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The challenge for the 2006 election season is to write radio
scripts that touch the heart and not deflect off the shield that
surrounds the soul of most voters. The conditioning of the mind
has been evolving since the first political radio commercials.
The challenge for the writer is obvious. Be subtle in the
approach. The days of overt name calling or shouting the
candidates name in hopes of making an impression with the voters
is over. With so many listening options outside the commercial
radio market, candidates and special interest groups will demand
much more from the writers than before.
Scott Radio (www.scottradio.com) a radio political voice and
script writing organization conducted a survey of over five
hundred radio listeners in a quest to understand the mindset or
comfort zone of the average radio listener. Some of the
discoveries were as follows: First, the tolerance level for
commercials is eroding. Fifty percent of those surveyed stated
that they have a quick "trigger" to avoid commercials. Second,
the survey revealed that for political radio advertising
specifically, the over saturation by candidates during the
campaign is reason enough to avoid commercial radio. Finally,
the research shows that candidate bashing is what the cable news
shows do each day in such detail that for a candidate to spend
time on the negative issue radio advertising in pointless. The
content of the commercial usually outdated. The American public
is now quick to find resolution to an issue. They no longer wait
for someone else to assess guilt or innocence. They frame their
opinion and only when presented overwhelming evidence to the
contrary do they waiver. They take pride in being stubborn on
political issues, because they can be.
To spend money advertising issues or negative commentary about
an opponent now runs the risk of being old copy, as the voter
has most likely formed an opinion before the commercial is
produced. By the time the political attack ads make the
commercial rotation, a new issue will have surfaced. There is a
much better way. scottradio.com has discovered it.
About the author:
Scott Perreault is a radio and narration voice veteran with over
twenty years of broadcasting and voice work experience. From the
writing, production and development of radio campaigns to the
recording of a two-hour audio book, Scott has experienced many
facets of the voice business. Scott resides in both California
and Minnesota. By the age of thrity-three Scott was one of the
youngest radio station General Managers in the nation.
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