For many stations, the first thing to do to increase ratings is to simply increase top of mind recall. It may be time to repackage, relaunch, or otherwise refresh the station.
Creative topicality is compelling radio.
Ask it every day, at least twice a day. Be careful not to let that pressure translate into grim hallways. AC and CHR stations should be fun to listen to, and people who aren't having fun in their jobs don't create fun, entertaining radio. Emotional radio is compelling. A radio station that concentrates its budget on one or two things with potential for big impact will get much better results than one which spreads its resources over a lot of little things with little impact.