‘Why Live Radio is the future’ — a conversation with Wendy Pilmer

Bio: Wendy is a trainer and consultant who works with the world’s leading broadcasters in implementing strategy and managing change. In the past, she has worked extensively with BBC Radio Stations as network manager, head of presentation and executive producer.

Website: http://www.wendypilmer.com/

Points discussed in class:

While the industry is focused on podcasts, live radio brings in a different dimension to the conversation of where audio storytelling is headed.

1. There is a perception that linear radio is dying out. However, in bringing out raw opinions, it has been proven to be most effective. (Example: Brexit and a conversation on the Jeremy Vine show had indications of the vote outcome. So radio not only pushes public opinion forward, but also serves as a more effective revelation of unheard voices)
2. Identifying the personalities of radio. A significant reason why people are comfortable speaking their minds on live radio is if they feel comfortable with the presenter. Hence, identifying a personality that is radiant, open and has the ability to put people at ease is as important as technical specifics such as good quality audio.
3. When picking subject matter, there are a few points that work in bringing relevant stories to local audiences. Topicality (Topical talking points), personality, locality and people stories should all be based on interactivity so that when someone dials in, they feel fully engaged and will hence be willing to contribute.

Question:

What is the biggest change that occurs when translating audio storytelling to less economically developed countries or different cultures?

Answer: Figuring out the way in which different cultures communicate is the first step to understanding how to adjust format according to place. The example given was that of Afghanistan, where the first few minutes of a conversation tends to begin with inquiring about family, welfare and small talk. This would translate onto radio when people would call in. In this case, the presenter would figure out a way to politely but firmly urge the person to get to the point while acknowledging the delicate cultural habit.

Other points to think of:

1. In what way does a producer plan audience strategy before producing the content for the show?
2. When you say media strategy and audience engagement, what exactly does that mean?
3. What is that process like?

What Wendy is listening to:

• This American Life “the gold standard”
• “The Run-Up” from the New York Times.