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Archive for the ‘breaking news’ Category

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.

Here’s The Thing About Breaking News

LGM - Breaking News2If you are going to go into “breaking news” coverage – own it. That’s the thing about breaking news. At least that is my thing about breaking news.

If a talent asks me, “Did we do too much on the breaking news story?” My answer will almost certainly be, “impossible.”

When a story warrants being called “breaking news” you have two effective options: mention it and let the newsroom update it in regular newscasts or dive head first in to it. The middle ground is the least desirable option. “Kinda” covering breaking news is as satisfying as eating something that “kinda” reminds you of gravy.

The Oregon High School shooting is a perfect example. If it’s not in your backyard, your state or even in your country can you do too much with it? I contend no, not when the story is still developing. If you make it important and urgent, keep resetting the facts, add new details and information as you can and then express emotions and explore questions and curiosities – no one is tuning out. Humans have an insatiable thirst for knowledge. We all want to be the first to know and we want to know more than our friends, family members and peers.

On a strategic point, breaking news is an audience builder for news-talk and sports radio stations. It’s better than an outdoor billboard campaign. It instantly brings new ears to your station. That in-the-heat-of-the-moment sampling can be extremely rewarding if you are covering the story as described above and equally punishing if you are not.

When news breaks it is a nice, juicy sizzling steak dinner for spoken word radio, don’t let it become the lumpy gravy.