From the desk of Jon Erdahl, McVay New Media VP/Digital Strategy
With the NAB coming out this past week with the data that shows 7-10 Americans own a batter-powered or crank radio (and nearly half…47% say they would turn to Radio for emergency info during disasters), it under-scores what we all know to be true when it comes to Radio remaining a critical medium for content and information; live and local remains the winning focus. The old Boy Scout motto still holds true today….Be Prepared!
Some questions to ask yourself:
1.) Do you have an emergency plan ready at your radio station? Who would be in charge if a natural disaster occurred? Establish a calling tree and set up a personnel plan that puts team members at your station ASAP. If you have a snow storm team, adapt this team for any future disaster. Get everyone involved at your station.
2.) We are all short staffed these days. However, when was the last time you sat on a community board (Red Cross, United Way, State Emergency Alert team, etc.)? In my experience, the people that serve on these boards, all volunteers, would jump at the chance to be on your local Radio Alert Broadcast Team when an emergency occurs. Sign them up now to help field calls, search the net for info and content to feed your local on-air team, and use them on-air for their perspective. This puts their cause front and center within the community when the audience is fully engaged and gives you the content edge since they are in YOUR studio when information needs to get out.
3.) Do you have promos on the air (quick :15’s and :30’s….NO :60 second diatribes!) that place you as the community hub in times of need? Don’t beat YOUR own chest. Have agency leaders cut promos that push their benefits in times of need. Let them tell the listener that they are partners with YOU. The promos sound honest and direct….yet brand your station as the community mouthpiece when the times get tough.
4.) Run these promos now and mix them in with other community involvement pieces you have on the air. They will add spice, a mix of different voices (these have to sound as good as any other station promo you have running…..this is YOUR community we are talking about and the promos should reflect your pride to be involved), and lay the ground work for Top of Mind.
5.) Have each member of your team get involved with a community organization. I made this part of our mandatory criteria if you wanted to join our broadcast team. Make it part of your candidate interview process so that each team member knows what your expectations are when they join your team. Each team member should be encouraged to pick service organizations that matter most to them. In the end, you get highly engaged personnel that become ambassadors of your station. It also improves morale as they begin to feel good about volunteering.
Call this “old-fashioned” Social Networking. Get out from behind your desks, make the community contacts, and start to become that go-to broadcaster that everyone sees around town. Then, should disaster occur, take that 47% that powers up those radios and seize the moment to convert that captive audience into loyal listeners. If you prepare in advance, your community will know that there is only one place to turn to in times of need…..YOU.
Seven in ten Americans own a battery-powered or crank radio, and nearly half of those (47%) say that they would turn to radio for emergency information during times of disaster when no power is available, according to a new survey released Wednesday by the National Association of Broadcasters (NAB). Radio Heard Here engaged up to 50 radio stations in storm-prone areas across the country to participate in a special emergency radio campaign. Working with stations from Miami to Seattle, hundreds of radios were distributed and Red Cross disaster experts shared emergency preparedness tips
In the survey, conducted by Ipsos Public Affairs, 39% said they would rely on radio, followed by 32% who would rely on a telephone, 18% on television and 7% on the Internet for emergency information. However, telephone and Internet access are often unreliable during times of emergency — as evidenced during the September 11 and Hurricane Katrina disasters.
In a joint campaign, NAB’s Radio Heard Here campaign has teamed with the American Red Cross and radio manufacturer Eton to educate the public about the importance of having and using a battery-powered or crank radio during an emergency power outage.
“We’ve seen again and again the power of free, local broadcasting in keeping communities connected and safe during emergency situations — whether it be hurricanes, tornadoes or deadly winter storms,” said NAB President/CEO Gordon H. Smith. “It’s heartening to see so many Americans recognize that battery-powered radio is a lifeline and are prepared with these devices in their homes. We want all Americans to understand the importance of radio during disaster.”
“Access to broadcast radio is critical when the power goes down,” said Scott Conner, Senior VP/Preparedness and Health and Safety Services for the American Red Cross. “It could be the only way to get life-saving emergency information. The Red Cross has long recommended including a battery powered or crank radio in your disaster kit in case of an emergency.”
Based on a recent Ipsos survey (October 2009), most Americans are confused about which medium to rely on during an emergency power outage. While 70% reportedly own a battery-powered or crank radio, more than half don’t realize that those radios could be their only lifeline during an emergency.