The downside of radio is it's filled with a lot of lazy people who don't take the extra steps required to service client accounts. This means becoming involved more for their interests than yours. Showcase your production department as a unique, idea-generating, part of your station. List previous and current advertisers who have had ads developed by your staff. This generates credibility, and may cause the client to remember hearing those ads.
Radio is a vehicle that brings theater to the mind.
Today's radio doesn't have the bite of when Stan Freberg built his sundae because we've lost the ability to be an equal player in the development of advertising campaigns. Our sales reps don't do anything anymore except sell 30 or 60 second increments of time for as close to rate-card as possible. Why Radio is perceived as the also-ran advertising medium. Radio is sold as a delivery vehicle. The production department's relationship with programming, sales and traffic should be well defined.