Attention! It’s all about attention

A recent piece from Fast Company highlighted the work of US public radio station WNYC and how they are finding innovative ways to push the medium forward. It’s a great read.

For me though it reinforced the challenge facing radio, with one word jumping off the page.

“ATTENTION”

As audience behaviour changes and becomes more fragmented, you as a broadcaster are now in the attention game, not the radio game. Listeners don’t have time for you unless you bring some value to their lives. You’re background noise.

According to Dean Cappello, WNYC’s executive vice president and chief content officer “You have to fight every moment of the day for somebody’s attention,” Cappello said. “And if you’re not doing that, they’re going to move on to something else.”

He’s right. If you don’t stand out, grab attention and be memorable, it’s over. Forget your closest FM competitor. That doesn’t matter anymore.  You’re up against Netflix, Snapchat, Spotify, You Tube, World of Warcraft & thousands of other outlets fighting for attention.

The positives? In a world of distraction you can be the curator that pulls the best from all the noise. You can be the broadcaster or podcaster that illicit those ‘Me too’ moments that really strengthen that bond between you and the listener. Look at Snapchats biggest stars, they are playing the oldest radio tricks in the book. Storytelling, entertainment and authenticity on a one to one basis. They are grabbing a big % of that attention through building a traditional relationship with the viewer.

So when preparing for your next show, think ‘Attention’. Forget the long rambling links, add some structure and get to the point. Spend that extra hour working on your prep, finding those features that will make you famous for doing. Call a random listener after your show and ask them what they thought, build those relationships. Go deep with your data, use your analytics, what streams worked best, what podcasts got the most downloads, what tested well, you’ll see pretty quickly what’s working and what’s not. How responsive are you? Can you put unique spin on a breaking story? Put aside a day for planning for your next quarter, spending those hours ripping your show apart, amplifying the really great bits and coming up with the ideas that will get you your slice of the attention. I assure you that if you do even a quarter of those things, your show will be instantly better for it.

Now, have I got your attention?

Views expressed do not represent the view of RTÉ. 

Photo: Attention! by msmornington

For a radio duo who know how to grab attention, read my recent post on Hamish & Andy

 

Improve your show prep with this dinner party trick

Are you struggling to get the best out of your show prep? Finding it hard to get your team to reveal some great stories?

There is a wonderful lifestyle blog called a ‘Cup of Jo‘ which I like to browse through every now and then when looking for inspiration. In a recent post author Joanna Goddard described how while at a dinner party it’s host requested that all diners partake in a round table ‘Ice Breaker’. Initially they all shuddered at the thought but surprisingly it would reveal a whole host of conversation starters.

Goddard revealed.

“She asked us to go around the table and share three fun facts about ourselves. Sitting to her right, I was the first person to go. I scrambled to come up with offbeat stories and ended up spouting random things: “Um, I have a twin sister… Uh, I don’t drink coffee?”

She added.

“But by the time we got halfway around the table, people had warmed up and were telling EPIC tales. One woman could remember everything she’d done every day of her life (but never realized that was weird until she saw a 60 Minutes piece on endless memory). Another woman had married her husband twice — first at 20, then they divorced at 21, then re-married at 22. A third woman revealed that she had spent years working as the personal assistant to a major celebrity. The party was a huge success — we were laughing so much, and people shared things that would have never otherwise come up. It was the ultimate conversation starter. Every contribution sparked a dozen more questions, and the game lasted the whole night”

Who would have thought something as simple as a quick ice breaker question would reveal so much about the company that Goddard was keeping. Sometimes in the daily grind of things you forget to sit around as a team and ask some simple questions.

So in your show prep team meeting tomorrow why not share three fun facts about yourself. You never know what might be revealed?

Views expressed do not represent the view of RTÉ.

Photo by Kevin Curtis.