View from the Street: We get it, you’re grateful – now say something interesting. Why guests should stop curtsying on national radio
Published
David Gaffney
“Thanks very much for having me on.”
It’s a phrase that makes me roll my eyes, spit out my toothpaste and yell at the radio. And now I hear it multiple times before 9am EVERY DAY.
These genial gratitudes on broadcast news shows are needless, nauseating and a waste of time.
But more than that, it suggests to the listener: “I cannot believe they have asked me on this programme. Little ol’ me. How cool is that?”
The speaker may as well add: “Is it ok if I say hello to my mum?”
There are many platforms for extended forms of communication. Longform interviews, debate shows, documentaries and podcasts.
But our morning news and current affairs programmes should be pacy and incisive examinations of the latest UK and global events.
We don’t switch on for small talk. Filler phrases. Superfluous pleasantries. Um, erm, yeah. Thanks, but no thanks.
And yet this audible furniture is more and more commonplace. Maybe it’s a tariff-free American import of performative politeness.
Whatever its origin, it has become the media interview equivalent of starting a keynote speech by informing the audience that no fire drills are planned. Or pointing out where the toilets can be found. That low hum of indifference is the sound of your gravitas leaving the room.
If your business is featured on the Today programme, of course you are grateful for the opportunity to appear on national radio. If your charity is given a platform on Good Morning Scotland then, yes, it’s an invaluable chance to deliver key messages to a wider audience.
We take that as read. Now get to the point.
People are invited onto radio because they have something important to contribute to a debate. It could be subject matter expertise, rich or recent experience of the issue de jour, an eyewitness account, or a jaw-dropping piece of research.
It is appropriate for the presenter to thank you for your time and knowledge. You are doing them a favour.
You thanking them makes it sound like you can scarcely believe they’re interested in your perspective. That you don’t deserve to be heard or haven’t earned the right to be there. And when it happens right at the start of a conversation it immediately undermines your impact.
Think about how you consume radio news. I bet you don’t sit and stare at the wireless like it’s the 1920s, held captive by every word.
Listeners will be distracted by two or three other tasks. They are driving a car, washing the dishes, cooking dinner, or walking the dog. Your job is to demand their attention, retain it and reward it. To surprise them by becoming an essential part of their day.
Doing so requires you to start with a bang. You should be knocking their socks off, not doffing your cap.
So if someone offers you the chance to talk about your specialism or to illuminate a topic with your expertise, that time is precious. Use it judiciously. Cut to the chase.
Yes, thank the presenter when it’s over. Offer gratitude to the studio manager as you leave the building. Email the producer later that day to tell them you appreciate the opportunity. But can we end the fawn and froth live on air?
ENDS
*Thanks very much for reading this piece. I’m honoured you made it to the end and I really do appreciate your time. Hi mum.
David Gaffney is a senior partner and, alongside colleague Frank O’Donnell, leads Charlotte Street Partners media training and impact and gravitas training.