These are reminders, thoughts, takeaways, interesting observations and things I want to remember from the national RTDNA Canada conference.
Great stories are built around moments, take the audience somewhere and decode jargon or spin. Those three areas are what have helped to make CBC journalist Susan Ormiston such an impactful international correspondent. She shared her secrets on storytelling with the crowd at the RTDNA Canada national convention.
Stories evolve around moments. Ormiston explains, “Creating environments for moments to happen or simply focusing on a moment” is what she attempts in her storytelling. There is a warning, “moments cannot be manufactured, but they can be managed.” For instance, building trust with an interview subject helps create an environment where vulnerable moments are more likely to take place. “Trust,” she says, “It’s a relationship. Never persuade yourself that someone won’t want to talk about something.”
REMINDER: Don’t Be A TV Anchor…
The TV news anchor is dying.
The head of CTV Wendy Freeman fired the first shot across the bow, “in 5 to 10 years will there even be TV anchors?” Corus/Global VP Troy Reeb added, “The asking price for a good anchor has been in decline and will continue to be, the asking price for a good reporter is expected to climb.” He also noted brands aren’t being built on the shoulders of anchors, but around the credibility of reporting. And then Ali Velshi hit it home, “I don’t think the highly paid TV anchor is a sustainable creature.”
Buzzwords – words and concepts that dominated discussions.
“Multi-platform” – I blogged about that here.
“Mobile” – 94% of millennials have smart phones, mobile first thinking, reporters using phones for everything…
“Monetization” – how do we make money with… native content, snapchat, etc…
“Change” – the industry is changing, technology is changing, audience expectations are changing and if you/we aren’t changing fast enough we will lose.
Apps and Devices Speakers Love…
Twitter – it’s changed the game for distributing and curating content and for live moment-by-moment coverage where microphones aren’t allowed like courtrooms.
iMovie – great for radio reporters also tasked with filming and editing video pieces on the run.
Voddio – Voddio, is a professional-grade video and audio editor App for mobile journalists and story tellers, that supports rich editing of two tracks of video and up to four tracks of audio.
Favorite Quotes of the Conference
“$150 million dollars is what’s going to go to the bureaucratic morass that is the CBC.” – Troy Reeb, Corus/Global
“I bemoan the day when we decide we don’t need context anymore.” – Susan Ormiston, CBC
“It’s Facebook and the 7 Dwarves.” – on Social Media platforms
“We need to start thinking about big stupid ideas. We’re not an industry that typically thinks up stupid ideas. We need more stupid ideas. Stupid ideas are stupid until they are breakthroughs.” – Ali Velshi, Multi-platform Content Creator
“I’ve never given up the thought of returning home to Canada , but it won’t because of a man named Donald Trump. He can’t bully me.” – Ashleigh Banfield, CNN. She dedicated her entire keynote address to the “human wrecking ball” Trump and trying to explain how he’s in the position he’s in.
I heard this tease today on the radio on one of the most successful radio stations in America…
“Coming up next? Dave!”
Who is Dave?
There are few people that are worthy of teasing their appearance on your radio show with one name and among them are Cher, Shakira, Madonna, A-Rod, Elvis, Sting, Bono, Adele and Charro. There are others, but none are named Dave.
Teases are meant to keep me from punching to another station or getting out of my car. “Coming up next? Dave!” doesn’t provide any incentive to the listener. There’s no hook and really no bait.
I have been known to tell talent focus less on WHO and more on the WHAT and WHY. WHAT’s next and WHY should I care? The WHO is a means to accessing the relevent content and not the reason to stay tuned.
If Dave was an oncologist with new details of a skin cancer treatment, WHO he is remains less important than WHY he is talking.
If Dave is a gunman who fled the scene of a foiled bank heist and called the station to tell his side of the story, WHO he is remains less important than WHAT he is.
It doesn’t mean we never identify who we are talking to. I believe it is less impactful – as a tease – to sell a name of a guest instead of selling the sizzle of why what’s next on your show is worth waiting for.
For the record, Dave was the first name of the sports anchor. Who knew?
I’ve been telling all the talent I work with that 2016 will be about context, context, context and concerning ourselves with the verbal and the vocal. The verbal and the vocal? Yes. A little something I picked up while chatting with David Lloyd, author of “How to Make Great Radio.”
“Verbal is the words. Vocal is how they are delivered,” explains Lloyd in Episode 121 of the Radio Stuff podcast. “Listen to great presenters and the way they speak, the way they use their voice, the way they pause, the way the words come out of their mouth.”
He’s right, you know? The great presenters or on-air talent have a way with words and know just how to deliver a line or tell a story to engage the listener and make them care.
Lloyd continues, “Words are so critically important. When you’re doing a coaching session with a presenter you can see their eyes roll as they say, ‘Ah, for goodness sakes it’s only a word.’ But words are all we have. Words are what set one radio station apart from another. You know you can play the same records as your competitor in the same order, but what sets you apart is your imaging and the words you use. I think to focus on those is critically important.”
