by Holland Cooke
BLOCK ISLAND, RI — Stations that still have local news people: Congratulations. You’re capable of meaning more to listeners than your mail-it-in AM/FM competition. And lots more than Pandora or other robotic, non-local new-tech competitors or smartphone apps.
So enter awards competitions. And when you win, tout it; but not the way self-congratulatory local TV news proof-of-performance promos do. Thank LISTENERS.
Consider this approach, a promo template we’ve used at my client stations:
IT’S BEEN SAID THAT THERE’S NO HIGHER COMPLIMENT THAN PRAISE FROM YOUR PEERS.
SO AT [call letters], WE’RE MIGHTY FLATTERED THAT THE [state broadcasters’ association or AP, etc.] NAMED US “[award category/categories]!”
AND WHEN WE SAY “THANK YOU,” WE MEAN…YOU.
BECAUSE THERE’S ONE COMPLIMENT THAT MEANS EVEN MORE TO US THAN WINNING [THIS/THESE] AWARD[S].
IT’S YOU…PUSHING OUR BUTTON.
LONG AFTER THE APPLAUSE FADES, WE’LL STILL BE HERE, DOING WHAT WE DO; EARNING YOUR TRUST, EVERY DAY.
WE’RE [dial position, call letters].
And if you’re your market’s “ONLY LOCAL NEWS RADIO,” insert that in the last sentence, after “WE’RE…”
Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. He is the author of “Holland Cooke: Greatest Hits” an instant download available exclusively from Talkers Books. Click the ad banner on this page. And he hosts “The Big Picture” TV show on RT America. Read HC’s Monday Memo each week at Talkers.com, and follow him on Twitter @HollandCooke