It started off as a completely innocent Sunday, which, you married men know, meant an afternoon Target trip with my wife. Earlier in the day, I was texting with Demetri Ravanos about the grind of doing sports radio during football season. That also included talking about Oklahoma’s loss in Bedlam to Oklahoma State. OU’s loss the night before meant I wouldn’t be doing a pre or post-game show on conference championship weekend. Football season was essentially coming to a close for me.
And then it hit. First it was a text from Cody Stoots of ESPN 97.5 in Houston. I’m good friends with Cody and respect his knowledge of college football, so it surprised me when he texted, “Oh no. Bummer about Lincoln. Coaching searches are fun though!”
Wait, didn’t Cody hear Lincoln Riley adamantly say he wasn’t going to LSU just hours before? He’s a smart guy. What’s he talking about?
I checked Twitter on a hunch. That’s when the madness officially started. I immediately knew it was true. We rushed out of Target. My crazy Sunday was just getting started. I cut an instant reaction video for my station’s Twitter page, where we have a sponsored segment called Sooners in 60. It’s a social media video that entails analysis and updates on everything OU. I uploaded it shortly after detailing my initial shock that Lincoln Riley was headed to USC. I couldn’t believe it. It was a complete shock to everyone.
As I kept my eyes on Twitter, I realized a reaction video wasn’t enough. That’s when Josh Helmer and I decided to record a 15-minute podcast on the breaking news. So via cell phone and in the front seat of the car, I gave my thoughts on the shocking development. But just as quickly as it uploaded, we realized we needed to do more. Our listeners deserved that.
Management at the station came together and realized we needed to get on the air. Granted, the postgame show the night before didn’t end until midnight, which meant Helmer and I would have to jump right back on the air, but this was too critical of a time to not be active. Especially since other stations in the market were rallying and getting people on the air. I had been looking forward to a calm Sunday, but I couldn’t be on the sidelines for this. Helmer didn’t want that either. We found a time that worked and decided we’d stay on the air until the bosses told us to stop.
At 5:30pm on Sunday evening, we hit the 94.7 The Ref and Sportstalk 1400 airwaves without a real plan. Sure, we’d take calls, but this was a show about natural reaction and how we felt in the moment. So as Helmer bumped us in with “California Love” we unleashed our anger towards Lincoln Riley’s decision.
It’s an easy way to create compelling content in that moment. You’re playing to the audience and they’re deeply interested in the story. Helmer and I wanted to be real and genuine, which meant addressing the crazy rumors around Riley’s departure, and slamming him for some of the things that were starting to emerge. We were given total freedom by management, trusted to react as strongly as we saw fit. So we did. And so did a ton of callers and even other co-hosts at the station that hopped on. It was the most exciting 90 minutes of radio I’ve ever been a part of.
We looked up and it was 7:00. We couldn’t believe how quickly the time had gone by, but we had to shut it down, because the Cleveland Browns were playing the Baltimore Ravens on our airwaves in just 20 minutes. We’re the Oklahoma flagship for the Browns so honoring our commitment to our partners was important. That being said, we could have continued the show all night. The live, raw reaction was incredible.
We signed off and received a text from our owner, thanking us for hopping on with short notice. After giving up a Sunday to help with coverage, that simple message was greatly appreciated. The day of work was over, but we knew an incredible week was coming our way. It was about to become a dream content scenario for talk show hosts in a crazed college football market.
Monday morning came with great news from management. The emergency show on Sunday night received the highest streaming numbers in station history. They were tracked from our app. The first real coaching search at OU since 1998 was starting to show its benefits.
So, as a station, we did what everyone else would do. We decided to capitalize. Recently, our station launched a merch store that has t-shirts, beanies, hoodies, etc.. Each have our logo on it, as well as special items that center around show hosts and OU game results. In all of the madness, former OU head coach Bob Stoops stepped in as the interim head coach for the upcoming bowl game. He’s always been beloved by the fan base, but this was next level loyalty. And we decided to make a t-shirt about it.
