times of human tragedy, like we see in Oklahoma, the listener’s
needs change dramatically in the blink of an eye. The first thing
that happens is an extreme hunger for information from your radio
station. Secondly, they lose track of time. Hours seem like minutes
and their interest levels are sky-high. If you tire of giving them
what they want, and they pick up on it, the disconnection could last
for years! If there ever was a time to fight off the negative
byproducts of repetition, now would be that time. The primary
negative byproduct of repetition is when the things you talk about
the most come out sounding boring and uncaring.
Listeners all over the country want to know what is happening and
they want this information often. They don’t want fun and games this
week, it would be perceived as very insensitive and it doesn’t mater
where you are in the country. There are dozens of different ways to
relate with your audience in and around these circumstances. It
could be anything from ways to help the victims to your listeners
voicing their change in perspective after events like these. A
wealth of great radio moments grow out of times such as these.
Nobody cares about your “No Talk Triple Play” or your “Long
10 In A Row” right now. Right now they are looking for you to be
the wall they can lean up against for information and inspiration.
Remember this as well: “Length of time is not perceived until
there is lack of interesting content.” So don’t be concerned to
make your bits shorts. Instead be efficient and understand that it
may take a little longer to tell the story.
By connecting emotionally
with your audience today, in the way they want you to connect with
them, you will create memories through your radio station that will
that will last a lifetime.
Brian is a 30 year radio veteran
who has successfully served many companies over the years as Program
Director, Operations Manger and VP of programming. After many years
of success working for individual radio stations and clusters, Brian
Joined one of the most trusted consulting firms in the country,
Audience Development Group. For the last 15 years Wright has enjoyed
building alliances with scores of stations in the US & Canada
helping them grow in ratings and revenue. Contact Brian at