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Beyond Powerful Radio, 2nd Edition

Book Description

Beyond Powerful Radio is a complete guide to becoming a powerful broadcast communicator on radio or internet! This how-to cookbook is for broadcasters who want to learn the craft and improve. This practical and easy-to-read book, filled with bullet lists, offers techniques to learn everything from how to produce and host a show, to news gathering, coverage of investigative and breaking stories, writing and delivering the commercial copy and selling the air time. With contributions from over 100 top experts across all broadcast fields, Beyond Powerful Radio offers techniques, advice and lessons to build original programming, for news, programming, talk shows, producers, citizen journalism, copy writing, sales, commercials, promotions, production, research, fundraising, and more.

Plus: Tips to assemble a winning team; to develop, build, and market your brand; get your next job in broadcasting, effectively promote your product; increase sales; write and produce commercials; raise money with your station; deal with creative burnout and manage high ego talent; and to research and grow your audience.

Never be boring!  Get, keep, and grow audiences through powerful personality, storytelling, and focus across any format. Tried-and-true broadcast techniques apply to the myriad forms of audio broadcast available today, including Web radio and podcasting. While the technology and delivery systems change, the one constant is content! Listeners, viewers, and surfers want to be entertained, informed, inspired, persuaded, and connected with powerful personalities, and storytellers.

A full Instructor Manual is available with complete lesson plans for broadcast instructors - course includes Audio Production/Radio Programming/Management/Broadcast Journalism. The Instructor Manual is available for download here: http://cw.routledge.com/textbooks/9780240522241/

Table of Contents

  1. Cover
  2. Half Title
  3. Title Page
  4. Copyright Page
  5. Contents
  6. Foreword
  7. Introduction
  8. Part I Tools: Creating Content for Any Platform
    1. 1 Creating Powerful Content— No Longer “Just Radio”
    2. 2 Are You a Generator or a Reactor?
    3. 3 Personality Radio & Morning Shows
    4. 4 From Rock to Talk (and For Anyone Who Wants to Do a Talk Show)
    5. 5 Local vs. National Programming
    6. 6 Performance & Formatics
    7. 7 Finding & Developing Talent
    8. 8 Airchecking
    9. 9 High-Ego Talent
    10. 10 Avoiding Burnout
    11. 11 Show Prep
    12. 12 Producers—Facing the Blank Page
    13. 13 Radio Talk Shows
    14. 14 Call Screening
    15. 15 Interview Techniques—for Journalists, Talk Hosts & Music Personalities
    16. 16 Public Service Announcements
  9. Part II Storytelling & Voice
    1. 17 Becoming a Powerful Storyteller
    2. 18 Your Voice—Improving Your Instrument
  10. Part III Creating Powerful News
    1. 19 Creating Powerful News
    2. 20 In Case of Emergency
    3. 21 Citizen Journalism
    4. 22 Traffic & Weather Together
    5. 23 Newswriting
    6. 24 News Anchoring
    7. 25 Multi-version News
    8. 26 Integrating News & Talk for Radio, TV & the Web
    9. 27 Integrating Radio & TV News
  11. Part IV Working Across Multi-Platforms
    1. 28 Audio Communication Across Multiple Delivery Platforms: Broadcasting, Streaming, Video, Social Media, Podcasting, & Beyond …
  12. Part V Marketing Content
    1. 29 Promotion
    2. 30 Branding—Building the Brand Beyond Radio
  13. Part VI Making Money
    1. 31 Sales & Commercials
    2. 32 Fundraising & Giving
  14. Part VII Understanding the Audience
    1. 33 LifeStage Demographics
    2. 34 Research
  15. Part VIII Final Notes
    1. 35 Final Notes
  16. Acknowledgements
  17. Permissions
  18. Resources
  19. About the Author
  20. Index