There’s something special about great radio stations locked into their communities. The audience can feel the connection when a station has a vibe. Being uniquely local is one of the four IZES of personality radio. The others are energize, supersize, and personalize. Every personality can localize content if they take it seriously and make it a habit. Here’s how.
How to Localize
Saying you’re local and being local are very different things. Being local is more than just saying, “Live and Local.” It’s a commitment to sound like the community.
It starts by being authentic and natural. You’ve probably heard stations that insert a local suburb in promos and claim that is how they localize. That isn’t quite it, either. Commit to judging local content as you would for any other material.
Step One: Know Your Community
Start the process by understanding your market and ensuring everyone on the team has experienced the important aspects of the city. Here are a few questions to get you started:
What are the general physical characteristics of the market?
Where do you take tourists who visit?
What is the city best known for?
When friends from out of town talk about the city, what do they say first?
What are the market’s flaws and quirks?
Who are the market’s most important athletes? Teams? Politicians? Celebrities?
What do local residents celebrate?
How do they unwind and relax in their spare time?
That’s just a start. Add to this list some of the questions here.
