It’s amazing how radio stations almost always take on the personality traits of the program director. The PD’s character radiates through the brand. That’s not a bad thing, but it introduces challenges in creating a station with character. It’s particularly clear in station promos. Great programmers show their character while delivering marketing messages. It’s a balance of plot vs emotion.

In this article, I share the challenge of crafting effective promos that communicate brand values and drive activity. Including:

  • What plot vs emotion means.
  • An explanation of a brand’s plot with examples from promo guru Graeme Newell.
  • A plot analysis of television promos that can make radio promos better.
  • Understanding how emotion fits into the promo.
  • Applying plot vs emotion on the air.
  • Examples of radio promos that nail it!

Balancing Plot vs Emotion


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