By Holland Cooke
Consultant
Lately, life is anything-BUT. Examples: the 2024 presidential race, extreme weather, the consumer economy, recurring gun violence. We’re all wondering, “What NEXT???”
So being-known-for-knowing will earn your station more occasions of tune-in. “Stay close to the news.” And exploit your network by offering, for example, “a quick FOX News update, every half-hour.”
Admittedly, what your network is reporting is also available on smartphones, smartwatches, and smart speakers. But your station may also be, as my clients tout, “Your Only Local News Radio.”
Simply doing local news is a start… BUT… I wish there was a more diplomatic way to say this: Are your newscasts boring?
Too often, local news copy doesn’t enable the listener by telling what a news item means to him or her. I heard a local news voice seeming to read a press release, announcing that: “The [name of] County government’s new website has gone live. The revamped site [URL] was unveiled at this week’s [name of] County commissioners meeting. The board’s chairman said the revamped site has a much more professional appearance, and offers quick, user-friendly navigation. The county’s IT director added that the feedback she’s received so far from county employees and residents has been positive.”
Zzz…
Don’t just recite process. Explain consequence. To Larry & Lisa Listener, typically self-congratulatory source material like that copy is irrelevant blah-blah-blah.
Bothering to actually explore the website, I found how it enables listeners to get help with: “potholes, damaged curb, traffic signals, weeds, dogs barking, abandoned vehicles, chemical discharge, water leaking, litter, road striping, ADA compliance, blocked drainage channel, street lights, damaged sidewalk, traffic/road signs, overhanging trees/shrubs, noise nuisance, hazardous parking, storm sewer leaking/blockage, water leaking on roadway, loose/protruding manhole cover, discrimination complaint, Fair Housing complaint.”
Unwrap the package.
Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. He is the author of “The Local Radio Advantage: Your 4-Week Tune-In Tune-Up” and “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke and connect on LinkedIn
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