A program director is responsible for making programming decisions for various organizations, including broadcast media, non-profit organizations, and educational institutions. They research available programming options and schedule programming appropriate for the organization’s needs, while understanding the target audience and demographic information. Good communication skills and innovation are critical for this role.
A program director is responsible for making programming decisions, from services offered by a community agency to broadcast programming on a radio station. This job position can be seen in many professions and the nature of the work varies, but it revolves around understanding the target audience, researching available programming options, and scheduling the programming in such a way that it is appropriate for the organization’s needs. Some people who work as program directors have advanced college degrees, while others may learn on the job and eventually take on positions as program directors.
In broadcast media such as television and radio, the program director decides what type of programming to offer and how to organize the programming. This person needs to research demographic information, determine what type of people to attract with programming, and work with advertisers and sponsors to discuss programming decisions. Research to explore the type of programming available is also part of the work. Program directors can do things like select features to run on a news program, make decisions about how to schedule primetime television, and so on. This type of work requires broadcast experience and industry knowledge.
Non-profit organizations that provide community service can also use a program director in their work. In this case, the person organizes the schedule according to the mission of the organization. A program director at a rape crisis center, for example, might run a crisis hotline, provide outreach services, and offer educational assistance at schools and medical clinics in the area. This type of work requires reaching as many members of the target community as possible, keeping racial and class issues in mind when organizing programming.
Other companies offering services may also have space for a program director. Educational institutions, like other organizations, rely on a program director to develop targeted programming appropriately for their demographics. This can include everything from deciding what types of degree programs to offer to creating public outreach to getting community members more interested in the type of services the company offers.
In all cases, the program director needs to be comfortable with research, statistical analysis, and related topics. Good communication skills are critical, as is the ability to be innovative. Program directors often work with companies that compete with others for funds and customers, and need to be able to develop programming that stands out, attracting customers, viewers and loyal supporters.
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