Dealing With Tragedy: Tips for Radio

When tragedy strikes, radio station and personalities must respond. In the past few days, three shooting tragedies have struck a festival in Northern California, a Walmart in El Paso and a vibrant night club area in Dayton, OH.

Knowing exactly what should be done and how to address it on the air is hard.  Longtime Personality Coach and consultant Tracy Johnson on Sunday released tips on what station should consider when addressing any tragedy.

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Johnson states how to respond depends on format, personality and role.  Regardless, every station should find a way to deal with it, because your audience is talking about it.

⏩ Personalities Tips:

• Unless news is your business, don't cover it as a news event. You can't win the news cycle with updates. And for most of you, that's not what the audience is using you for.
• Most should not try to solve a problem or get too deep into legislation or what can be done to prevent future tragedies. There are exceptions to this, but be careful here.
• Perhaps the best approach is the simplest. Be an outlet for listeners to call and respond. Allowing the listener community to mourn with you.
• Don't be overly emotional, unless it is an authentic and genuine response. And if you truly have something to say.
• Unless you're in the Dayton or El Paso area, stay in format. The audience is affected emotionally, but this should not change how you perform your show.
• Find a unique entry point when talking bout it. For example, "Will the shooting in El Paso cause you to shop online more?", or, "Will you substitute club night for game night at home?"
• As Mr. Rogers told us, "Look for the helpers" and tell their stories. This may seem trite or simple in the face of tragedy, but it works. Your audience probably can use a dose of good news.

⏩ Programming Tips:

• Depending how close you are to the tragedies, you probably don't need to adjust features, games, contests or games. Stay in format.
• If you are a news station, this is THE story. Everything else is secondary. That doesn't mean it's the only story to cover, but it s the most important, most emotional story.
• Want to make an impact? This is dramatic. Each hour, at the top of the hour, dedicate a moment of silence...one second for each victim. You could pause for for those who died or for for all who were killed or injured. That's a long time, but it makes a statement. And it may be all you need to do to connect with the audience

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