Monday, January 17 is Martin Luther King Jr. Day. A lot of you will get the day off of work. Some of you will attend prayer services or civic events to honor the civil rights leader and his legacy.
Dr. King, like all humans, had his flaws but is undeniably a man worth celebrating. In a world where the divide between the powerful and the rest of us seems to be growing out of control, it is good to take a day to celebrate and think about a man that made a career out of speaking up for the little guy – whether that means black and brown people during the Civil Rights Era or it means workers in times of labor unrest.
Across the media landscape, we will see stations and networks running promos touting their “commitment to Dr. King’s dream!”. The sentiment is great, but I do wonder what it means to the people making those promos and the stations and networks airing them.
Look at the archives of this site. Think about the BSM Summits you have attended. How often have we been willing to shine a spotlight on the amount sports radio talks about embracing diversity versus actually putting plans into action? Jason has written and talked about it a lot. Every time, the message seems to circle back to him saying “I am giving you the data. You are telling me you recognize that this is a problem. Now do something about it.”
It’s something I found myself starting to think about a lot last year when Juneteenth became recognized as a federal holiday. Suddenly every brand was airing ads telling me how they have known how special this day is all along. And look, I hope that is true. It seems like if it was though, I would have been seeing those ads in plenty of Junes before 2021.
I am going to put my focus on the media because that is what we do here, but this can be said about a lot of companies. So many brands have done a great job of rolling out the yellow, black, red, and green promo package to acknowledge that it is Martin Luther King Jr Day or Black History Month or Juneteenth. I worry though that for so many, especially on the local level, that is where the acknowledgment ends.
That isn’t to say that those stations or brands actively do not want more minority representation inside their company. It just isn’t a subject for which they can say they have taken a lot of action.
Look, I am not here to debate the merits of affirmative action. I am saying in an industry like sports radio, where we thrive on fans being able to relate to the voices coming through their speakers, shouldn’t we be doing a better job of making sure minority personalities know that there is a place for them in this industry? Shouldn’t we be doing more than just waiting for resumes with “black-sounding names” on top of them to come across our desks?
WFAN went out and found Keith McPherson in the podcasting world to fill its opening at night after Steve Somers’s retirement. FOX Sports added RJ Young, who first made a name for himself on YouTube and writing books, to its college football coverage. 95.7 The Game found Daryle “Guru” Johnson in a contest. JR Jackson got on CBS Sports Radio’s radar thanks to his YouTube videos and when it came time for the network to find a late-night host, it plucked him from Atlanta’s V103, one of the best-known urban stations in America.
That’s two guys in major markets, another on national radio, and a third on national television. In all four cases, the companies that hired them didn’t just sit back and wait for a resume to come in.
Some of you will read this and dismiss me. After all, I am a fat, white Southern man. If I were a hacky comedian, I would say “the only four groups you are allowed to make fun of” and then yell “Gitterdone!”.
In reality, I point those things out because I know there is a large chunk of you that will call this whole column “white guilt” or “woke” or whatever your talking point is now.
Whether or not we are about the be a majority minority nation is up for debate, but here is a fact. America is getting darker. I look at the radio industry, one that is constantly worried about how it will be affected by new innovations in digital audio, and wonder how anyone can think doing things like we always have is going to work forever.
I’m not damning anyone or saying anybody should be losing their jobs. I don’t know most of you reading this well enough to make that judgment. What I am saying is that our industry has lived on the idea that this business is always changing and we have to be adaptable. I think it is time we do that, not just with the content we present on air, but in how we go about finding the right people to present it.
Asking The Right Questions Helps Create Interesting Content
Asking questions that can get a subject to talk about their feelings is a much better way to get an interesting answer.
When ESPN’s Mike Greenberg interviewed Paolo Banchero in the lead-up to the NBA lottery on Tuesday, he asked what I’ve concluded is the single most maddening question that can be asked of any athlete preparing for any draft.
“Why do you believe you should be No. 1 pick in the NBA Draft?” Greenberg said.
Before I point out exactly why I have such a visceral reaction to such a harmless question, I want to point out the positives because Greenberg’s question avoids some of the most common pitfalls:
1) It is an actual question. That’s not as automatic as you think given the number of poor souls who are handed a microphone and say to their subject, “Talk about (whatever issue they want a quote or a sound bite on).” This is the mark of an amateur, creating the opening for an uncooperative subject to slam the door by saying, “What do you want me to say?”
2) Greenberg’s question can not be answered with a yes or a no. Questions that start with the word “Can you …” or “Did you …” may sound like they’re tough questions for the subject, but they’re actually fairly easy if the subject wants to offer an answer. Now, most interview subjects won’t take that one-word exit, but some will in a touchy situation.
