What radio teaches about gaining an audience

Communication projects are born of the need to tell something to someone, which is why one looks for “how to win an audience.” So, the types of publication are several. In that sense, they can be for a restricted audience, in the case of a house organ, which is a “company newspaper,” for a niche of subscribers, or broadcast, when one goes to networks, radio and television.

Joke tellers are invariably good communicators. That is why I like to stay around them at family gatherings. When they embroider the simple, they capture my attention. The best ones I have heard are improbable. “A nun was on the road holding a basket of chicks…”

On the other hand, being good at anecdotes does not mean lasting success in personal or business communication projects. Famous YouTube and Instagram profiles tend to have an expiry date when they do not professionalize.

First, projects of brands, platforms, or politicians are communication projects.

In addition, journalism school radio classes present three fundamental aspects for building an audience. Let us borrow the idea from radio, because it serves broadly.

How to gain an audience

In other words, a communication project needs an opportunity to appear.

Repetition

I often see stillborns. They are of the type “from today on I will post environmental law tips,” and the next post does not exist. A striking project has to show its face repeatedly.

Periodicity

And not only show its face repeatedly, there has to be a reasonable interval between publications. In other words, a newsletter sent every two weeks has a better chance of success than one sent solely at the sender’s whim.

Each time the publication is kept alive, with sacred periodicity, a little trust from the audience is deposited in that project. How to gain an audience? Grain by grain…

Look

Photojournalism professor André Zielonka jokes that “mastering depth of field is what separates photographers from mortals.” I agree with him that mastering the look makes a marked difference between little projects and projects. A lyric by Herbert Vianna admits to resorting to a pamphleteering speech while his stupidity has a birthday (paraphrased).

Finally, the clothing, the speech, the quality of the camera, the microphone, the set. These variables have to be controlled for a satisfactory result.