Expert Columns

Ready or not, here they come! The holiday season is here. Time to start thinking about turkeys and pumpkin pie, Black Friday, Cyber Monday, Giving Tuesday and all the other fun stuff that happens during the month of November.

It's also one of your busiest times of the year, so here's a bit of holiday prep to give you a head start on planning show bits and conversation starters. Have fun!

Historical Information

The first Thanksgiving dinner (a 3 day celebration) was celebrated in 1621.

Thanksgiving Dinner

 According to Fox Business News:

• Americans will eat 46 million turkeys on Thanksgiving Day. Nearly half of those Turkeys come from Minnesota. (22 million)

• Favorite side dish? 31% of Americans prefer mashed potatoes.

• 95% of Americans spend Thanksgiving Day with family.

 Conversation Starters: Thanksgiving Day menus, favorite family dishes, where will you celebrate Thanksgiving this year?

 According to USA Today:

• The average American eats 4,500 calories on Thanksgiving Day.

• The Butterball Turkey Hotline (1-800-BUTTERBALL) answers more than 100,000 questions during the Thanksgiving season.

 Conversation Starters: Who do you call for advice about Thanksgiving dinner?

Holiday Shopping Facts &

 According to

• Americans spend an average of
$750 dollars on Christmas presents
each year.

• On average, consumers expect to receive 14 gifts during the holiday season

• Christmas trees equal big business during the holidays. Between 2006 and 2015, Americans spent 1.3 billion dollars on Christmas trees.

• Half of all Americans (50%) buy presents online.

 Conversation Starters: Do you budget for Christmas gifts, or are you an impulse buyer?

 Do you like one big gift or several small ones? Do you do live or artificial Christmas trees?  Funniest Christmas tree story? (Involving animals, decorations, mishaps that turned out ok?)

Bill Arbuckle CMW

Bill Arbuckle is a media and marketing pro with over twenty-five years experience in creating media promotions. You can connect with him at This email address is being protected from spambots. You need JavaScript enabled to view it.m.


Fox Business News Story:

USA Today Story:


How do you talk to your audience? Are they just “the audience”... or are they something more? Are they your best friends?
There's a big difference between the two. “The Audience” is a faceless someone who just happens to be scanning the dial and comes across your station. Your best friend is totally different.
Take a second to think about how you talk to your best friend. Is it a more personal conversation? More in-depth? Is there a level of trust? Of safety? There's a huge difference in how you talk to a best friend versus a group of nameless strangers.
European ad agency All 4 Comms describes the difference like this: “...people tend to pay much more attention to highly emotional, carefully crafted and personal messages which they can relate to, not to corporate information, packed with facts and statistics. The same is expected from media. They value real, personal stories with high emotional impact.” (, Top Communication Trends in 2017)
What if you started talking to your audience like you would talk to your best friend? No, you don't need to share your secrets … but you can create a level of trust and depth that invites people to listen, that lets them know you are someone who is invested in their lives.
On one hand, talking to the audience the way I talk to my best friend makes me feel a little vulnerable … on the other hand, maybe that's the point.
So what difference will it make if you start talking to your audience like they've a best friend? Will your audience respond? Will you grow as a communicator? Why not give it a try and see what happens.

Las Vegas: 58 concert attendees dead, 500 injured. Our nation's attention has been focused on the October 1 mass shooting. We've consumed hours of news coverage about the event, the victims, the shooter and the Las Vegas law enforcement personnel. But the one thing that hasn't received as much coverage is how the Las Vegas Metropolitan Police Department (LVMPD) connected with concert-goers and the community at large. Here's a quick look:
1) Active Social Media Channels: The LVMPD treated their Facebook and Twitter feeds as official communications outlets. The department Facebook and Twitter pages contained regular updates with information about ongoing investigations, updates on officers and news of importance. If you look at the pages, you'll find that the LVMPD's content rivals the content you'd see on a six-o'clock TV newscast. Social media is not an afterthought for the LVMPD. It's treated as an official communications channel.
2) The Right People: The individual – or team – running the LVMPD social media feeds knew how to handle communications during a crisis. The social media messages were timely and coordinated with real-time events (road closures, emergency info). It appears that the LVMPD invested time and training to make sure their social media team knew how to handle such an event.
3) Valuable Content: During the shooting, the LVMPD provided important content to concert-goers and the community. As already mentioned, users received information about emergency info and road closures. But there was much more content available on the social media pages: information about ongoing investigations, tips, contact info and community events. The strategy behind the social media content was thoughtfully planned.
Borrow a few ideas from the Las Vegas Metropolitan Police Department. Make sure your team knows how and what to include on your social media pages. Invest time showing them how the channels tie in to your on-air and community outreaches. And if you don't have a social media strategy, sit down and think through how you can tie your Facebook, Instagram and Twitter feeds to your on-air messages in order to make the most of your communications channels.
Take the time to invest in your team and tools today. Don't wait until you're dealing with a crisis.

This past week, the New York Times released social media guidelines for its reporters. The new guidelines are worth reading – and maybe even “borrowing – for your team. Here's a sample:
• “Our journalists should be especially mindful of appearing to take sides on issues that The Times is seeking to cover objectively.”
• “While you may think that your Facebook page, Twitter feed, Instagram, Snapchat or other social media accounts are private zones, separate from your role at The Times, in fact everything we post or 'like' online is to some degree public. And everything we do in public is likely to be associated with The Times.”
• “Always treat others with respect on social media. If a reader questions or criticizes our work or social media post, and you would like to respond, be thoughtful. Do not imply that the person hasn't carefully read your work.”
• “If the criticism is especially aggressive or inconsiderate, it's probably best to refrain from responding.”
• “Be transparent. If you tweeted an error or something inappropriate and wish to delete the tweet, be sure to quickly acknowledge the deletion in a subsequent tweet.”
(All quotes taken directly from The New York Times - “The Times Issues Social Media Guidelines for the Newsroom” - October 13, 2017)
Having written social media guidelines gives you and your team a standard to reference when selecting topics and comments to post. In our social media-obsessed world, it's worthwhile to have concrete guidelines to protect yourself, your team and your station from posting something that your audience may view offensive, inappropriate or politically charged. If you do not have social media guidelines in place, take a cue from the New York Times and set up standards for your team today.

When was the last time you read 174 newspapers … in a day?
That's how much data comes at us in a day's time: the equivalent of 174 newspapers.
Writing coach Ann Wylie recently explained how much information comes at us each and every day thanks to the internet. She quotes a study by the University of Southern California's Institute for Communications Technology Management that each day our world consumes more than:
• 63 hours of streaming video
• 63,000 hours of streaming music
• 10,000 times the complete works of Shakespeare
The individual person consumes more than 15 hours of media each day.
And that includes your communications channels!
How do you cut through the clutter? Sometimes it comes back to the basics:
• Know your audience.
• Curate content that connects with your audience.
• Invite them in to your world … and encourage them to invite others in.
• Be consistent.
It's a lot of work. But remember, you're not trying to reach everyone in the world. You're not trying to outdo 174 newspapers. You're talking to your audience … one person at a time … and they're worth the work.

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