John Frost “Programming Lessons We Can Learn From Charlie Kirk”

“Charlie Kirk was asked how he wanted to be remembered when he died:  

‘Courage for my faith’, he answered.   

Charlie wanted his life to bring people to Jesus Christ.   After today, it’s clear Charlie’s life is igniting a Christian revival across America.  

Churches are booming, parking lots are filled to the brim, mass baptisms are taking place, and huge Jesus walks are happening across the country from California to New York.”  Benny Johnson

As we make decisions for our Christian media companies I ponder what we can learn from the legacy of Charlie Kirk.  

#1:  Have a clear vision and purpose.  Charlie made it clear what Turning Point USA stood for.  

“The mission of Turning Point USA is to identify, empower, organize, and mobilize students to promote the principles of freedom, free markets and limited government.” 

#2: Do your homework. Prepare.  

Charlie would set up a tent on college campuses and engage in dialogue or debate under a tent with a sign that read, “Ask me anything!”  Charlie believed that “when people stop talking, really bad stuff starts.”   Charlie was always prepared.  

#3: Focus.  

Know your audience and laser focus on their needs, world view, and identity.   Some people won’t care for it but others will become passionate fans.   Focus gives a brand its power.  

#4: Serve your audience

“You don’t have to agree with someone’s beliefs to respect their right to live.   Killing someone because they think differently is pure darkness.  Debate, disagree, but don’t destroy.  What makes us great is our differences—we’re still one people.”    Jacksonville Jaquar’s legend Fred Taylor  

On last week’s show I shared a few brief ideas of how we can learn from the Turning Point USA movement created by Charlie Kirk.   This week I’ll dig a little deeper on one of those ideas.  

#1:  Have a clear vision and purpose.  Charlie made it clear what Turning Point USA stood for.  

“The mission of Turning Point USA is to identify, empower, organize, and mobilize students to promote the principles of freedom, free markets and limited government.”

Having a clear vision and purpose for your media organization might seem like a logical thing to do but in 25+ years in the CCM format I’ve rarely heard it communicated on air.   Understand, I’m not talking about having a mission statement on a piece of paper in a desk drawer somewhere, I’m talking about living it out in tangible ways.   Proof of performance, don’t cha know.  

Here’s a test.   Listen to your radio station for one week.   No, that’s too high a standard.  Let’s say one day.   Or even easier—one hour.  Do you hear anything on your station that communicates its purpose.   Why is it on the air?   Simon Sinek reminds us that people don’t buy what you do they buy why you do it.  

Every song, certainly.   Few would dispute.  

Every piece of content from your talent.  Now it’s getting tougher. 

Every promotion.  Oh, come on now. 

Yes, even the traffic reports (now you’ve gotten wacky!) should be filtered through your station’s purpose.  

I know of one station in the format whose highest testing personality is their traffic reporter.   And that’s with a service element that more stations are talking about getting rid of instead of how to communicate as a reflection of their vision and purpose. 

John Frost 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 50+ year broadcast career. John joined Goodratings’ partner Alan Mason in 1999. Contact John at john@goodratings.com