The images and heartbreak coming out of the Texas flooding are horrific and heartbreaking. It is also a reminder of just how quickly the weather can turn deadly.
In the immediate aftermath of last weekend, the big radio companies took a victory lap. Putting out releases that pounded their chests regarding how they had sprung into action.
I have a trusted source on the ground in the area who quite adamantly threw a challenge flag to those releases.
Regardless of whether they did or didn’t, there are lessons to be learned and procedures that need to be put in place, or at the very least updated.
Country radio has a unique and close relationship with its listeners. Built on trust and honesty. Listeners expect Country radio, especially in rural areas, to be that connection for the community.
Country radio stations can’t simply react when severe weather hits; they must anticipate, plan, and rehearse for disaster scenarios well in advance.
Here are some steps to ensure you are not caught off guard and without a disaster plan.
Have an Emergency Communication plan
Create a playbook that outlines who is responsible for what tasks.
Ensure it has a clear telephone tree that outlines the chain of command.
Identify the triggers and the level of coverage they get. When is it time to go wall-to-wall?
Who will handle social media, and what message will be conveyed?
And sometimes one of the most difficult decisions is when to return to “regular” programming and when it is appropriate to go back to music.
Train your on-air talent and have mock drills
In high-stress moments, their delivery, tone, and choice of words can either calm a community or add to the chaos.
Avoid speculation.
Be calm and repeat key messages often.
Know who runs local emergency services and partner with them
Do this ahead of disaster season.
Having pre-vetted sources not only boosts your credibility during crises but also ensures you’re not spreading outdated or secondhand information.
Invite officials into the studio for interviews, obtain their mobile numbers, and establish a direct line for real-time alerts.
A close relationship with local emergency management agencies, fire departments, and law enforcement is critical.
Partner with:
County Emergency Management coordinators
Volunteer fire departments
Local law enforcement
School district officials
Be more than a radar map and have a local knowledge base
Make sure you know, among other things:
School districts and closure policies.
Nursing homes, mobile home parks, and other high-risk populations.
Local shelters and food banks.
Let listeners give boots-on-the-ground reports
Be very careful with this one. Sadly, some people take pleasure in pranking others, even during times of emergency.
Have listeners call or message the station with updates — such as road conditions, downed power lines, and shelter availability — and create a system to vet and share that information quickly.
Develop a network of trusted listener-reporters or “community spotters” ahead of time, so you’re not starting from scratch during a crisis.
Use your digital platforms
When cell networks go down, don’t ignore your digital footprint. Country stations have loyal followers on Facebook, Instagram and TikTok — platforms that have become essential for spreading updates.
Automate weather alerts on social media. Set up SMS alerts or app notifications for your most engaged listeners. During disasters, use livestreams to provide rolling updates from the studio.
Not all listeners will be sitting next to a radio. Being multiplatform is part of being truly local.
Ensure the messages have precise timestamps.
Have redundancy in your infrastructure
Ensure your backup generator has sufficient fuel for at least 72 hours of operation.
Look at communication lines, including satellite internet.
Have remote broadcasting kits in case your staff cannot get to the station. Many stations purchased these during COVID, and they are inexpensive.
Debrief and Improve
Once the crisis has passed, don’t just move on. Host a post-mortem meeting with staff to assess what worked and what didn’t.
Use those insights to revise your protocols. Disasters don’t follow schedules — and neither should your learning process.
Country radio has a proud history of serving its communities, not just with music, but with meaningful connections. In disaster situations, that role becomes even more vital. Preparation, coordination, and a deep sense of responsibility can make the difference between confusion and clarity.
By preparing now — building relationships, investing in infrastructure, and training your team, your station can be ready when the next storm hits. And when it does, your listeners will know exactly where to turn.
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
Jeff Lynn serves as Editor of Barrett Media’s Music Radio coverage. Prior to joining Barrett Media, Jeff spent time programming in Milwaukee, Omaha, Cleveland, Des Moines, and Madison for multiple radio groups, including iHeartMedia, Townsquare Media, NRG Media, and Entercom (now Audacy). He also worked as a Country Format Editor for All Access until the outlet shut down in August 2023.
To get in touch with Jeff by email, reach him at Jeff@BarrettMedia.com.
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