This week on JacoBLOG, the topic of radio doing a better job of marketing itself has wafted through each post. We’ve been talking about getting away from the numbers and telling some of those great radio stories about community, service, and connection.
And today will be no exception. The difference in this post, however, is that some of the best storytelling I’ve seen for a broadcast radio station came from one of the world’s most respected news sources – outside of the U.S.
The story is set in New Orleans, as the nation remembers Hurricane Katrina. And in an interesting twist, this homage to the radio station that provided the coverage that saved lives comes from across the pond
The BBC has released an amazing six-chapter web magazine story that is a powerful tribute to the station and its staff that helped save New Orleans on its worst day – Entercom’s WWL. It look
s, feels, and reads like a Hollywood storybook, covering the key cast members at the station – the stalwart programmer with Creole roots and a cancer survivor, Diane Newman; the venerable talk show host and former TV anchor, Garland Robinette; news editor and former Chicagoan, Dave Cohen; along with others involved in this amazing radio drama of grit and determination.
Each of these players tells their stories, laced with listener comments, along with the local politicians that used WWL to get their messages out during the crisis. And as the BBC tells it, they emerge as heroes, as does the radio station doing what it does best – reflecting, covering, supporting, and helping its community of license, especially in times of extreme need.
WWL’s effort in its home market during the worst catastrophe in its history is clearly BBC-worthy. Here’s one of the pre-eminent news organizations in the world shining the light on an American radio station during a profound national crisis.
And that’s one of the beauties of the BBC and programs like “Newshour,” which is heard on public radio stations around the U.S. Their perspective on thoroughly American issues, celebrities, emergencies, and politics is perceived as an unbiased breath of fresh air by millions of U.S. listeners.
But the BBC’s coverage of WWL’s shining moment is extraordinary because many stations don’t take the moment or the time to celebrate their own successes – and there are many. To its credit, WWL pulled out all the stops to commemorate Katrina with web resources that are truly Marconi Award worthy. You can check them out here.
But your station doesn’t need an event as catastrophic as hurricane to tell your story. They happen in markets all over the U.S. every week. From mega-charity campaigns and fund-raisers to Christmas Wish promotions to community efforts, there are radio stations doing Herculean things. But oftentimes, these truly great moments where the staff comes together and does something wonderful are not communicated to the advertisers and community leaders who need to see them most.
It’s true that more and more stations are putting together compilation videos of these great moments, and posting them on their websites and social pages. That is a very good thing.
But are they being emailed to advertiser and community email databases?
Are they mandatory viewing whenever a station sales person makes a call?
Are they being shown to Wall Street analysts and bankers who truly need to be educated about why radio matters?
Are they being sent to Congress as a reminder that broadcast radio plays a critical role in cities and towns, when they need it the most?
This BBC love letter to WWL will remind you just how powerful radio truly can be.
But they aren’t going to be around tell your station’s story.
That’s your job.
Thanks to Dr. Ed Cohen for bringing this amazing story to my attention.
Disclosure: We consult Entercom stations, and we do work for American Public Media who distributes “BBC Newshour” here in the U.S.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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