Tuning In To Your Audience

radio-noir-film-tuning-bedroom-search-searching-for-a-station-on-an-old-vintage-radio-sitting-on-a-night-stand-in-a-bedroom-concept-listen-to-the-music-remember-the-past-film-noir-black-and-white-version_n1_mr9xk__S0000I am not a regular church goer. Last Sunday though, in the wake of shootings and protests and chaos in Minnesota, Baton Rouge, Dallas and elsewhere, my family decided maybe we needed a community, some perspective, or maybe we wanted someone, somewhere to tell us everything is going to be okay. Whatever the reason, we researched and found a church that held “social justice” as one of its pillars.

Perfect.

We were present, ready, and waiting.

And we waited.

Not a word was spoken about the senseless shootings, the racial divide, Black Lives Matter or anything. In truth, more was said about it during the MLB All Star Game’s Canadian National Anthem.

This church had a program, a plan, a scheduled service carefully mapped out likely weeks in advance. But they missed an opportunity to connect with the congregation in a moment. It reminded me of a news-talk radio station that fails to “play the hit” when a big story breaks, because guests have been booked and topics have been researched.

When big events happen, the most recent in Nice, France, people seek community, support, context and a sense of security. They seek it out on their radio and if they don’t immediately find what they need, they scan the dial.

Radio plays an important role in informing and connecting our communities, whether it is bad weather in the region or terror around the world. When big stories break, it is our responsibility to report facts, seek the truth, provide context, help when we can, and grieve, rally, and organize when needed. We can be a beacon of hope, a stage for disagreement, and a voice of calm in the face of the inexplicable.

When we fail to recognize that we don’t just lose listeners and revenue, we lose an important connection and leadership role in the community — one I believe we shouldn’t so quick to surrender. Who knows who or what may fill the void.

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