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Story is a Gift that Connects Us

by Gary Morland, Talent Coach

A friend told me about a trip to the mountains with her 8-year-old son.

She said he loved the views when they arrived. But the next morning it was foggy.

He was disappointed, but said, “You know what mom? Even though I can’t see the mountains I know they’re still there. Just like God.”

What was my reaction?

I totally connected with her mom heart melting because her boy was ‘getting it.’

I could feel it was moving to her, so I was moved, too. Emotions are contagious, right?

She could have just told me, “You know, God is always there even when he seems distant.”

She could have said, “It’s encouraging when your kids grow in faith.”

It would have been true. But I would not have felt what I felt with her story. I felt the truth, AND I felt another human being like me.

I connected with her and her desire for her child to move towards God.

Stories help people hear what we have to say and to connect with us.

Story Connects Us

People are already wired to keep listening and to follow your story to where you want to lead them.

Why are we wired that way? 

The Gospel is a story. There’s a beginning, middle and an end.

There’s a villain who steals the beloved away. There’s a hero who pursues his beloved, never gives up, and heroically sacrifices his life to save his beloved. And there’s a surprising, inspiring climax with a hopeful ending.

God did not copy that story form from novels and movies. Novels and movies copied that form because they recognized people resonate with it.

People resonate with it because a sensitivity to the Gospel is built into all of us.

Every human is drawn to the story form, even if they don’t know why.

So when we use stories, we’re cooperating with how God has made us all to communicate.

Story doesn’t mean truth is not important. It means we know how to say true things in a way that people are wired to hear.

Story is valuable because you can take the listener where you want – into a feeling, a conviction, a truth, a response.

Story connects people. It’s a gift to us. 

by Beth Bacall, Senior Talent Coach

Taking one step at a time is solid advice for any situation, including hosting a radio show. Whether planning a live broadcast or creating impactful moments for listeners, a single decision can set off a ripple effect that leads to something greater.

This truth became evident during a Fish Christmas Wish live broadcast when a listener, Tawanna, called to confirm my location at a Chick-fil-A in McDonough, Georgia. She wanted to be sure —and with good reason, she casually mentioned, “Good. I’ll be bringing the mayor.” And she did!

When Mayor Sandra Vincent walked through the doors of that Chick-fil-A, her presence was undeniable. The energy in the room shifted. She wasn’t just a city leader—she was a force of connection. That same morning, she met a high school student who had come with her mother to grant a Christmas Wish. After hearing the student’s story, the mayor helped secure her access to a highly selective event happening that weekend.

It all happened effortlessly—one action leading to another. A simple invitation extended through the township’s webpage turned into a tradition. Almost every mayor we invited began showing up for future events. The impact grew beyond the broadcast itself.

In fact, just last month, I emceed the State of the City address for McDonough, where elected officials from across Georgia gathered. That moment wasn’t just about politics; it was about faith and community, all brought together under one roof. It started with a single act—an invitation.

So, what’s your one thing today? What small step can you take that might lead to your next blessing? Maybe it’s a call, an email, or a simple gesture of kindness. The heart of a city, a community, or even a single life can be changed with one intentional action. And who knows? It might just lead to something greater than you ever imagined.

by Beth Bacall, Senior Talent Coach

Every day presents opportunities to create moments that matter. Whether it’s the Super Bowl (the Big Game), the Fourth of July, or any major event, these shared experiences bring people together—believers and non-believers alike. The Super Bowl isn’t just a game; it’s a cultural touchpoint filled with connection, tradition, and conversation.

Before the game, content choices range from team loyalty—who you’re cheering for and why—to food, which is always a staple of game-day gatherings. Predictions stir excitement, while post-game reflections allow us to process what happened in ways that bring people closer.

Take this past Super Bowl, for example. Can a team that reaches the championship three years in a row be considered losers if they don’t win the final game? Kansas City’s quarterback openly shares his faith, and during the game, sports commentators noted how teams that fall short often never stop thinking about that loss. But what about the team celebrating? Where is God in both victory and defeat? The beauty of sports is that they teach us about resilience, gratitude, and the bigger picture.

