Creating Powerful Radio


“The essence of entertainment will not change. What has always counted is the story and the skill with which it is told.”

—Michael Eisner, former CEO, The Walt Disney Company

“Storytelling is a basic part of every human culture—people have always had the need to participate emotionally in stories.”

—Marlon Brando

News broadcasting is really two separate jobs. The first is covering the Big Story, an event of such magnitude that it affects the lives, well-being, or safety of your audience. The other is covering everything else.

On those “big news” days, it is not so important to worry about being creative. On those days, just gather the facts and get them on the air quickly. Give your listeners what they ...

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