Katz: Radio Serves as Lifeline During Emergencies

RADIO ONLINE | Thursday, September 10, 2026 | 2:50pm CT

Katz Radio Group

Radio's ability to deliver immediate, local information makes it an important communications resource during hurricanes and other emergencies, according to a new Katz Radio Group Sound Answers blog post examining the medium's role during severe weather.

Katz notes that the Atlantic hurricane season runs from June 1 through November 30 and typically reaches its peak around September 10. During hurricanes, tornadoes, floods, wildfires, winter storms and power outages, local stations can quickly interrupt regular programming to provide information specific to affected communities.

That information can include weather warnings, evacuation routes and shelter locations, road closures and flooding reports, school and business closures, power outage updates and instructions from emergency management officials.

The blog argues that radio has an advantage during rapidly changing conditions because listeners can receive updates while driving, evacuating, checking on family members or waiting for electrical service to be restored without having to watch a screen.

Katz also points to a role for advertisers and sponsors during emergencies. In addition to supporting the programming, staffing and infrastructure needed to keep information on the air, businesses can use their messages to provide details about emergency hours, fuel and supply availability, services, donation drives and assistance for affected residents.

The company suggests stations can pair emergency-related coverage with appropriate local sponsors, including hospitals, utilities, grocery stores, home-improvement companies, banks and insurance agencies. Katz says such sponsorships are most effective when focused on providing useful and timely information to the community.

"National forecasts can tell people that a hurricane is approaching," the blog said. "Local radio can explain what that hurricane means for a particular community."

Read the full Katz Radio Insights blog here.