1 minute read

I was in the car last week when an announcer came on the radio and told me about an emerging news story coming out of Jakarta. In his words “it was all over social media and they would have the full details on the story in 20 minutes.”

Thanks for the tip.

My daughter was in the passenger seat and googled “Jakarta breaking news”-and faster than you can say “old media” the story was there in front of us.

Google 1-Radio 0

Radios strength has always been its sense of immediacy.

Immediate for your audience means RIGHT NOW.

Asking your audience to wait 20 minutes for the details on a story that “everyone is talking about on social media” is an eternity.

If you have important information that your audience needs to hear. Tell them RIGHT NOW.

Or don’t bother.