RADIO BROADCASTING : Part 1
PLANNING – For teams / program producers / local sponsors
PURPOSE-AIM –Why do you want a radio program? What do you want it to do?
GOALS/OBJECTIVES – “What are the objectives?” In a language program context, radio should become a tool to accomplish language program goals. It should never be an end in itself. Before investing time and money to produce a radio program, think it through. Ask yourself, “Is it to inform,educate, entertain or change attitudes? “Then one needs to ask, “Who is the audience?” Are they adults, children, bilinguals, monolinguals,Catholics, or evangelicals? What are the interests and felt needs of the target audience? How do they live and think?
STRATEGY – “How are you going to reach your goals and objectives?” Once you have decided what you want to accomplish, you need to formulate a radio strategy. You need to have short and long-range plans. You need to investigate which kind of transmission is best to reach your intended audience. Is it AM, FM or SW? What frequencies are best? What radio stations in the area can provide this service? What will the cost be? What economic, material and human resources are in place and what more is needed? You will also need strategy on how you are going to “get” your audience. More importantly, how will you encourage them to keep listening. Make a plan for getting feedback from them.
PROGRAMMING – The ideal program responds to the interests and felt needs of the audience. Think of the content of your program. Will it include culture, health, literacy, news, music, Scripture reading, etc.? Which presentations and formats will communicate the message most effectively? Is your aim, for example, to raise the prestige of the language and culture? If so, what kind of presentation will best accomplish that purpose? “Spots” are an excellent way to advertise the program and gain an audience. Try thirty-second spots, ten times a day, preceding your “once-a-week” program. Remember, spots are economical, too.
COMPLEMENTARY MATERIALS – What other materials do you need for follow-up to make your programs more effective? Perhaps you will need books, literature, posters, spots, gifts, etc. If you are promoting literacy or have a “read-along” program segment, what printed materials are needed? How will people get them? Perhaps hymnbooks should be available. Listeners can learn songs that are used on the program and sing along. Perhaps the radio program could be tied into a video show or content.
EVALUATION – You will want to be sure that your programs are achieving the set goals. Therefore, you must develop some methods for evaluating their effectiveness. You need to have feedback! For example, who is listening to the program? How many? How would you evaluate their level of interest? What do they think about the topics? Are there changes they would like to have? Evaluations can be accomplished in many ways. Visit villages or the radio station. Engage in correspondence, polls or the sale of Scripture materials.
COMMUNICATION PRINCIPLES – Information for program producers /announcers
1. Know what you want to communicate and why. Decide the best way to do it. What results do you
want to see accomplished among the listeners?
2. Choose the medium that is most appropriate to communicate that message. Mediums could include reading, teaching, preaching or drama.
3. Consider the audience and their frame of reference. What is their cultural background?
How do they feel about themselves? What do they need to know? Are they open to receive that
information? Will it be beneficial for them? What are their interests and felt needs?
4. Practice the virtues of good communication: Speak the truth. Be warm and personal, precise and clear.
5. Eliminate from the program all criticism and prejudice that could be offensive or cause divisions.
Otherwise you might lose your audience. Be positive, not negative!
6. Affirm your audience. Encourage and build them up with love.
7. Involve your audience.