‘Bob’s Got Our Back’ is what the t-shirt reads with a visor at the bottom. I created it via the Canva app in my car in the station parking lot before our Monday morning meetings. As you can imagine, they’ve sold very quickly.
Monday’s day of radio was filled with anger towards Lincoln Riley, and excitement about who the next head coach will be. There was even a press conference that featured Stoops firing up the fans and ensuring everyone the program was going to be just fine. Sure, just two days before, an epic game between in-state schools broke out, but there was barely a mention of it. The bigger story had overtaken the actual game. It seemed like everyone in the state was listening to sports talk radio on Monday. I can’t speak for the other two stations in the market, but our listenership was so high, we maxed out the number of online listeners we could have via our app. We scrambled to find a way to expand the number of people that could listen to our stream at the same time. Thank God we did.
The past few days have been awesome. Sure, it’s meant endless time on the phone and exchanging texts with various people to try and chase the story, but any sports radio host during a coaching search should absolutely love the attention. We’ve set records at the station and listenership isn’t going down anytime soon. Plus, our social media following has boomed since Sunday morning.
The exciting part is that this story isn’t just a two-day fling. Anger towards Riley hasn’t stopped, nor will it, anytime soon, and the search for the next head coach has brought an incredible amount of interest. Madness happened on Sunday afternoon and it won’t stop until a new head coach is hired.
Ok, now I have to go. I think Brent Venables or Matt Rhule is about to be named the next head coach at Oklahoma. And yes, we have a t-shirt ready to go if that happens.
Asking The Right Questions Helps Create Interesting Content
Asking questions that can get a subject to talk about their feelings is a much better way to get an interesting answer.
When ESPN’s Mike Greenberg interviewed Paolo Banchero in the lead-up to the NBA lottery on Tuesday, he asked what I’ve concluded is the single most maddening question that can be asked of any athlete preparing for any draft.
“Why do you believe you should be No. 1 pick in the NBA Draft?” Greenberg said.
Before I point out exactly why I have such a visceral reaction to such a harmless question, I want to point out the positives because Greenberg’s question avoids some of the most common pitfalls:
1) It is an actual question. That’s not as automatic as you think given the number of poor souls who are handed a microphone and say to their subject, “Talk about (whatever issue they want a quote or a sound bite on).” This is the mark of an amateur, creating the opening for an uncooperative subject to slam the door by saying, “What do you want me to say?”
2) Greenberg’s question can not be answered with a yes or a no. Questions that start with the word “Can you …” or “Did you …” may sound like they’re tough questions for the subject, but they’re actually fairly easy if the subject wants to offer an answer. Now, most interview subjects won’t take that one-word exit, but some will in a touchy situation.
The problem with Greenberg’s question has to do with the result. Why do we ask questions of the athletes we cover? Seriously. That’s not rhetorical. What’s the goal? It’s to get interesting answers. At least that’s the hope whether it’s for a quote that will be included in a story, a sound bite to be replayed later or — like in this situation — during an interview that is airing live. The question should be engineered to elicit interesting content, and there was very little chance that the question Greenberg asked Banchero was going to produce anything close to that.
I know that because I have heard some version of this question asked hundreds of times. That’s not an exaggeration. I attended the NFL scouting combine annually for a number of years, and if a player wasn’t asked why he should be the first overall pick, he’d get asked why he should be a first-round pick or why he should be one of the first players chosen at his position. Never — in all that time — have I ever heard what would be considered an interesting or informative answer. In my experience, players tend to talk in incredibly general terms about their own abilities and then seek to compliment their peers in an effort to avoid coming off as cocky.
