During this unprecedented time in our country’s history, more than ever, your audience is looking for reassurance and information along with their favorite songs to help them feel better and provide some level of comfort.
So many other things have changed, it is nice to know that their favorite radio station hasn’t – at least not radically.
Be who you are
If you are a music station, then you should not all of a sudden become a news station, but you should definitely step up your information game. Add updates throughout the day – either by your own newspeople or from a network, if you have access to one.
Do not have the air personalities do the updates!
There would be a real credibility issue there and you risk not getting credit for providing a special service. You’re not going to become a primary news source – like the news/talk stations in your market – but you can provide the information your audience wants by adding these news updates during the day. These updates should not be more than sixty seconds. Your listeners will not be looking for you to suddenly be a news station, but it’s important to give them the information they want and not risk having them go somewhere else. They just want to feel like they know what is going on out there. Make sure your news updates have a sounder to let listeners know it’s coming. This sort of thing will go a long way to enhancing your image with your audience long after COVID-19 is gone (whenever that might be).
Long term benefits
When listeners sense that you are really there for them and not just trying to make money, they will make the connection with you that you need to be successful, not only in good times, but bad times, as well. If you genuinely serve your listeners’ needs, then, and only then will you make the connection you need and achieve the success you want.
For more information contact:
Jim Kennedy Consulting 434-990-0145 jim@jimkennedyconsulting.com
