There are three basic ingredients for a news/talk or sports talk radio host. Every topic must display these aspects to be successful.
The first is opinion: most people think that they are really opinionated. Perhaps they are, but rare is the human who will lay out that opinion in public discourse.
The second is the news story. Most hosts are buried in the details. The details support the opinion, but this information is the least important part of hosting a show.
The third is observation. The host’s personal connection, stories, and feelings are key to a great show.
If I were quizzed on how to order this three-legged stool of importance, the most important element is the host’s connection to the story. A strong, clear opinion is second, and the actual news story is the shortest munchkin.
Here is why observations are so important. They create a bond with the listener. If I hear one universal weakness on talk radio shows, it is the lack of connection explaining why a story matters to the host. I was listening to a nationally syndicated host who recently read an article written by someone else. This creates zero intimacy.
If you are in a romantic relationship with someone, you do not explain the details of your affection in a generic, fact-based presentation. You tell your beloved that moments of intimacy, from cleaning the kitchen together to sharing quiet time, fill your heart with a joy that no other person could provide. You bare your heart to that special person about how you feel in that romantic relationship.
Think of your connection with your audience. How do you feel about them? How can you share your passion with them? Your passion point is that observation, that feeling. Are you frightened to share these feelings? If you are unable or unwilling to share your feelings, you will never reach the intimacy that your audience craves and demands. The listeners are there for you. It really is that simple. If you are unable to share these personal details, you will never have complete dedication.
Talk radio is the theater of the mind. Are you creating word pictures? The more color you share on a subject, the more of a cosmic relationship you will inspire. Your job as a radio host is beyond ratings and revenue. The endgame is to become an indispensable part of your listeners’ lives. Your listeners are having tough days. They may have an angry spouse, a creepy kid, a crappy job, or just a bad day. You are their refuge. These amazing people chose you. There are thousands of other places they can go. It is not a limited number of radio stations.
I have a connected car. I can listen to anything I wish. There are no limits. Being memorable is key. Tell a story with vivid details. Mention the woman with the perfume that made everyone in the room choke. Remember that time you had a job interview with a man with the terrible toupee? I actually had an interview with a very nice man with a horrible toupee. I could not keep my eyes off it. And I so wanted to ask the man if he thought that astroturf on his skull was not noticeable. Sadly, I am a polite man and did not go there. Now, if this were a person I knew, I would troll him forever. That is the reason I do not have many friends.
When was the last time you talked about the scent of leather, cheap beer, weed, and sweat while recounting a story about attending that Motley Crue tribute band concert? Speaking of that subject, have you ever been to a club to see musicians copy a famous band? I haven’t, because I kind of think it is cheating. I have some friends who love doing that. Wouldn’t you rather see musicians who write and perform their own music? I find it more honest. Paying to see a tribute band is like watching nothing but remakes of the Ben Affleck and Jennifer Lopez classic, “Gigli.” Considering Hollywood’s addiction to remaking old movies, this is coming.
A news/talk or sports talk host without an opinion will fail. A host who does not know the details of a story will be exposed for not being prepared. These are essential parts of the process of a radio show.
I once had to move on from a talk radio host who had zero opinions on anything. He was moved over to the news/talk station that I ran and had been in the position for a few years. The ratings were terrible. He did not have an opinion on anything except Broadway plays and Debbie Gibson. I was very interested in the hybrid vehicle he was driving, so I asked him how he liked it. He could not explain anything about his car. He told me it was ok. I asked about gas mileage when it was cold. He replied that he did not know. I never asked him about his wife and children. He probably would have been noncommittal about them as well.
Your show is like an audiobook. You are creating the places, ideas, and fun that are necessary for your audience to care about what you are discussing.
When was the last time you read a book that only had details and no story around them? The TV show Law and Order proves the point. Why do they not arrest the murderer in the first five minutes?
Give reasons to keep listening. Storytelling is part of a listener-focused experience.
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Peter Thiele is a weekly news/talk radio columnist for Barrett Media, and an experienced news/talk radio programmer. He currently serves as News/Talk Format Captain for Zimmer Communications. Prior to joining Zimmer, Peter held programming positions in New York City, San Francisco, Des Moines, 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.