The problem with Greenberg’s question has to do with the result. Why do we ask questions of the athletes we cover? Seriously. That’s not rhetorical. What’s the goal? It’s to get interesting answers. At least that’s the hope whether it’s for a quote that will be included in a story, a sound bite to be replayed later or — like in this situation — during an interview that is airing live. The question should be engineered to elicit interesting content, and there was very little chance that the question Greenberg asked Banchero was going to produce anything close to that.
I know that because I have heard some version of this question asked hundreds of times. That’s not an exaggeration. I attended the NFL scouting combine annually for a number of years, and if a player wasn’t asked why he should be the first overall pick, he’d get asked why he should be a first-round pick or why he should be one of the first players chosen at his position. Never — in all that time — have I ever heard what would be considered an interesting or informative answer. In my experience, players tend to talk in incredibly general terms about their own abilities and then seek to compliment their peers in an effort to avoid coming off as cocky.
Here’s how Banchero answered Greenberg’s question: “Yeah, thank you all for having me, first off., I feel like I’m the number one pick in the draft because I’m the best overall player. I feel like I check all the boxes whether it’s being a great teammate, being the star player or doing whatever the coach needs. I’ve been a winner my whole life. Won everywhere I’ve went, and when I get to the NBA, that’s going to be the same goal for me. So just combining all those things, and knowing what I have to work on to be better is a formula for me.”
There’s nothing wrong with answer just as there was nothing wrong with the question. It’s just that both are really, really forgettable. ESPN did put a clip on YouTube with the headline “Paolo Banchero: I’m the best overall player in the NBA Draft | NBA Countdown” but I think I’m the only who will remember it and that’s only because I’m flapping my arms and squawking not because there was anything bad per se, but because there was nothing really good, either.
First of all, I’m not sure why it matters if Banchero thinks he should be the number one overall pick. He’s not going to be making that decision. The team that holds the top draft pick — in this case Orlando — is. Here’s a much better question: “How important is it for you to be the number one overall pick?” This would actually give an idea of the stakes for Banchero. What does this actually mean to him? Asking him why he should go number one is asking Banchero to tell us how others should see him. Asking Banchero how important it would be go number one is asking him to tell us about his feelings, something that’s much more likely to produce an interesting answer.
The point here isn’t to question Greenberg’s overall competence because I don’t. He’s as versatile a host as there is in the game, and anyone else in the industry has something to learn from the way he teases ahead to content. What I want to point out not just how we fail to maximize opportunities to generate interesting content, but why. Interviews are a staple of the sports-media industry. We rely on these interviews as both primary content that will be consumed directly, and as the genesis for our own opinions and reaction yet for all that importance we spend very little time thinking about the kind of answer this question is likely to produce.
The Client Just Said YES, Now What?
We should spend as much time on what we will do after the client says YES.
One of the most significant moments in radio sales is when the client agrees to your proposal and says YES. But, when they do say YES, do you know what’s next? We better have an answer!
We spend a lot of time getting ready for clients with research, spec spots (thank you, radio sales trainer Chris Lytle-go to 22:30), proposals, and meetings. All of our focus is on getting the client to say YES. We should spend as much time on what we will do after the client says YES. For example, getting newer sales reps to sell annual advertising contracts would be ideal for building a list. They would have less pressure, more job security, and could spend more time making the advertising work for their clients. But, since most newer reps don’t know the business yet, they don’t bite off more than they can chew and sell a package of the month.
When a client says yes to the weight loss promotion, it’s pretty clear how to write the ads, what the promos will say, etc. BUT, if a newer sales rep starts selling annual contracts to a direct local client who needs a resource, how will that work? Let’s make sure we paint the picture right upfront. More experienced reps know that they need to assume the client will say YES to the weight loss promo and have a plan accordingly.
They have the next steps to building copy and promos, a credit app or credit card payment form, and any other detail the client must provide. But, when we ask a direct local client for an annual advertising contract, watch out! You have just made a partnership. Why not lay out, upfront, what that will look like. And I understand not every local client needs the same level of service.
A car dealer has the factories pushing quarterly promotions, agencies producing ads, and in-house marketing directors pulling it all together sometimes. Other clients need your help in promotions, copywriting, or idea generation. Make a plan upfront with your client about when you will meet to discuss the next quarter’s ad program. Include your station’s promotions or inventory for football and basketball season, a summer NTR event, digital testimonials with on-air talent, etc., in your annual proposal. Go out as far as you can and show what you have to offer to the client and how you can execute it. This exercise is good for you and, once mastered, guides the client on how you will take care of them after the sale. It also opens your eyes to what it takes to have a successful client partnership inside and outside the station.
Media Noise – Episode 74
This week, Demetri is joined by Ian Casselberry and Ryan Brown. Demetri talks about the NBA Draft getting an ABC simulcast, Ian talks about Patrick Beverley’s breakout week on TV, and Ryan reminds us that Tom Brady may be the star, but Kevin Burkhardt is the story we shouldn’t forget.