Beyond Powerful Radio is a complete guide to becoming a powerful broadcast communicator on radio or internet! This how-to cookbook is for broadcasters who want to learn the craft and improve. This practical and easy-to-read book, filled with bullet lists, offers techniques to learn everything from how to produce and host a show, to news gathering, coverage of investigative and breaking stories, writing and delivering the commercial copy and selling the air time. With contributions from over 100 top experts across all broadcast fields, Beyond Powerful Radio offers techniques, advice and lessons to build original programming, for news, programming, talk shows, producers, citizen journalism, copy writing, sales, commercials, promotions, production, research, fundraising, and more.

Plus: Tips to assemble a winning team; to develop, build, and market your br∧ get your next job in broadcasting, effectively promote your product; increase sales; write and produce commercials; raise money with your station; deal with creative burnout and manage high ego talent; and to research and grow your audience.

Never be boring! Get, keep, and grow audiences through powerful personality, storytelling, and focus across any format. Tried-and-true broadcast techniques apply to the myriad forms of audio broadcast available today, including Web radio and podcasting. While the technology and delivery systems change, the one constant is content! Listeners, viewers, and surfers want to be entertained, informed, inspired, persuaded, and connected with powerful personalities, and storytellers.

A full Instructor Manual is available with complete lesson plans for broadcast instructors - course includes Audio Production/Radio Programming/Management/Broadcast Journalism. The Instructor Manual is available for download here: http://routledgetextbooks.com/textbooks/instructor_downloads

Beyond Powerful Radio is a complete guide to becoming a powerful broadcast communicator on radio or internet! This how-to cookbook is for broadcasters who want to learn the craft and improve. In this practical and easy-to-read book, filled with bullet lists, offers techniques to learn everything from how to produce and host a show, to news gathering, coverage of investigative and breaking stories, writing and delivering the commercial copy and selling the air time. With contributions from over 100 top experts across all broadcast fields, Beyond Powerful Radio offers techniques, advice and lessons to build original programming, for news, programming, talk shows, producers, citizen journalism, copyrighting, sales, commercials, promotions, production, research, fundraising, and more.

Table of contents provided by Syndetics

Foreword (p. xiii)
Introduction (p. xv)
Part I Tools: Creating Content for Any Platform (p. 1)
1 Creating Powerful Content-No Longer ôJust Radioö (p. 3)
2 Are You a Generator or a Reactor? (p. 9)
3 Personality Radio & Morning Shows (p. 13)
4 From Rock to Talk (and For Anyone Who Wants to Do a Talk Show) (p. 23)
5 Local vs. National Programming (p. 41)
6 Performance & Formatics (p. 45)
7 Finding & Developing Talent (p. 65)
8 Airchecking (p. 83)
9 High-Ego Talent (p. 119)
10 Avoiding Burnout (p. 123)
11 Show Prep (p. 131)
12 Producers-Facing the Blank Page (p. 149)
13 Radio Talk Shows (p. 159)
14 Call Screening (p. 167)
15 Interview Techniques-for Journalists, Talk Hosts & Music Personalities (p. 179)
16 Public Service Announcements (p. 187)
Part II Storytelling & Voice (p. 191)
17 Becoming a Powerful Storyteller (p. 193)
18 Your Voice-Improving Your Instrument (p. 207)
Part III Creating Powerful News (p. 217)
19 Creating Powerful News (p. 219)
20 In Case of Emergency (p. 237)
21 Citizen Journalism (p. 253)
22 Traffic & Weather Together (p. 259)
23 Newswriting (p. 265)
24 News Anchoring (p. 275)
25 Multi-version News (p. 283)
26 Integrating News & Talk for Radio, TV & the Web (p. 297)
27 Integrating Radio & TV News (p. 307)
Part IV Working Across Multi-Platforms (p. 313)
28 Audio Communication Across Multiple Delivery Platforms: Broadcasting, Streaming, Video, Social Media, Podcasting, & Beyond... (p. 315)
Part V Marketing Content (p. 341)
29 Promotion (p. 343)
30 Branding-Building the Brand Beyond Radio (p. 373)
Part VI Making Money (p. 387)
31 Sales & Commercials (p. 389)
32 Fundraising & Giving (p. 425)
Part VII Understanding the Audience (p. 445)
33 LifeStage Demographics (p. 447)
34 Research (p. 461)
Part VIII Final Notes (p. 475)
35 Final Notes (p. 477)
Acknowledgements (p. 479)
Permissions (p. 483)
Resources (p. 483)
About the Author (p. 489)
Index (p. 491)

Author notes provided by Syndetics

International broadcast consultant Valerie Geller is president of Geller Media International. An in demand speaker, Geller presents Creating Powerful Radio and TV/ Digital Media seminars/ workshops. She also coaches individual talent - on-air personalities and producers and works with newsrooms throughout the world. As a trainer/consultant, Geller, the former program director of WABC radio in New York, has worked with more than 500 stations in 35 countries. Her clients include the BBC in the UK, The ABC in Australia, CBS and NPR in the USA. Beyond Powerful Radio is her fourth book.