The Truth Can Hurt, Which is Why So Many People Avoid It

I set out to write a blog post about the things that annoy me about hosts / talent / personalities who apply for jobs. I’ve been going through mounds of mp3, CDs, even a stray tape or two. Listening through just a few minutes of each demo can be a struggle. But, then I realized – someone is telling these guys/gals they have talent. One of three things is certainly happening.

1. These “talent” are being lied to about their talent by people who mean well.
2. They’re getting bad advice from PDs or fellow talent.
3. They’ve stopped listening to the people in their life that know better.

Leaders: I implore you to stop lying to people about the size of their talent and stop dishing out decade old, stale advice.

Hosts: If you only hear what you want to hear consider yourself at the top of your success. You’re never as good as “they” say you are and never as bad as your harshest critic. But, you must always strive to be better.

In an effort to be helpful, here are four things you can start doing today to be better a host.

Know What Big Story Your Show Is About Each Day.This is my “pick a lane” advice. Be about something each day. If even it’s a slow news day, it is better to be about something than trying to be about everything. What’s the thread holding your show together? It is not picking one story to talk about for three hours; it is picking one story that you want your listeners to remember you for that day and giving it more and better treatment than everything else.

Immerse Yourself in Details of the Stories You Want to Talk About. When you “play the hits” of the day, whatever they may be. Do your homework. Read up on it. Read everything you can. The more you read the better chance you have of finding a unique angle and creating a more memorable, substantive conversation.

Edit Your Own Audio. How can you tell the story, the way you want to tell it, if someone else is deciding what the key characters are going to say? Editing audio is not beneath you. Why leave the heart and soul of your show up to a $10 an hour board op. In my experience not only does editing your own audio give you certainty on a topic, it makes your treatment memorable and remarkable.

Do Not Let Segments Dictate The Length of a Story. Drives me crazy when hosts look at the clock and see they have seven minutes and look to see what topic they can stretch to fill the time. You should take the necessary time you need to tell a story and make your point and then move on to the next story or angle. It takes discipline and preparation. Don’t do your listeners any favors by “filling” the last two minutes with idle chit-chat on the topic. Give me a quick hit of something else, that’s great. Respect my time.

These four concepts are a good starting point. If it resonates with you, try it. Let me know how it goes.

What Radio Can Learn From Bruce Springsteen

Bruce Springsteen was the keynote speaker this year at South by Southwest in Austin, Texas. For fifty ”drive-way moment” minutes (three quarter-hours), The Boss was a talk show host, guiding us through the history of his music experience with very little music or singing, but instead with his story, his memories, his personal experience, his reactions, observations and his passion.

He was addressing young musicians, but the lessons transcend to radio.

ADVICE FOR RADIO HOSTS (the quotes are direct from Bruce Springsteen)

Be a catalyst of conversation. Your show is a, “Joyous argument starter and a subject of long, booze-filled nights of debate”

Stop complaining and start creating content. Who cares about how people get your show – radio – live stream – internet – mp3 – facebook – twitter? “The Genesis and power of creativity is consistent over the years. The elements don’t matter. Purity of human experience and expression is not confined to guitars, tubes, turn tables or microchips. There is no right way or pure way. Just do it.”

Be Authentic. “We live in a post-authentic world. Today authenticity is a house of mirrors. It’s all about just what you’re bringing when the lights go down. It’s your teachers, influences, personal history and at the end of day it’s the power and purpose of your (show) that still matters.”

Fake it until you make it. Go to small markets, or host a podcast, an internet radio show, or offer to do weekends and overnights. “I had nights and nights and nights (1,000 nights) of bar playing. Learn how to bring it live and bring it night after night after night. Your audience will remember you. Your ticket is your handshake. These skills gave me a huge ace up my sleep. When we finally went on the road, we scorched the earth.”

It’s amazing how Springsteen can appreciate where he came from, where he’s been, those who blazed a trail, is still self-deprecating about how he steals/borrows from everyone/every genre and remains self-aware enough to recognize he’s getting old, the game is changing, culture is evolving and in order to be relevant he needs to find a new way. This seems like a good model for radio.

His influences should be and can be your influence as well.

Animals “Gotta Get Outta This Place” – “Youngsters, listen up this is how successful theft is accomplished.This is every song I’ve ever written. I found their cruelty so freeing.They were brave, they challenged you, and made you brave.”

Gifford interpretation: Be brave. Don’t be afraid to borrow from those before you.

