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Creating Powerful Radio by Valerie Geller

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CHAPTER 3

Creating Powerful Radio

Generators and Reactors

“It’s not what you say, it’s what they hear.”

— Red Auerbach

Putting Your Personalities in Power: Are You a Generator or a Reactor?

Have you ever noticed that some on-air personalities, while they may be completely professional, are somewhat boring by themselves? But the minute someone else walks into the studio, they seem to come alive and get much better. Some personalities seem more talented when they are performing live in front of an audience. Others are funnier, sharper, and more creative by themselves. It turns out that talent usually falls into one of two categories, generators or reactors.

In order to coach talent effectively, it helps to identify the talent’s strengths and natural ...

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