Previous Columns "From Couch Potato To Pro-Active Host" Michael Packer - NT Consultant - MPacker & Associates - Detroit “There is nothing new under the sun” moaned the Bible’s King Solomon. Yet, with some very inspired thinking, he wrote about that “same old subject” called love with such a fresh approach that his book, The Song Of Solomon, remains part of a best seller thousands of years later. Occasionally, a talk host suffering from “burnout” will claim that every topic and issue on the planet has been churned, written about, and aired. These “Couch Potato Hosts” simply need a little mental exercise. Left in their own lethargic rut, they tend to lounge around the mike, mulling over the same old evergreen topics like gun control, abortion and various conspiracy theories which usually have little relevance to today’s hottest issues. The host may be bored; but not the audience. They’ve deserted the show and tuned to the competition. ProActive Hosts love the challenge of mental gymnastics. They eagerly look forward to the unfolding soap opera of life. They pour over the events that impact their audience and relish digging deep behind the headlines to be the first to bring their listeners the inside scoop. This daily intellectual exercise keeps them sharp and generates the passion we hear in an exciting talk show. Following are some tips Program Directors can use to help a Coach Potato host break out of the rut and once again become a ProActive Talent. * Review the primary objective of a talk show - RATINGS! Radio stations do not hire talk hosts to save the audience or change the world. Talk shows exist to capture competitive ratings, which in turn generate revenue, which is used in part to pay the talent’s compensation. Want to keep getting paid? Get the ratings. * Ask the Host to describe the Target Audience You may be surprised to discover the talent’s aim is a little off. Correct course now! The host must have the ability to climb into the shoes of the target everyday and relate to their view of life. Make sure the producer and screener know the programming goals so they can help keep the talent on course. * Review the equation that generates ratings. Entertainment + Information = Higher Ratings Entertainment = the host’s personality, style, pace, listening skills, interviewing techniques plus the minutia that make up an exciting show like production bits, bumper music, etc. This means that each day, the host is working with the support team to put sizzle into every hour of tomorrow’s show. Information = “Tell me something I don’t already know”. The host must invest the time necessary to PREP in order to provide nuggets of unique information that the listeners can’t get from a typical newscast or newspaper. Often, over a nice relaxed lunch, away from the station, a program director can help the talent gain a renewed sense of purpose and move from Couch Potato to ProActive host. Michael Packer spent his first 10 years in radio as a top 40 jock by the name Michael O'Conner. His last rock jock gig was mornings at KYA San Francisco. He then moved on to 20+ successful years as a Talk Host and later PD for NewsTalk stations in Houston, Detroit and Chicago. He has consulted stations nationwide in all size markets. You can tap into his in depth experience at michael@newstalknotes.com MPacker & Associates - Detroit
Talk Host vs.CELEBRITY TALK HOSTWhat's The Difference?
Michael Packer - NT Consultant - MPacker & Associates - Detroit
What’s the secret behind the ratings success of some local talk hosts? Why do some hosts who work so hard on their shows pull only mediocre ratings? What are celebrity hosts doing that the average talk host isn't? Celebrity talk hosts are into the “3Ms” big time. Being multidimensional, multitalented and highly visible in multimedia, separates the “stars” from the also-ran “professionals”.
M #1 -- Multidimensional hosts use both sides of their brain. They are analytical enough to use word economy on the fly and discuss complex issues in clear simple language, yet they are emotional enough to communicate with passion and connect with the listener’s hot buttons.
M #2 -- Multitalented Celebrities are Informative And Entertaining! The celebrity host is well prepped and knows how to hop on the internet, zip through the search engines and get informed quickly, several times during the show. The star understands this IS a show and delivers the information in a highly topical yet entertaining style that captures the listener’s ear.
YOU CAN BE A PROFESSIONAL TALK HOST WITH THE FIRST TWO M's
BUT THE LAST BIG M IS WHAT REALLY SEPERATES THE TALK HOST FROM THE CELEBRITY TALK HOST.
REMEMBER THIS:
IT’S NOT ONLY WHO YOU KNOW… IT’S WHO KNOWS YOU!M #3 -- Multimedia: Use a wide variety of media outlets so people get to know you. Generate lots of buzz!
The nation's top syndicated hosts accomplish this through newsletters, books, articles, columns, appearances on television, the internet, movies, speaking engagements, etc.
This is so important it’s worth repeating:
Today, it’s not only who you know, but who knows you!
So, how do you accomplish this in local your market? Following are a few examples.
· Are you on the internet? If your station has a web site, make sure you have a significant presence with photos, appearance schedules, archived shows, a blog, an email address where your listeners can reach you, provide feedback, etc. If your station does not have a web site that includes you, create your own site.
· Be a frequent guest on local television news and talk programs. Be one of the local "go to" personalities the media contacts when they want your opinion. Your show needs to be top of mind with the local TV and cable show producers when they want to check the pulse of talk listeners' opinions about a breaking story.
· Contribute guest columns, editorials and articles to local magazines and newspapers.
· Look for opportunities to be a guest speaker, moderate a local TV special, etc.
· Special appearances. In Detroit, where several hundred attend the Friday Adcrafter luncheons, local radio news anchors kick off the event by reading a brief newscast for the attendees. It includes world, national, local news, weather, the noon stock market numbers and a funny kicker. Talk about high visibility with the movers and shakers in the Ad Agencies!
· Community involvement. Do you golf? Get involved in hosting a charity tournament. Same for tennis, baseball, basketball, bowling, etc.
· Champion a cause. One that mirrors your values which of course should match your target audience.
So, there you have it, the three M’s that create buzz and propel you to local celebrity status. And what’s so wonderful is that it can be fun and give your ratings a huge boost. Of course a side benefit is that you will become even more valuable to the radio station… which helps a lot with your job security.
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Packer News Talk Notes - October 2007