Bob Dillon – “The first thing he asked was ‘how does it feel?’…’to be on your own’ – parents couldn’t understand incredible changes happening in our world.’Without a home’… he gave us the words to understand our hearts. He stood back and in took in the stakes we were playing for and laid them out in front of us.”

Gifford interpretation: As a talk host, tell us how you feel, explore how others feel, give us the words to understand our hearts.

Country Music. This music is “stoic recognition of everyday reality and the small and big things that allow you to put a foot in front of the other get through it. It was reflective, it was funny, it was soulful. It was rarely politically angry, it was rarely politically critical.”

Gifford interpretation: Country music is what successful talk radio hosts are doing today.

Hank Williams “Why does my bucket have a hole in it?” – Hank help launch the “search for identity and became an essential part of my nature. I was not downtown, bohemian or hipster. Just an average guy, with a slightly above average gift and if I worked my ass off on it – and country was about the truth emanating out of your sweat.”

Gifford interpretation: Use your curiosities in life to fuel your show.

Woodie Guthrie: “Somewhere over the horizon there was something…he tried to answer the question why the bucket has a hole in it.”

Gifford interpretation: Search for answers to big questions. Give listeners hope.

Bruce Springsteen’s parting shot should be used by all creative people as a mantra and guiding light:

“Rumble, young musicians rumble. Open  your ears and open your hearts. Don’t take yourself too seriously. And take yourself as serious as death itself. Don’t worry. Worry your ass off. Have iron clad confidence. But, doubt – it keeps you awake and alert. Believe you are the baddest ass in town…and “you suck!” It keeps you honest. Be able to keep two completely contradictory ideas alive and well inside of your heart and head at the same time. If it doesn’t drive you crazy, it will make you strong. And stay hard, stay hungry and stay alive. And when you walk on stage tonight to bring the noise, treat it like it’s all we have and then remember, it’s only rock n roll.”

Watch Springsteen’s keynote address here. It’s worth it.

Know Your Demo

Talk show hosts, news anchors, editors, producers, production staff, and programmers need to always know and remember who is consuming the content they are creating. What is your target demo? What news, events, and entertainment were influential and formative in their lives?

If you focus your programming towards a 40-year-old woman or man remember that they were 18 in 1989. That was the same year George Bush Sr. became President, Ted Bundy was executed in Florida, and the Exxon-Valdez spilled 240,000 barrels of oil in Alaska’s Prince William Sound. That was the year Microsoft released its first version of “Office” and Fox debuted a little cartoon show called “The Simpsons.” At the movies, When Harry Met Sally was released along with Back to the Future II, Driving Miss Daisy, Parenthood, and The Little Mermaid. On the radio, these high school seniors were listening to Bobby Brown‘s “My Prerogative,” Paul Abdul’s “Straight Up,” Mike and the Mechanics “The Living Years,” and Madonna’s “Like a Prayer.”

Yet, listen to some news-talk and music radio stations trying to cater to these listeners and the references are still off. I still hear mentions of the Mary Tyler Moore, The Odd Couple and Abbott & Costello. Mary Tyler Moore’s Show was off the air in 1977. It was formative for women who are now in their late 50′s and early 60′s. The Odd Couple came out in 1968. Which means you’re targeting a 61-year-old. Bud Abbott was born in 1897. 114 years ago. Hello radio, it’s time for everyone to update our reference points.

Try this exercise. Let me know how it goes.

Where “60 Minutes” Missed the Mark with President Obama

I wrote on Facebook and twitter today that I was still cringing from Steve Croft‘s interview with President Obama on “60 Minutes.” There are many things I would have done different. The whole point of having the President go on a show like “60 Minutes” is to have him tell the story from his perspective. In order to tell a story properly you need to start at the beginning BEFORE the moment of change or conflict of the story. This puts your interviewee chronologically in line with the events as they happened so he/she can take you through the emotional journey instead of reflect on events from a mental space. Thus, question #1 from Steve Croft to Barack Obama immediately put the President in a head space aside from being hyperbolic, and closed.

STEVE KROFT: Mr. President, was this the most satisfying week of your Presidency?

PRESIDENT BARACK OBAMA: Well, it was certainly one of the most satisfying weeks not only for my Presidency, but I think for the United States since I’ve been President. Obviously bin Laden had been not only a symbol of terrorism, but a mass murderer who’s had eluded justice for so long, and so many families who have been affected I think had given up hope.

