Excerpts from Keith Harrell's closing speech at APT's Fall Marketplace 2004

Today I've got three master keys for you. How do you change somebody's attitude? You first got to change their heart. We make decisions with our head, we make commitments with our heart.

Master key number one:

How does somebody get negative? How does somebody get encouraged? (It is) by things they hear. Master key number one (is), you've got to protect your "ear-gate." I've got a phrase (I use) "garbage in garbage stays." Now when you go back to the stations (public television stations) you're gonna hear some garbage. When you hear somebody talking negative, this is called a P-A-I, a "personal attitude interrupt." Now go ahead and put your hand up. You got to practice this right now because you're gonna hear something negative before you get home. Put it (your hand) over your ear. I got a phrase, "garbage in garbage stays," You take the trash out at home at least twice a week, why not take it out of your attitude? Repeat out loud T-T-O....take trash out.

Master key number two:

How do you stay positive? You've got to monitor your "eye-gate." If you're not reading something positive twice a day, you ought to have affirmations in the station, -affirmations around the station so people can see things.

Repeat out loud: I love traffic. You know why I love traffic? No matter where I am traffic is going to be there. You know why I love it? It gives me an opportunity to listen to positive tapes to change my attitude. Are you responding or are you reacting? In my glove box I've got the top motivational speakers in the world. I listen to them over and over again. Sometimes on Saturday, I drive around looking for a traffic jam.

Master key number three:

I'm responding. I'm not reacting. All you have to do is protect your "mouth gate." If you can't say anything good about your members, can't say anything good about your station, can't say anything positive about the pledge season, you're better off as a leader saying nothing 'cause words never die. I'm often asked this question, 'What are the positive words to motivate people?' Three of the strongest words to motivate anybody are "I love you." Four of the strongest words, "I love you too." Five of the strongest words, "I am proud of you." Everyone here have voice mail? Call yourself before you get back to work. "Hey Bob this is me, I love you. I love you too big guy. I'm proud of you. I'll see you soon bye bye." See we all need to hear those words. On the count of three shout out "I love you." Shake that person's hand to your left or right and say I may not love you, but I like you a whole lot.