Sally Aitchison: Commercial radio champion

Aug 21 2009 By Alastair Gilmour, The Journal

Sally Aitchison on influence

What, in your opinion, is influence?

I believe influence can be a suggestion to guide or shape an outcome. Influence can come from power or authority or an ability to persuade. True influence survives without authority, I believe role models are very important in influencing positive behaviour. We only have to look at peer pressure or group think and we can watch how independent thinking, intelligent people will sway to the majority rather than stand out from the crowd for their difference.

Is influence the same as power?

Power conjures up images of negativity. I tend to link it to megalomania as many examples of power are extreme. Power suggests a dictatorship, autocratic and oppressive; influence offers choice.

Who or what have you been most influenced by?

We should not underestimate the influence our family have on us in our formative years. Our beliefs and values are set for life, so my parents and grandparents will need to take the blame or credit.

Who or what has most benefited from your influence?

My children and the young people who visit the radio stations. I would hope that I influence them to understand that the most important quality they can develop is a ‘can do’ attitude. I am privileged to be in a role responsible for one of the most successful media companies in the North East. Our job is to entertain and inform and through that process we have the opportunity to influence. For example, if our news teams focus on the positive stories in the North East, we will build the perception of good things happening.

To be influential you must ...

Have the respect of the people you are trying to influence and be informed.

No introduction needed …

ONE or two people had reason to query their omission from the 2008 edition of the Most Influential People in the North East – but few were as outspoken as Metro Radio DJ Tony Horne.

As the presenter of the longest-running commercial radio breakfast show in England, he felt a little upset that he had been left out - while his boss was included.

So much so, in fact, he took to the airwaves to demand an explanation as to why the North East’s most influential radio personality had been forgotten.

Tony Horne started his career in the West Country before bringing Tony Horne in the Morning to Metro in the mid 1990s.

After a spell in Manchester, he returned to Metro in 2004 and he’s commanded a loyal following ever since. He’s just signed a new contract that will keep him at the station until 2011.