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Thoughts for Music Stations During COVID-19
April 1, 2020
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These are unprecedented times. A time like no other. Anxiety and distance are being felt by all (and to varying degrees). For News/Talk stations instinctively you know what content your audience is seeking but many music stations find themselves unsure as to what approach they should take. As devasting as a tragedy can be, we know that in times like this our audience seeks a forum to connect, share, express and grieve together; turning your station over to the audience to connect with trusted friends amidst the most unthinkable times is instinctual. A crisis like the one we’re experiencing with COVID-19 is different. The role that music radio stations plays is different.
Here are some ideas to kick start some thoughts:
- Key Role: Be a source of companionship, entertainment & respite from the news. Escapism.
- Be true to your brand: You’re not news brands; today we don’t need to be news brands.
- Inform the audience: You do however still need to inform the audience. Tell the story. Provide context. Ensure people have the need to know information. But deliver it in a way that feels appropriate for who you and your brand are.
- Be you: The audience’s relationship is with YOU. The emotional connection that the audience has is driven by the bond they have with personalities. Ensure that talent doesn’t change who they are to fit the story. Be authentic. Encourage them to share their thoughts, feelings, emotions, vulnerabilities but not to the extent it erodes who they are.
- Do what’s right: For your audience & for your community… not for ratings. Make a meaningful contribution. Find ways to make the audience smile. Help the community. Do what you think will matter to the audience. Today your mission is to make people feel better (even if it’s just a little) not to influence the meters.
- Local, Local, Local: Local truly matters right now. What’s happening here… right now?
- Find the positive: Be uplifting. People are anxious and scared, don’t add to that. Be optimistic. Showcase the good. Find the heroes in this story.
- Keep the entertainment going: but judge the mood. Help people pass the time. Back to point 1. Your role is respite and escapism but each day may have a different mood and you need to be conscious of that.
- Important info shouldn’t wait: if there’s something people need to know then deliver it right away.
- Be social: social distancing sucks. People NEED to be social. We need to feel connected to others. Radio can help. Create platforms for the audience to interact & participate with you. Converse with them.
- Use all platforms: repurpose content onto social. Create original digital content. Engage & connect. People are consuming more social content; your brand can find a place for content & connection. (Oh, and it doesn’t have to be perfect, just do it!)
- Think creatively: Our greatest opportunity is to innovate and create even in the most uncertain times. There is no rule book. Experiment. Try some things. See what resonates. If you are focused on doing what’s right for your audience & community, your good intentions won’t fail you.
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