Greg Johnson is a Radio Programmer in Fort McMurray, Alberta. I have had the pleasure of working with Greg and have experienced his dedication and witnessed his creative mind. While this article was originally written for the benefit of Radio broadcasters, it has many applications for just about every employee of every industry, big or small.
Here is his article.
As I flew home the other day from Edmonton, Westjet reinforced some of the fundamentals of radio that have been preached since Marconi.
The BASICS.
The flight attendant came over the intercom - blasé and monotone (think Eeyore) - and delivered the spiel. You know: how to do up your seatbelt, how to suck oxygen in case of an emergency. As an attendant she's delivered that spiel 1001 times this week alone. But wait. What if I had been flying for the first time? I would have never heard the spiel before, and the information would be very informative and compelling. Plus, there were some new jokes that I hadn't heard before (something about turning off your electronic devices: cell phones, lap tops, George Foreman Grills). But, with her less than upbeat delivery, she glossed over all her jokes and the humour fell flat.
If you sound bored - you ARE boring. When they do the safety spiel, we think "blah blah blah". Listen to how it's delivered. There is no emotion. No attempt to make it sparkle ... therefore I'm making no attempt to listen. Think there's no way to make the safety spiel interesting?
What are you doing to make the basics leap through the radio? Make them count. Traffic & Weather. Time & Temp. Station ID and your Name. You'll deliver it endless times throughout your show. Are you blasting through them or giving the Basics their due? Someone has just gotten into their vehicle and is hearing it for the first time. Make it sound like you're saying it for the first time. That Rappin' Flight Attendant clip? Might have been the first time you've seen it. Betcha he's been doing that for 3 flights / day for months. But he delivered it like the first time.
Quite honestly, no one is worth listening to if they don't sound like they're having fun.
Don't LIE.
The weather was awful. Snow, slush & wind. I expected delays. All the Departure boards projected "On Time". The Captain made no mention of delays. When it came time to de-ice the plane, the Captain came over the intercom and said, "This should only take 10 minutes". Problem is, it didn't. It took 40 minutes. BIG DIFFERENCE. And not only did he lie about the time frame, there was no update on what the hold up was until after we were making our way to the runway.
If you're going to do something on the show, then DO IT. You are making a promise to the listener. Saying "a couple of minutes" or "in a bit" is not only vague, but has different meanings to different people. "@ 7:40" or "in 10 minutes" is concrete.
The other point is immediacy. The pilot is my information source. As passengers we were visibly agitated, and the pilot made no attempt to update us on our status. In radio, we are the eyes and ears - and we have the ability to provide up-to-the-second information. Don't ignore the needs of our "passengers". "Air Canada" is only a couple dial positions away.
Sometimes We Need to Be SERIOUS.
The Pilots introduced themselves as "Neil & Matt at the front of the plane". Call me old fashioned, but I'd at least like to know that it's "Captain Neil and Co-Pilot Matt in the cockpit". "Hey everyone it's Neil & Matt" … they sound like the new design team on HGTV. It irked me that the pilot was joking around. Was he going to do some rolls and loops in the sky?
Sometimes we need to be serious, human and sincere. Amber Alert … stick to the script. River Break 2009 … flooding is not funny. Ask Manitoba. Know your role in certain situations. People will come to us for serious information and a quick joy buzzer gag could kill all credibility.
If you went to see a new doctor and he came into the examination room and said, "Hey there -- I'm Rick!" … I doubt you'd even stick around to hear the glove snap.
Don't Be THAT Guy Who Reclines His Seat.
I'm sure I could find some radio analogy here … but the truth is planes are packing us in and we ain't getting any thinner. If you recline, you're a prick. I only wish I had my 2 year old with me to kick your seat for the entire flight.
Greg Johnson
Program Director
COUNTRY 93.3 / ROCK 97.9
Fort McMurray, AB
w. 780.743.2246
f. 780.791.7250
greg.johnson@rci.rogers.com
Thank you Greg.
-Darren
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