Few people on the planet have written about radio as much as “Creating Powerful Radio” author Valerie Geller.
The longtime news/talk radio host, programmer, and consultant has authored several books about being the best radio and podcast host you can be, with her latest endeavor — “Beyond Powerful Radio” — releasing its third edition recently.
In the latest edition, new sections are dedicated to aspects like podcasting, social media, storytelling, artificial intelligence, and platform synergy, among others.
As you might expect, things have changed slightly since the original release date of “Creating Powerful Radio” in 1996.
“In the beginning, I wrote a book just based on notes and columns that I had put together with ideas that worked,” said Geller. “Because when I got into the business, there wasn’t a book and the way you learned was you either succeeded by trying things or those things didn’t work. And so you learn the hard way. So I wish there had been a book somebody had given to me. So I wrote that book. And all these years later, it’s been translated into 11 different languages and sold hundreds of thousands of copies around the world.
“The reason why is because it’s not really a book about radio; it’s a book about communication and growing audiences, storytelling, engaging, how to hold up a mirror and reflect life. Because radio is just the vehicle. It’s really life, and stories, and people, and information, and entertainment, and all the rest that radio encompasses. And now podcasting. These are just delivery systems. So that’s why the book resonated.”
But the biggest change since the original debut has been technology and the attention span of listeners.
“Once upon a time, when radio, TV, magazines, and newspapers were really the way people got their information, that was really it. And now we’re in a very different position, where they have a very, very short attention span. You get maybe three to five seconds before the audience zone out or two tune out if you don’t engage them instantly.”
Valerie Geller noted, however, that there is a remedy to that problem that she addresses in the latest edition of “Beyond Powerful Radio.”
“We have to have instant engagement. Instant engagement,” she reiterated. “You can’t afford one boring second. So from the minute you open the microphone, you actually need to answer the question ‘Why should I listen to this?’ or ‘Here’s why you need to listen to this.’ We have to make it all about engaging the audience through the power of not being boring. All the work I do is based on three things: tell the truth, make it matter, and never be boring.
“Part of never being boring is peeling back every subject or topic or interview guest and saying, ‘How is it relevant? How does it matter and how do you care about it? And then how are you going to make the listener care?
“The difference now is no longer are we sitting on the mountain telling people what they’re going to be listening to. We have to engage the audience and almost make a bid for their attention. And we have to get, keep, and grow audiences by making it all about them.”
The key to engaging the audience is a simple mindset, Geller argued.
“There are techniques to never be boring. The number one technique is just to use the word ‘you’ instead of ‘I.’ ‘Have you ever’, ‘can you imagine’, ‘if you were standing here’ instead of, ‘I’m standing here my kids,’ make it your kids that you’re talking about. And that makes a real difference. And these are solid techniques, and they can be used in news, talk shows, hosts, producing, and messaging. Or any kind of online messaging.
“But it’s always about what the listener gets and what the audience gets, and just never being boring … One of the beautiful things about radio and podcasting is that it’s the imagination medium.”
Geller noted that while many podcasters would never consider themselves radio hosts, and vice versa, the two mediums aren’t dissimilar. She shared that all of the updated techniques in “Beyond Powerful Radio” apply to both the radio and podcasting spaces.
“The core essence of focus, engage, opinion, position, storytelling — which is one of the models — speaking visually, engaging the listener, never being boring, being authentic, being real (all align for radio and podcasting). I think that the digital world has changed our tolerance for fake. We have no tolerance for fake. The audience wants real. They want to feel like they have a trusted friend or someone they know that’s on the air.
“They want to feel a connection. And they want to be informed, entertained, inspired, persuaded, and connected, and feel that they know you. The hallmark of a great host is if the person hosting is a total stranger, but you listen to the show — whether it’s a podcast or broadcast — and you feel you know them because you hear the program.”
“Beyond Powerful Radio – A Communicator’s Guide to the Digital World – News, Talk, Information & Personality for Podcasting & Broadcasting” released its third edition late last year. The book has also been combined with an Instructor Manual for educators wanting to utilize the latest edition as a teaching tool.
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.
