{"id":555,"date":"2018-04-04T04:36:26","date_gmt":"2018-04-03T18:36:26","guid":{"rendered":"http:\/\/www.bprworld.com\/?p=555"},"modified":"2018-06-14T12:38:37","modified_gmt":"2018-06-14T02:38:37","slug":"10-ways-a-radio-station-can-win-audience-trust","status":"publish","type":"post","link":"http:\/\/bprworld.com\/de\/news\/10-ways-a-radio-station-can-win-audience-trust\/","title":{"rendered":"10 Ways A Radio Station Can Win Audience Trust"},"content":{"rendered":"

by Fred Jacobs, Jacobs Media Strategies, 10 January 2018<\/em><\/p>\n

Editor\u2019s Note:\u00a0 From time to time every radio station has a crisis involving its audience or advertising clients.\u00a0 Even the most conscientious operator cannot anticipate every potential problem.\u00a0 How you prepare for and manage a crisis is critically important.<\/em><\/p>\n

 <\/p>\n

We are living in a time when despite having access to just about everything via the Internet, our trust in institutions and companies is at an all-time low. More and more consumers are leery of businesses and their promises. \u201cFake news\u201d charges are commonplace.<\/p>\n

 <\/p>\n

We worry about the legitimacy of charity appeals, in spite of those compelling images of abused animals or starving children. And despite the openness of social media we have become sceptical of much that we encounter on Facebook, Twitter, and other platforms.<\/p>\n

 <\/p>\n

Financial and consumer credit reporting companies along with major retail brands have been hacked, causing us to fret about the security of our data and personal information \u2013 not to mention our identities. And we now know that foreign governments have become especially adept at manipulating posts and tweets, a topic of current debate and consternation worldwide.<\/p>\n

 <\/p>\n

Brands, institutions, and personalities are not exempt from the trust issue. Who do we believe? Who\u2019s lying? And who is clumsily trying to cover it up? The biggest and best are not immune. In fact, the most powerful may be even more vulnerable when there is mistrust or a major scandal brewing. \u00a0Even Apple.<\/p>\n

 <\/p>\n

\"\"<\/p>\n

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Apple\u2019s troubles began late in 2017 when they revealed their iOS updates had the unintended consequence of sapping battery life. Now if you carry around an iPhone, you know that keeping them charged is an on-going challenge, exacerbated by owning an older model. Many believe that battery life declined with each software update. \u00a0\u00a0Finally Apple confirmed those fears.<\/p>\n

 <\/p>\n

The outrage against Apple was palpable \u2013 online, in the media, and even in the form of class action lawsuits accusing the company of purposely making its older phones run poorly. By the time Apple got around to explaining the phenomenon, the damage was already done.<\/p>\n

 <\/p>\n

In France, prosecutors are now investigating the Apple over alleged \u201cdeception and planned obsolescence\u201d of their products. \u00a0AP News reports that similar lawsuits have been filed in Israel as well.<\/p>\n

 <\/p>\n

Apple has made a sincere effort to rectify the situation, dropping its price of replacement batteries from $79 to $29. And yet, the outrage continues.\u00a0 Apple\u2019s woes are a lesson to all brand managers about the fragility of reputation and what can be done to prevent these debacles and embarrassments from happening in the first place.<\/p>\n

 <\/p>\n

Forbes writer Davia Temin laid out an incisive series of recovery strategies for Apple in a recent article. Not surprisingly, they also apply to brands that interface with the public \u2013 including radio stations and the companies that own them.<\/p>\n

 <\/p>\n

Here is the list \u2013 with my modifications, edits, and commentary:<\/p>\n

 <\/p>\n

    \n
  1. Get ahead of problems<\/em><\/strong><\/li>\n<\/ol>\n

    This is good advice, no matter the industry. As we have seen many times in political and corporate scandals, the truth usually has a way of emerging. \u00a0It is hard to hide a problem or a scandal for any length of time. \u00a0Rather than wait for someone else to openly publicize your company\u2019s errors, be pro-active. \u00a0Hoping that the problem will \u201cjust go away\u201d becomes more remote with the passage of time.<\/p>\n

     <\/p>\n

      \n
    1. Examine unpopular policies or practices<\/em><\/strong><\/li>\n<\/ol>\n

