The Westwood One Audio Active Group blog recently analyzed in-car listening patterns before and after the arrival of Hurricane Isaias. They used the data from Xperi’s DTS AutoStage system. You can read the analysis via the link below.
While the information is informative, it mainly reinforces what we intuitively know. In a crisis situation like a hurricane, where there is time to prepare, people will be more active leading up to the event, inactive during it, and will likely return to their normal patterns when things quiet down.
The question is: what does radio do with this information? More importantly, are you prepared to react to events like this and fulfill your community service obligations?
Certainly, the local News/Talk stations will be where most people turn. These stations have (hopefully) created a reputation and expectation to deliver vital information during a time of need.
But what if I’m not a News/Talk listener? What will my (your) music station deliver for me?
I believe that at times like these the format goes out the window. Playing the “best mix of whatever” is meaningless when 100mph winds are on the way.
You need a plan. You need to show your listeners that you care about the community and care about them. This is not a one-off kind of commitment. Developing a reputation for being there when they need you takes time and effort. It requires consistency and commitment.
You’ve built your brand based on listener expectations. You have told them what you are and what they get if they listen. This is about what benefits they receive by giving you their time. Actions speak louder than slogans.
In today’s media-fragmented world, people have many options. Chances are, most of them will turn to their phones for information in times of crisis. This is fine for looking at real-time radar maps. But where is the companionship in that? Where is the shared sense of community on that screen?
This is what radio does. We provide companionship and community. At least, that’s what we’re supposed to do.
The Westwood One analysis showed that people do turn to the radio in times like these. It was interesting to see the growth in the Christian format. One could surmise that they have built the sense of community their listeners are seeking.
When a major event like a hurricane, wildfire, or train derailment hits your town, will you be prepared? What’s your plan?
Feel free to tell me I’m full of it: [email protected]
