A fine line

The most effective promotional trails carry a clear message, a point of difference and a reason to act. They’re there to promote, changing the way we think and behave.

However, listeners are likely to find an overt attempt to gain glory from the recent criminal rioting to be distasteful, mawkish and even offensive.

It’s a very fine line to tread but I think BBC Radio Manchester has got it just about right with these two pieces of work by Alistair Miskin and station editor John Ryan.

[audio:http://earshotcreative.com/wp-content/uploads/2011/08/BPOI-riots-1.mp3|titles=”BBC Radio Manchester riots 1″]
[audio:http://earshotcreative.com/wp-content/uploads/2011/08/BPOI-riots-2.mp3|titles=”BBC Radio Manchester riots 2″]

You’ll hear they use audio from the last few days to illustrate their coverage but never make any unsubstantiated claims. There’s enough production gloss (reverb mostly) to make them stand out from the regular programming without being heavy handed.

They draw you in to human experiences and opinions rather than shove branding in your face and the long-running “be part of it” call to action suddenly takes on a new meaning, echoing the way communities have pulled together after the riots. It’s another fine line.

At least that’s what it feels like listening down here in rural Hampshire. If you’re closer to the story what do you think?