Effective radio announcing is an art form. It requires you to relate in conversational terms to a vast number of people you cannot see and are unlikely to meet. It's an artificial situation in which you need to sound completely natural. So what's the key?

For a start, break down the barriers: Forget "announcing" and start communicating.

The trick is to imagine you are speaking with a close friend about something that interests you both. Be enthusiastic. Don't drop into a monotone or you'll risk sounding bored. If you are not interested in spending time with your audience, why should they want to spend time with you?

Where general announcing differs from an ordinary conversation is the one-way nature and mass distribution of your dialogue. As an announcer, you have to do the work of both parties while maintaining the highest possible presentation standards.

After all, what you say and do on air will be judged by hundreds, thousands, or possibly even millions of people.

PRACTICE ... PLAN ... ANALYSE

So think about it. Then practice ... and plan your strategy. Analyse other radio announcers - the ones you like, and the ones you don't. This is one of the few professions where you can scrutinise how others in your field are doing their job. Take advantage!

Try to be objective. You may not like what they are saying, or their topic of discussion, but consider their style? What are their strengths and weaknesses? What can you learn from what they are, or are not, doing?

Remember - every radio announcer has something to teach you.

IN A NUTSHELL

Voice - Exploit the best qualities in your voice. Work on clarity and resonance. Don't mumble. Consider lowering your pitch. (Just as "the camera adds a kilo", it could be said that the microphone adds an octave.)

Style - Be self-assured. Lack of confidence creates barriers between you and your listener. Cultivate your own style. Allow your personality to shine through so you can communicate naturally.

Comprehension - Understand your material - otherwise, how can you impart the meaning to your audience? Use pace, stress, pause and mood to convey your message.

Emphasis - Decide on the importance of each word or phrase, and the cumulative effect of each passage. Comprehend the message and emphasise accordingly. Use changes in pace and pitch to stress key points. Mark your script - signpost it.

ABOVE ALL

Count your blessings. Whether you are a volunteer presenting one hour of radio a week, or a full-time paid announcer, you have one of the most satisfying jobs on the planet. Don't take it for granted. Communicate ... and enjoy!