The Announcer as Communicator

Chapter 2

What we have to learn to do, we learn by doing.

Aristotle

I. Principles of Effective Communication A. Radio and Television are Media of Oral Communication

1. Ineffective communication a. reading correctly may not be communication b. communication is more than resonant tones

2. Effective communication a. know who you are and reflect yourself b. speak to individuals, not a crowd

B. Non-verbal Gestures are a Part of Communication 1. Radio announcers need more than their voices 2. Avoid uncalled for enthusiasm and use normal gestures

C. Good Communication Occurs When an Undistorted and Meaningful Impression of Ideas is Given to All Parts

II. Interpreting Copy A. Getting the General Meaning B. Stating the Specific Purpose 1. Discern the major goal 2. Contexts determine different purposes

C. Identifying the General Mood 1. Allotted time may control mood 2. Define the mood with a single word D. Determining Changes in Mood

E. Determining the Parts and the Structure 1. Well written copy has a beginning, middle, and end

2. Commercial copy can be further subdivided a. gain attention of the listener or viewer b. give reason for interest and attention

c. explain why product or service is superior d. mention or imply lower price than expected e. repeat some of the selling points

f. repeat name, address or phone number of sponsor

F. Analyzing Punctuation Marks Used in Scripts 1. The period 2. The comma 3. The question mark 4. Quotation marks

5. Parenthesis 6. The ellipsis 7. The exclamation mark 8. The semi-colon 9. The colon

G. Marking Copy 1. Virgules 2. Underlining 3. Question marks/exclamation marks

H. Verifying Meaning and Pronunciation 1. Proper interpretation requires understanding of word meanings

2. Correct pronunciation aids communication 3. Allusions must be understood

I. Reading Aloud 1. Copy was written to be read aloud 2. Good broadcast copy makes poor silent reading 3. Learn to read ahead

J. Conveying an Interest in the Material 1. To communicate interest must be heard 2. Some copy may not be interesting

a. if offensive, try to have copy changed b. gain firsthand knowledge about product c. do the best you can to be effective

K. Talking to the Listener 1. Visualize your listener a. small groups of people b. sitting a few feet away 2. To interpret copy ask questions of yourself

L. Getting Some Background 1. Know something about the writer and the author’s intentions 2. Talk to writers, producers, and directors

M. Employing Characterizations

III. Ad-Lib Announcing A. Know What You are Talking About B. Be Interested in What You are Saying

C. Be Eager to Communicate With Your Listener D. Develop an Attractive Personality 1. Assume that you have talent

2. Set a target date and give six months for noticeable improvement 3. Practice, practice, practice 4. Evaluate yourself honestly and objectively