And for us to be able to definitively say, “We got the man who caused thousands of deaths here in the United States and who had been the rallying point for a violent extremist jihad around the world” was something that I think all of us were profoundly grateful to be a part of.

Notice how the President responds to the hyperbole “most satisfying week of his Presidency.” He down plays this point and takes the wind out of his own sails by putting a qualifier of “one of the most” on it AND pivoted from his Presidency to the United States of America. Talk about down playing the importance of an event in your career. Sheesh. Ideally you would start at the beginning of the story – maybe even 9/11 – and work your way through the events. IF you ask this question keep it open and let him define for himself.

What was this past week like for you?

How was this past week different than other weeks of your Presidency?

How satisfying was this week of your Presidency?

Similar mistakes are made in question #2.

KROFT: Was the decision to launch this attack the most difficult decision that you’ve made as Commander-In-Chief?

PRESIDENT OBAMA: Certainly one. You know, every time I send young men and women into a war theatre, that’s a tough decision. And, you know, whenever you go to Walter Reed [Army Medical Center] or Bethesda [Naval Hospital] and you see the price that our young people pay to keep this country safe, that’s a tough decision. Whenever you write a letter to a family who’s lost a loved one. It’s sobering.

This was a very difficult decision, in part because the evidence that we had was not absolutely conclusive. This was circumstantial evidence that he was gonna be there. Obviously it entailed enormous risk to the guys that I sent in there. But ultimately I had so much confidence in the capacity of our guys to carry out the mission that I felt that the risks were outweighed by the potential benefit of us finally getting our man.

Again, the President qualifies his answer and down plays the difficulty.

The next question is actually three questions in one. I’m not sure Steve Croft could have given him more exit ramps to give an answer without giving an answer. The more questions you compile into one – the less information you get. The interviewee then has a choice to answer the question that’s easiest to answer. Ask ONE question at a time and keep it open-ended.

KROFT: When the CIA first brought this information to you . . .

PRESIDENT OBAMA: Right.

KROFT: What was your reaction? Was there a sense of excitement? Did this look promising from the very beginning?

PRESIDENT OBAMA: It did look promising from the beginning. Keep in mind that obviously when I was still campaigning for President, I had said that if I ever get a shot at bin Laden we’re gonna take it. And that was subject to some criticism at the time, because I had said if it’s in Pakistan and, you know, we don’t have the ability to capture ‘em in any other way, then we’re gonna go ahead and take the shot. So I felt very strongly that there was a strategic imperative for us to go after him.

Shortly after I got into office, I brought [CIA director] Leon Panetta privately into the Oval Office and I said to him, “We need to redouble our efforts in hunting bin Laden down. And I want us to start putting more resources, more focus, and more urgency into that mission.”

Leon took that to the CIA. They had been working steadily on this since 2001, obviously. And there were a range of threads that were out there that hadn’t quite been pulled all together. They did an incredible job during the course of a year and a half to pull on a number of these threads until we were able to identify a courier who was known to be a bin Laden associate, to be able to track them to this compound.

So by the time they came to me they had worked up an image of the compound, where it was and the factors that led them to conclude that this was the best evidence that we had regarding bin Laden’s whereabouts since Tora Bora.

But we didn’t have a photograph of bin Laden in that building. There was no direct evidence of his presence. And so the CIA continued to build the case meticulously over the course of several months. What I told them when they first came to me with this evidence was: “Even as you guys are building a stronger intelligence case, let’s also start building an action plan to figure out if in fact we make a decision that this is him or we’ve got a good chance that we’ve got him, how are we gonna deal with him? How can we get at that?”

And so at that point you probably had unprecedented cooperation between the CIA and our military in starting to shape an action plan that ultimately resulted in success this week.

Look at it again. The first of the three questions – WHAT WAS YOUR REACTION? – is a great question. But, the President picked the easier of the three and latched on to it, “It did look promising…” – and then he went straight to talking points. When you offer a closed question like this the interviewee can only affirm your personal hypothesis of what happened. In this case the answer is either yes or no. This is interviewing on a hope. You HOPE the interviewee expounds on what they’ve answered. Unfortunately for “60 Minutes,” the President didn’t. He went from 2010 and leaped back in time to before his Presidency in 2007 and talked about how this was a campaign promise and how hard he worked to get this done from day one.

That’s just the first three questions. I could go on and on. Croft asked if it was hard to keep the secret, did he want to tell Michelle, did he tell Michelle? The President ducked the answer with a general statement. Never answering if he talked about it with the First Lady. Again, too many options or exit ramps for the President to escape direct questioning.

