IT'S ALL FOR THE LISTENERS (AND OTHER CALL-IN TIPS)

Originally published in Current, Jan. 28, 2002
By Ken Mills and Steve Martin

# 1 Talk shows are not about the callers-they are about the listeners.

The cardinal rule of call-in talk is that broadcasters produce the program for the listeners. It is easy, but deceiving, to judge the success of a program by the number of callers and compliments from the callers. While it is nice to see blinking lights indicating callers wanting to talk, they constitute only a small portion of the audience. Remember that very few listeners will ever call a talk program.

#2 Callers are production elements as well as guests.

Consider the "radio value" of each of the callers. They need to be incorporated into the flow of the program. Pacing is crucial in talk radio. If the caller is not advancing the discussion or providing interesting information, move on to the next one.

#3 Re-establish the subject matter frequently.

Don't assume that the entire audience tuned in at the top of the show. On average, the audience turns over about every 40 minutes. Listeners tune in and out throughout the hour. Therefore, the topic and/or guest(s) should be reintroduced at least every 10-12 minutes. If a caller refers to something that was said more than a few minutes ago, the host should explain the reference.

#4 Don't let the callers hijack the program.

Call-in talk programs-especially during "open phones" periods-are particularly vulnerable to small groups of people who want to promote their own agendas. In extreme cases, these listeners may conspire to flood the phone lines or play other tricks. One of the call screener's chief duties is to guard against this type of manipulation.

#5 Focus on facts.

Call-in shows thrive on opinions. Sometimes callers state opinions as "facts" that are hard to quickly check or refute. Both the producer and host have to be on their toes. If a caller says something is a fact, ask for documentation. If the caller can't cite a reliable source, stop them from continuing the allegation. If the source is an unknown publication, tell the listener that the program's producer needs to check the source. When in doubt about the credibility of the listener, tell the listeners that the information may or may not be credible.

#6 No reading of texts.

Don't let the host or listeners read extended quotes. It is not only boring radio, but they may be quoting the source out of context. Don't read --- paraphrase.

#7 No "hellos" or "goodbyes."

Avoid lengthy greetings or exits. At the start of a call, simply say to the caller, "Jane, you are on WXYZ. . . ." or "Jane, what is your question for our guest?" This will move the caller away from the "Hi, how are you?" routine.

If callers start to repeat themselves, ask them to summarize their thoughts. Restate the question under discussion. Focus the conversation.

When you are done with each caller, fade down his or her audio channel. Avoid going back to callers to see if they are "satisfied with the answer." Have the producer say goodbye to a caller off air. Move on for the listeners.

#8 Don't try to squeeze in "just one more call."

If you have less than two minutes remaining in the program, chances are that the last caller will have to be cut off or rushed. Listeners may perceive this as rude or unprofessional.

#9 Not everyone belongs on the air.

Screeners, producers and hosts need to make radio judgments about callers as potential on-air voices. The key to getting articulate and interesting substance on the air is to put articulate and interesting callers on the air. Screeners and producers should ask callers to briefly state their views before they are chosen to go on the air. People who can't clearly summarize their opinions don't belong on the air.

# 10 Treat callers as you would want to be treated.

Make certain that screeners are kind but firm to all callers, including those who do not get on the air. If a caller is treated rudely, it will affect how they sound on the air.

# 11 Repeat Tip No. 1.

Call-in shows are for the listeners, not the host or the callers. Make great radio!