You’ve probably noticed, but the world moves fast, and information is coming at light speed. In a world where listeners have access to breaking news and instant updates before that next talk break comes on, radio’s ability to react to now is more important than ever.

In this article, I share new ideas on how personalities should react to emergencies and tragedies, including:

  • Why waiting to gather information no longer works. Personalities must simply react.
  • How updated information is far less valuable than a unique angle.
  • Programming and performing during  an emergency or tragedy is usually a ratings loser. Why that’s okay.

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