A Patriotic Tune-Up For Your Station

A couple of weeks ago I was flying in to a market visit and sat next to a soldier on his way home to Middle America for some R&R. During the flight, we conversed about his experiences in deployment. He shared with me that it had been about a calendar year since he had been home, and that it might likely be another calendar year before the next time he could visit his family. Needless to say, he was really looking forward to his 15-day break from the Afghan desert.

I expressed empathy and sympathy for his situation, and was struck by his response: "It's part of the job I signed up to do."

"Patriotism"

The soldier's response didn't just show me he had a great deal of it. It got me thinking that mine, at least as it applies to my professional radio life, might be waning a bit. And I felt bad about that.

Looking Back ...

... it didn't seem like all that long ago that even Rhythm and Pop-heavy radio stations would throw in "God Bless The U.S.A." and our National Anthem. Nobody batted an eye at that in late 2001 and in 2002. 2003 brought on "Support Our Troops" activity on radio stations of all sizes, shapes, and formats.

2004?

Well, 2004 seemed to bring on ... a little bit less of all that stuff. Ditto 2005. This year? Even some of our proudest American Country stations have been phasing-out the red, white, and blue backdrop or interlace from their logos.

I'm Not Sure Where It All Went

But I can't help but wonder if the upcoming 4th of July holiday might give us all a reason to inject a little more of it into the fabric of our stations, because this year has had as many of life's little challenges to the American experience as just about any other. And because no matter what your format, if Americans listen to your station, patriotism is always compatible with your format ... and because patriotism is always cool ... and because patriotism never goes out of style.

This 4th Of July

You may choose to put your radio station on autopilot and send everybody home. Hopefully, you'll be a little more active and reflect the many social opportunities that a nice, long, 4-day weekend brings to your audience.

Whether your listeners will travel by airplane to a vacation hot-spot, or travel by foot to the local park, I bet they'll respond favorably to your efforts to help them appreciate the freedom which lets them do either.

And whether they'll be eating lamb and duck off the Bellagio buffet, or hot dogs off the grill in their own back yard, I'm certain you can get them to feel just a bit warm and fuzzy on the inside when you remind them that they can only do either (or neither) because of their freedom.

Some Idea Sparklers

...and think-about topics to help you set off some explosions of colorful emotional connection with your audience over the upcoming 4th of July weekend:

1. Still Cool To Support The Troops

In fact, they need our love and support now, more than ever, because the number of troops deployed abroad is at about the same level as when we all were moving quick to do this stuff back in 2003. The difference? We're not all moving so quickly to do this, so a little bit of activity will be noticed, and mean a lot more to those it's intended for.

Remember, whether you're pro- war, anti-war, or indifferent, supporting our troops is compatible with both your personal and your station's professional beliefs. These people hang out in the 120 degree desert and get shot at so that you and I don't have to. The least we can do is give them a "thumbs up" every once in a while.

2. Support Military Families

Some troops will argue that these people have the hardest job of all. And since they live right here in our communities and listen to our radio stations, let's make their lives a little easier by making sure they know that they are still in our thoughts and prayers.

You know what stations generally do this the least? CHR, Rhythmic, and Hot AC stations. But most military wives, fiancés, and girlfriends are ages 19-28. What stations do you think they are listening to?

3. Promote Unity

The immigration issue, among other things, has sent ripples through many of our communities, and not just those in the South and West. Back in the 1700's, the people we thank today for building this country learned that we couldn't achieve our "Independence" without "Interdependence" on Americans of many different beliefs, heritages, and backgrounds. That's a message that still rings true today.

4. Promote Optimism

The first part of 2006 has brought challenges in the form of lost jobs and/or economic uncertainty to radio listeners in a number of markets. If this strikes a chord within your community, your connection opportunity might be to allow your neighbors to let one another know they care.

A big part of this American Dream we will be celebrating on July 4th is knowing that we have the freedom and opportunity to try to make it all better for ourselves and for each other. We just sometimes need a little reminder, that's all.

If It Makes You Feel "Fuzzy"...

...or tingly. If it makes you think, smile, or maybe even cry a little bit, odds are, it's emotionally powerful. It's what keeps our end users coming back to radio time and time again. Let's make sure we give them what they want. And display some red, white, and blue this 4th of July...

(Beyond the beer cans and Rocket Pops at the picnic!)