Replacing “Announcing” and “Presenting”

A good portion of today’s radio listeners – and just about all of the next generation of listeners – want their audio media to adopt the style of social media.

Well, that’s not exactly possible. For one thing, radio is still the biggest social media phenomenon in history. Bigger than Facebook, bigger than Twitter, more social than TV or movies.

If you need proof, think about this: there are millions of people who don’t have Facebook or Instagram or Twitter accounts, but there is no one who hasn’t listened to radio. You don’t have to read it, you don’t have to post anything, and there’s just “like” (it’s on) or “unlike” (turn it off). It’s simple and pure, IF you sound like right now instead of like 1994.

So here’s how you still sound valid without coming across like children to your core demo, or like old geezers with bad hairpieces to your younger listeners:

Instead of announcing, just think about sharing.

Instead of presenting, try inviting.

Stop ‘selling’ things on the air. No one is buying.

You can either be my friend, riding in the car with me (or at my desk at work), or you can be the audio equivalent of pop-up ads on a website.

Choose wisely. The clock is ticking.

If you need help, well…I assume that’s why you’re reading this. There are people here that you can call. If you’ve never worked with a great Consultant or a truly focused Talent Coach, you’re just driving a car with no air conditioning and manual windows.

I think you deserve better than that.


Tommy Kramer is a talent coach for Radio, TV, & Voice Acting, as well as a member of the Texas Radio Hall of Fame.

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