Who’s Talking On The Radio …

The whole discussion of AI (artificial intelligence) has many in a panic. Boys and girls, just because a restaurant puts cheesecake on the menu, it doesn’t mean everyone’s going to order a piece. It’s just another item added to the list. That’s the same way I see AI.

Cheapskates ...
The application of using AI potentially means the use of one person’s voice to be duplicated and voice tracked over multiple stations around the country. In other words, fewer people do the same work. A repurposed way of voice tracking. All done without having to pay anyone a little extra to be heard on local shifts and in other markets. I think too many are losing sight of the importance of marketing and making a human connection to the community.

Still Important ...
Are local TV stations the only ones that still get it? Regardless of the size of the market, local TV still uses local talent inserted during national morning new shows. They still understand the need for a sense of community and serving their local market. In addition to the morning inserts, many TV stations have local weekday lifestyle shows. While radio apparently is toying with having less human interaction, local TV is still trying to create community.

Focus ...
I didn’t mean to get off the subject, but it all relates back to communications and human connection provided by air personalities. The AI conversations serve as a reminder to me to continue to stress the importance of on-air presentation by air talent. It's important to those currently in our business and for future college communication department graduates coming into our business. Air personalities are like stage actors, we get the same lines to talk about, but we must make it sound fresh no matter how many times we’ve said it.

I Think…
It’s become too acceptable for audio talents to pre-record each talk set, edit, and play it back on the audio platform as opposed to talking in real time every time. Edit, edit, edit, and then post the finished product. Doing too much of this potentially limits the growth of the beginner or average air personality. Editing is a skill and it’s not supposed to be the end-all for effective communicating. This has slowed the process for many but not necessarily for all air talents to find their unique personality for use on any audio platform.

It's Your Gift ...
You must learn how to express that part of you that's yours and yours only. It's never about the number of words that come out of your mouth, it's the spin you put on those words. Your unique personality paints the canvas on terrestrial radio and audio platforms. Once an air talent is comfortable with syncing that uniqueness with their voice, it’s like magic. Many spend a lifetime making sure that the same sound always comes through when talking to listeners.

Practice ...
Stop worrying about other personalities, comparisons, or what somebody else has. There are no short cuts, just work. It won't take years, but it will take lots of time and effort. Be patient. Remember, regardless of what you're saying, everything deserves the same amount of effort in presentation. And above all find a way to use your unique personality to make what you say your own. Practice makes you better, not perfect.

I Know You Can Do This …
Radio and all audio platforms provide a series of moments for listeners to enjoy. Above all, no matter what, get used to listening to everything you record. It’s one of the steps towards becoming better at being you. And lastly, use social media to find a mentor or a radio talent coach to help you maintain your skills or to learn more about how you can improve.