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?

Do You Track Your Advertising?

Success This Way

It is easy to feel defeated when things do not go as planned.  This article was a great reminder that it's not that you failed, it is what you do after a failure that matters.

Embracing Failure on the Path to Success

It Must be Monday!

I am suffering from a major case of writer's block.  A lot of great commercials to write but can't get the ideas to translate onto paper!

Remember...We are The Economy. (That includes you.)

Great read I rec'd today from a site called "Just Sell"

Recovery depends on the work we do today... regardless of difficulty, regardless of political belief, regardless of what the media says. It's our work (your work) that will get us there.

The US Navy SEALS have a creed they live by in their work. A few of my favorite lines are...

• The lives of my teammates and the success of the mission depend on me... (individual accountability)
• If knocked down, I will get back up, every time. (resilience)
• In the worst of conditions, the legacy of my teammates steadies my resolve and silently guides my every deed. (purpose)
• By wearing the Trident I accept the responsibility of my chosen profession and way of life. It is a privilege that I must earn every day. (commitment... did you catch that word 'privilege'?)

What if we all had a Trident for our work - something that says we truly accept the responsibility for our chosen profession - and we did it?

You up for it?

Serial First Daters

I remember when I was single, running into articles about "Serial First Daters".  These are people that continuously go on only one date with someone.  Maybe they are afraid of commitment.  Maybe the person they are on the date with is not interesting enough, not creating enough excitement for them.  Maybe they don't have the same interests or political/religious views.  The list and excuses go on and on.  In advertising, I have used the first date as a comparison many times. I want that first date.  I want to get my client on the radio so they can see the power of our reach.  Sometimes, however, I don't get a second date.  They "try" it for a short time and think it does not work.

I have said before that it is important to set expectations.  When I go to a client with a proposal, I have a certain time frame in mind for the message we have created.  Radio works best with consistency (more dates), frequency (dates often) and a great message (excitement, personality).  If any of those components are compromised, so is the success of the campaign. I prefer to "have a relationship" with my clients.  I am here to help them succeed.  A "first date" is not going to be enough for either of us.  It takes a solid investment from both of us.  When a true relationship is created, there is success!

Bottom's up to another year!

“You only live once, but if you do it right, once is enough.”  - Mae West

Take advantage of all your resources!

Just returned from a Lunch and Learn at the Chamber.  We, at Eagle Radio, and the folks from the News Press, were able to tell members about some great ways that are inexpensive, or FREE, to market their businesses.  We had a huge turnout and had a lot of fun!

Social Media - Are you connected?

Lately we have been talking a lot about social media, and by we, I mean absolutely everyone.  What is here to stay and what is just a passing fad?  My coworkers and I all seem to agree that Facebook is probably here to stay. At least for now.  Twitter seems to be popular with celebrities but just hasn't caught on as much in the Midwest, at least in my circle. A lot of people have accounts but there does not seem to be many people keeping them up to date.  Then there is Pinterest (which is the most addictive site I have ever been a part of), tumblr, google+ and many many more that I don't even know about.  I have been helping clients put together a Facebook page and am continuing to look outside the box to help them get connected.  Radio is such a great medium to push your FB pages, mobile offers and your website.  What a great compliment for a mobile society!!!

Which Road Would You Take?

I came across another ad rep that referred to the poem "The Road Not Taken" by Robert Frost.  So I decided to "google" it to see what it said. The poem ends with 

...I took the one less traveled by, and that has made all the difference. 

I have spent some time lately trying to think of new ways to market different categories of businesses.  There are some categories that seem to advertise the way they always have, yet admit they see little results from it.  This is where I like to explore new ways of reaching their potential customer or client.  That is the really fun part.  The really hard part is finding a great solution and realizing my client, is a little nervous to take the road "less traveled".  Everyone wants to have the new idea and be the first to do it, but in reality, it can be scary.  Sometimes fear can hold us back.  I will never forget what a friend said to me once...I had been offered another job and I really wanted to take it but was really nervous about it because I feared the unknown.  He said, "Have you ever met anyone that got ahead without taking a risk once in a while?"  Needless to say, I took that job!

“People do not care how much you know until they know how much you care.”

—	John Maxwell

Mind Currency by Duane Chistensen

Have you made a deposit lately?

I'll try anything once!

"I'll try anything once." You've probably said that at some point in your life and if you haven't said it, I know you have heard it. As a small business owner it is easy to get sucked into the excitement of getting your name out there. You find yourself buying a spot on calendars, fancy magnets and phone book covers. Maybe you have purchased booth space at every show that comes to your area. Don't forget newspaper, TV, cable, radio, direct mail, door hangers. You believe in your product or service and by golly, you know everyone else will too. Bad idea. Be strategic with your marketing dollars. Who is your audience? What do they look like? What do they like to do? Why would they need you? Then ask those sales reps that are beating down your door, "how can you help me?" What demographic can they reach for you? What would your message sound like or look like? Ask for them to show you how many people will hear or see your message. Where did those numbers come from? Ask them what you can expect if you advertise with them. Ask the right questions so you can put your dollars where you will get the biggest bang for your buck.

Scan to go mobile with me!

How will you handle $4 gas?

The question whether to advertise or not to advertise during a recession has been asked over many years, and the evidence indicates that advertising during a recession is smart business.