It’s not just a radio thing. How any business talks with its customers is critically important.
“I was in a shopping centre last week and I came out of the toilet and there is a big sign and it says ‘Let’s Go Shopping!’ and an arrow,” shared Lloyd. “And I thought, ‘Wow, someone has thought about that.’ Because they could’ve had a sign saying ‘Shops.’ But they said ‘Let’s Go Shopping!’ The emotional response to a sign that signs ‘Let’s Go Shopping!’ compared to a sign that says ‘Shops’ — you can’t compare the two.”
Yes, thinking about what you are going to say and how you are going to say it takes time. But, it’s a thousand little decisions about the words you use and the intonation you choose that sets you apart.
“You hear a lot of radio and think you’ve just thrown up the fader, you have not given any thought whatsoever to how you’re going to frame it.” Lloyd suggests, “If you are going to talk about “X” how are you going to describe it? What are the words you’re going to throw in there? You don’t need to write a script, but just to have thought about the colors, the textures, and the conversation you’re about to have with your listener.”
Along these same lines there is a great TED Talk by Julien Treasure about how to get people to hear what you have to say and it also reflects this theme of the verbal and vocal. It’s worth 10 minutes of your time.
On Friday, after a day of travel I pulled into a Burger King drive-thru. I was 30 minutes into my 2 1/2 hour drive from the airport to home. I didn’t eat on the plane and needed a quick fueling. The man with the headset took my order and told me to pull up to the first window. I could see him in through the drive-thru window ahead. As always the speaker quality was questionable, but I know this routine.
It took 30 minutes to creep 20 feet from the speaker to the first window. The guy was racing around and explaining his cook ran out midway through his shift. He was by himself running drive-thru, front counter and grill.
The problem for me was that I was trapped. Everyone in the drive-thru was trapped. There was no warning of the issues inside the King’s castle: no sign, no notice, and no way out. Once I cued up there were high curbs and shrubbery on either side. Trust me, I contemplated an escape.
When I pulled up for my food, it had been 45 minutes since I ordered. I kindly suggested they might have warned us it would be that long before placing the order.
(wait for it…)
He suggested that wouldn’t be good for business.
Feel free to share your lessons from this story in the comments below.
We humans love a good story. Always have. One reason is that when you listen to a great story it triggers the imagination and empowers each of us to personally become involved in the story by privately conjuring up images, emotions, smells, noises and more in our head. Stories ensnare us by making us work to create the final product. Suddenly, we’re “personally” involved.
On the radio, there are several ways to harness the power of storytelling. For the sake of this blog let’s keep it planning, performance and use of audio.
Those three elements are also how I would I describe why I enjoy certain podcasts (Serial, Mystery Show, and Radio Lab to name a few) and certain radio shows and hosts (All Things Considered, Brandmeier, Ron & Don, Kevin & Bean, Scott Simon, and more.)
Planning. Planning includes actual planning. Having listened to the radio for three hours in morning drive the other day heading to the airport, I am sad to report that “planning” and “prep” are endangered species. Planning doesn’t mean you have to write out every word and reaction, but that each segment has an intention and a payoff. More often than not what I hear is a couple hosts and a producer throwing out punchlines or inadvertently going in opposite directions. There’s no narrative to a segment of the show. Don’t “save it all for the air,” plan it out and make sure everyone knows where it’s going. I mentioned it doesn’t mean writing out every word, but it may mean just that in certain situations. Remarkable writing is powerful. (Listen to Scott Simon’s tribute to Will Rogers)
Performance. We are in show business. That doesn’t mean we have to act goofy, juvenile or over the top. We still want and need authenticity, but when you are on the radio remember that no one can see you point, roll your eyes, put your hands on your hips, put a finger to your lips or see your crazy shoes. Your words and how you perform them will greatly impact the listener’s ability to “get” you. Whatever your personality is, because the listener only has the ability to hear you, amplify it by 5% or 10%, 20% if you need it. I call it vocal animation. It means consciously and effectively using the full range of vocal attributes — intonation, pace, tone, volume, etc. A little vocal showmanship is imperative to actually being heard and received the way you intend. (See: Rush, Beck, Howard, Radio Lab, and the list goes on.)
Audio. Podcasts are kicking radio’s backside as it pertains to effectively using image inducing, transportive audio. I’m not sure why… other than it takes more time. Not all stories and topics lend themselves to great natural, ambient audio or story-advancing sound clips, but we need to do a better job of seeking them out instead of assuming it doesn’t work or presuming you don’t need it. Audio is your paint. Great audio blended well creates remarkable images in the mind. Bad audio poorly placed results in a muddled mess. (Great example of good audio incorporation: The podcast Mystery Show)
Planning, performance and audio. Three ways radio shows and hosts can grab the attention of the listener and trigger their imagination.