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John Frost “A Programming Lesson from Donald Trump”

So, there he was on national TV.   A man who has been described by some as impulsive, combative, and egocentric.   

But there he was. And Tuesday night he had millions of us in tears. 

 “Trump became president of the United States in that moment. Period.”  CNN contributor Van Jones

“The most stirring moment of Trump’s speech — and his presidency — came when he spoke directly to Carryn Owens, the widow of Navy Chief William “Ryan” Owens, who was killed in the military raid in Yemen that Trump ordered shortly after taking office.

“Trump led a 2-minute, 11-second standing ovation as Carryn Owens stood, crying and clasping her hands.”   

So….what can we radio folks learn from this? 

In your news they are not “consumers”, “taxpayers’, or “ citizens”, they are real people who spend real money on real stuff.   And sometimes they are just scraping by. 

In your traffic reports they are not “motorists”, they are real people who have real jobs and have to get to work and school on time.  And sometimes they are late.  

In your promos they are not “contestants”, they are real people whose lives might be made just be a little bit better because they relate to your station.  But sometimes the line is busy.   

Here’s the big idea:

Beginning tomorrow exorcise all generic references to real people.  

Instead, go tell the important story……

                                                                   “Focus on the one, not the many”.   Mother Theresa   

John is a partner in Goodratings Strategic Services, and has been a successful major market disc jockey and program director for such companies as CBS, Cap Cities, Westinghouse, Sandusky, Gannett, and Alliance during his 38 year broadcast career.  John joined Goodratings’ partner Alan Mason in 1999. Contact John  at john@goodratings.com

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