Beyond professional sports, team athletics shape our children in powerful ways. A talent recently shared how her kids play in a competitive basketball league, requiring dedication, practice, and plenty of games. Initially, her content focused on relatable parenting moments—prepping healthy snacks and keeping uniforms clean. But when I asked about the deeper impact of sports on her kids, she recalled a touching moment. After a game, her son approached one of the smallest players on the opposing team, shook his hand, and wished him well. That single act of sportsmanship meant more than any scoreboard.

The truth is, connection happens in everyday life, not just on the big stage. Consider what’s happening for your listeners in real time. Some may be waking up to shovel snow off their roof after a heavy storm. Others could be spending the entire day filing insurance claims for a home lost in a wildfire. And somewhere, a family is driving home with their newborn baby, carefully strapped into a car seat for the very first time.

We have the power to make moments matter—every single day. The key is to be present, to recognize these moments as they unfold, and to meet people where they are. Whether through sports, shared struggles, or small acts of kindness, real connection happens when we take the time to see and acknowledge the lives unfolding around us.

So, take a moment or two as you prep. For that day, find the moments that matter; and daypart or tailor your imaging statement accordingly. And when you do—lean into them and share them on the air complete with the beginning, middle and end. Now, you’re the one that’s making a moment that matters.

by Chuck Finney, President

If you rewound the clock to one year ago right now and told me about the great human losses in our CCM family between then and now, I would have been shocked. So much loss and change in such a short period of time:

  • Steve Swanson
  • Mandisa
  • Chris Chicago
  • Gabe Patillo
  • Rob Dempsey
  • Theresa Ross

All now dancing with Jesus.

And then, right before the New Year, news that dozens of friends at the Salem Fish stations are out of work.

This is hard . . . and God is still good.

And He is sovereign. It’s just harder to see it right now.

Often, we can find it difficult to be encouraging to our listeners at times when we ourselves are looking for personal encouragement. Please know you are not alone and remember to run to God and not away from him to help guide you on your journey.

When I was working on the air, on my hardest days, I would often drive to a nearby parking lot at lunchtime. And cry through a Psalm. Reaching out to God through King David’s lament.

Did it help? Yes. It wasn’t perfect. But, I was able to put one foot in front of the other and continue on.

All of this loss has reminded me of one of those Psalms that helped me when I was struggling. Would you pray with me this version of Psalm 22:1-5,19 that includes the family and friends of those we’ve lost last year and our Salem friends?

My God, my God, why have you forsaken us?
Why are you so far from saving us,
So far from our cries of anguish?
My God, we cry out by day, but you do not answer,
By night, but we find no rest.
 
Yet You are enthroned as the Holy One;
You are the One Israel praises.
In You our ancestors put their trust;
They trusted and You delivered them.
To You they cried out and were saved;
In You they trusted and were not put to shame.
 
But You, Lord, do not be far from us.
You are strength for Steve’s, Mandisa’s, Chris’s, Gabe’s, Rob’s, Theresa’s family and friends; come quickly to help bewildered friends from the Salem Fish stations and network.
Psalm 22:1-5, 19 NIV
 Amen!

If you or someone you know in the industry finds themselves in a season of change, please know we are praying for you. We also are available to assist in connecting displaced talent with your ministry. So much talent now ready to bless you and your listeners. We’d love to help make a connection.

 

by Chuck Finney, President

Merry Christmas!

All of us at Finney Media hope this Christmas Wish story from a very familiar voice, our Senior Talent Coach Beth Bacall, blesses and inspires you.

 

What makes this story great?

Listen to how well that Wish was edited.

No parts could have been taken out without diminishing the story. Great editing that includes emotional detail is crucial to great Christian storytelling.

At Finney Media, we teach Storytelling that points listeners to Jesus. Our StoryGold® Storytelling course, available via Zoom for you and your team, has lmany audio and video examples to illustrate our key points . . . and hands on exercises so you and your team can more effectively and quickly get great stories on the air. Visit our STORYTELLING TRAINING page for details.

by Beth Bacall, Sr. Talent Coach

The writing of this article takes place before any election results are known—and this isintentional. By now, a new President has been elected, and with that comes a wide range of emotions. It’s important to acknowledge these feelings, but also to recognize that there is an ongoing conversation to be had with our listener: feelings versus facts. We navigate this daily when deciding which content will best encourage and uplift our listeners.

