Whether it be personally or professionally, I firmly believe in the mantra “Say what you think, say what you mean, mean what you say.” Some news/talk radio hosts and stations don’t follow that as closely as I do, and it shows.
I know that you know the story of the boy who cried wolf. So I won’t rehash it. But I truly believe there are a few different areas where the news/talk radio industry features a similar situation.
First of all, and this isn’t specific to the format but one where the news media can be a leader in shaping the change needed, is the insanely hyperbolic talk on virtually every topic. If you were to poll how many conservative news/talk hosts said the phrase or some variation of “We have to save this country from the Democrats!” before the 2024 election, it feels like it would damn near be 100%. While calling each time Americans go to the ballot box “the most important election in history” makes the news media feel good, big, and important, phrases like that lose their luster at some point. And I’m not alone in thinking that.
Not everything happening is the most consequential, most important, biggest, etc…the constant self-aggrandizing can be and is a turn-off to listeners. It’s almost insulting their intelligence by saying “We’re not sure you’ll actually tune in, so we have to make this sound bigger and better than it actually is.”
Have you ever felt misled? No matter the situation, it’s not a feeling you’d like to have all that frequently. So why in the world would you ever want to do that to your most valued customers?
Similarly, I think the bigger epidemic in the news/talk radio space is the use of the term “major announcement.”
At the risk of writing roughly 10,000 words on the subject, nothing in the industry frustrates me more than seeing a station promote a “major announcement.” Because, legitimately, 85% of the time it is only “major” to the people working at the station.
Earlier this year while scrolling social media, a post caught my eye promoting a “major announcement in (insert show here’s) history,” on the following Monday. Naturally in my line of work, it caught my eye. It was absolutely something I needed to keep on my radar for the following day as we continue to provide the best news media coverage.
Do you know what the “major announcement” was from one of the top-rated local shows in the country was? What did this show spent all weekend promoting to its large listener base? That, for the first time in the show’s history, they would announce who they were endorsing in a local political race…on Wednesday.
So, for the duration of Friday, Saturday, Sunday, and until the show hit the air on Monday, there were promos, liners, social media teasers about the “huge announcement” which ended up being an announcement in itself.
Do you know what happens the next time a listener hears that the station has big news to share? They likely don’t tune in. Why? Because you wasted their time the last time. Now, this station and show aren’t alone in this. Several others are guilty as well. It’s why when I saw that 1130 WISN in Milwaukee had a “huge announcement” scheduled for this week, I was skeptical. But kudos to them, because the announcement of a lineup reshuffle after the retirement of longtime host Mark Belling is, in fact, a major announcement.
But to spend time promoting that you have big news to share just to say you have a new sponsor or are endorsing a new product is a waste of your time. It burns the credibility and trust you’ve built with your audience. You — as a host, producer, program director, sales manager, market manager, or executive — might be excited about your “huge announcement”, but if your audience doesn’t view it with the same energy, it’s a detriment beyond a shadow of a doubt.
I can remember once sitting at a radio conference and hearing a distinguished leader say of air talents, “If you’re going to try to be funny, you better be f—ing funny.” And I feel it’s a similar message to sharing news about your station. If you’re going to promote it as a “major” or “huge” announcement, it better be f—ing major or huge.
Listeners believe what we tell them to believe, to a point. But when you cross that line and they become defectors of your product, you only have yourself to blame.
Words matter. Word choice matters. Say what you think, say what you mean, and mean what you say. If you stick to those values, you won’t be left wondering why nobody believes you any longer when the wolf is actually at your doorstep.
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Garrett Searight is Barrett Media’s News Editor, which includes writing bi-weekly industry features and a weekly column. He has previously served as Program Director and Afternoon Co-Host on 93.1 The Fan in Lima, OH, and is the radio play-by-play voice of Northern Michigan University hockey. Reach out to him at Garrett@BarrettMedia.com.
