When Disaster Strikes, Radio Provides an All-Important Lifeline

Great article from RAB's Radio Sales Today...

Hurricane Sandy is Latest Example of Medium's Dedication to Its Audience

With Hurricane Sandy bearing down on the Eastern seaboard on Monday, radio stations throughout the region were ready to provide the customary extra-mile level of emergency information and public service broadcasting that listeners have come to rely on in times of disaster. 

"Are we ready? Of course; that's because we usually stand ready, often prepared for anything," Paul Rotella, President/CEO of the New Jersey Broadcasters Association said on Monday. "That's what local radio is all about: Being prepared, being nimble, and being informative, with real information our listeners need."

Rotella said he had been in contact with local, state and federal authorities, in addition to many of the stations in New Jersey, for the previous 48 hours.

"Without exception, all of the stations I have spoken with report that their entire staff is preparing for the storm with sleeping bags, emergency generators and special weather alerts," he continued. "It's simply amazing how dedicated people get in an emergency. This is what I love about our industry. We are resilient and we are dedicated no matter what!

"This is a perfect example of how only local radio and TV can provide the critical information our audiences need to know in times of emergency. Sure, you can get a 'big picture' overview from some media sources, but our citizens need to know much more detailed and salient information that only local broadcasters can provide," he added. "I remember during (Hurricane) Irene, our broadcasters stayed at their stations for three days straight, without commercial interruption, and without food and many of the necessities we take for granted under normal operating conditions."

The response by radio stations and staff to this week's emergency situation is the latest example of the medium's devotion to its listeners. According to a 2005 study by Arbitron, Riding Out the Storm: The Vital Role of Local Radio in Times of Crisis, "One of the main questions regarding radio and hurricane coverage has to do with radio in the context of other media. With Web sites designed to give ultra-specific radar coverage and tracking maps, and television providing Doppler radar images and reporters on the scene, is radio still vital in a natural-disaster situation?

"The answer is an overwhelming 'yes,' and the place radio occupies in a natural-disaster crisis is held by no other medium," the report stated. "Radio's portability, local information and battery power are unmatched once the storms hit and electricity goes by the wayside. Although television is the medium of choice when the storm approaches, once the storm arrives, radio still rules."

In 2010, NAB's "Radio Heard Here" initiative joined forces with the American Red Cross and radio manufacturer Eton to distribute radios in disaster-prone markets. The Red Cross also took to station airwaves across the country to remind listeners of the importance of radio during times of crisis.

Laura Howe, Vice President of Public Relations for the American Red Cross, said at the time, "Many recent disasters have shown that new media and technology have emerged as powerful ways to distribute and collect emergency information. But in most communities, radio continues to be the most reliable source for news and information when there is a disaster of any kind.

"Internet and television are often limited by the availability of power and other utilities during an emergency," she remarked. "But radio is immediately accessible, with or without power, and by people of any age or income level. Local radio personalities often serve as community bridge builders, helping people connect and assist one another, and as watchdogs to ensure that response organizations are meeting the needs of the community."

As NAB President/CEO Gordon Smith noted during his presentation at the Radio Show in September, "When I think about radio, the word 'courage' comes to mind. As you know so well, time and time again, radio broadcasters demonstrate their courage in many invaluable ways. Just several weeks ago, Hurricane Isaac struck the Gulf region, bringing powerful winds and pounding rain to communities in Florida, Louisiana and Mississippi. Broadcasters quickly stepped in, fulfilling their role as first informers...heeding warnings and providing non-stop coverage of the hurricane's path.

"Residents on the Gulf coast were fortunate; it could have been much worse. But seven years after Katrina, it was a fresh reminder of the lifeline role of local broadcasting."

Still Haven't Found More Time

Funny that the last time I added a post I referred to time and how it seems to fly by.  I still feel that way and after my recent promotion to Local Sales Manager, it seems that the clock spins so fast that the hands will likely fall off one day.  I am certain I am not alone and I think that each year, time management becomes even more of a challenge.  At Eagle Radio we are constantly looking into solutions to help our clients and to hopefully take the stress out of at least one area of their business...marketing!  As digital and social media continue to grow, we are becoming more aware of our clients needs to get some help in that area.  I am so excited that next week we are rolling out a menu of options to help our clients with this very thing.  We can help with text coupons and notifications, social media updates, search engine optimization, website development and making an existing website, better.  It is so exciting to help business owners and be a full service marketing consultant.  I hope that if you are reading this and nodding your head that you will give me a call so we can explore your needs together.

Where has the time gone?

It has been way too long since I have posted anything.  Crazy how time flies!  I hope everyone is having a great summer.  Two of our stations recently gave away a car at the Mustangs game in St. Joseph and we are now getting geared up for Lakefest 2012 in Atchison, on July 20th.  Q Country 92.7 is the presenting radio sponsor.  It is so much fun to get involved in the community.  I have always believed in investing your time in the communities you live in and those that you serve.  I continue to meet such great people along the way.    

Who is greeting your customers?

I have always been passionate about customer service...or lack of.  The last 2 days I have entered 2 businesses with different experiences in each but both experiences were negative.  In the first example I entered the business, made eye contact with one of the workers, then she looked away, walked in front of me and with her head turned (away from me) finally said she would be with me shortly.  I was actually there to meet with the General Manager of that location...her boss.  Or rather her boss's boss’s boss, maybe.  This was a retail setting so she should be used to greeting customers, right?  The second example took place today when I entered a customer's retail business and walked around for literally 10 minutes and was never acknowledged, even with a hello.  Needless to say I decided to come back later...glad I wasn't shopping for something I needed.  You can have the best advertising, the best product, the best service but without the best people representing your brand, you will not have success. 

Sounds Like Karma

“The more you do for others without expectation of return, the more you’ll get back from the most unexpected sources.”  -  Brian Tracy

Are you known before you are needed?

"You must be known before you are needed" - Spike Santee
Traditional advertising cannot be given up for only social media.  Your customer will not know to find you if they don't know you exist.  Use your advertising to drive your potential customer to your website or to social media.  Are you known before you are needed?

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