FREE CHECKLIST: Tips to Inspire Viewer Trust and Loyalty
Fueled by anxiety over the pandemic, racial unrest, and the January 6 Capitol riot, local news viewing skyrocketed in 2020 and early 2021 – especially among viewing groups who previously had been disinterested.
With staffers stranded at home, local news organizations reduced their dependence on production formula to get their newscasts on the air. The result was both coverage and formatting driven more by the demands of the day and less by premeditated template.
Now, the challenge for us is: “How can we help news talent anchor report in ways that will keep these “new” viewers engaged and watching, even as life returns to something more normal? How do we deliver the news in ways that will continue to earn their trust and inspire their loyalty?”
This guide is designed to help you and your on-air team answer those questions.
Authenticity starts with preparation and, from a delivery standpoint, extends to dynamics like body language and vocal affect. You must know what it takes to actually be authentic – not simply appear authentic. It is a state of mind as much as it is technique, and research has demonstrated the viewers clearly know the difference..
We know from research that viewers are especially aware of the voice – and that it is key to their ability to distinguish authenticity. The words you choose are important, but it is much more than that. It’s what your voice communicates about you as much as it is about what it communicates about the story you’re telling.
The effect of movement and body language on other aspects of delivery – how you look, how you sound, even how your brain works – is profound. When you know how to manage your doing authentically, chances are you’ll communicate authentically in other ways as well.
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