New data from Pew Research shows 55% of Americans say the news media has too much power and influence over politics. For news/talk radio, that number could look like an indictment. Instead, it’s an opportunity.
Social media fared even worse. According to the same study, 69% of Americans feel the same way about it. That gap matters, and news/talk radio should take notice.
Make no mistake, the numbers are stark. More than half of the country believes the news media wields too much influence. Nearly seven in ten feel that way about social media. Those figures hand the industry some rare leverage.
So, how should the format play it? Simple. Make yourself the star, and make social media the scapegoat.
The Reality Behind the Perception
To be frank, I believe the people who say the news media has too much power are incorrect. In fact, I’d argue the news media has never had less power over politics than it does today.
Consider the landscape. Audiences have scattered across cable, podcasts, streaming and social feeds. Meanwhile, politicians bypass reporters and speak directly to voters through their own channels. Politicians no longer need a cable hit or a front page to reach millions of people. As a result, the old gatekeepers don’t gatekeep much anymore.
Yes, news outlets still break stories and drive debates. But they no longer control the conversation. Still, the public doesn’t see it that way. And perception is reality. News/talk radio can’t change that overnight, so it should put that perception to work.
Lean Into the Access
That might sound counterintuitive, but I say news/talk radio should lean into the perception. After all, the format has real access to power.
Hundreds — perhaps thousands — of stations air programs like The Glenn Beck Program and The Sean Hannity Show. Those hosts can routinely have off-the-cuff conversations with President Trump. Off the air, of course. Still, they don’t shy away from the fact that they can, and do, have the president’s ear.
That access is a selling point. The medium can serve as a great connector between the general public and the politicians that public fears the media influences too much. Therefore, radio should position itself as the conduit.
Think about what that means for listeners. A caller in a small market can’t reach the president. A host who has his ear, however, can carry that caller’s concern straight to him. Then they can bring the answers back home. That’s real value, and no algorithm can replicate it. Few formats can say the same.
Make Social Media the Scapegoat
Meanwhile, social media offers the perfect foil. With 69% of Americans saying it has too much power, the audience is already primed. Hosts don’t need to manufacture outrage. They just need to point at it.
Radio holds a clear advantage here. A host has a name, a voice and a daily appointment with listeners. A viral post has none of those things. Likewise, a host answers to the audience every day, and callers can talk back in real time. Consequently, listeners know exactly who’s speaking to them and why.
Of course, this strategy demands honesty. Hosts can’t pretend to be outsiders while they chat with the president. Instead, they should own their access and use it on behalf of listeners. Ask the tough questions. Take the calls. Then contrast that accountability with the chaos of the feed.
The stakes are real. Advertisers, programmers, and listeners all want to know where trust lives in this fractured landscape. If the format can claim that ground, it wins more than a talking point. It wins relevance.
Perception might not match reality, but it still shapes the market. News/talk radio can fight that perception and lose. Or it can use the perception, prop up the medium, and win. I’d pick the second option every time.
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