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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).

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.

To bring this message home, 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, including the importance of owning a radio.

"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. (02-03-10)

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