Imagine this. Your radio station goes away. Protests flood social media. People start petitions to get your station back. And get this; the people who start this movement are people who DON’T even listen to your station.

In the book “Deep and Wide,” Andy Stanley shares his hope that the church’s presence be good for the community, even viewed that way by those who don’t attend. He shares his desire that the church is seen as such a good neighbor that people would miss it if wasn’t there.

There is no better time than this current coronavirus pandemic for Christian radio to be a good neighbor.

In his book “Know What You’re For,” Jeff Henderson shares that most businesses see their customers as fans in the stands rooting for the business. His suggestion is transformative. Imagine your customers are on the field and you’re rooting for them.

We’re really good at talking about ourselves, how “real” we are, and what we want from our listeners (“help keep us on the air”), but frankly, we often fall short in demonstrating what our listeners and our local community mean to us.

I’ve heard some remarkable radio this past week.

I’ve heard stories of the helpers, whether those in hospitals and research labs, or those restocking grocery shelves late at night, or those knocking on a neighbor’s door to see if they are okay. (Our neighbor’s daughter is quarantined because she flew in from London).

I’ve heard radio stations stop what they usually do to put their “flag in the ground” and share faith in inspiring and practical ways.

“When the story of COVID-19 is just a story we tell let’s make sure our stories are stories worth telling.”

Andy Stanley

I’ve heard fresh perspectives in contrast to what is heard from mainstream media, perspectives that can actually be helpful to people.

When I was growing up there was a television station in Dallas that kicked off the 10 o’clock news with, “It’s ten o’clock. Do you know where your children are?”

Despite being an ABC affiliate, which was the third place network in those days, Channel 8 always dominated the news ratings. Many of their news anchors were on Channel 8 for decades!

Trust.

Trust is not impulsive. Trust can only be built over time. Trust is built with a mindset of a farmer, not that of a hunter. Plant, tend, plow, fertilize, weed, repeat. Build relationships and be there when they need you.

What is your station’s role while the Coronavirus is in the headlines and impacting your listeners’ daily lives?

Consider three things:

It’s simple. There are only two things in the design of a music radio station. There’s the music, and then there is everything that isn’t music. 💡

In the design of a successful station the music serves one purpose. The “everything but music” is designed for another purpose.

💡!

How a program director designs each will have a transformative impact on the station’s success.

Let’s talk about the everything else.

So, what did you do with your extra time on the extra day?

“How did it get so late so soon?
It’s night before it’s afternoon.
December is here before it’s June.
My goodness how the time has flewn.
How did it get so late so soon?”

Dr. Seuss

In our business time IS what we do. We sell time, we fill time, we announce the time. Whether our vernacular is “time spent listening” or “average weekly time exposed” we are in the business of time.

When was the last time someone did something for you?

When was the last time a business did something for you?

Now it gets harder. When was the last time a radio station did something for you?

In his book “Know What You’re For,” Jeff Henderson shares that most businesses see their customers as fans in the stands rooting for the business. His suggestion is transformative. Imagine your customers are on the field and you’re rooting for them.

We’re really good at talking about ourselves, how “real” we are, and what we want from our listeners (“help keep us on the air”), but we fall short in demonstrating what our listeners mean to us.

After a terrible 108-loss season, Baltimore Oriole players sent out thousands of handwritten thank you cards to every one of their season ticket holders.

Planet Fitness decorates their walls with encouragement to those working out. “You did something great today!”

We can all remember the first time someone said, “I love you.” (We can also painfully remember each time someone didn’t).

We are created to be known. From the early playground experiences of “Mommy, mommy, look at me,” to the moment you discovered the pretty girl knew your name.

“To be loved but not known is comforting but superficial. To be known and not loved is our greatest fear. But to be fully known and truly loved is, well, a lot like being loved by God. It is what we need more than anything.”

Timothy Keller

Being known means we’re valued, seen as special. Being known validates who were are, that we have worth.

Hallmark knows this.

“Listen at 7:20, 10:20, and 4:20 for the next three weeks and write down all the clues we call out. Then on the following Thursday be the 103rd caller when we announce the secret phrase and we’ll put you in a drawing for a chance to win. And if you go to our website you can download all the clues by clicking the tab labeled ‘Promotions,’ then scroll down to ‘February’s promotions’ and enter your loyal listener number which you can find on the back of the bumper sticker you can pick up at several of the 37 metro area Chick-fil-A restaurants. For a list of locations enter your zip code on the dropdown box in the far right corner, unless you’re browsing on your phone then it may appear on the bottom left. Not valid if listening online in Nevada.”

PLEASE! Sometimes we make listening so difficult.

Our format is either a bunch of songs that people don’t know by artists they’ve never heard of…

or…

… it is a format of stories and songs about the most important things in our lives.

The former results in a station with a one share. The latter results in a station that is a market leader.

Most radio stations aren’t really all that bad, but most aren’t all that good either. Even the ones that ARE good aren’t good all the time. An elite few are good most of time.

Stations that are good most of the time get that way by understanding the transformative power of CONSISTENCY.