Say what you want about Pat McCrory as a governor. But you have to admit: He is excellent on the radio.

For the past year, North Carolina’s 74th governor has been a regular on Charlotte news-talk station WBT. What started as a daily short conversation with host Bo Thompson has become a full two-hour show, from 8 a.m. to 10 a.m. each weekday.

If you tune in, you’ll quickly find that McCrory is a natural. In a short period of time, he’s turned the “Pat McCrory Show” into a must-listen for North Carolina politicos. As a former mayor and state executive, he obviously has the personal experience to lend a perspective that’s hard to find anywhere else. But he’s also become quite adept at the technical skills of guiding a radio program as a host. That’s not necessarily intuitive, and it’s not a given.

On state and local government, McCrory’s takes aren’t necessarily good for a potential future candidate — but they’re fantastic for the radio. They’re just off-beat enough to be compelling, and McCrory has the gravitas to make them mean something. He’s frequently making headlines for his commentary, from his position on absentee by mail ballots to the influence of the Black Political Caucus in Charlotte government.

McCrory has started to parlay that experience into national media appearances, most notably a segment on “Meet the Press” this past week.

If I’m WBT, I’m investing heavily in McCrory. Radio is notoriously hard to share, but the station could rebroadcast the Pat McCrory Show as a podcast and hire more producers to turn the daily conversation into a must-read newsletter and web stories with headlines that can fly around Facebook. They could stream the show live on Facebook or on their own platform. They’ve got a winner here.

But if I’m McCrory, I’m weighing how to become my own media property. Over the next decade, media is going to become more partisan as the internet unbundles the formerly mainstream media into its component parts. McCrory fits a niche in conservative media. He’s not a populist firebrand like Tucker Carlson or a conspiracy theorist like Sean Hannity.

McCrory should invest in himself and build his brand into a media powerhouse with national reach. It won’t be that hard. Give me a call.

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