People who don't like to "turn the knob" or, in an emergency, don't know WHERE to turn, face problems in an emergency. That's why they "listen" (more than just "hear" their favorite stations.) They identify with those radio "friends" in an emergency, especially in a horrific situation as this weeks events in Moore, OK.
With the rush of national media, the speculation of both local and national media, the platforms of immediate radio, TV, internet, newspaper video as well as print ... it becomes that "battle" over and over again -- when lives are at stake.
The disturbing disgust of the Emergency Services person not even mentioning the resources of local, dedicated RADIO, no matter the "service", was maddening to hear.
Even in voice tracking, satellite, talk, or local live music programmed stations ... there must be a plan -- news department or not. Flipping the switch to simulcast a TV feed does not guarantee a "staying" power to a station. People may just flip the dial to find anything of value in an emergency. Be prepared if you don't give it to them in some way.
They will, however, LISTEN as well as HEAR a friend ... be it a newsperson, reporters, sports jocks, DJs, any format, anytime ... when they talk and lead the "guidence and navigation" of such an event. This did and didn't work well in Moore or Oklahoma City. I listened to all streaming stations on the internet.
Putting people on the air as well as listening to other media around you -- and owning YOUR content (with permission, of others helping you, of course) gets out more information and has YOUR station's name attached. A sales person, GM, Sales Manager, Engineer, somebody in every station needs the training to be available and able to interrupt the air-feed on a moment's notce to get something out there to the community. Either that ... or sign off and get your staff out of the building while others who can provide the information do so.
One or the other.
Yes, it sounds like what the old Conelrad days would do .... and no one wants that, but again, it's about providing important information, not competition.
As Ted Turner wisely said, "Lead, Follow or Get the F++K out of the way."
Cronkite said, "Get it first, but get it RIGHT."
Funnel your audience to either your station because they know to be there with your brand when news like this happens ... or point them in the direction of where the RADIO voice truly is. There, they will hear the TV simulcast, local reporters, citizens, government officials, etc. that can help them and you provide the service of getting the people to the right place, in case you can't provide the needs they have.
Write an operations manual. Here in California, I've written a few for radio stations and participate in a county emergency plan for such an occasion, be it wildfires, earthquakes, tsunamis, civil unrest, etc.
It may be hard to tell a listener to tune to someone who has the resources, but don't "fake" what you don't have. Talk among yourselves as broadcasters with emergency and community leaders and resources. Then, have someone, Sales rep, Sales Mgr., GM, Jocks, News Person, News Director -- even if they have to be called in -- ready and able to provide a service, even down to putting listeners on the air.
Be it 3:20 in the afternoon or 3:20 in the morning -- be prepared. One never ever knows when this could happen in your community.
We have a responsibility to our communities, as well as our own listeners in a lifesaving effort. We can't afford less than doing the best and most we can do to help them.
If it means getting out of the way to let someone else better prepared do it ... make that move.
Think about the alternatives ,then, do the right thing.
There are no excuses ... in an emergency.
oaktree@fix.net
Joe
