The future of radio is not about technology, it’s about connecting with people.
Remember that guy who wrote a blog titled “Jesus Needs New PR”? I think it was a blog…I don’t remember…and I don’t remember him. All I remember is how much that title drove me crazy. Jesus doesn’t need new PR. He doesn’t need PR at all. He draws people unto himself.
In the same way Jesus drew people in, our stations need to be able to bring people to our brands with the content we are creating. If we cannot, we have no future…it’s that simple. And why must we work hard to succeed at this? Because our songs share the hope of Jesus. And we know from our own experiences, that hope is life altering.
Jeff Jury from Xperi put it simply at the CMB Gold Member Gathering in Detroit, “What you do is about content and brand FIRST, then it’s about technology.”
When a listener thinks about your station, how do they feel? Why would they choose it over your competitor (read: anything else that is more meaningful to them than your station)?
Here are 3 simple ways your station can connect with people:
- Share content they care about…content that solves problems for them…content that helps them grow in their faith. YouVersion has become a widely used app, not because it holds multiple versions of the Bible at one’s fingertips…but because it provides help and solutions for the person who wants to be connected to God.
- Listen and respond via all communication methods: email, phone, social media, even in person at a station event. Southwest Airlines became more well-known because they became famous for responding to people who reached out via social media. Shouldn’t we be that much better at making listeners feel seen and heard?
- Be consistent. We hear that all the time. It’s important that when listeners learn what to expect from your station (positive, uplifting, etc.) that you do that every time they tune-in (or engage your website…or your app…or your social channels). Chick-fil-A is wildly successful, not because people love a good chicken sandwich (they can get that at Popeye’s, KFC, or any number of places), but because they deliver the same experience, no matter what location you visit…food quality, service, atmosphere…it’s all THE SAME every time.
Because our future is not dependent on technology, it’s a bright one! Distribution platforms and technology are changing and will continue to change. What will NOT change is the need to connect with people. We do that through content. And by the way, NO FORMAT can do what we do…what connects better with people than getting to know the very image they were created in?
If you are struggling with how to connect with people through your content, try doing what Jesus did…tell the truth and do it in story form (you know…like our songs do ?). Only one thing to remember…the truth doesn’t have a political preference or a denomination. ? Now, you and I may have those things personally, but our stations should simply provide the truth about the hope of Jesus.
Director of Digital Content
WAWZ – STAR 99.1 | WAKW – STAR 93.3