Booking the right guest

Listening to some podcasts, you can tell the guest has only been invited on because they're the presenter's mate.

Of course, great chemistry can make a great listen but only if they have an interesting take on the topic.

In radio and podcasting, the listener comes first in everything you do.

Understand your audience. Who would they most like to hear from? Who has the most engaging story to tell? Who has the most to say?

Don't just assume it's the person you'd most like to have a chat with. If it is, that's ideal!

The power of stunting

Greg James "failed to show up" to present the Radio 1 Breakfast Show this morning following last night's BRIT Awards and it's certainly got people talking.

His colleague, Adele Roberts, told listeners Greg was a "dirty little no-show" while his wife tweeted that he didn't come home after the ceremony.

"I know nothing"@scott_mills and @Chris_Stark discover what actually happened to @gregjames 👀

But there's still one question to answer... #WhosGotGreg? pic.twitter.com/ZsOdVfSPlq

— BBC Radio 1 (@BBCR1) February 19, 2020

Perfectly executed publicity stunt. #WhosGotGreg pic.twitter.com/Hibf5RYyf1

— Harrison RB (@HarrisonRBRadio) February 19, 2020

I'm surprised there isn't more stunting in radio these days. Who's Got Greg has generated a huge amount of press which is great for brand awareness.

Calm during the storm

A year ago, I wrote about the power of local radio when done well in the right area.

Firstly, I'm not bitter about consolidation in commercial radio as explained here. It was destined to happen.

We often talk about how the need for localness is diminishing as a result of today's instant access to news online. While this is true, it was never all about information.

Trusted journalism matters, especially in a crisis/major event, but it's just one aspect of great local radio. If this was all stations did, audiences would be miniscule.

People choose to listen because of the overall feel. Something interesting, entertaining, understanding, flying the flag for the area - and, fundamentally on a day like today, reassuring.

Extreme weather is just one example of a local station putting an arm around listeners; both one-to-one and as a team facing and taking on the same challenges.

While networks can use splits and bespoke news/presenter links for the worst affected areas, which is great (and I'm not of the view they will all do the bare minimum), local voices that share the above qualities provide a unique sense of community.

Is local a core element of your brand?

Why do we listen to our radio station(s) of choice? Because we know what they stand for and like what they primarily do.

The Capital brand is all about hit music and showbiz content and the average listener will tune in for exactly that, regardless of where the morning show comes from.

In fact, a better-resourced national breakfast show reaching millions of people is better for the brand as it attracts bigger guests. How does it make sense to get Dua Lipa into Leicester Square only for her to be heard in London and not by the 73% listening in other parts of the UK at that time?

For the likes of UKRD and Lincs FM Group, being authentically local is the core of their business in such a way that it's a reason to listen in itself. For others, it's more about sponsorship and promotions and to comply with Ofcom regulations.