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Posted by on Nov 8, 2009 in Branding | 0 comments

NPR: The Value of Humanity

Making an emotional connection could be as simple as cutting cake — at least for NPR. As a daily listener of NPR, All Things Considered‘s Melissa Gray and Morning Edition‘s Steve Inskeep and Renee Montagne have become staples of my everyday. The on-air hosts often stay close to the script, but on a rare occasion they slip in a bit of personality. That’s why I was pleased to hear about the “sweet potato pound cake, still warm.” Melissa Gray sent an e-mail to the NPR staff about the sweet potato pound cake in the lobby. This small, minute detail spoke volumes of their personalities. It humanized them in many ways.

That little cake bit made a connection with me. It put a personality behind the reporters I listen to every day. I could relate to them on a personal level and it is this audience / publisher relationship that creates long-term relationships.

My suggestion would be to incorporate more personality into the funding drive. It could be as simple as putting a mic in the middle of a dinner table with NPR’s favorite hosts. And let them talk away. Something as simple as a candid conversation could add emotional value to the non-profit organization.

It’s as simple as: would you rather help out your friend out of a bind or a random person? Most likely, you’d choose your friend. You have an emotional investment that you do not with a complete stranger. If NPR could create this emotional value for their stations, they would most likely receive more funding — as their listeners have more of an emotional investment in them.

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