KBA WEEKLY NEWSLETTER

October 21, 2021

POYNTER: POWERFUL STORYTELLING

WEBINAR PART 1 IS TODAY @ 12:00 PM ET

KBA presents the following journalism webinars from the Poynter Institute. The webinars are scheduled from 12-1 PM Eastern and provided free to KBA member stations.

Powerful Storytelling Part 1 (10/21/2021)

Finding and developing compelling characters
Finding sharp story focus
What goes where in the story and why
How to make words and video work seamless together even when you have limited video
How to spot soundbites that deeply connect with viewers

Powerful Storytelling Part 2 (11/4/2021)

The eight motivators that make any story more interesting
Getting beyond the obvious to the more important “why” of the story
The power of the Ladder of Abstraction (how to make interesting stories important and important stories interesting)
Sentence structure that makes information unforgettable
Navigating the friction between creative storytelling and clear storytelling

NABJ CONFERENCE ADDED TO KBA REIMBURSEMENT OPPORTUNITIES

KBA's Board of Directors voted yesterday to add the National Association of Black Journalist Conference to the continuing eduction reimbursement program. Upon completion of the online post-conference reimbursement form, member station attendees will receive up to a $1,000 reimbursement for registration, transportation, lodging and meals.

LEARN MORE ABOUT KBA REIMBURSEMENTS

MIDWEST BROADCAST & MULTIMEDIA TECHNOLOGY CONFERENCE POSTPONED

As we have prepared for the conference, it has become apparent that we cannot host an in-person event that delivers an outstanding experience for our attendees, our exhibitors, and our speakers. The challenges of the current environment have left us with too many uncertainties to present a meaningful in-person event.

While we are disappointed not to be able to conduct this year’s conference, we would be more disappointed about an event that falls short of what you have come to expect. We do not feel that converting the program to a virtual event would serve as a satisfactory substitute for the in-person networking between attendees and exhibitors that has become a hallmark of our conference. We plan to convene the 2022 conference in person, and we’ll be back in touch with additional details as they are confirmed.

LBS PRESENTS WEYLAND WEDNESDAYS

OCTOBER 27TH @ 12:00 PM ET

TODAY'S UNCONVENTIONAL APPROACH TO RETAIL AND

PROFESSIONAL SERVICES AD SELLING SUCCESS!

We all know how important the Christmas season and other year-ending holiday sales are to our advertiser's bottom line. Now is the perfect time for broadcasters to expand their selling opportunities, and Paul will challenge us and show us how! A refreshing approach is to lead our clients from an unhealthy seasonal dependency to ongoing marketing success. We can do this by educating consumers on how to benefit and gain value year-round. Be prepared to have your traditional mindset rattled, and you'll be more successful because of it!

CHECK A VET SEEKS YOUR ASSISTANCE WITH NEW RADIO PSA

Check A Vet, an organization who's mission is to prevent Veteran suicide by raising public awareness and calling upon American citizens to meaningfully and routinely engage veterans, is asking KBA member radio stations to please consider airing a new :30 public service announcement.

To learn more about Check A Vet, visit their website HERE.

CLICK HERE TO DOWNLOAD NEW PSA

JEFF SCHMIDT'S SALES TIP OF THE WEEK

ARE YOU A BELIEVER?

Sales is the transfer of belief from seller to buyer; when the transfer is complete, the sale is made, and the business relationship begins. (Tweet that J)

In selling radio advertising there have always been distractions. Shiny new “things” that grab the attention of our clients and prospects. One of the positives that has come out of COVID-19 is the amount of research that has been conducted on media consumption, reach, and engagement. (See rab.com) Radio wins, again, as it has consistently for years. At the same time, everywhere sellers turn there is an attack on their belief in radio.

The number one thing that a radio seller must possess to be successful is belief. Do they truly believe in what they are selling? I dare argue that belief is beyond even skill and intellect. This week I had the opportunity to coach a seller from Calgary, Alberta Canada. She was sharing how she lost a sale to a company that was going to start up their advertising again as things move forward and the client chose Adwords instead of her proposal. In theory, Adwords could substantiate the value for the client, and she had nothing similar to prove the effectiveness of radio. (“Except the last hundred years or so of clients having success,” was my thought). It was clear that she needed an infusion of belief in the product she was selling.

If you’re a sales manager, the best gift you can give to your sellers is building their belief in the effectiveness and power of advertising and marketing radio as a medium and its effectiveness as an ROI-generating advertising strategy as part of an integrated, multi-platform plan. Each week in your sales meetings you could be sharing research, sharing success stories of current clients. The media attention trying to shake seller belief is fierce. It’s our job to push back with facts, figures, stories, and case studies. Facts, figures, and case studies help you build the stories that build belief for sellers and clients.

Your belief in radio will be transferred to your sellers; your sellers’ belief will be transferred to clients, and we will continue to have a measurable, sustainable impact on the bottom line of our customers everywhere.

Are you a believer? Visit RAB.com and go to the “Radio Facts” tab. You could literally spend all day in that one section of the website building belief. A good story requires good content. At RAB.com you will find more than enough ways to help build your belief and the belief of your sellers.

It all starts with belief. Are you a believer?

Jeff Schmidt is the SVP of Professional Development at the Radio Advertising Bureau. You can also connect with him by email JSchmidt@rab.com or on Twitter and LinkedIn.