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Understanding Human Nature:
Posted on Nov 9, 2010 – by Marshall Johnson Sr
-on Linkedin “Broadcast Professional” blog

“Let me say first, I am not an expert on human nature. I am, however, a student of human kind. What Andrew Carnegie discovered and Napoleon Hill chronicled long ago, is that the human equation does not operate well or consistently with de-humanized organizations or technology. People relate to people who communicate their willingness to put, to some degree, their own interests behind others. People find it fruitless to talk to bricks. Bricks are useful, but its tough to relate to them on an emotional level.”

“When, we as broadcasters, forget the other humans involved in our business equation each day, we force our advertisers, supporters and listeners to make a choice; to vote yes or no with their brains and their hearts. Too many broadcast executives don’t clearly understand the human dynamic and appear as not caring. That misunderstanding is patent ignorance for the sake of organizational and financial efficiency. Farid Suleman, Lew Dickey and such, are not the future of broadcasting. That is because where they are taking the industry, there is only survival mode, not growth.

1) Broadcast content, or product, is the message we use to relate and connect to the brains and hearts of those who are our potential consumers and listeners. 2) Air talent are the messengers, not the message. 3) The technology is only the delivery systems for the message. Without the messenger to develop the “relate-able” message the whole process falls apart. As broadcasters, to be more effective, we must grow in the art of developing picture messages that relate to and engage people; humans. And, we must learn to more effectively use all three parts of the radio business system.

Without the help of humankind, can technology engage and relate to the hearts of listeners? The answer: no, not ever. That is precisely why the current “business” model of radio broadcasting is so broken. We have convinced ourselves, because of economics, it cannot be fixed.”

Editor’s note: As Part 15 hobby broadcasters, there is a lesson for all of us here. As we search for ways to keep our signal area as large as possible (and FCC compliant) with flea-powered transmitters, let’s not forget our target: Someone might be listening and they might have an opinion on “what” you are broadcasting. They can, and will, vote on whether they will return for more. Content (the message) is king. And at least one-third of our concern should be with our content and message. If not already, why not intentionally create local content that is unique and will bring the listener back for more? Yes, it will take extra time and effort and thought. We might have to actually meet face to face with our listener(s). Why not be accountable to your listener(s)? The targeted outcome will be one of the more exciting things you have ever done, guaranteed. -MJ