Here’s how Banchero answered Greenberg’s question: “Yeah, thank you all for having me, first off., I feel like I’m the number one pick in the draft because I’m the best overall player. I feel like I check all the boxes whether it’s being a great teammate, being the star player or doing whatever the coach needs. I’ve been a winner my whole life. Won everywhere I’ve went, and when I get to the NBA, that’s going to be the same goal for me. So just combining all those things, and knowing what I have to work on to be better is a formula for me.”
There’s nothing wrong with answer just as there was nothing wrong with the question. It’s just that both are really, really forgettable. ESPN did put a clip on YouTube with the headline “Paolo Banchero: I’m the best overall player in the NBA Draft | NBA Countdown” but I think I’m the only who will remember it and that’s only because I’m flapping my arms and squawking not because there was anything bad per se, but because there was nothing really good, either.
First of all, I’m not sure why it matters if Banchero thinks he should be the number one overall pick. He’s not going to be making that decision. The team that holds the top draft pick — in this case Orlando — is. Here’s a much better question: “How important is it for you to be the number one overall pick?” This would actually give an idea of the stakes for Banchero. What does this actually mean to him? Asking him why he should go number one is asking Banchero to tell us how others should see him. Asking Banchero how important it would be go number one is asking him to tell us about his feelings, something that’s much more likely to produce an interesting answer.
The point here isn’t to question Greenberg’s overall competence because I don’t. He’s as versatile a host as there is in the game, and anyone else in the industry has something to learn from the way he teases ahead to content. What I want to point out not just how we fail to maximize opportunities to generate interesting content, but why. Interviews are a staple of the sports-media industry. We rely on these interviews as both primary content that will be consumed directly, and as the genesis for our own opinions and reaction yet for all that importance we spend very little time thinking about the kind of answer this question is likely to produce.
The Client Just Said YES, Now What?
We should spend as much time on what we will do after the client says YES.
One of the most significant moments in radio sales is when the client agrees to your proposal and says YES. But, when they do say YES, do you know what’s next? We better have an answer!
We spend a lot of time getting ready for clients with research, spec spots (thank you, radio sales trainer Chris Lytle-go to 22:30), proposals, and meetings. All of our focus is on getting the client to say YES. We should spend as much time on what we will do after the client says YES. For example, getting newer sales reps to sell annual advertising contracts would be ideal for building a list. They would have less pressure, more job security, and could spend more time making the advertising work for their clients. But, since most newer reps don’t know the business yet, they don’t bite off more than they can chew and sell a package of the month.
When a client says yes to the weight loss promotion, it’s pretty clear how to write the ads, what the promos will say, etc. BUT, if a newer sales rep starts selling annual contracts to a direct local client who needs a resource, how will that work? Let’s make sure we paint the picture right upfront. More experienced reps know that they need to assume the client will say YES to the weight loss promo and have a plan accordingly.
They have the next steps to building copy and promos, a credit app or credit card payment form, and any other detail the client must provide. But, when we ask a direct local client for an annual advertising contract, watch out! You have just made a partnership. Why not lay out, upfront, what that will look like. And I understand not every local client needs the same level of service.
A car dealer has the factories pushing quarterly promotions, agencies producing ads, and in-house marketing directors pulling it all together sometimes. Other clients need your help in promotions, copywriting, or idea generation. Make a plan upfront with your client about when you will meet to discuss the next quarter’s ad program. Include your station’s promotions or inventory for football and basketball season, a summer NTR event, digital testimonials with on-air talent, etc., in your annual proposal. Go out as far as you can and show what you have to offer to the client and how you can execute it. This exercise is good for you and, once mastered, guides the client on how you will take care of them after the sale. It also opens your eyes to what it takes to have a successful client partnership inside and outside the station.
Media Noise – Episode 74
This week, Demetri is joined by Ian Casselberry and Ryan Brown. Demetri talks about the NBA Draft getting an ABC simulcast, Ian talks about Patrick Beverley’s breakout week on TV, and Ryan reminds us that Tom Brady may be the star, but Kevin Burkhardt is the story we shouldn’t forget.