The Dianna Russini Report went viral for its first episode this week. There were conversations about memes, there were technical glitches, and there was a half-hearted, quasi-apology, sort of, if you want to interpret it that way. But the uphill battle facing Russini isn’t really about memes or technical glitches; it’s about something that hasn’t gotten enough attention. She’s set to begin a job she’s never had before: talk show host.
The Dianna Russini Report appears to be a talk show hosted by someone who will also have inside information from across the NFL. But Dianna Russini has never hosted a talk show before. She’s been a reporter and an anchor. And there’s nothing wrong with that. But that’s completely different from hosting a show with your name on it. That show now has to succeed specifically because of you: not because of your information, not because of who you’re standing next to interviewing, but because of your ability to connect with an audience on a deep, personal level that makes them come back every day and makes you part of their daily viewing habits.
Can Dianna Russini do that? I have no idea. But you’re basically asking if an electrician can become a plumber. There might be some institutional knowledge that translates, but for the most part it’s an entirely new job with an entirely new skill set required to succeed.
A New Job With a New Skill Set
No one is going to watch this show because Dianna Russini may have some insider information on a coach or player. People will watch this show if they think Dianna is genuine, interesting, and likable, runs a fast-paced show, has unique opinions, and connects with an audience as a personality. That’s how she will win.
But it’s completely different from how she built her career and how she won in her prior career.
Now, some may look at the job she’s done as an anchor, or as a guest on shows across several mediums, and come to a conclusion. That would be a mistake, too. Anyone who’s hosted a show knows that a great guest does not automatically make you a great host. Great guests can just be that: great guests. But it doesn’t mean they’re necessarily able to host a full show.
Episode 1 Missed the Mark
And while I won’t be overly critical of Episode 1, since it is a first show and those are rarely great, Russini didn’t come off as genuine. I’m not saying she had to grovel at the feet of the audience with a tearful apology. But there had to be more than “let’s make a few meme jokes” and talk about “priorities and perspective,” which sounded like a line from an inauthentic politician who just got caught in a mild scandal.
Russini needs to gain the trust of the audience, not just give a few clichés about her six months “away” as if she’s a mobster who got sent to prison for a couple of years after getting pinched and doesn’t really want to explain the who, what, where, when, or why.
This story was the most explosive social media sports story of the year. And when Russini had the chance to explain, she fell flat and offered platitudes.
“I have had a lot of time to think about my life and my priorities and the person I want to be moving forward… and being truly present, it gave me so much perspective I didn’t know I needed.”
The Questions That Need Answers
I’m not saying you need to divulge the subject of those private conversations. But what did you learn about being truly present? Give us an anecdote about a personal conversation with your kids or your husband that made you realize what was truly important in life. What is an example of that perspective you didn’t know you needed? What moment did it hit you that you realized your perspective was off?
These questions aren’t answered. And they need to be. This is what will turn her into a true personality. The answers to those questions will connect with an audience far beyond what you were hearing ahead of the NFL Trade Deadline.
Instead, she pivots right back to football, saying, “Anyone who knows me knows I’ve always been obsessed with the NFL, but maybe because I wasn’t around it so much the past few months, my passion for covering this league has never been stronger.”
Be Real, Be Vulnerable
The Dianna Russini Report won’t succeed by convincing the audience she’s still a die-hard NFL fan. No one really doubted that. It’s going to succeed because she brings the audience into her life, into who she is as a person, her successes, and her failures, creating a visceral connection that goes far beyond her ability to report on the NFL.
There’s runway to work with, and her name ID and the natural intrigue of the show will give her some time to get it right, but in today’s media climate, time is rarely your friend. Be real. Be authentic. And be vulnerable. Connect. That’s how The Dianna Russini Report turns out to be a winner.
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