Political content often divides, and we may never fully understand the personal reasons behind someone’s support for any given politician—there are countless possibilities. But what we *do* know is why people tune in to Christian radio; they come to be encouraged and reminded of the hope and love of God.

Before the election, I encouraged on-air talent to share Bible verses that reaffirmed God’s promises to us, offering hope in knowing He is always making a way. Without directly addressing political matters, we can still comfort both the conscious and subconscious minds by gently, joyfully, and consistently presenting God’s promises.

For example:

“For I know the plans I have for you,” declares the Lord, “plans to prosper you and not to harm you, plans to give you hope and a future.” (Jeremiah 29:11 NIV)

“The Lord himself goes before you and will be with you; he will never leave you nor forsake you. Do not be afraid; do not be discouraged.” (Deuteronomy 31:8 NIV)

Alongside these verses, we share stories of God’s faithfulness to further inspire and reassure our listeners. Our music, messages, and your voices complete the mission we are called to carry out, every single day.

Keep up the great work—you are making a difference.

By Jeff Connell, Audience Growth Consultant

I’m sure you’ve heard it too. It’s come up at family gatherings, and while touching base with friends, they ask if I’m “still doing that whole radio thing.” It’s certainly been discussed in trade blogs and in the hallways of many radio stations, maybe even yours. Here’s the good news.

Radio is not dying. 

It is, however, changing.

The evidence continues to grow that listening habits are changing. Opportunities to find what we do have evolved from just the four or six buttons on the dashboard to an infinite number of searchable podcasts with customizable playlists at the touch of your thumb.

The old way is “if we build it, they will come.” This mindset must quickly become extinct. If it hasn’t yet with you, you’re blessed, but you’re at the very last moment where you can begin your pivot.

We need to replace “radio” with “content.” In our format, it is “meaningful content.”  Perhaps “life-changing content?”. We have an insurance policy against extinction. It’s our content. Let’s be crystal clear:  The reason we can stand out and the thing we can provide is “meaningful, life-changing content.” That sounds lofty, so let’s simplify it.

It’s about Stories.

This is what keeps radio alive. Add companionship and connection to community, and that is “meaningful, life-changing content.”

There are a lot of tactics to think about for your situation, but at the core:

  • Play great songs that bring people comfort and a sense of belonging.
  • Move listeners closer to worship (not the genre but the act).
  • Remind listeners of God’s power and love.
  • Add stories from not just your air talent but also thought-leaders.

With all of these ingredients, you have the pathway to keep radio moving forward and ministry expanding.

How can Finney Media help? 

We’ve got great talent coaches who know how to help your talent find their strongest points of view and uniqueness.  We all tell stories, but storytelling is a skill that can be improved with evidence-based strategies and insights. We also can help reassure you that breaking “the format rules” in innovative, strategic ways might be just what you need. Visit our CONTACT US page and let’s chat.

“The world just smacks you down . . . knocks you to your knees. I was in a bad place nine weeks ago. I’d been told my divorces were all my fault. I got some help . . . and I now realize that I have responsibility that I need to own . . . but they weren’t all my fault.”

Steve (name changed to protect who and where) is a big guy. About 6’2”. Arms like aspen trunks. And on his right arm from elbow to shoulder is a fresh God-honoring tattoo. And he’s excited to show it, and tell the story of his very recent journey from guilt and despair to a better place. He listens to Christian radio.

There are lots of “Steve’s” and “Stephanie’s”, with similar stories, who are leaving other less-hopeful media (have you watched local news or been on social media lately?), and coming to us.

Why? Often for words of affirmation. So talk to them and play them songs that acknowledge and enlighten them about their worth in the eyes of God.

Words like:

I keep fighting voices in my mind that say I’m not enough

Every single lie that tells me I will never measure up

Am I more than just the sum of every high and low

Remind me once again just who I am because I need to know.*

Here’s the reality.

