By Holland Cooke
Consultant
There has never been more news. And news has never been more quotable. It costs two-plus cents to make a penny.
Events impacting everyday life are unfolding around-the-corner, around-the-world, around-the-clock. The listeners our advertisers want as customers are in “What NEXT???” mode.
There have never been more places to get news. And the broadcasters that monetize information best have evolved what we used to call “a radio station” into a multiplatform source of content pertinent to its target listener. Trusted call letters are the surname shared by digital siblings.
Being known for helpful information is key. My client stations image relentlessly as “Your Only Local News Radio.” If you are too, rip me off, and burn-it-in.
But imaging merely talks-the-talk. All the promos in the world won’t walk-the-walk. We become habit-forming by delivering information that is relevant and useful and enabling and easily understood and seems up-to-date.
Accordingly:
- When we report information-given-to-us (press releases, etc.), rewrite to succinctly convey what the story means. Typically, press releases are about the sender. Our lead sentence needs to be about how-it-matters-to the listener.
- Keep it fresh. The second and third time someone hears a story word-for-word, the little voice in his/her head says, “You already told me that.” Every effort we make to update copy is worth it.
- Listen to your on-hour network, for three reasons: Emulate their crisp copy style, which conveys the consequence of items being reported. And emulate their delivery. Note how FOX News Radio morning anchor Dave Anthony sounds like he’s talking, not reading. And listen for opportunities to localize big national/international stories.
What is being reported by national media, how does it hit home, and who locally can comment or explain?
- How is DOGE government downsizing impacting people in your state, in your city? Most of the federal workforce does not live in Washington/Maryland/Virginia.
- We pray for ailing Pope Francis. When he passes, who from your diocese or parish can you interview? “The Conclave” won an Oscar and was nominated for eight.
Music radio is in the fight of its life with streams, and too much talk radio is an angry caricature. Matter most, and money will follow.
Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn
