VISIONING YOUR STATION IN A POST-COVID ERA Presented by Mike Henry - - PowerPoint PPT Presentation

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VISIONING YOUR STATION IN A POST-COVID ERA Presented by Mike Henry - - PowerPoint PPT Presentation

Oct 27, 2023 374 likes •570 views

VISIONING YOUR STATION IN A POST-COVID ERA Presented by Mike Henry July 16, 2020 www.paragonmediastrategies.com 14405 West Colfax Avenue #313, Lakewood, CO 80401 (303) 922-5600 T OPICS 1. How does business-as-usual change? 2. What posture

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VISIONING YOUR STATION IN A POST-COVID ERA Presented by Mike Henry July 16, 2020

www.paragonmediastrategies.com 14405 West Colfax Avenue #313, Lakewood, CO 80401 (303) 922-5600

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  • 1. How does business-as-usual change?
  • 2. What posture should community radio stations take during and

after the COVID-19 crisis?

  • 3. How should stations adjust programming?
  • 4. What strategies and issues should stations consider in their

audience and donor relationships?

  • 5. What are keys to marketing your station?

2

TOPICS

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3

STAY ON STRATEGY…OR GET ONE!

Times of crisis are when strategic plans pay off the most. If you have a strategy, stick with it…to a degree. Allow for obvious changes under changing conditions. If you don’t have a strategy, build one.

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4

SHIFT OPERATING PROCEDURES

Radio is no different from

  • ther businesses that must

adapt the way you do business

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Be a leader in the community conversation and lean into local topics

5

UNUSUAL TIMES REQUIRE UNUSUAL MEASURES

Your station has a voice and a platform to make important contributions Refer to the Local Radio Pandemic Checklist for easy do’s and don’ts: http://www.paragonmediastrategies.com/local-radio-pandemic-checklist

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SLIDE 6

Be trustworthy, credible and reliable

More local updates, more listener and community interaction

Entertain and provide a release from the daily stress and constant barrage of news

6

KNOW YOUR STATIONS ROLE

News and information shows and stations have different roles and expectations from music shows and stations.

News and Information Stations Music Stations and Shows

Utilize your most trusted voices to deliver updates Be trustworthy, credible and reliable Don’t turn music shows into news shows, but also realize that music hosts play an important role in delivering important local updates. More leadership and participation in local discussions Provide relevant and comprehensive coverage

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7

LOCAL CORONAVIRUS UPDATES ARE IMPORTANT

Studies show that approximately two-thirds of music station radio listeners want at least hourly COVID- 19 updates

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Create new features and special programming

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UTILIZE THE POWER OF MUSIC

Music tastes have been affected

  • People want to hear positive and uplifting songs
  • They want more familiar, comfort music

Don’t be afraid to play familiar, popular library/gold songs Get ideas from other stations from the COVID-19 Public Radio Music Station Collaboration Facebook page: https://www.facebook.com/groups/PRMSCOVID19/

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SLIDE 9

Embrace your reality.

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REMAIN AUTHENTICALLY LOCAL

Many hosts are now broadcasting from home and shows can sound different than from a studio

Jordan Lee of Radio Millwaukee doing his thing from his home studio

If the dog barks tell the audience the dog’s name. If a family member interrupts you just go with the flow. Let people know where you’re broadcasting from.

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ENGAGE YOUR AUDIENCE

Those who interact with your station still want to be engaged Be the broadcast and digital version of Waze for local changes and ask listeners, politicians and business to inform you and your audience of any changes. Air regular bulletins and post on socials about what is open or closed, new hours, new restrictions If you’re able to take listener phone calls, do so and let listeners on air to talk about their situations. If you’re unable to take phone calls, then read comments (with permission granted) from your social platforms Provide local contests with giveaways that mean something, like having utility bills paid or a free tank of gas

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PROMOTE ALL THE WAYS

TO LISTEN

In-car listening is not as heavy Listening patterns are in flux Many workers will continue working from home Consider how listeners may be consuming your station differently Promote all listening platforms…on air, streaming, smart speakers and podcasts

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12

SELL YOUR NON- COMMERCIAL POSITION

People want to hear fewer commercials these days and more music Sell your non-commercial status. “Listener powered and member supported.” Sell hour blocks or longer

Fewer Ads

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13

HELP LOCAL BUSINESSES SURVIVE

Local businesses need your support to survive the economic impact Build a microsite with discounts from local businesses that businesses pay to have included Implement underwriting matching dollars to encourage their continued support and to also help them Without undermining underwriting efforts, promote local “Back to Business” re-openings and local business rules with live and/or recorded features

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Continue to conduct station fundraising to impress upon your listeners and community the necessity of their support for your survival

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DON’T SHY AWAY FROM FUNDRAISING

Many public radio stations have exceeded their fundraising goals during the pandemic Some stations have raised in

  • ne day what it took 14 days

to raise pre-pandemic

Mike Henry at The Drop's new studios in Downtown Denver with Content Director, Nikki Swarn, helping out with their

  • n air fund drive.
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SLIDE 15

Always stream live events in the future…if possible

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STREAMING LIVE EVENTS IS MORE INCLUSIVE

Live events are by nature exclusive and not inclusive Exclude people because of ticket prices, access, being comfortable in public, availability, etc.

