mesonets and the media
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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 - PowerPoint PPT PresentationTRANSCRIPT
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!