1. Talk
Radio
Success
US
vs
Europe

2. “If
you
speak
into
any
microphone
anywhere
and
you
want
to
draw
a
crowd
this
is
for
you...”

3. The
Crowd
Basics
Secret
Sauce

4. The
Crowd
Basics
Secret
Sauce

8. Polly

10. Poland’s
Parliment

12. 1,000,000
Immigrants

13. Drawing
a
Crowd
“Wait
a
minute...”
They
got
curious.
And
their
willingness
to
follow
that
curiosity
changed
the
world,
in
ways
big
and
small.

14. The
Crowd
Basics
Secret
Sauce

15. Example:
Bill
Handel/Los
Angeles

19. Informative
Make
something
make
sense.
Explain
things.
Put
the
story
in
perspective.
You
say:
‘Here’s
the
thing...’
Your
listener
says:
‘WOW
I
had
no
idea...’

20. Entertaining
You
say
out
loud
what
other
people
are
thinking
and
not
saying.
Your
listener
says:
‘I
can’t
believe
she’s
just
saying
that
on
the
radio!’

21. Example:
Gilles
Tessier/Paris
Rebecca
is
with
us.
Rebecca,
please
tell
us
what
you
tried
to
do.
I
tried
to
poison
my
stepfather.
Because
my
mother
leB
my
dad
to
go
to
live
with
him.
And
I
can't
stand
it.
I
can't
stand
that
my
mother
wants
to
make
her
life
with
him.
OK.
When
did
it
start,
this
story.
5
years
ago.
I
was
16
when
it
happened.
And
4
months
ago,
I
tried
to
poison
him.
How
did
you
do
it?
One
morning
I
put
something
in
his
coffee.
What
substance?
Mercury
Oula!
So
you
researched
this
first?
Looked
it
up
on
the
internet?
In
fact
I
was
at
my
real
father’s
house
and
took
some
random
thing
because
I
knew
it
was
dangerous.
That’s
it.
So,
be
careful
of
what
you
can
keep
in
your
wardrobe
when
you
have
teens
at
home
and
when
your
woman
leB
you
for
someone
else
because,
as
you
can
see
it
can
be
used
in
some
ways
that
you
could
not
imagine.

22. The
Crowd
Basics
Secret
Sauce

23. 30
Seconds
If
you
hook
them
in
less
than
30
seconds,
they
stay
for
the
whole
segment.
Don’t
grab
them,
and
they
come
and
go
with
or
without
changing
the
station.

24. Example:
Alejandro
Villalvazo/Mexico
Bars!
We’re
going
to
just
say
it
like
that!
Could
you
ever
have
imagined??
No
one
would
have
ever
imagined,
ever
thought
that
they’d
see
huge
fall
of
a
monster
like
Elba
Esther
Gordillo.
We
never
thought
we’d
be
saying
the
words,
giving
the
news:
“In
jail,
Elba
Esther
Gordillo”.
A
very
powerful
woman.
A
woman
who
for
more
than
20
years
enjoyed
the
riches
of
power,
thanks
to
her
labor
union.
A
labor
union
that
had
close
rela`ons
with
past
presidents.
A
woman
who
liked
to
show
off,
no?.
A
woman
who
hid
none
of
it,
wasn’t
afraid
to
be
seen
with
the
best
clothing,
the
best
shoes,
the
best
bags.
And
her
surgeries,
and
her
homes!
She
never
hid
any
of
it.
Ever!
And
today,
she
is
in
jail.

25. Speak
Frankly
Be
respectful,
but
be
clear
in
saying
what
you
believe,
and
in
showing
your
disbelief.

26. Example:
James
Whale/London
From
what
I
can
remember
from
my
school
days
Christ
wanted
everybody
to
sort
of
give
away
all
their
finery
and
everything
else.
Why
has
the
Catholic
Church
held
on
to
all
this
finery,
all
this
money,
all
this
gold,
all
this
treasure?
I
mean
why
do
they
surround
themselves
with
this?
Well
James
the
Kingdom
of
God
has
to
be
financed
just
like
every
other
kingdom.
You
can’t
survive
without
money.
And
as
for
the
sort
of
“finery”
as
you
call
it,
if
we
go
back
to
the
old
testament,
when
God
entrusted
the
building
of
the
temple
at
Jerusalem
to
Solomon,
the
highest
specifica`ons
were
used.
Nothing
was
too
good
or
too
beau`ful
to
use
in
the
service
of
God
And
the
vestments
whatever
we
use,
the
gold
and
silver
plate
that
we
use
at
the
mass...
these
are
signs
of
affec`on,
love,
and
adora`on
for
God.
Aaaaah,
right.
OK...
So
we’re
not
sort
of
flaun`ng
our
wealth.
No,
no
I
must
have
misunderstood
that
obviously...

27. Calls
Their
only
value
is
to
make
you
look
good.
They
cause
you
to
react
and
be
funnier
or
be
more
informative.
Keep
them
short,
have
a
call
screener
direct
them.

28. Sense
of
Humor
Be
prepared
to
laugh
at
yourself
Look
for
the
absurd
Have
just
enough
fearlessness

29. Example:
Jon
Stewart/New
York

30. Interviews
Interviews
are
like
calls.
You
are
turning
your
show
over
to
amateurs.
Get
to
the
good
stuff
in
the
first
few
seconds
Interview
victims,
witnesses,
owners.

31. Example:
Peter
Tilden/Los
Angeles
You’re
one
of
thirty-­‐three
Golden
Gate
Bridge
jump
survivors.
Is
that
number
s=ll
correct?
That
number
is
correct
And
less
than
2%
of
the
people
who
survived
the
jump
have
even
regained
full
mobility.
Are
you
100%?
I’m
100%
I
just
get
a
lot
of
back
pain.
So
you
drove
to
the
bridge.
By
yourself?
Actually
I
took
a
bus
there.
Wow
so
the
bus
stops
and
you
get
off
at
the
Golden
Gate
Bridge....
And
I
walk
toward
the
span
of
the
bridge.
I
walked
on
the
bridge
anywhere
between
30
and
40
minutes
crying,
sobbing,
tears,
waterfalls
out
of
my
eyes.
And
this
woman
approached
me.
And
I
thought
she
was
going
to
ask
me
if
I
was
OK.
I
thought
she
was
going
to
be
my
savior.
And
instead
she
said
in
some
kind
of
European
accent,
“will
you
take
my
picture”.
So
is
that
when
you
went,
right
aSer
the
photo?
Right
aSer
the
photo
she
walked
away,
I
thought
nobody
cares,
and
I
threw
myself
over
the
rail.
So
then
what
happens?
The
millisecond
of
freefall.
I
said
“what
have
I
just
done??”
Did
it
feel
like
an
eternity
un=l
you
hit
the
water?
Oh
my
God
it
was
so
fast.
What
happens
is
you
are
shocked
into
reality.
You
realize
you
did
not
want
to
die
but
now
you’re
going
to
and
now
there
is
nothing
you
can
do
to
turn
it
back.

32. Explain.
Have
humor.
Be
curious.
Be
fearless.