His blog is titled "The Way I See It" and he and I see it the same way when it comes to doing commercial appearances:
I think they are a great way to billboard your station, (as long as there are tons of banners and the vehicle is parked in a highly visible place) meet listeners and welcome new ones. Most PD’s despise remotes and consider them a tune out. I don’t agree. It’s the client’s :60 commercial. If you weren’t doing the remote break (where you have total control over what goes into that break) traffic would fill the :60 with something else. Most likely something you don’t have control over. Look at remotes as another :60 seconds that you can control. With proper guidance and coaching they don’t have to be a tune out.
My personal top four of his nine tips to make remotes entertaining content:
- Try not to do the breaks via cell phone. Take a laptop and do them in Audition then FTP them back to the station.
- Edit the break down before it goes on the air. If you have to interview the client, edit them down and make sure it’s the best :60 seconds. Not only does this benefit the station, it also benefits the client.
- If you have a street team/interns with you on location, don’t talk about them being there or put them on the air. Nobody cares.
- Focus on the benefits for the listener. Keep the message focused and brief. Your job is to get people to stop by. You don’t do that with a laundry list of things going on. A long list doesn’t make it sound any more exciting. Things the listener cares about will make it more exciting. Find the biggest benefits and promote those.