Paige Nienaber: Radio's Few ... The Proud ... The Responders
May 29, 2013 at 2:11 PM (PT)
CPR mastermind and eternal purveyor of truth, justice and the promotional way, PAIGE NIENABER, examined radio's response to the MOORE, OK tornado tragedy and discovered that only a few stations took positive action in response to the tragedy and not only help people in need, but further enhance listener engagement..
"I don't expect stations to go and grab a semi-truck and 'start collecting' with every tragedy," he wrote in this week's Consultant Tips. "And some of these are decidedly non-collectable events. But for God's sake, acknowledge the #1 news story on Planet Earth.
"There were stations within 50 miles of NEWTOWN that never referenced it," he continued. "'We don't want to be seen as being opportunistic' is a familiar mantra that I hear these days. Radio is ALL about opportunities and exploiting them. The greatest stations in history have always had their radar up, pinging for things that they can jump on and create content and buzz out of."
One station that didn't sit on its hands was COX RADIO Country WZZK/BIRMINGHAM, which put NICK CANADAY in an 18-wheeler full of water and other supplies -- donated by WZZK listeners -- to MOORE, OK. His trip and the impact it had can be witnessed here, while PAIGE's entire column can be found here.