If you’ve been responsible for audience ratings based on data derived from listening estimates, then you understand the phrase, “I fed my family on Arbitron and Nielsen results.”
I was looking for a story every week, month, and quarter. It was a more manageable narrative if we won or got our butts kicked. The tougher explanation was the average ratings result.
I had to dig to find something the staff could interpret as momentum or market conditions. After one particular presentation, my APD came up to me and sarcastically said, “Harrell, you know how to find a story.” Wink, wink.
I’ve hung on to that moment and internally branded myself as a Story Finder. When I need a break from the narrow-focused world of Zooms and emails, I jump in the car and turn on my Uber Driver app to experience life outside of my neighborhood and see if something I hear or observe might be useful in a client conversation.
The average shareable story-find is one per week. However, last Thursday night, there was a hat trick, and I will share all three experiences in the order they happened.
Airport pickups are the easiest conversation starters. “Where did your flight originate today?” Their answer produces multiple options for your response.
THE SINGER
Then there’s the client who is faceless and just wants you to take them to their destination. Faceless because it was dark, and I don’t always see the details in the rearview mirror. I verified his name when the imposing figure got in the backseat, and we were off. We talked briefly about the weather as he was scrolling through his smartphone.
I could hear the audio from the videos until he stopped at the story about the humpback whale swallowing the kayaker off the coast of Chile. Of course, I made a Jonah joke when he started telling me about this real story. We spent the next few exits querying, “Would we rather be stuck inside a whale or attacked by a shark?”
Sidebar: the kayaker lives when the whale quickly spits him out. Here’s the story in this link.
After discussing our preferred death wishes, he asked me if I drove full-time. Similar to what I wrote a few paragraphs ago, I told him it was a side hustle as I grow my business. He wasn’t going to leave it there. Now I like this guy. “I’m a media consultant. I work with radio stations, content creators, and the people in charge of the strategy of those products,” I effortlessly explained.
“Well, that’s different…and cool,” he replied. We were two minutes from his destination, and it was easy to share the coolness of my craft with him. Then, he took the next step. “So, there will be a lot of your people in town next week at CRS,” said the big bearded passenger. I immediately knew this was not an outsider when he referenced Nashville’s Country Radio Seminar. I turned around and asked, “Are you an artist?”
His name is Brandon Bing, and he verified his identity by holding up his picture on Spotify. We were in a tight traffic spot. I needed to drop and go, but he quickly told me about his new album. I gave him my card and said, “I’ll look for you at CRS!”
I don’t know if Brandon meant to use the opportunity to promote himself. It was a genuine conversation that evolved into an opportunity to share his craft with someone connected to the industry. He listened and followed the story.
Radio brands and talent compete with excessive entertainment and information options. Be like Brandon and look for natural opportunities to share your craft with someone. People still think the art of radio is interesting.
THE DEAD CAR
The next client was a man who moved to Nashville last month from Atlanta. We stopped behind a car navigating a single-lane roundabout a few minutes into the ride. The emergency flashers on his car started flashing, and we weren’t moving. As the cars behind me piled up, I gave a friendly horn honk. The driver got out, raised his hands, and motioned that the car wouldn’t start.
He got back in his car. About 30 seconds later, I said, “I need to move this guy, or we aren’t going anywhere.” So, I got out of my car and told the driver to place his car in neutral, and I would push. I didn’t ask my rider to help because he was my client. But you know what? He decided to get out of my car when he saw me pushing. Then, another guy got out of his car, and we pushed the stranded motorist to the side. We jumped back in our car to the sounds of happy horns from the other cars.
Leaders have the privilege and burden of guiding others. Sometimes, others need to see you make the first step before they realize they can help or improve the situation. Don’t rely solely on your position and title to get a project or a vision moving.
WE’RE NOT IN OREGON ANYMORE
The next ride was a group at a hotel who flew in from Oregon about an hour before my arrival. They were fresh and ready for downtown Nashville. It was their first time in town.
When we drove down Lower Broadway, these middle-aged adults acted like kids at Disneyland for the first time. “There’s Morgan Wallen’s place!” “Look, the Ryman Auditorium!” “Jason Aldean’s. No way!”
Someone is experiencing your radio station, streaming channel, or video platform for the first time. Welcome and respect their excitement so they will want to return for another experience. As Promotions guru Paige Nienaber used to tell us, “The vast majority of your listeners have never been in a limousine. Don’t take it for granted.”
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Ron Harrell is a columnist for Barrett Media. He founded Harrell Media Group, specializing in radio and audio brand consultation, fractional management, and talent coaching. He has worked in every role on the Programming and Branding side during his career, becoming management and executive-focused in the post-Telecom Act era. Ron has held leadership roles for media groups such as ABC/Citadel, CBS Radio, Chancellor Media, Cumulus Media, Hope Media Group, Hubbard Broadcasting, and WAY Media.
Interested parties are invited to learn more about his company Harrell Media Group and reach out by email at Ron@HarrellMediaGroup.com.
