Communicating to National Lay- Publics A Private Sector Perspective Melissa Tuttle Carr, The Weather Channel

What do we know about the public? We have learned a lot… but there is always more to discover and understand!

Will first talk in general terms, about all platforms at The Weather Channel Companies (TWCC)…  Including ‘passive’: –TWC Network –‘Local on the 8s’ –Weatherscan -Radio Network  And interactive: –Web (weather.com) –Mobile –Desktop … And then will address a few key points specific to certain platforms

Questions #1 and #2  What key challenges do you face trying to effectively communicate weather information to a broad, diverse audience?  What lessons have you personally learned (e.g., about communicating better, about what your audience wants or understands)?

Challenges/Lessons Learned: All TWCC Platforms 1. Diversity in viewer/user knowledge, background, and education Of those surveyed at TWCC, this was the most- mentioned challengeOf those surveyed at TWCC, this was the most- mentioned challenge This is most difficult on ‘passive’ applicationsThis is most difficult on ‘passive’ applications Interactive applications can sometimes offer different levels of informationInteractive applications can sometimes offer different levels of information

Challenges/Lessons Learned: All TWCC Platforms 2. Relevance What is the person’s situation?What is the person’s situation? Why do they want weather information?Why do they want weather information? What weather information do they want?What weather information do they want?

Challenges/Lessons Learned: All TWCC Platforms 3. Spatial Resolution 3. Spatial Resolution Some people wantSome people want “weather in their backyard” “weather in their backyard”  A sub-set of those people realize that they don’t want or don’t understand that information when they get it Others have no desire to see weather on that local of a scaleOthers have no desire to see weather on that local of a scale The severity of this challenge varies greatly across platforms.The severity of this challenge varies greatly across platforms.

Challenges/Lessons Learned: All TWCC Platforms 4. Consistency across platforms People may get their weather information from TV, radio, internet, mobile phone, desktop, or any combination of these.People may get their weather information from TV, radio, internet, mobile phone, desktop, or any combination of these. Must have consistency in how we present weather information across platforms, so as to not confuse the user.Must have consistency in how we present weather information across platforms, so as to not confuse the user.

Challenges/Lessons Learned: All TWCC Platforms 5. Using information from the public sector We greatly value our partnership with the National Weather Service and rely on the products they provideWe greatly value our partnership with the National Weather Service and rely on the products they provide However, the products don’t always naturally fit our needs across all of our platforms (bulletins)However, the products don’t always naturally fit our needs across all of our platforms (bulletins)

Challenges/Lessons Learned Specific Platforms: ‘Passive’ Media The Weather Channel NetworkThe Weather Channel Network oTrust of On-Camera Meteorologists oCoverage of entire United States oTime constraints Local on the 8s/Weatherscan (Satellite Transponder Addressable Receiver - STAR technology) Local on the 8s/Weatherscan (Satellite Transponder Addressable Receiver - STAR technology) oIncrease in geographical area each STAR covers oCable affiliate wants/needs vs. that of the viewers RadioRadio oAudio-only; not a visual medium oTime constraints

Challenges/Lessons Learned Specific Platforms: Interactive Media MobileMobile oGetting the word out oSize and resolution of screen oDifferent phones = different technology DesktopDesktop oInformation needs to be “glanceable” be “glanceable”

Question #3  What do you see as the main opportunities or needs for change (especially if there’s something WAS*ISers can do!)?

Main Opportunity for Change…  Better collaboration and communication between public and private sectors WAS*IS: A step in the right direction!

Main Opportunity for Change…  Bulletins are the biggest opportunity for improvement  We best serve our audience by tailoring the bulletin to the platform, but we must develop technology to give us what we need. Examples:  Parsing just the key information for display on mobile phones (phenomena, location, expiration)  Scrolling only the crucial information from Hurricane Local Statement bulletins on the network (taking out repeated info, the Saffir-Simpson scale, history on prior storms)

Main Opportunity for Change…

National Weather Service CAP (Common Alertings Protocol) feed example from weather.gov/alerts

Main Opportunity for Change…  Through our research and our work to best serve our customers’ needs, we often see areas for improvement of products  Need to open lines of communication and work on collaboration between private and public sector: Proactively share thoughts, ideas, needs and work together to ensure products will meet everyone’s needs!  Speed of change in public sector is often too slow for today’s pace of business; this can be difficult for private sector

Any Questions?