BROADCASTING PART 2
Last time I shared to you that RELEVANCE of content is essential to effective broadcasting. And we started with the importance of research in developing the broadcaster’s content. Now, let’s talk about another important aspect of making a relevant broadcast content and this is the skill to RELATE to our audience.
Whether doing news, commentary, documentary, music or entertainment broadcasts, relating to our target audience is very necessary. How do we relate to our audience? Assuming you have done your research on their profile, you would now know the “language” that they are comfortable with. In relating to our audience, we have to speak their “language” or they will tune out soon if we speak in other “tongues”. Our audience may understand the words that we say but our diction will sustain longer attention if we refrain from using jargons. It is unnecessary to use words that are very specific to a trade just to impress our audience. We relate better to them when we use words or sentences that make our audience comfortable listening to us.
You may note that I used quotation marks when I mentioned language, the reason being it goes beyond verbal. Non-verbal ways to communicate in broadcasting involves our tones, pitch, our choice of music and sound effects, and specifically for video contents, body language, our choice of clothes, the graphic designs and background. All of these elements must blend with our overall intent to communicate our main idea to our audience so we relate to them. In my more than 20 years of broadcast experience, I still find myself learning a lot along this line. You may find it rewarding and fulfilling to invest in yourself here..
For example, you’ll be able to relate to your audience as you deliver entertainment news by being, as implied, entertaining with your voice. Whether on radio or on camera, having a pleasant or smiling face affects our speaking and our audience will feel if we are genuinely into our subject matter or not. Doing an interview with the Prime Minister on a global crisis issue necessitates that we project a more formal, inquisitive but objective posture and use appropriate words to achieve similar intentions. Presenting headline news in a tabloid broadcast format maybe a bit more emotional or giving an intro to a pop music artist may use contemporary words as opposed to presenting Piano Sonata No. 1 Opus 2 No. 1 by Ludwig van Beethoven to an audience of ABC’s Classic.
Then there’s “heart language”. This one goes beyond mere reporting or presenting and may need a separate discussion. It is being in the situation of our audience that make us share in their experience. A good feedback from the audience would be “the broadcaster understands me and my situation” in the overall broadcast content using heart language.
Broadcasting is building relationship with our audience. They may or may not be expecting our bias depending upon our specific journalism but regardless, we cannot do away with the importance of relating with them to sustain their attention and even action and participation in response to our broadcast.
Researching to substantiate our content and relating to our target audience are essential to become relevant and effective in broadcasting.