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  • Sometimes you have to step in and shake things up. This is especially true when taking a flagging product that is being left behind by competitors because the historic value of its name is proving to be the deadweight pulling it down, Radio St Lucia is one of the oldest radio stations in St Lucia, General Manager Claude Emmanuel opens up, And I was given the appointment as GM in October 2012 to not only increase and revitalize the listening audience but change the consciousness of the radio station itself.



  • I served as a director at Radio St Lucia prior to being appointed as the general manager, Mc Claude explains, Which allowed me the chance to get a very solid impression of where things stood and what needed to be prioritized in terms of taking action.

    Since then weve undergone a much needed transformation.

    As with all media, there is a life cycle for radio stations. Historically

    they have always served as a voice for the listeners and has, as a

    medium, seamlessly joined with the internet, standing its ground in

    popularity. However, Mc Claude explained that lack of a fresh update

    has seen Radio St Lucia falling into decline for a couple of years now.

    Radio St Lucia is known for information, he elaborates, And a lot

    of young people have gravitated to more youth friendly stations. If we

    were going to bring listeners back to Radio St Lucia we would have to

    start with what we could offer people to listen to.

    A series of new programmes has been implemented to revitalize

    the product. Since Feb 2013 a total of fifteen new, fresh programmes

    have been launched catering towards all demographics.

    We have always had dedicated listeners and we were not going

    to sacrifice them for the purposes of being seen as a purely young

    station, he explains, The shows we have now include programmes on

    youth, health, policing and policies, social securities, live guests and

    interviews and entertainment news.

    He goes on to add how one of the important moves was to change

    the on air personalities and in doing so brought a wealth of new

    talent, experience and potential to the radio station, We revamped

    the entire manner in which we reach our audience, he continues, We

    redid the website turning it into something that was engaging and

    attractive and we established a new Facebook Page and Twitter Page

    for us to directly engage our listeners. Its important to them that

    they are able to link directly with their favourite personalities, which

    encourages stronger loyalties to our station and programmes.

    The changes were not purely to the airwaves alone. Understanding

    that people always become a product of their environment over the

    past year, over $300 000 has been invested into refurbishing the

    plant, The station had become a bit of an eyesore, Mc Claude says,

    As a building it had not been looked after, which had a significant

    We have always had dedicated listeners and we were not going to sacrifice them for the purposes of being seen as a purely young station.


    The youngest General Manager in the history of Radio St Lucia, Mc Claude Emmanuel has enjoyed a diverse career that has not always been involved in radio. With his formal education being in economics and business management he admits to always having had an active interest in social media marketing, managing Facebook pages for company websites and developing an intrinsic understanding of the online topography which has been crucial for the new direction that Radio St Lucia has taken under his leadership.

  • effect upon the radio personalities themselves, after all how can

    you feel like a valuable member of the team if your premises are not


    Some of the changes included repair of the studios and a new

    newsroom. Other aesthetic repairs gave it a fresh feeling that suited

    the new targets and motives.

    Understanding what an employee needs comes naturally to Mc

    Claude who comes from a human resource background, Radio St

    Lucia didnt have any sort of HR policy prior to my appointment. So

    one of the first things I did was to create a performance management


    Through this every employee gets personal targets to achieve, to

    help them develop and grow and to facilitate the development of an

    environment where meeting targets is valued they have yearly formal

    appraisals for each employee moving up the management chain.

    These assessments are incredibly important to provide

    benchmarks for people to strive to achieve on an individual basis and

    it keeps everyone working together in the same director direction

    towards a common goal. This has already had a quantifiable affect.

    Radio St Lucia had fallen significantly in the popularity polls since

    the 1980s when lack of major competition had us at the number slot,

    Claude says, But in 2012 the

    station was in a better position

    and was ranked sixth out of

    sixteen on the island. In 2013 we

    were ranked at number three.

    Much of the success has

    come from their combined

    efforts of hitting social media

    like never before and Mc

    Claude relates how the older

    stakeholders simply did not

    grasp the power and importance

    of social networking for the

    ongoing and future success of

    their product:

    They used to feel that it was

    social and not professional, he

    laments, But the two are the

    same and now we are big in all

    media including newspapers,

    FaceBook, Twitter and Youtube.

    Immersion is the key, he

    continues, We get stuck in with

    the crowds with live broadcasts

    from events keeping it fun and

    lively. We also interact with

    listeners online and actively

    encourage everyone to get in

    touch. The response to our new

    format has been overwhelming

    and we are very appreciative

    of the support and want to give

    back as often as we can.

    2014 will see a continuation

    and a doubling of the efforts to

    further expose and enrapture

    new listeners through the media

    of social networking, which will

    include such developments to

    further encourage and enhance

    connectivity through the

    Radio St Lucia radio app that is


  • currently being developed.

    The Radio App will make listening to Radio St Lucia incredible

    easy and convenient and will also keep us on the cutting edge which

    is exactly where we want to be if we are going to reach this top spot,

    The addition of new technology aside there is one key development

    that will help push this radio station higher up the ranks and eventually

    beyond the reach of the competition.

    The National Television Network (NTN) and Radio St Lucia will

    be merging together to form the National Broadcast Network (NBN)

    and will act as a major influence to the populace of the island, Mc

    Claude tells us, The government feel that this is the best way to

    create a synergy between the two networks. Bringing them under one

    operational roof with one board of directors put in place to oversee

    the day to day activities.

    As many of the other radio stations have forged relationships

    with TV channels, this merger between the two government owned

    broadcasters will create a powerhouse of activities that will open

    up new possibilities and broaden their offering for advertisers and

    marketing as well as giving them even more scope as far as audience.

    It is going to be a benefit to us all, Mc Claude concludes.

    The Authentic St. Lucian Cottageswith cocoa plantation, fruit trees and gardens

    Nestled within the World Heritage Site (The Pitons) and only five minutes drive away from the scenic town of Soufriere, Fond Doux offer authentic and luxurious accomodation, sumptuous Carribean cuisine and a paradise setting for dream weddings and honeymoons.

    Tel:1(758) 4597545/48 | US Toll Free: 1-315-307-2348 |



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