Mesonets and the Media

Derek Arndt

Assistant Vorticity Manager

Oklahoma Climatological Survey

June 25, 2002

Why give this talk?

Simply to emphasize that a positive relationship with “The Media” can be built and maintained The positive relationship helps you get your message out The message might be important information related to

an environmental/weather event The message might be important information about you

and your project! To share some of the ideas that have and haven’t

worked in my short time in this area.

Background

Meteorologists and climatologists are like traffic engineers, stockbrokers, and baseball managers

Background

Meteorologists and climatologists are like traffic engineers, stockbrokers, and baseball managers Much of the public is convinced they know your

craft as well as you do!

The Silver Lining

There is a lot of interest in what you do! Weather and climate have a direct, recognizable

impact on people’s lives

Two Considerations

Media as data clients Looking for consistent, concise information

Media as message-deliverers Looking for credible information providers

This is a “chicken and egg” scenario!

Data They Like (their version)

Lists Tables Brevity

Data They Like (our version)

Lists Lists are conveniently reproduced without

investing a great deal of effort in “wrapper text” A great way to introduce relevance

Tables See “lists”

Brevity

Products that “clicked”

This is particularly popular with the broadcast media.

Several Oklahoma stations use this list nightly (adding their own unique stamp).

Products that “clicked”

A daily product whose reliability and simplicity make it a favored target of the print media.

Can “dress up” a standard weather story.

Products that “clicked”

The OCS / Mesonet Ticker

Originally: an internal “feel good” e-letter Research accomplishments, cool data,

milestones, etc. I copied a few friends at TV stations and

papers Now in its 5th year as a “daily” with over 100

recipients in research and media community http://ticker.ocs.ou.edu/

The OCS / Mesonet Ticker

Web and e-mail distribution Content and “education level” is varied

Climate info, cool wx observations, safety tips, info relevant to current events, old-fashioned PR

Tone is casual (they get formal releases all the time)

The OCS/Mesonet Ticker

What You Might Avoid

Elaborate graphics Big operations already have excellent graphics

departments Smaller operations can’t or won’t run them

Long-winded “academese” Resist the urge to unnecessarily hedge, caveat,

disclaim, and conditionalize

What You Might Avoid

… one example …

What You Might Avoid

“Before it had a chance to percolate in the ground, it just hung around in the air,” said Derek Arndt, climatologist for the climatological survey. “It was kind of like a heat lamp on a wet surface.”

"Better to keep your mouth closed and be thought a fool than to open it and remove all doubt.” – Mark Twain

Other Considerations

Know your network What does your network do better than any other

source? Know your resources

Does your office have an obligation to inform the public?

Does a potential partner’s office have a similar obligation?

Other Considerations

Be consistent A great product, delivered once, pales in

comparison to a great product delivered daily or weekly

Consistency adds to credibility

Thank you

Happy vorticity management!