What is radio? A
communication tool/resource we use. Radio is personal and powerful. Radio continues to broadcast 24/7 through the
airwaves. Radio can be used positively
or negatively. Radio is everywhere.
When you about sharing one-on-one. Your talking to a “friend”. Don’t use phrases that speak to the masses,
but use phrases that speak to the individual.
Radio is relational. Your
listeners feel that they have a “friendship” with you, the announcer. Even if you are having a bad day, the
listener isn’t concerned about that, they want to connect with you. They want to connect with something that
understands where they are at. Listeners
don’t want to feel like they are the “masses”.

² You only have to
talk to one person. Radio is a one –to-one
medium.
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