Beyond Powerful Radio: A Communicator's Guide to the Internet AgeùNews, Talk, Information & Personality for Broadcasting, Podcasting, Internet, Radio

by Geller; Valerie

• ISBN13: 9780240522241
• ISBN10: 0240522249
• Edition: Revised
• Format: Paperback
• Copyright: 2011-05-06
• Publisher: ROUTLEDGE

Summary

Get, keep and grow audiences through powerful personality, storytelling, and focus. 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. Valerie Geller is a seasoned pro that delivers creative, practical techniques to help get your message across whatever your format. In this book you'll 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. * Generator vs. Reactor: this signature paradigm is an invaluable tool in identifying the your natural communication talents so you can optimize your performance. * Airchecking: proven techniques contributed by dozens of top experts in the field offering verifiable systems and methodology to critique creative work, with specific examples and practical ways each can improve. Bonus sections cover "creative burnout" and "managing high ego, difficult talent." * Bullet Point Lists: dozens of bullet point lists illustrate the ideas in this book. The format of lots of bullets keeps it simple, easy to digest and most importantly, easy to work with, and get results. * Citizen Journalism: understand how to employ interactive participatory media in breaking news stories and learn ways to insure your audience gets accurate information, not "mis-information."

Table of Contents

Foreword	p. xiii
Introduction	p. xv
Tools: Creating Content for Any Platform	p. 1
Creating Powerful Content-No Longer ôJust Radioö	p. 3
Are You a Generator or a Reactor?	p. 9
Personality Radio & Morning Shows	p. 13
From Rock to Talk (and For Anyone Who Wants to Do a Talk Show)	p. 23
Local vs. National Programming	p. 41
Performance & Formatics	p. 45
Finding & Developing Talent	p. 65
Airchecking	p. 83
High-Ego Talent	p. 119
Avoiding Burnout	p. 123
Show Prep	p. 131
Producers-Facing the Blank Page	p. 149
Radio Talk Shows	p. 159
Call Screening	p. 167
Interview Techniques-for Journalists, Talk Hosts & Music Personalities	p. 179
Public Service Announcements	p. 187
Storytelling & Voice	p. 191
Becoming a Powerful Storyteller	p. 193
Your Voice-Improving Your Instrument	p. 207
Creating Powerful News	p. 217
Creating Powerful News	p. 219
In Case of Emergency	p. 237
Citizen Journalism	p. 253
Traffic & Weather Together	p. 259
Newswriting	p. 265
News Anchoring	p. 275
Multi-version News	p. 283
Integrating News & Talk for Radio, TV & the Web	p. 297
Integrating Radio & TV News	p. 307
Working Across Multi-Platforms	p. 313
Audio Communication Across Multiple Delivery Platforms: Broadcasting, Streaming, Video, Social Media, Podcasting, & Beyond…	p. 315
Marketing Content	p. 341
Promotion	p. 343
Branding-Building the Brand Beyond Radio	p. 373
Making Money	p. 387
Sales & Commercials	p. 389
Fundraising & Giving	p. 425
Understanding the Audience	p. 445
LifeStage Demographics	p. 447
Research	p. 461
Final Notes	p. 475
Final Notes	p. 477
Acknowledgements	p. 479
Permissions	p. 483
Resources	p. 483
About the Author	p. 489
Index	p. 491
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