Correcting common corporate misconceptions for a more personal and powerful presentation. Those old network habits are hard to break. Remember - your goals have changed it's no longer appeasing advertisers or upper level management. It's audience direct and You're The Boss!

*Small town vaporize within seconds ...and now the weather

When an anchor uses the same cadence for serious news reports as they do for lighter segments it undermines the gravity of the subject matter, making the news feel less valid and the program less reputable.

It's also a common corporate fallacy that a reporter or anchor must always maintain a tone of neutrality and appear to  present all information in an objective manner. The purpose of this approach is to demonstrate that the information is delivered without bias. In fact, the effort to appear impartial usually has an opposite effect, instead of feeling reassured by the professionalism, viewers feel alienated and the delivery is perceived as disingenuous.  Still most outlets, prefer this to the risk of offending polarized viewerships, sponsors  or advertisers.

The objectivity hoop is just another hurdle journalists must jump for the benefit of outlets and advertisers. As a professional, maybe as a parent, certainly as a person, every journalist knows there are actually not two sides to every story. Feeling compelled to equally weight, for example: a sickened population with a polluters need for profit, makes the job and the morning mirror that much more difficult to bare.