When preparing for interviews have a goal, start at the beginning, ask one question at a time, refrain from hyperbole, ask open-ended questions, and don’t test personal hypothesis. You’re conducting an interview to get information, perspective, insight or reaction that you don’t already have – so don’t try to guess the answers. Get out-of-the-way and let the story be told. Great questions to use in an interview include…

- and then what happened?

- how did that make you feel?

- when did you know?

- why did you do that?

- how was that?

Ask lean, neutral, open-ended questions.

…and don’t interview on a hope.

Newsletter Poll

Some have suggested the “Let’s Talk About It” newsletter, shouldn’t be called a newsletter (Lets Talk About It – Issue IX – March 2011). Here is one e-mail, ““You asked in part of your newsletter if we had any suggestions. I always hated the word NEWSLETTER. Sounds like something they’d hand you as you pick up your kid a Day Care.”

sign up for “Let’s Talk About It” for free at www.larrygifford.com

The Local Radio Remote – A Hot (Sauce) Mess

See hot sauce spillage on the ground near the table.

I was at Jiffy Lube with my son over the weekend getting an oil change. It just happened to be the day 104.3 MY FM was doing a station appearance. The “appearance” was a 10×10 tent, a back drop, a bannered table and two chairs from the lobby. There was no other signage in or around the Jiffy Lube. The tent was set up away from the flow of customer traffic, so to see what was going on you had to wander outside and around the side of the building.

I took this picture after the station representative (assuming promotions assistant) came racing into the lobby, captured the eye of a Jiffy  Lube worker and said, “one of your customers just spilled hot sauce all over the place including me.” And then he disappeared into the bathroom for ten minutes.

The whole time I was there the guy from MY FM never appeared again, he never offered a bumper sticker, invited anyone outside for any reason (do you have games, giveaways or something?), and never explained to the customers what MY FM is by offering a handout, coupon or anything. Nothing. Nada. Zilch.

Here are some things to think about before your station’s next outing….

Look at your station remote / appearance set up. Is that how you want fans and potential listeners to see you? What would you / could you change to better reflect your brand?

What’s the payoff?  There should be four: one each for the station, the listener, the potential listener and the client? 

Be a star. Radio is show business. No matter what happens on a remote or appearance, remain calm and smile. No matter your role in the radio station, if you are the guy behind the card board table, you are the star of the show and the show must go on.

Client customers = potential listeners. Treat them as if your ratings depend on them. This is an opportunity to make your case to listen to your station to live bodies. What’s your elevator pitch?

Keep the remote / appearance area clean. Hide the equipment and supplies as best you can. Your area is a stage and no one wants to see the prop box.

 Have fun, be engaged, and be engaging. When I pulled up the MY FM guy was lounging in his chair reading the paper, while customers were sitting inside the lounge directly behind the wall his back was against.

Every Moment Matters

Arbitron will tell you, in general, there are listeners coming and going from your radio station every minute. Listeners are dipping in and out of stations searching for a comfortable place to rest. This is either terrific or terrifying news if you are host, producer or programmer. It means you have opportunities to snag new listeners every minute. It also means if you are off topic, too sloppy or boring – you’re going lose some too. 

Here’s the truth about these non-P1 listeners:

• These listeners do not know who you are.
• These listeners do not know your show.
• These listeners do not know what your station is all about.
• These listeners do not know your inside jokes.
• These listeners want to be included.
• These listeners want to like you.
• These listeners want you to be relatable.
• These listeners want you to be local.

In order to take full advantage of this opportunity, it’s important that you pay attention to all the details. Every moment counts. Are the hosts resetting who they are, what they’re doing and what station they are on often enough? Are bench mark segments being explained and sold to the listener as a benefit? Are you saying the web address, phone number, text, and twitter accounts slowly and clearly so new listeners can play along? Is your board operator paying attention, running a tight board and hitting all the correct audio? Are sound bites edited properly? Are producers carefully screening callers? Are hosts prepared for interviews? Are you playing the hits uniquely  or are you covering the story the same way everyone else is? Are you providing social currency or are you wasting time? Are you letting new listeners play along or are your jokes and references too inside?

 In a PPM world every moment, every word, every piece of audio, every phone call, every interview, everything you do – counts. Make sure everything you do on your station is best serving the fans in your city in that moment or the listeners will keep searching until they find the station that does.

