Any individual who occupies a position as a talk show host, understands that there are certain obligations they must fulfill. They must deliver ratings, promote station advertisers, present themselves and the brand positively, and be accessible to the audience.
But there’s one part of the job that gets taken for granted, yet is critical to success. Being an extension of the local community, and an advocate for the audience during a time of need.
Although there are some personalities on the air today who have played professional sports, or served in executive roles inside organizations, the majority of on-air talent are professionally trained broadcasters with forums to influence and educate, and a backstage pass which provides them access to high level people and information.
While membership certainly has its privileges, a host must never let their judgment get compromised. Friendships and associations with people who work inside organizations are necessary for building trust and communication, but being able to separate those personal and professional relationships is critical.
Every on-air talent should be capable of giving credit when it’s due, assessing blame when it’s deserved, and most importantly, asking the questions that local sports fans deserve answers to. Sometimes though the lines get blurred.
It’s easy to be influenced when relationships become personal. We can pretend that they don’t exist, but when a personality is granted special access, or provided with inside information that others aren’t privy to, it’s difficult to not feel obligated to offer something in return. That usually means not crushing the team or an individual when it’s warranted, or holding back information that might portray the franchise in a negative light.
As tough as it may be, the smart ones recognize that their true employer is the audience. Listeners have more of a direct influence on a host’s future than any player or organization. With a dedicated audience in your corner, there will always be a demand for your services. Without one, you’re headed upstream without a paddle.
My passion for this subject was awoken when a former colleague of mine, displayed just how important it is to stand with your audience during important times. Personally and professionally it’s very fulfilling, and the long-term impact it can provide is immeasurable.
Randy Karraker of 101 ESPN in St. Louis, stood before NFL representatives at a league town hall meeting in St. Louis on Tuesday night. The focus was the Rams potential relocation to Los Angeles, and more than 1,500 people showed up to pledge their support for St. Louis keeping their football team. If you follow the NFL, then you’re well aware of how sensitive of a subject this is, especially in St. Louis.
With a large crowd on-site, and thousands more watching and listening on the NFL’s website, Randy addressed NFL executives, and explained why St. Louis deserved to keep its team.
For a little more than five minutes he stood at the podium and provided evidence that showed 31 league owners invested in their communities and the owner of the Rams, Stan Kroenke, not involved in his. He pointed out specific facts from the NFL’s guidelines for relocation and how Kroenke had not met them, and he painted a picture which showed a clear intent to move, and a lack of good faith in negotiating. He also shared how that made it impossible for local people to support the franchise in its current state.
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By speaking up for his audience in front of NFL representatives, and addressing an emotional subject which had wounded the community, Randy received multiple standing ovations, and his social media timeline was full of support. Here are some of those examples.
Whether the Rams stay in St. Louis or move to Los Angeles is still undecided, but there’s no disputing that Randy strengthened his relationship with his audience as a result of his actions.
Knowing him as I do, I don’t even have to ask why he chose to get involved. This wasn’t some ratings ploy, or opportunity to seize the spotlight and gain attention. This is who he is. He loves his city, his team’s, and his people, and when someone tries to hurt them, he’s going to protect them. It’s why I used to refer to him as “The Governor of St. Louis Sports“.
What I was reminded of when I listened to the town hall meeting, was how important the relationship is between an on-air host and their audience. When a local crisis in sports unfolds, the audience feels helpless. The only place they can turn to for support is their local media.
In St. Louis, fans know their best interests will always be protected because they have people like Randy Karraker, and Bernie Miklasz looking out for them. When that type of connection is formed between a host and an audience, it’s unstoppable. It’s a big reason why 101 ESPN has dominated St. Louis’ sports scene since 2009, and why they’ll continue doing so in the future, with or without the Rams.
This conversation stretches well beyond St. Louis sports radio circles too. If you look across the country, you’ll find a sports talk show host in most local markets who considers it a badge of honor to step up for their people when teams, players, or executives insult their intelligence or withhold information. In most cases, these personalities do well, which further confirms why the bond between host and listener is significant.
Take a look at this example of what transpired in Phoenix this past summer when former Suns Forward Marcus Morris fired a jab at the Suns and their fans, and Arizona Sports 98.7FM host John Gambadoro took exception with it.
By standing up to Morris, and letting him know that two could play the insult game, John earned a ton of appreciation from his audience. It sent a message that when someone calls out the city of Phoenix, and Suns fans, he’d be there to hold them accountable.
Nobody had to tell John to take a stand. This was what he naturally felt was the right thing to do. Because he loves the Phoenix community, and its fans, and chose to act when they were being disrespected, it helped him form a deeper bond with local people. That matters more than any relationship with an NBA player.
Many examples like this occur daily in local markets, and hosts who take on uncomfortable situations for the betterment of the audience, should be applauded and appreciated by those who listen. It takes guts to speak candidly, and risk relationships and future favors. Unless you’ve stood in the shoes of an on-air talent, and dealt with the wrath of an unhappy owner, executive, player, or agent, you don’t realize how intense it can get.
Keep in mind too that when it happens in a public forum, the entire community is paying attention. One mistake and the personality becomes the subject of ridicule. One free pass and they’re labeled soft or being in the pocket of the organization.
People assume that when they listen to a talk show host that the person on the air is having fun, and speaking freely without consequence. What doesn’t get take into account though is who else is listening, and what the fallout becomes from expressing a certain point of view.
As tough as it may be for us to digest, we must remember and never lose sight of the fact that sports is a business. Everyday there’s a battle taking place to try and shape a personality’s opinion. Whether it’s based on something simple such as the outcome of a game or a personnel move, or a more complex matter like receiving inside information, and learning details from off-the-record conversations.
A host has to consume all of these things, detach themselves emotionally to make sense of them, and then share their thoughts with the audience honestly, objectively, and accurately. In doing so, they run the risk of losing access, additional benefits, and creating tension with the people they work for and with. This means that they have to be sound decision makers, and analyze when it makes sense to speak up, and when to stay silent.
Challenging powerful people when they threaten or disparage a community, and its fan base, is not a skill that every personality possesses. It’s what separates the good from the great. Those who are willing to risk relationships, and deal with additional roadblocks being placed in their path, in order to do what’s best for the audience, deserve our respect.
When a personality is in touch with their community, and honest, prepared, and willing to stand up for the people they perform for, that bond can last decades. As an employer, make sure you let them know that their effort matters and is appreciated. If you’re a listener, show your gratitude by listening and telling others to do the same. Those kind of gestures make it worthwhile for an on-air talent to continue fighting the good fight.
Jason Barrett is the President and Founder of Barrett Media since the company was created in September 2015. Prior to its arrival, JB served as a sports radio programmer, launching brands such as 95.7 The Game in San Francisco, and 101 ESPN in St. Louis. He also spent time programming SportsTalk 950 in Philadelphia, 590 The Fan KFNS in St. Louis, and ESPN 1340/1390 in Poughkeepsie, NY. Jason also worked on-air and behind the scenes in local radio at 101.5 WPDH, WTBQ 1110AM, and WPYX 106.5. He also spent two years on the national stage, producing radio shows for ESPN Radio in Bristol, CT. Among them included the Dan Patrick Show, and GameNight.
You can find JB on Twitter @SportsRadioPD. He’s also reachable by email at Jason@BarrettMedia.com.
