Radio guru Lee Abrams used to tell us, “It’s a SHOW, not a ‘shift’.”
This was a foundational thought, a reminder to make sure that we didn’t ever think of our air work as being like an assembly line shift worker in a factory, putting in rivets, over and over, to the point of boredom.
But there’s more to it than that, from a creative standpoint.
Since radio is an audio medium (no camera), that means we can’t divert the eye, like on TV. Everything shows on the air anyway, so the goal every day is to make sure and SHOW SOMETHING.
Show your creativity. Show your sense of humor. Show your concern. Show your empathy. Show your skepticism. Show your intelligence. Show your goofiness. Show your skill set (editing yourself well, for instance, or finding just the right music for something instead of using a generic Production music bed). Show that you’re a citizen of your neighborhood, your city, your state. Show what kind of neighbor you are.
Often, in coaching sessions, I start with “What did I learn about you today on the air?” Originality isn’t just some nebulous goal; it’s the process of revealing.
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Member, Texas Radio Hall of Fame
© 2015 by Tommy Kramer. All rights reserved.