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Having a company policy in-place is the obvious take-away.
What else can radio glean from David Letterman’s situation?
1. Managing Bad News 101:
Get-out-in-front-of the story, as Dave did, fessing-up on his show before his accused blackmailer's attorney could get their-side-of-the-story out.
Tips for handling unfavorable news about your station:
Act quickly.
The sooner you confront a negative story, the sooner it will be over.
Responding as quickly to negative stories as you do to positive ones enhances your credibility.
Be honest.
Hiding embarrassing information or lying will do more damage than damage control.
Never stonewall.
Tell your side of the story.
Use specifics, and detail what corrective action "HAS ALREADY BEEN TAKEN."
You'll sound responsible and in-control.
Respond in kind.
If the issue is emotional, don't sound like a cold, unemotional Mr. Spock.
"I HAVE A TEENAGE DAUGHTER MYSELF, AND I KNOW HOW MUCH OUR HOST'S COMMENTS MUST HAVE HURT."
2. There is no “bad publicity.”
After Letterman’s on-air disclosure, his audience jumped 19%. He had more viewers than some of NBC’s prime time programming.
Equally contrite and comical, he didn’t disappoint.
3. One reason PPM numbers are different than diary numbers:
As Letterman’s ratings were soaring, 29% of Americans responding to a Rasmussen poll said they would be less likely to watch his show because of his behavior.
Diary numbers are reported listening, what diary- keepers admit having-listened-to. PPM numbers are actual listening.
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