      It is not hard to know when a brand does something that angers customers \u2013 whether it is playing too many commercials, having arcane contest rules or forcing unwanted software updates onto users. \u00a0Many companies have policies that aren\u2019t especially popular with their customer base. \u00a0Identify and address problems before they become public OR get addressed by the competition.<\/p>\n

       <\/p>\n

        \n
      1. Apologize when necessary<\/em><\/strong><\/li>\n<\/ol>\n

        Sometimes, there is no way out but to say you\u2019re sorry and do what you can to fix the problem. As more and more stations jump into event marketing, unfortunate things will happen \u2013 bad weather, a musical artist who does not show up, physical injuries, etc.\u00a0 The same is true for on-air mistakes that upset listeners.\u00a0 Ignoring an offended listener can be as serious as not addressing their issue in the first place.<\/p>\n

         <\/p>\n

          \n
        1. Fix it before it is too late<\/em><\/strong><\/li>\n<\/ol>\n

          If you have to offer a solution do it before circumstances force you to do so.<\/p>\n

          It is better to address an issue on your own rather than wait for the situation to become so overwhelming that you have no choice.<\/p>\n

           <\/p>\n

            \n
          1. Arrogance and stubbornness are never the right attitudes<\/em><\/strong><\/li>\n<\/ol>\n

            The manner in which you have previously interacted with your listeners is a major determinant of how they will react when something truly goes wrong. \u00a0I believe in \u201ctrust chips.\u201d If you have been consistently honest with the audience or advertisers, they may be less likely to turn on you.<\/p>\n

             <\/p>\n

              \n
            1. Connect with your customers<\/em><\/strong><\/li>\n<\/ol>\n

              A steady line of positive communication with listeners \u2013 via social media, the email club, at events \u2013 can truly be helpful during a crisis. Social media has amplified everything \u2013 good reviews and bad ones. Losing control of a situation on Facebook or Twitter can have calamitous results for your brand. Stations that positively interact with listeners have an advantage when things get wrong.<\/p>\n

               <\/p>\n

                \n
              1. Empower your employees to make things right <\/em><\/strong><\/li>\n<\/ol>\n

                Waiting for a problem to work its way to upper management suggests that the problem may have been around for a while. Within limits, of course, give your people \u2013 moderators, salespeople \u2013 some latitude to offer a solution before it gets out of control.<\/p>\n

                 <\/p>\n

                  \n
                1. Listen to your staffers \u2013 they are your early warning system <\/em><\/strong><\/li>\n<\/ol>\n

                  Whether it\u2019s the receptionist at the front desk, a moderator answering the studio lines or customers at sales remotes, feedback is important. And it could alert you to the beginning of a bigger problem. If you are told that the offending issue has only generated \u201ca handful of negative emails,\u201d think of it like a 10x situation \u2013 probably ten times that many people share those feelings.<\/p>\n

                   <\/p>\n

                    \n
                  1. Respond to every complaint <\/em><\/strong><\/li>\n<\/ol>\n

                    Only truly motivated or very angry listeners take the time to find your contact info on the website and dash off an negative email. \u00a0Respect listener or advertiser complaints and deal with them all. \u00a0Experienced programmers know that an offended listener often wants a sympathetic ear and a logical and truthful explanation for what has angered them.<\/p>\n

                     <\/p>\n

                      \n
                    1. Crisis Management<\/em><\/strong><\/li>\n<\/ol>\n

                      Many companies have plans in place in the event of a global crisis or a local calamity. Similarly you should have contingency plans for policy or operational problems. No brand can claim invulnerability. Everyone is susceptible. \u00a0Plan ahead. \u00a0We need to have a crisis management system in place for when things go badly.<\/p>\n

                       <\/p>\n

                      The \u201ctrust bar\u201d is being raised as I write this post. Brands, managers, personalities, and CEOs will be tested. Careers and companies can be won, lost, and salvaged during these critical moments. If it can happen to a great brand like Apple, it can happen to anyone.<\/p>\n

                       <\/p>\n

                      Trust me on this.<\/p>\n

                       <\/p>\n

                      Article reposted with permission from Jacobs Media<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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