New Year, New Weather Coverage Strategy

‘Tis the season for making resolutions and setting goals for the New Year. It’s the perfect time for broadcast meteorologists to re-evaluate their weather coverage on-air, online, and on social media. Those are the three general outlets TV station weather teams cover. Each should have a unique approach: the same essential message, different techniques.

Produce Viewer-Driven Weathercasts

Ratings always spike a little when the weather is severe, but local TV stations produce newscasts 365 days a year. Broadcast meteorologists who deliver essential information every day can establish themselves as the go-to weather expert in their community.

Is your weather content different every day, depending on the weather? Do your weathercasts always provide information viewers can’t obtain from an app? Do my weathercasts always provide a viewer benefit?

Digital Content that Complements and Supplements

The so-called second screen is the primary way some people get the latest news and weather. Time is not a factor online. You can create as much content as you want and go as long as you want. More pre-rolls are better for the sales team, and nobody will give you “the wrap” when you’re online.

Are you creating digital content for the station-branded website, app, and OTT streaming platform that is timely and relevant? Are you developing online side-bar content that expands your on-air weather coverage?

Social Media-rology Builds Relationships and Trust

Social media covers several different platforms. Each one attracts a different demographic. The content you produce should be customized for each account and resonate with those specific followers.

Do your social media posts demonstrate expertise? Do you appropriately share your personality? Have you defined what’s “off-limits?”

Expertise matters, now more than ever

Local news ratings are up because of the pandemic, and consumers are establishing viewing habits that could last years. Dick Haynes, Senior Vice-President of Research for Magid, says, “Consumers are sampling right now, making it the perfect time to reinforce or reassess your brand position, and keep feeding that desire to watch.”

HellerWeather has created a Weather Communication Self-Evaluation Tool to help broadcast meteorologists uplevel their performance and productivity. Download it for free here: https://mailchi.mp/hellerweather/selfevaluation

Tim Heller is an AMS Certified Broadcast Meteorologist, Talent Coach, and Weather Content Consultant. He helps local TV stations and broadcast meteorologists communicate more effectively on-air, online, and on social media.