The only words of Godly affirmation your listener may hear this week may come from you.

Let’s be praying today that God directs our words – and the songs we choose – to be the kind, affirming, “hospital-for-the-hurting” words many need to hear.

We’re hosting an eight-minute webinar that uncovers more research revelations from your listeners. Will you join us? Click the link to learn more.

I used to think of stories as “kid’s stuff.” Nice little entertaining things, maybe with a moral lesson. I thought serious people didn’t use stories to convey important things like spiritual truth. I was way off.

Why do we love books and movies? Why do some have incredible mass appeal?

“Recent breakthroughs in neuroscience reveal that our brain is hardwired to respond to story; the pleasure we derive from a tale well told is nature’s way of seducing us into paying attention to it. In other words, we’re wired to turn to story to teach us the way of the world.’
“The rush of intoxication a good story triggers . . . makes us willing pupils, primed to absorb the myriad lessons each story imparts.” –Lisa Cron, Wired for Story

And where did that hardwiring come from? God could have made the Bible a theological textbook. Instead he filled it with the stories of all the things that happened in his work to love people and the world.

And it all adds up to one big story. God’s good news is a story. You could say it’s a love story. There’s a romantic beginning in a garden. A bad guy seduces and woos the beloved away. God persistently pursues, and at great cost and sacrifice proves his love. But then everything goes wrong and all seems lost.

Yet at the last minute there’s a heroic turn of events and an incredible climax that defeats the bad guy. And in the end, the relationship with the beloved becomes even more glorious than it was in the beginning in the garden.

This is the original Story.

And now it’s as if every human is wired to be sensitive to the story form, so that we might be sensitive to God’s story for us.

That’s why stories matter.

Here, let’s test how built-in it is:

“I was standing in line at Wal-mart the other day, minding my own business, when the guy in front of me started to….”

You want to know what he did, don’t you? You can’t help it. You’re wired to be curious about “what happens next.” Stories are a built-in super power that we can use for good.

If you want to dig in even more into story, consider our Finney Media StoryGold® Course for your team. You can find out more information on our STORYGOLD STORYTELLING page.

by Jan Shober, Sr. VP of Strategy

I slid into the driver’s seat of my car recently one morning and turned the key. The sound of the radio wafted through the air; It had been left on. Immediately, I heard one of those short ministry segments tucked between songs and programs. I had only a short drive, so I left the radio alone.

I heard a kind but energetic voice talking about the migration patterns of monarch butterflies—and how God’s handiwork paints nature. As I navigated through summertime traffic, clogged due to roadwork, I could not help but reflect on the wonder of God.* Instead of being an annoying drive it had turned into a moment of worship.

Why do I tell you this? It is so easy to overlook the importance of short form ministry audio. Yet radio features, or short streaming features, with their ability to paint vivid pictures and spiritual truths can engage, impact, and keep your listener. And get this: Our listener often does not tune in based on our schedules—but on their own. What will they hear in that crucial first moment?

It takes less than a minute to have a deep impact. In our hurried and busy world, a minute is an exceedingly long time. Think of the basketball shot clock. Or the pitching countdown now used. Or the fraction of a second that determines the winner in a race.

Radio and audio features have the compelling ability to transport listeners somewhere else and into unfamiliar experiences. Like the monarch butterflies on their migratory journey, these features can whisk us away from the mundane, offering a brief but meaningful escape. Through storytelling and powerful language, they ignite our imagination, fire up our spirits and allow us to see the world through new eyes.

Furthermore, radio features serve as a reminder of the beauty and significance of a single message. A one-focus brief message can be a moment of respite—a chance to slow down, listen, and appreciate the spiritual importance of every moment.

With such an impact, it’s vital to take your short form seriously. Review what you are airing regularly for a match with your mission. Remove the features that dull your spirit or cause you to yawn. If you are a producer, use these same measures. Share your audio with people unfamiliar with your work. And listen to what they say.

Back in my car, I reached my nearby destination. The radio feature had ended, leaving me with a renewed appreciation for the profound impact of such moments. My day had improved in just a minute.

*Details changed

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