Want more on PPM? Listen to this Larry Gifford Media podcast with Charlie Sislen from Research Director Inc.  Charlie Sislen Interview Podcast

“You Play To Win The Game!” – Herm Edwards

This Super Bowl week, I thought it would be appropriate to share some inspiration and insights that I learned from one of the great NFL coaches Herm Edwards. When I was at ESPN, Herm was invited to speak to a group of managers and I was lucky to be included.

“Our greatest obstacles in life are created by people who try to put limitations on us.” This is how coach Edwards started his speech. Simply put, don’t let others define what is possible for you. However, he stresses the importance of going about your life’s journey with integrity and vision. We are all leaders. People are watching and following our lead. It doesn’t mean you have to make a big speech or even be liked. A true leader, according to Edwards, lifts people’s vision and performance beyond their normal talent level. Do you help make people exceed their expected potential?

Another area coach Edwards touched on was “accountability.” He says you need to know and do your job.  Take responsibility. Hold yourself and others at a high standard. Do the right thing on purpose. Your words and your actions should match up.

And finally some parting words from coach Edwards…

• Stay true to your vision. Do not let circumstances distract you. 
• Trust those who work for you and with you – and sometimes that means taking a risk.
• Set an example – perform tasks that you would ask others to perform. Don’t be afraid to get your hands dirty.
• Stay humble. There were a lot of great things accomplished before you were born. 
• Remember, you chose your profession. It didn’t choose you. 

Is This The Best You’ve Got?

“A diamond is a chunk of coal

that made good under pressure.”

– Anonymous

Every day whether you are a producer, a talent, a board op, recording a podcast, or editing audio – ask yourself these important questions…

1. Is this the best we’ve got?

2. Would I listen to this?

3. Is this relevant?

4. Are we playing the hits?

5. Is there a better, different, more impactful way to do this?

6. Does this live up to the Mission and Brand of my company?

If the answer is, “no” – what are you doing to change it, make it better, evolve it, and own it?

“It’s the little details that are vital.

Little things make big things happen.”

– John Wooden

When I come across smart, successful people have can contribute to our conversation, I enjoy passing along their thoughts. Radio consultant Valerie Geller wrote the book “Principles of Creating Powerful Radio.” Her principles are worth reviewing…

 · Tell the truth.

· Make it matter.

· Never be boring.

· Speak visually, in terms listeners can picture.

· Start with your best material.

· Story tell powerfully.

· Listen to your station but also check out other media – know what’s out there and what the audience is listening to and how they get their information and entertainment!

· Ask: Why would someone want to listen to this?

· Talk to the individual. Use “You.”

· Do engaging transitions & handoffs.

· Promote, brag about your stuff (and other people’s stuff!)

· Stay curious, relax, and allow the humor to happen.

· Be who you are on the radio.

· Take risks, dare to be great.

I love those principles. Use these as a guideline as you go about your daily tasks. Every day, whether it’s the NFL Playoffs or the dog days of summer, make certain you are passionate, relevant, interesting, engaging, curious, entertaining, informative, impactful, telling stories, teasing, taking risks, being creative, driving for results, doing everything it takes to make remarkable radio, acting with urgency, thinking differently and having fun. These are the things that separate good from great.

 “Success is dependent on effort.”

- Sophocles

Oops. Uh, Wrong Audio.

I live in Los Angeles. There are great radio station here with remarkable talent. There are also bad radio stations and forgettable talent. What drives me crazy when I listen to the radio – regardless of the market size – regardless of talent ability – is when audio mis-fires.

In the past two days I have heard two newscasts; one on KFI and one on KABC. In one case the wrong sound bite played twice in a row and in another there was dead air and the announcer uncomfortably asked out loud, “can you say that again?” In both cases, the talent was awkward and uncertain. It made me question the credibility of them and the stations they work on. I hear this happen at least once a day in this market on a variety of stations (and embarrassing as it is, it happened at KSPN while I was PD). 

What is so frustrating is that it is preventable. Do yourself a favor. Before going on the air; double and triple check your audio, put it in the correct order, make sure it’s cued, be sure the pot is keyed into program and the levels are set. This is radio 101, yet everyday in every market in America these types of mistakes are made. Audio is our life-blood. It’s how we tell stories. It’s supposedly what we do best, though when I hear mistakes like these in a major market like Los Angeles I begin to wonder if we are truly audio experts or if that’s just we have told ourselves.