi FM (Boitumelo (station manager), 26/10/2016).
The employees also confirmed that they had been exposed to trainings as noted in the statements:
I also believe that our presenter’s meetings are part of programming training, because we actually share ideas on how not to make mistakes on air (Buntu (presenter), 06/03/2017).
We get trained at least every month (Andile (presenter), 30/08/2016).
The above excerpts show that the stations in this study are committed to providing continuous learning opportunities for their employees to enable them to improve their craft. Kalvari (2016) states that radio is an art and a science that requires skills and talent. Therefore, trainings on specific broadcasting topics assists these stations to produce quality broadcasting to communities. In addition, the statements attest to community radio as an incubator for commercial radio talent.
4.6.1.3 Technological training
The increase in the number of CBT platforms suggests that it is essential to train community radio employees on how to use these technologies effectively. Both stations’ managers, however, expressed that they have trained employees on how to use new technologies within their organisations and yet staffers do not have a grip on how to use these technologies:
The WhatsApp started extremely slowly and it is still not where I want it. Presenters really hunger for feedback and because the listenership or listeners might not be as quick on the concept, it will take time to explain how the WhatsApp application works for radio. We have not trained our employees on the use of wireless mics, as this is a new phenomenon. So they need to be briefed on how something works and as an established presenter they cannot leave room for mistakes (Anthony (station manager), 29/08/2016).
In addition, Station B’s response to the question about how presenters have adopted new technologies was:
I do not think they have adapted and adopted the new technologies well enough yet. Because we work in an industry that has many technological developments, it is not easy for employees to perform their tasks well using our newer technologies. There are a couple of presenters getting the hang of it but not as many as I want (Boitumelo (station manager), 26/10/2016).
However, the employees’ responses to the query on whether CBT have an influence on their broadcasting was that:
I do not think they influence me in any way or my presenting style or my show in a whole. Nevertheless, I think the whole WhatsApp medium makes it easier for listeners to actually engage with the presenters (Andile (presenter), 30/08/2016).
As a presenter, I am able to have the whole programme plan, through technology. I also know the music that is going to play and when it will play (Buntu (presenter), 06/03/2017).
The above-expressed views indicate the importance of intensive technological training for employees. Technology training is critical for employees in order for stations to operate effectively within their changing industry (Kumpikaite & Čiarniene, 2008). The featuring of technology in almost every aspect of today’s life makes it paramount for employees to understand how to apply these technologies in their broadcasting in order to effectively produce quality broadcasting that is relevant to its listeners. Therefore, managers should focus beyond theoretical training and put emphasis on practical training.
4.6.1.4 Influence of training on programming
This determined whether the trainings and workshops carried out by the CRS have influenced presenters programming. The presenters indicated that:
These training sessions help a lot because you get a clear mind set of what it is that you need to do and how you need to do it (Andile (presenter), 30/08/2016).
We are able to get different perspectives, thus allowing our creative juices to flow (Buntu (presenter), 06/03/2017).
The above excerpts show that the training offered by CRS impacts on employees’ performance. Training can indeed enhance the effectiveness of employees – directly and indirectly (Leppel, Brucker & Cochran, 2012). For this reason, CRS need to train their employees in order to improve both the productivity and sustainability of these organisations. These stations are also incubators of staff for future commercial broadcasters. Hence, the provision of knowledge and skills to the CRS employees ensures the success of the employees and their stations.