Author: Annette Malave, SVP/Insights, RAB
Radio reaches millions of people every week. It connects personally with its listeners and can help drive brand awareness and sales. These are some of the topics that are covered in this blog on a weekly basis.
This week’s installment focuses on an extremely important role radio plays in local markets – it can save lives.
When the power goes out, a hurricane approaches or fire is impending, radio is there. Radio plays a critical role during these times. Listeners depend on local radio stations to provide them with up-to-date information, including what to do and where to go.
The wildfires that have impacted major regions of California have reminded us how listeners are dependent upon the radio stations in these communities to provide them with updates and evacuation procedures. Via broadcasts, websites or apps, radio stations’ listeners are being kept apprised of what they need to do and where they can go for help.
Traffic and weather updates are even more important during situations like these, as was the case with Hurricane Florence in the Carolinas. Sudden directional changes in the hurricane’s path closed major highways and interstates, leaving residents with limited evacuation options. Radio stations provided listeners, via broadcast or call-ins, with real-time updates as conditions changed with where they could go for shelter or help.
Whether it is a hurricane or a wildfire, the situation is dynamic because of the inherent unpredictability of weather. As a nimble medium, radio can shift as quickly as the weather. No other medium can inform listeners with a dependable and trusted voice, like radio.
Events like these have, sadly, become more of a common occurrence. Radio stations in these communities have all rallied together to do whatever they can to provide not only information, but comfort. The bond that exists between a radio station, the personalities on those stations and listeners is what makes radio so unique.