Radio snoops….

Just about every radio presenter I know has posted this video alongside a comment along the lines of “so true”


This got me thinking about snoops, air-checks, listening sessions whatever you want to call them.

When I was making programmes I used to look forward to a snoop as much as Jeremy Clarkson would look forward to a day old egg sandwich. However I admit I used to get something out of them.

As a programmer I continue to get something out of them, even if I am guilty of using some of the examples in the video (just some?!).

The best snoop I ever did looked like it was going to be a nightmare. Listening to a few links the show was really off form. I got worried, I couldn’t find any positives to build on, it just wasn’t good. I had no idea how I could give honest feedback without ruining his confidence.

The presenter went first. He said “let’s be honest, that was not good enough” and listed every single action for improvement that I’d written down. I didn’t have to say a word. And he did action everything.

The worst one involved an expensive guy brought in to have sessions with an entire line up. In every single one he listened for a bit then said:

“Who’s your best friend, not your partner or family, your best mate?”

The presenter would give a name.

“How would you talk to that person in her pub? That’s how you should be talking to a listener”

Every single time. That’s was the golden advice. It would have been easier just to email it to everyone. Until he came to snoop a duo.

“Who’s your best friend, not your partner or family, your best mate.”

“Each other” was the reply.

“No, no, no away from each other”

“Oh, we’re weirdos we don’t have friends”

Expensive guy didn’t have much to say after that.


There’s a way to run an effective snoop session and a way from presenters to get something out of them every time. Happy to help if you get in touch.

About the Author: Euan

With over 20 years media experience, Euan McMorrow is a multi award winning radio programmer with a track record in boosting radio station ratings and nurturing talent on to bigger and better things.

Known for his creativity and no-nonsense style he’s also deeply experienced in branding, product launches, new media, PR, stunts and coaching.

Many of his ideas and presenters he’s worked with can be heard on radio stations all around the world.