Wherever you are, whoever you are, Charlie Gibson hopes you had
a good day.
We know because he says it at the end of almost every edition
of World News on ABC. He says it honestly and unapologetically.
You get the feeling he really means it. And for the first time
in 10 years ABC has the top-rated evening newscast — in
households and in demos.
Now of course we'd never recommend anyone copy Charlie. "I hope
you had a good day" is going to belong to him the way "That's
the way it is" belongs to Walter Cronkite. But the key to his
success is not really what he says so much as how he says it —
and there are some lessons in that for anyone who aspires to win
the hearts and minds of news viewers.
He is authentically about the viewer. It's
not even a thank you for watching, that standard good night
that sounds appreciative but is still somehow about what viewers
have done for you. The genius in the sentiment as Gibson expresses
it is its selflessness. It is simply an expression of good will
toward anyone who happens to be watching, and it doesn't ask
for anything in return.
He
is authentically hopeful. Anyone who's seen one or
more news research projects knows that a standard viewer complaint
is that there is not enough good news. And anyone who's tried
to respond to that strategically knows the answer is not generally
including more positive stories on the air. When viewers say
they want more good news what they really seem to be saying
is that they are tired of feeling emotionally assaulted by people
who seem fundamentally angry and hopeless.
They like and appreciate people who are fundamentally hopeful,
believing that good things are possible even on the days when
things are anything but positive. We heard it expressed best
years ago by a writer for the Christian Science Monitor, which
at the time was read by more political leaders than any other
daily and arguably the most influential newspaper in the world.
"Most people cover the news as if the world is going to hell
and it's only a matter of time," he said. "We cover the news
as if the world will get better and it's only a matter of time."
He
is authentically curious. Study the way he often frames
his questions. "Okay," he'll say, "Lots of people are hearing
this and surely wondering..." In other words, he appreciates
and asks question from the viewer perspective. It's never about
how smart he is. It's like he really wants to know how the news
will land in the living room, and to ensure that the questions
is inspires there are getting voiced on the air.
He
is authentically respectful of his colleagues. You
get the feeling he really appreciates what they have to contribute
and is genuinely interested in what they have to say. It's a
far cry from the anchor leads we see time and again on local
newscasts, delivered as if the anchor is really saying, "Now
watch this while I go and do something else."
He
is authentically passionate. This is the most important
quality of all. There is feeling but not forced feeling. This
is also what strikes home about Hillary's moment. It is felt,
and not forced.
There
is simply nothing as compelling as watching someone who clearly
and unapologetically loves what they are doing — and has
learned to trust that however they do it will be good enough.
There are those who are proud to do what they do the way that
others before them have done it, but that is not the same thing.
While there is much to learn in the examples of others, at the
end of the day the most powerful way is to find your own way.
Just ask Hillary or Charlie.
As always, we'd love to know what you think. If you have additional
questions or thoughts about any of this, please contact
us.
