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 5 th year as a “daily” with over 100 recipients in research and media community 

The OCS / Mesonet Ticker  Web and 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!