Straight From the Heart

Not knowing the back-story, I always figured the WBIR slogan “Straight From the Heart” was inspired by the 1983 Bryan Adams song.

Watching last night’s 30-year retro newscast – featuring the news team from the 1980s that brought that branding to life before our eyes every night at 6 and 11 p.m. for nearly a decade – we all learned how it was developed, implemented and marketed. Last night’s program was both nostalgic and informative.

As a long-term viewer, it was great to see the team back together again even for just a night. Bill Williams. Edye Ellis. Bob Kesling. And Margie Ison (by phone) as well as Moira Kaye sitting in.

It was also great to learn that informative back-story about that slogan that has stood the test of time as well as any local brand.

One of the things that makes that “Straight From the Heart” slogan so appropriate is how nice and down to earth that 1980s team is. When I was a young PR guy working for East Tennessee Children’s Hospital, I had the opportunity to work with them behind the scenes every year at the hospital’s fundraising telethon. They were just as nice behind the scenes as they appear to be on camera.

My job on those telethons was to schedule ETCH patients and their families for on air interviews during the telethon and then to greet them and stay with them to help keep them from getting too nervous. Then, finally, when it was time for them to be interviewed, I would escort them to the stage and see they got where they needed to be.

While they were being interviewed on-air, I was frequently crouching just off camera.

When the interview was complete, I would help them off the stage and tell them how well they did and then I’d call upstairs to a holding room to see if the next guests had arrived for their spot.

But, the on air personalities were extremely nice to the patients and their families and made that part of the experience so positive for everyone.

Years later, Paul and I had the opportunity to meet Bob Kesling long after he had become the radio play-by-play Voice of the Vols. We were on the first leg of our 2010 vacation and stopped in Cincinnati to see the Reds - and Mr. Red - on a summer Sunday afternoon.

Kesling was in town for the same game.

After the game, I saw him in the concourse and contemplated as to whether or not I should say something. Finally, I thought “Why Not?” I grinned and said “Go Big Orange.” He smiled the most effusive smile and stopped to chat for quite a long time. We talked about the Reds game and about the Vols prospects for that upcoming season. I introduced him to Paul and he spent a few minutes talking with us.

That  warm encounter – as well as the interactions I described from the Children’s telethon – are two personal examples I can tell you that show that “Straight From the Heart” is more than a slogan. It’s a genuine expression.

JG

Originally posted 2/26/2013