EFFICIENT USE OF THE LANGUAGE:
by Michael Stone continued:Personalities have a
tendancy to 'stroke' the person they are interviewing. That's all fine and well BUT is it
what serves the listener and the station the best?
Probably not !
Your listeners, especially music station's 'customers', tune in to hear a variety of
content. Music, entertainment, information etc. But the bottom line is they're there to
hear the music. Provide what they've come for, but give them other reasons to visit your
site on the dial!
This is where YOU have to step in and inform personalities of better ways to communicate
their individual personality's.
Efficient use of the language !
It can be as simple as a weather forcast:
"The National Weather Service says it'll be a wonderful day with sunshine thoughout
the state Highs into the upper 80's with lows tonight, under starry skies, right around
50, then on Saturday, plan your weekend on being Sunny, great for flying a kite, right
around 75 with windy skies.....etc...etc....etc..."
You get the idea.. Rambling, or "attemtpive creativism", a noble cause,
BUT......
NOT EFFECTIVE!!!!!!!!
Help personalities to learn ways to turn the "information" into concise easy to
"make the audience listen" subject matter. Otherwise YOUR station becomes a
"background" station. Never; in our minds, a good thing. OR an annoyance, and
thus a tune out!
Strive to make personalities interesting yet concise! Whether it be individual breaks, or
phone bits.
Strategies for increasing personality effectiveness:
* Have peronalities critique themselves during critique sessions
* Emphasize the "effectiveness" (or lack thereof) of individal breaks
* Give specific verbal alternatives to specific breaks
* Point out all crutches
* Help personalities to communicate common ideas in uncommon ways.
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