One Tall Order: A Memo to Central Casting

Criteria for Leadership at NAB after Eddie Fritts

A daunting task awaits our new leader. The animus against broadcasting is growing each day. It knows no ideological bounds. The Religious Right and the Intellectual Left are on the march against our most basic freedoms. And the single-issue "values" zealots are in full-throated control of the assault. Many TV execs are afraid if they don't play ball they will be visited by all kinds of economic threats and punitive legislation and regulations. And radio broadcasters sail serenely by with our new-found wealth driven by Consolidation.

Confronted by all this, the First Amendment is good "trading" material. It is either a sword or a shield. "Feel good" campaigns, puffing ourselves up and bragging about the timely information we provide during hurricanes, while important, will no longer carry the day for our national association.

There is a feeling abroad in the land that we have brought much of this on ourselves. The new NAB president must join in a candid, frank discussion with the American people about the vulgarity many of us have visited upon their homes.

Clearly we require a diplomat who can still the partisan bickering, bind up our wounds, heal our division and restore harmony among all the disparate elements of our profession - networks, independents, group owners, and local community broadcasters.

As we confront the future we will also need a potent lobbyist and shrewd strategist, but also a leader with enough confidence to reach out to academics, scholars, liberals and conservatives ... and those entities, individuals and organizations with which we have a community of interest on matters like government intrusion and censorship. And we must treat with our critics and detractors. We should re-establish a public affairs department at NAB and create an in-house "think tank" to deal with societal issues.

It is also way past time to re-examine the construction, composition and make-up of the NAB board. The "district" method is ineffective and obsolete.

The battle must be joined in the Congress, at the Commission, with the Copyright Tribunal and with the "culture zealots." But the most urgent order of business is to remain relevant in the face of technological change.

My own plea is for an individual who eschews business-speak buzzwords and catch phrases. Immediately disqualify anyone who utters the following exhortations: "Getting' it done!" ... Make it happen!" ... "Doin' what it takes!" ... "24-7!" And don't send us anyone who sees this as an industry, rather than a profession or craft.

It's O.K. for your candidate to be technologically astute and know how to handle a palm pilot and a PC in an airport lounge. But send us someone who can write a letter like Frank Boyle. And, for God's sake, send us a leader who does not harbor a suspicion of the trade press.

We need to bring sunshine, candor and open discussion to NAB's budget process and someone strong enough and wise enough to rein in and control the fiefdoms and archdukes of the NAB senior staff.

Because this is ultimately about our relationship with the American people, it is important that the new NAB chief knows his or her way around New York and L.A., the centers of publishing, culture, entertainment and influence ... as well as in Washington.

Two unique individuals who definitely could lead us into the future: Andrew Cuomo, Clinton's HUD secretary who, many think, would be a superb White House chief of staff. Problem: Andrew wants to run for attorney general of New York. And Rick Lazio, the attractive former congressman, who lost to Hillary Clinton. Problem: Rick just signed on as a highly-paid government relations executive for JP Morgan Chase. Neither may want to move to D.C. But both could lead NAB right now. Who says all wisdom resides with us? Or that our new leader has to come from our tribe?

William O'Shaughnessy is president of Whitney Radio and the permittee of WVOX-AM and WRTN-FM Westchester County, NY. He served on the NAB Board for 18 years and was chairman of Public Affairs, specializing in free speech and First Amendment matters.