What is the single biggest suggestion you would give to someone wanting to get into this career?

Russell’s biggest suggestion is attending a radio broadcasting or communications program. In addition, he suggests, “Learn Nielsen. Learn radio ratings, how it works. Learn about social media as far as the radio is concerned, to know how you can do things [to promote the station] online. The future of radio is not AM/FM. It’s online. How are they going to listen to [the station] on their smartphones? Try to be on top of the trends.”

What’s the #1 mistake people make when trying to get into this career?

“Really not listening. You have to be patient and you have to be persistent at the same time. If you find a veteran who wants to help you…I’ve seen people get their foot in the door and screw it up. If you’re lucky enough to find someone who wants to help or mentor you, listen to him.”