Talent Development--Reticular Activation

Often when doing an in-person talent clinic we discuss the term "reticular activation."

(Trust me, we’re going somewhere with this).

"Reticular" means net-like, and it’s a built-in brain mechanism that literally filters countless distractions that would otherwise invade our cerebral cortex: all sorts of transient noise coming from street traffic, an air conditioner, a furnace hum, or just chatter outside your office door.

If humans didn’t possess this built-in filter, we'd be hyper-stimulated and literally go mad.

The problem for many of us--including Radio talent--is that we become so “filtered” we don't take in much at all beyond our own constricted specialty. Reticular Activation is really quite amazing, expressed as follows.

Example:

Let's say you're at a party: lights are low with a soft din of 25-30 people, glasses tinkling, smooth jazz under it all and you're in one corner of the room. Someone's cloistered in the opposite corner (you're not particularly aware of them) UNTIL one member of the small group says your name, cutting through everything else. Or using another example, anyone who’s ever had a brand new infant at home tucks them into the crib several feet away from their bed and sleep ensues. Jets may soar overhead, mild lightening and thunder might pass through, yet everyone remains asleep. Suddenly, your newborn infant softly whimpers just once and you and spouse are alert and awake! This is “reticular activation” in practicum.

We encourage Radio talent to open their filter so as to soak up real life going by. The new parking garage on 5th and Main, Central High’s new coach, the person you met last night at the Chamber open house. I like to point out that Hall of Famer Ron Chapman's halcyon days at KVIL between the early 70's and the mid 90's were filled with Chapman mirroring-back to Dallas / Ft. Worth a never-ending picture of listeners and their lives in the Metroplex. If genius applies to radio talent, Chapman was a Rhodes Scholar. If Ron met someone tonight at an event, he wouldn't just drop their name tomorrow morning (anyone can do that) instead Ron filed it in his memory so that just when the perfect topic came up ten days hence, he'd off-handedly remark, "WELL, THAT'S JOE LAMONT’S SPECIALTY OVER AT PARKLAND HOSPITAL..."

Even applied in today’s context, legends like Ron Chapman, Bill Gardner, Magic Christian, Danny Nevereth and the late Rush Limbaugh all approached "show prep" simply by taking note of people, places, and life going by, then using it at just the right moment. Chapman for example might ramp a song, "HEY...ANYONE KNOW WHY THEY'RE PAINTING THAT NEW ARLINGTON WATER TOWER ORANGE?" then leaving it there; only to get a call 15 minutes later from a listener with a funny quip (which Ron often laid over a ramp).

Regardless of format, we urge you to do more name/place/event dropping in the context of your show; not in an obvious, predictable vernacular, but as slice-of-life content: "IF YOU'RE HEADED EAST ON DANIELS PARKWAY THIS MORNING…HOPE YOU REMEMBERED YOUR RAYBANS...THAT BRIGHT ORANGE THING COMMONLY REFERED TO AS “THE SUN” JUST PEEKED OVER THE HORIZON..."

Or, "FOR THE CREW ON 3RD FLOOR AT NORTH COLLIER WHO WANTED TO HEAR ONE REPUBLIC THIS MORNING..."

These techniques work for most talent’s stylistic approach and format to enhance their station's atmospherics; high-touch delivery never goes out of style. It may seem just a minor nuance but anytime you can grab more intimate listener attachment incorporating “civic chauvinism” you’ll be remembered for it!

No better opportunity than a Focus Group to vividly witness your listeners’ attachment