Chemistry is everything.
In a team show, one person not dedicated to making his or her partner better will ruin the show. In a solo show, a weak news person, traffic person, or weather person will be a giant flat tire in the mix. Don’t settle for that. One bad apple spoils the whole barrel.
Pursue EXCELLENCE. I’d rather train someone how to do it well than settle for an experienced, but mediocre person who isn’t giving it his or her best effort.
If you have a traffic reporter who’s just giving an accident report, remind that person of how people live, what they’re tuning in to hear, and how to relay that information concisely, with personality. We’ve heard enough traffic updates that Siri could do better.
If you have a weather person (and yes, this ESPECIALLY includes TV weather people on radio) who’s just about wordy, rambling forecasts with vague temperature ranges, or talking about next weekend’s weather on Monday, remind them that all I want as a listener is (1) the high today, (2) the low tonight, and (3) whether we’ll get rain or snow. NOTHING ELSE MATTERS.
To be a great radio station, you can’t have weaknesses. There are lots of people who’d love to learn. Find them, and phase out the people who don’t. Believe me, it’ll be worth it.
– – – – – – –
Member, Texas Radio Hall of Fame
© 2018 by Tommy Kramer. All rights reserved.