If you want to be interesting, be interested. Though that may seem obvious, the importance cannot be overstated. Our research consistently reveals that viewers recognize warmth and compassion and they are most drawn to talent who display it.

This is supported by a recent article on Today news anchor Ann Curry. "It is one thing for a reporter to say she knows how a subject feels; it is another to translate that caring to the TV audience." That is how the October 1998 Ladies Home Journal issue says Curry successfully relates to her viewers. In the article, "Sugar & Spice," Curry's co-anchor Matt Lauer calls her ability to put her subjects at ease and identify with them a gift.

As evidenced by her success, Curry doesn't limit herself to just the language in her stories. She imbues her delivery by sharing part of herself with a reverence for her viewers. It's her ability to tell "difficult stories with tenacity, buffered by warmth" and it's what's getting Curry noticed. The article quotes one television critic as saying "Curry not only reads the headlines with intelligent comprehension‹all you can ask of a talking head‹but also reveals with some regularity that best wry smile on TV."

Curry's signature style of "sincerity and spontaneity," reflects what The Coaching Company regularly tells anchors and reporters. It's that passionate connection, true understanding and total presence that sets top talent apart from the rest. Just reading the news without empathy isn't enough.

And our coaching tells us that it's not enough to tell anchors and reporters to be empathic, warm and understanding. So what do you do?

Challenge entire team, anchors, reporters and producers, to communicate about what makes a story important. This insight is not only helpful but also imperative to empowering delivery with substance and empathy.

Take a cue from Dateline's John Larson. Larson encourages journalist to look behind the details for whatever is universal or archetypal about the story. Betrayal, triumph, lust - these are archetypal attributes.

Aggressively cultivate a keen awareness of how the emotions attached to a story touch another's life. Every story told touches an emotion, for some it's gentle, for others it's piercing. Really try to understand how it's going to make them feel, just as a caring doctor would reveal devastating news with empathy. So first unravel the theme, then step into the viewers shoes for a moment.

Describe your viewer as specifically as possible. Who are they? What are they about? What are their hopes and dreams? Know the answers, then you're better prepared to speak intelligently and empathetically with that person.

Listen as powerfully as you speak. This goes beyond the language in your scripts. It's about really sharpening your awareness and reading between the lines.

Ensure studio atmosphere that encourages focus, not distractions. It's not about drama as so many talent fearfully ask, it's about being real and being in touch. Matt Lauer puts it well, "Ann wears her heart on her sleeve. You can see by just a word or two of hers that she's moved by stories, that they genuinely affect her. If you know Ann, you know it's not an act."