The drain of the art.

Making things look easy is the gift of a skilled artist and practitioner. Invariably those things are NOT in fact easy, but the person doing them is so skilled and talented that they make it look effortless.

Whilst not everything is like that, the art of communicating in an audio-only form on radio (or podcasts) is certainly one of them. “It’s only talking” is a phrase uttered by a few who underestimate the skill that goes into making it sound easy. Often you find out just how much skill is involved when you hear a poor execution, (or you try it yourself and realise it’s not as easy as it seems).

This is something which was buzzing around my mind over the last few weeks or so, but then a social media post caught my eye and brought it to mind again. Let me explain.

Something which is a basic fact about audio communication (by which I mean radio and podcasts specifically), and differentiates it from other forms of media like TV or film, is that it is a “one-to-one” medium. There might be millions of people listening all at once, but they are all listening ONE AT A TIME, individually. In reality that’s also the case if people are listening at the same place, in a room, factory etc. Their listening experience takes place individually. There can be shared elements when in such a setting, but the vast majority of listening is individual. More than that, the perception of radio (and podcasts) is that it is more personal. Whilst the output might actually have a few producers, presenters, maybe writers (depending on format), the listener perception is that it is just the radio presenter alone putting together the programme. TV and film is different and the audience understand that there has to be camera operators, directors, producers etc. It’s not a solo performance. Even with the many years of scheduled music and no presenter free choice, listeners still believe that the presenter pretty much picks the songs they play.

Radio people, brought up through the world of media and radio, know this as a basic truth. It manifests itself in the choice of language and the words used. The legendary radio consultant, Valarie Gellar has spent the majority of her career talking about the use of the word, YOU. “You” is powerful and important, and is distinct from “ALL OF YOU”, which is about a group of people. Radio (and podcasts) are one to one as I have said, and so you are talking to ONE person, and so YOU.

One of the immediate tell-tale signs that someone has either come from another media, or not been trained or understands the power of the medium, is when they say, “Hello everyone”. It screams to everyone that you are not talking to ME. The best way to explain it and demonstrate it is to think of what it might be like in a different setting. As we know, radio is talking to people one to one, it’s like the person in the radio is in the room with you. Imagine for a moment that they actually were. How weird would it be if you are sitting alone in your car, and someone got in and said, “hello everyone”. You would probably look around into the back seat to see who they were talking to! On radio (and in podcasts) it’s very similar… and by “very similar” I mean IT IS EXACTLY LIKE THAT!

The concern that bubbles away in my mind is this- why is nobody telling people this? How can someone go on air and do this without it being explained? Is it possible that those responsible for the output don’t know? Are the basic skills, the fabric which makes radio and audio powerful being eroded? The danger is that these small things become the norm, and we lose some of the potency of the medium. That’s not being overly dramatic, it is how quality falls away when the details that create success are allowed to evaporate.

It’s a basic thing for a reason, and its part of the foundation of communication to know your audience.