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Radio's Role to Inform Public Amplified During Disasters
RADIO ONLINE | Tuesday, September 11, 2018 |
As hurricanes Florence and Helene are looming -- radio has an important role in informing the public during emergencies and potential natural disasters. Radio outlets in the Carolinas and Virginia are preparing for potential hits by Florence and are fueling generators, making checklists and emergency plans, while ensuring there are enough staff to cover the event. Former FEMA administrator Craig Fugate is urging people in the path of these storms to pack battery-powered radios in their emergency kits.
In a recent article in Media Village, Nielsen Audio Managing Director Brad Kelly declares that "in the media world, broadcast radio is the original first responder." Despite the dozens or hundreds of news and information options available to consumers today, AM/FM radio is a critical lifeline to the public in times of crisis or natural disaster. Kelly added that radio has live and local advantages during natural disasters, and often times is the only source of information during an emergency.
The Nielsen audience data bears witness to that fact, says Kelly. When storms approach, radio, TV and mobile grapple to supply information to an information-hungry public. But when it finally hits and the lights go out, it's AM/FM radio that shoulders the load and bears the burden of carrying the message to the masses.
In the article, Kelly also noted that virtually every cell phone today has the capability of acting as an FM radio receiver. In the context of hurricanes and natural disasters, this is especially important. Digitally streamed media is great until there is no Wi-Fi or your cellular network is overloaded, said Kelly. When a crisis hits and modern communication channels prove unusable, the value of having an FM radio receiver charged up and in your pocket simply cannot be overstated.
Social media platforms give users a place to post updates so friends and family can keep tabs. But Kelly said that digitally, many radio stations are now streaming and can be picked up anywhere without signal coverage limitations. Mobile devices offer a valuable feedback loop for radio listeners to communicate with broadcasters and their extended community about which roads are impassable or where dangerous situations exist.
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