I know hosts and programmers who see everything as wonderful even though it isn’t. I know people who see negativity in everything. I look at things differently and think that both perspectives are wrong. Today, I hope that I can help you find reality and become a critic.
You are programming an awesome news/talk station and seeing all the cool things that are accomplished on a daily basis. Celebrate every incredible moment. Or you are a talk show host, and you are recognized at the grocery store or the restaurant. You’re killing it. Big show on a top station. You are invited to speak at events, charity auctions, and are loaded up with endorsements. Why shouldn’t either of these people be strutting around like they are Deion Sanders?
It is simple why the answer is no: because you are on top today, doesn’t mean you will be on top tomorrow.
Budgets, new corporate leadership, corporate mandates, and market pressures could change your enthusiasm. Are you living in reality? You need to assess this.
Should you be reinventing yourself? What is next for your station or your show? Do you know whatever takes place next will be epic? When was the last time that you listened to your station like an actual human?
Hey Program Directors, take a day to take a long drive listening to your station. Get in the car and drive both morning and afternoon drive times.
Is your station actually grabbing your attention? How is the imaging? Does it leap out of the speaker? Is it too aggressive or not enough? Does it sound like a rock or a good sports station? Sometimes, it could be too aggressive. Most news/talk stations appeal to 60% to 70% dudes.
Does your station sound like your market? Every station is a living breathing entity. They are all different. Your community has a certain feel to it. Are you marrying those two variables?
Ok, talk show hosts: Do you really know your community? Are you speaking to the most likely listener to your station? When is the last time that you airchecked yourself? If your vehicle still has a CD player, burn an hour and go for a drive. If you’re being honest, would you listen to you? Do you have the guts to be honest with yourself?
Patrick Mahomes and the Kansas City Chiefs crushed the Chicago Bears on Sunday. I have one guarantee for you: Mahomes was watching his tape all day on Monday. He knew when he failed and where he did great. Do you know? Really?
Find the success. Find the win. You may or may not be doing better than you think. Become a critic. What went right? Did you aircheck yourself? Did you hit your station’s target? Do you know who you’re supposed to be speaking to?
If your answer is conservative human, you are wrong. They are much more complex than just a political point of view. They have mortgages to pay. There are kids that need education. They have jobs, spouses, and things that they love to do. These people are not just angry white men just sick of paying taxes.
Find that gold. What did you do well? Every host hates hearing their own voice. Every host. If you are going to be a better host, you need to listen to yourself and hear the good.
Here is what I try to do… Look at the glass half full. What can be done better? Where is the station falling short? Do you know? How can you solve the deficit? Is the news crispy written? How is the imaging? Are you overthinking it? Go for a drive and find out.
Listen like a real person. Think like a critic. Are you discussing the things that people actually care about? Are you reflecting your target audience member? How can you make it even better? What improvements need to be made?
The worst lie that you can tell is the one that you say to yourself. Are you looking into the mirror and lying to yourself? Perhaps it is over your relationships, marriage, job security, attractiveness, or popularity. We all have told ourselves lies. I have lied to myself. It is so easy today. You can fill your existence with screens and sounds.
Take a walk on a hiking trail with no devices. Just you and your thoughts. Get in touch with your real self and become that critic. If you don’t, reality will be evaded.
We all have moments where we need to be real. There is probably a lot of good going on with your station or show. There is also probably a lot of room to improve. Be real.
Peter Thiele is a weekly news/talk radio columnist for Barrett Media, and an experienced news/talk radio programmer. He recently served as program director for WHO/KXNO in Des Moines, IA. Prior to that role he held programming positions in New York City, San Francisco, Little Rock, Greenville, Hunstville, and Joplin. Peter has also worked as a host, account executive and producer in Minneapolis, and San Antonio. He can be found on Twitter at @PeterThiele.