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MARKET YOUR STATION WHEN OTHERS ARE LAYING LOW

Commercial radio, media and other businesses are pulling back on advertising

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17

PARAGON BLOGS

  • Local Radio Pandemic Checklist (March 12, 2020): http://www.paragonmediastrategies.com/local-radio-pandemic-checklist
  • The Digital Media Evolution Just Became a Revolution (March 17, 2020): http://www.paragonmediastrategies.com/the-digital-media-

evolution-just-became-a-revolution

  • Crisis Innovations on the Fly – Part I (March 25, 2020): http://www.paragonmediastrategies.com/crisis-innovations-on-the-fly-part-i
  • Crisis Innovations on the Fly – Part II (March 26, 2020): http://www.paragonmediastrategies.com/crisis-innovations-on-the-fly-part-ii
  • Crisis Innovations on the Fly – Part III (March 29, 2020): http://www.paragonmediastrategies.com/crisis-innovations-on-the-fly-part-iii
  • Music Stations Form Collaborative to Serve Communities During Coronavirus: (April 9, 2020):

http://www.paragonmediastrategies.com/music-stations-form-collaborative-to-serve-communities-during-coronavirus-pandemic

  • New Habits = New Content (April 19, 2020): http://www.paragonmediastrategies.com/new-habits-new-content
  • Pandemic 2020 Playlist (April 24, 2020): http://www.paragonmediastrategies.com/pandemic-2020-playlist
  • The Core Rises to the Top: (May 17, 2020): http://www.paragonmediastrategies.com/the-core-rises-to-the-top

RESOURCES

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RESEARCH/ARTICLES

  • How to Connect With Your Audience in a Crisis (March 19, 2020): https://colemaninsights.com/tag/coleman-insights
  • How Radio Can Plan For A Post-COVID-19 Reality (May 1, 2020): http://www.insideradio.com/free/how-radio-can-plan-for-a-

post-covid-19-reality/article_da5c19fc-8b6d-11ea-ac5d-7b70f22b8386.html

  • Radio and the COVID-19 Crisis (webinar recording, May 1, 2020): https://jacobsmedia.com/radio-the-covid-19-crisis-webinar-

recording/

  • How Will Lessons Learned from the Pandemic Change the Way Radio is Done? (May 12, 2020):

http://www.insideradio.com/free/how-will-lessons-learned-from-pandemic-change-the-way-radio-is-done/article_0f1c6baa- 9420-11ea-ab32-b3bb9192fd21.html

  • Coronavirus Playbook: What Does Chapter 2 Look Like? (May 28, 2020): http://www.insideradio.com/free/coronavirus-

playbook-what-does-chapter-2-look-like/article_99c8b938-a0bf-11ea-9d1c-df51d4564358.html

  • Opportunities and Challenges for Radio (May 28, 2020): https://rainnews.com/opportunities-and-challenges-for-radio-midia-

research/

  • Insights On Radio Listeners' Mindset During Pandemic (May 28, 2020): https://www.allaccess.com/net-

news/archive/story/196896/jacobs-media-s-second-covid-19-study-offers-insigh?ref=mail_net_news

  • Remote Work, New Communications Will Outlast Pandemic (May 29, 2020): http://www.insideradio.com/free/survey-

remote-work-new-communication-modes-will-outlast-pandemic/article_d97198fe-a176-11ea-984d-a72412d3d6d7.html

  • Coronavirus Updates Still Necessary (June 1, 2020): https://www.allaccess.com/nuvoodoo/archive/31672/coronavirus-

updates-still-necessary

  • Growing Forward: Sales Recovery Toolbox (June 2, 2020): https://researchdirectorinc.com/wp-

content/uploads/2020/06/Growing-Forward-Research-Director-Incs-Recovery-Toolbox.pdf

  • Tech Used During Work-From-Home Broadcasting Likely Here to Stay (June 29, 2020):

http://www.insideradio.com/free/tech-used-during-work-from-home-broadcasting-likely-here-to-stay/article_422cb7e4- b9d1-11ea-bf94-73cc2735e58e.html

  • Pandemic Has Hastened NPR Audience Migration To Digital: http://www.insideradio.com/free/pandemic-has-hastened-npr-

audience-migration-to-digital/article_ad564922-c723-11ea-a59e-e3f2f9a82b50.html

RESOURCES

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SLIDE 19

VISIONING YOUR STATION IN A POST-COVID ERA Presented by Mike Henry July 16, 2020

www.paragonmediastrategies.com 14405 West Colfax Avenue #313, Lakewood, CO 80401 (303) 922-5600