People want to know what makes for great radio. It goes a little deeper than
market research and brand awareness, though that adds to good radio. Here are
five things I think are most important and I hope are reflected in my shows.
1. OWN THE STAGE Too many radio stations hire presenters as if they were
counter staff at McDonalds. Managers treat them like robots and they sound it.
Radio is still entertainment [see below] and the first thing they would tell
you in theatre or performance is to OWN THE STAGE. It is a level of (almost
athletic) confidence that shines through without trying. People who own the
stage don't read liner cards -- they ingest them, and then SELL liners... they
SELL the music they are playing... they SELL themselves and the stations they
are on.
2. RADIO IS PEOPLE For all the talk about brands and brand management,
radio is still, at the end of the day, people talking to people. One has to
have a real and sincere interest in the listener. It is easy to hide behind
the microphone, but would a presenter still do most of the dross they do over
the air if it were face to face in some listener's living room? This doesn't
mean radio should be done wearing a shroud or can't be fun or a little silly
-- just think of the listener. Talk to them on a one-to-one basis, as valued
friends and you can't go wrong.
3. RADIO IS ENTERTAINMENT Too many radio stations do not treat the studio
like a stage, and the presenters like entertainers. People want a friend and
they want to be entertained. Even the Today programme on BBC Radio 4 is, in
its own way, a form of entertainment. If you can't be slick and entertaining,
love what you do 'til it hurts, then get out of the studio!
4. KNOW THE RULES SO YOU CAN BREAK THE RULES Because radio is personal,
(not mass-produced hamburgers), it takes people who can adapt the rules to the
individual needs of the station at the time. This is not an invitation to free-for-all
anarchy, but stations need to instil enough confidence and basic instinct of
radio in their people to handle the situation without a memo from on-high. Presenters
need to keep to format, but still put a little of themselves into the broadcast.
5. RESPECT THE MUSIC It doesn't take a "we don't talk over your music"-type
policy to not talk over the music. It is common-sense respect for the songs.
Turn the speakers up in the studio, dance around and enjoy the music. You're
actually getting paid to do this!!
Charlie Wolf can be contacted here
and you can read more about him at www.mediapro.co.uk