How to talk about hard things
One of the hardest challenges shows face is how and when to talk about hard things, especially when the show brand is to be positive and fun. Sometimes events in the news (e.g. COVID, Presidential elections) challenge shows in all formats to look at what their comfort level is. Some put their head in the sand. But there are other options.
I have heard multiple shows say “That’s not what we do” or “We’re an oasis from the news.” I humbly challenge that mindset. The best shows in all formats can talk about anything they are passionate about. The question is not if but how to have conversations that fit, for you and your station brand. The overall response when shows have an authentic, honest conversation has been overwhelmingly positive.
Courage, by definition, is choosing the right action at the potential expense of your own comfort. Something for you to ponder this week: How are you being courageous right now?
When you’re contemplating if or how to tackle what you perceive as a tough conversation, take a threefold approach.
1. Values: Remind yourself, what are your station’s brand values? For Christian radio, values like hope, faith, unity, joy, grace, gratitude, and love come to mind. And then, What are your core values? Personal values would add ideas like family, connection, justice, empathy, humor, and courage.
Another question to add here, in the wake of the recent protests, is what might be my cultural blind spots? Do your own work.
2. Message - what and to whom?: What message would you want to convey, unfiltered? What do you want people to know/feel/do? And to whom are you speaking? If you tap into your core values, you will be able to take a stronger position, with less fear of repercussion. Concepts like unity, forgiveness, and healing are universal, not divisive.
3. Medium: How (not IF, but HOW) might you be able to spread your message within the boundaries of your show and brand?
Here’s a checklist, not exhaustive but a place to start:
Music: Is there a music tie-in, a song, or a special remix that makes a statement? (e.g. Bleed the Same) Is there an artist who has a helpful point of view?
Personal connection: How do you personally connect to the news? Can you relate? One show I work with, the cohost’s family is Black and experienced segregation and prejudice. When I asked if he had told that story, he said no. By the end of our meeting, their plan was to have Uncle Herman on the show to tell his story.
Localization: What is happening locally? What events/angles are unique to your area?
Experts: Is there someone local -- an educator, counselor, pastor, etc. -- that can offer a perspective that you aren’t able to offer? Some shows feel more comfortable not having to be the “authority” voice on a topic.
Listener interaction: Invite listeners to share first-hand experiences
Listener check-in: Post a question on your Instagram story or Facebook - a poll to see how everyone is feeling. This will help you keep your finger on the pulse of your audience.
Charity: What causes are appropriate to corral your audience toward?
Event: Is it on brand for you to host a special show or event like a town hall?
Digital: How do we use social and digital platforms?
You don’t know me well. But know that in my heart, the themes of unity, love, courage, and hope run deep. I gently nudge you to see where you can dip below the fear of repercussion to bring those universal themes to life in your work.
I am so curious to hear the steps your station has taken to lean into such a difficult time. Please write me at angela@angelaperelli.com. I’d love to hear from you!