Great breaks achieve a positive strategic goal back to the show. They communicate, both in content and presentation, something about the show plot. Breaks which score are real, relevant, and fun. They earn you valuable images. Here are some breaks by Reynolds Group shows which achieve this.

MOJO Rachel at the Store

Mojo in the MorningRadio is one of the best mediums to tell a story because we can paint pictures with words, tone, and emotion.  Want to truly understand the value of telling a story?  Tell one well to listeners and stop halfway.  They’ll ask that you finish it.  They won’t if you cough out facts, figures, metrics, and lists.  That’s the power of stories.  In this segment on MOJO in the Morning, Channel 95.5, Detroit, Rachel tells a story about waiting on line at a retail establishment.  Her story has wonderful twists and turns, totally defines her, and is exceptionally captivating.  Mojo also finds way to involve listeners in the process, making this short break have multiple dimensions to keep those just tuning in completely engaged.

WQYK Talks to Luke Bryan

Dave & VeronicaOne thing to learn when interviewing a top celebrity is to prep, but also be prepared to organically go where the interview leads you.  A few weeks ago, Dave and Veronica, WQYK, Tampa talked to Luke Bryan, who was coming on to sell concert tickets.  Early in the interview, they played for him Veronica doing a hip hop version of a Luke song used in another feature. Luke was so mesmerized by the creative that he took the interview to other places.  Instead of being married to their list of questions, they willingly followed Luke.  What ensued was a silly, fun interview which highlighted not only our team, but Luke’s sense of humor.  A win all the way around – very entertaining for the audience and, as a result, Luke probably sold more concert tickets!

KSON – John Gets a Tattoo, KHTH – Jonah is Adpoted

John & TammyStacey K & JonahThis week we’re going to talk about preserving the natural reaction.  Oftentimes, you don’t want to share too much with your team off the air out of fear the best and most natural reaction will come in that conversation and it will be difficult to recreate.  These are almost always gut calls the others involved will react better if they don’t know where the story is going.  This takes chemistry and a trust that the people you’re telling will not only have a reaction, but will have a good one.

In the two audio segments below, John from John and Tammy, KSON, San Diego, calls his mother to tell her he committed the cardinal sin…he got a tattoo.  

In the second clip, Jonah, from Stacey K and Jonah, HOT 101.7, Santa Rosa, CA admits to something very few know about him, that he’s adopted.

WNOU Rachel’s Trainer

Kyle & RachelThere’s nothing more fun than real life.  That’s what listeners are most looking for when they turn on a morning show.  They want to be around people like them, who can be honest in a fun way.  At Kyle and Rachel, Radio NOW, Indianapolis, Rachel was having some “issues” with her personal trainer.  Kyle wanted to hear the trainer’s take on the problems so they got him on the phone.  One thing to note in this break – listen to all the drama.  These moments of drama are what draw the listener in and gives the team its best chance to create humor.

KYGO What Are They Talking About

Ryno & JacksonGames on morning shows work best if people in cars listening can play along (it’s why “Wheel of Fortune” is America’s most popular game).   Ryno and Jackson, KYGO, Denver play “What Are They Talking About” where they bleep the topic from audio of a celebrity on TV.  The listener has to guess what they’re talking about.  It sounds naughty but isn’t, and you don’t have to have seen the TV show to play along.

WQYK Dave Heywood (Lady A) Interview

Dave & VeronicaThey say interviews in PPM don’t work, which is nonsense.  Bad interviews don’t work but entertaining ones do.  Dave and Veronica, WQYK, Tampa understand that when they do an interview, the person they’re talking to has an agenda – to sell something.  Their agenda is to entertain the audience, which is what they do in this interview with Dave Heywood from Lady Antebellum.

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