Almost all media sources you come into contact with focus on the fringe, from social media to TV and Radio. This method grabs attention quickly and can also drive almost any narrative. This focus can and will give you a distorted view of what your average listener actually wants.
This past weekend I visited various places that were reopening in a step by step sequence. I talked with people who were reengaging and they were very kind, thoughtful, happy and hopeful for a positive future. There was no anger, harsh words, disrespect or conspiracy theories being talked about. All had smiles on their faces and hope in their eyes. They had nothing in common the people you’ve seen featured on various media sources. They all had about the same thoughts and in this order:
They were optimistic for the health of their family & friends.
They had strong hope for our economy to rebuild.
They had confident hopes for a vaccine or symptom-reduction drug.
They were very fatigued with the media’s race for bad news.
They had hoped this crisis would bring us together but it was clear to them that it had not. They still hope it will however.
Not one person mentioned any politician by name or even leaned in that direction.
I’m not suggesting that a deeper conversation with these individuals would not have revealed more negativity but their heads were not there at this time. That’s for sure. Your listeners are at a point where they need big doses of hope and encouragement. They need to be reassured that they can and will get through this.
To generate consensus-appeal content for your audience, don’t get your context from the fringe.
Brian is a 30 year radio veteran who has successfully served many companies over the years as Program Director, Operations Manger and VP of programming and consultant with Wright Media Group. For the last 15 years Wright has enjoyed building alliances with scores of stations in the US & Canada helping them grow in ratings and revenue. Contact Brian at [email protected].