During newscast critique sessions in broadcasting school, one instructor had a unique method of getting students to write and deliver the news effectively. After listening to a student's newscast on tape, he would say to the student, "Tell me the news!" Sometimes, he'd interject during a newscast with questions. "There's a proposal that would cut the sales tax on food?" he'd ask. "How will that affect me?" A student would answer, "If the tax cut is approved, St. Louis county residents can expect to save three percent on their grocery bills." "That doesn't sound like much," the instructor would reply. "My hand is on the door, and I'm about to leave. When might this go into effect, though?" "If approved on September 5, the measure will take effect on January 1," the student would answer. No other instructor at that school approached newscasts that way. It was an effective tactic, however, because it...
...forced students to anticipate questions listeners might have and answer them in their reports. As often as possible, a newscaster needs to inform or remind listeners of the relevance the news has or will have on their lives.
...made students deliver the news urgently and efficiently instead of passively and leisurely. A key part of any commercial broadcaster's goal should be to keep listeners tuned in as long as possible. If you picture the listener with a hand on the door, just about to leave, or about to punch another button on the car radio, it makes you hone your focus and speak with more authority.
...reminded students that they aren't just giving listeners the news to fulfill a public service requirement. They're informing listeners of news developments they might have missed otherwise.
The first time the instructor jumped in with questions and pretended he was about to leave the room, I thought his approach was a little overbearing. In retrospect, however, I think his approach was valid. Media consumers have so many options through which to get their news. His probing methods reminded students that effective newscasters deliver well-explained relevant stories, urgently and efficiently. In an era of so many sources, not all of which are credible, it's more important than ever for radio newscasters to be accurate, effective truth tellers.
