Media outlets have learned to use the power of Breaking News. Today, even the most ordinary stories are labeled as major events. In many cases, it’s overdone to the point of being ignored. However, issuing alerts and warnings works to increase attention and create a sense of urgency. Breaking News is an easy and smart way to build suspense to what will be presented if you use it to your advantage.
The Breaking News Technique
Used properly, Breaking News acts as a tease to convey that something important is coming. Perhaps a new development or a fresh angle on a relevant topic exists. The term often frames content as being more important than just saying, “This just in…” or “Here’s the latest on…” or “In other news…”.
While that phrase may be overused, it’s much better than the opposite: failing to excite the audience or create top-of-mind awareness. Performers should learn the concept and strive to create the same sense of urgency by using the Breaking News technique, adding showbiz to otherwise ordinary material.
Apply this concept to most content, including something as simple as a weather forecast.
For example:
This just in: A new weekend forecast is not what you were expecting. Is it a good surprise or a bad surprise?
How long will you be stuck in traffic because of the on the accident on Highway 67? New information from the scene is good news for drivers.
Kim’s latest drama with Chloe has taken a surprising turn.
Breaking News, Alerts, and Warnings
Notice that this tactic isn’t about using the actual words breaking news, but about setting up the audience to pay closer attention. This can be achieved in many ways. For example, what is your first reaction when you see this on TV:
CAUTION: The following clip contains graphic images that may not be appropriate for all viewers. Viewer discretion is advised.
These warnings are not (usually) sensitive network precautions issued in the public interest. Instead, they are clever teases to ensure that nobody changes the channel. Most people interpret the message that “This is going to be good.” It piques your interest.
Some personalities on family-friendly stations that target adult women use this tactic. Disguised as being sensitive listeners with kids in the car, they stretch the boundaries with a listener alert.
When the show is about to do anything even slightly edgy, they precede it with a warning:
Okay, we know you’re probably driving to school with kids in the car right now, and we have to apologize in advance because Zippy is about to do something you may not want your kids to hear. if that’s going to bother you, you need to turn the radio down, turn it off, or even turn it to another station for the next 3 minutes or so. Then it’ll be safe to come back.
You might even suggest a station to tune to as an opportunity to position that station as boring. This was smart for three reasons:
Actual Warning: A disclaimer that you’re going to the “edge” defuses the complainers.
Subtle Positioning: By sending listeners to the “boring” station, it sends a subtle message that if listeners can’t handle what you’re doing, they are boring in a non-threatening way.
Tease: This creates curiosity for what is coming up. It’s like putting the “Caution” message on television. It doesn’t run listeners off. Instead, it causes those tuned in to turn it up.
It creates attention and a sense of urgency.
Conclusion
Radio needs to create more urgency. Adapting the Breaking News lessons and applying them carefully can be highly effective.
Just be sure to proceed with caution. If you start hyping every piece of content as Breaking News, the audience will soon become immune to the impact. It’ll be like the Boy Who Cried Wolf.
Pic designed by pikisuperstar for Freepik.com.
Tracy Johnson is a talent coach and programming consultant. He’s the President/CEO of Tracy Johnson Media Group. His book Morning Radio has been described as The Bible of Personality Radio and has been used by personalities worldwide.