Geelong Broadcasters GM Rachel Patterson. Image supplied.
In an overwhelming world of AI, algorithms and endless digital options, Rachel Patterson says local radio remains an oasis of humanness – delivered in real time.
“It’s real people. It’s localism. It’s that magic mix of giving me the traffic that I need. It’s the surprise and delight of a song that I haven’t heard for a while. It’s giving me the news but without it being in that really scary, fear-inducing style. It’s that friend that’s given me a laugh.”
“There’s this beautiful package that radio is delivering that nothing else ever can.”
Patterson – General Manager of Geelong’s K rock and bay 93.9 – is sharing her thoughts on AI and her optimism about the future of radio with Reyan Fernando on the latest episode of the Beyond Growth podcast.
Patterson believes we’re seeing a shift, where people who crave that genuine connection are being driven from the world of AI to local radio.
AI might be convenient. It might make life easier. But it simply isn’t real.
And she says the more artificial options we have at our fingertips, the more important radio – and that ‘magic bundle’ it delivers – will become.
People often ask her “What is the future of radio?”
“No-one can predict the future of anything,” says Patterson. “But the beauty of radio is being there for someone and reflecting what they need at that point in time.”
“That localism, that is everything for us. To my mind, really, that localism and that humanness and that real-time now – it’s the only thing we’ve got over all of the other options that are available globally.”
What’s the one thing she wishes people understood about local radio in this day and age?
“That it’s human and it’s real, and it’s really just trying to reflect what local people want to hear and what local people care about.”
Patterson says that connection is driven as much by listeners, clients and partners as it is by announcers, GMs and Content Directors.
Patterson – who previously spent three years as a Sales Manager at NOVA Entertainment – says she’s lucky to work for a family company in Geelong Broadcasters, who are passionate about staunchly local radio – and not answerable to a board of directors focused purely on numbers.
She found the Melbourne radio scene to be quite ‘dog eat dog.’
“I do think we’re so fortunate here in Geelong. I’ve been accused of being in ‘my bubble.’ So many people have got challenges. Things are tough, and things will continue to be tough. But we’ve got such a beautiful, supportive community here.”
In Radioinfo’s Wisdom of Women in Media series, Patterson shared with Serena Ahern the things that make her happy in life:
“Keeping my door open (as much as possible), sharing space and support for my leadership team and other staff as they need me, doing my best to give them what they need professionally and personally.”
“There is nothing more rewarding than having a staff member coming in with a set of challenges, and leave looking physically lighter; being witness to their growth, in their work and as human beings.”
Images: LinkedIn and supplied.