Greg Diamond – ByrnesMedia
The recent flooding in Calgary/Southern Alberta (and the stations it knocked off the air) got me thinking about an article I wrote in 2007 entitled “Have A Plan”. At the time I wrote it, Hurricane Rita was churning away in the Gulf of Mexico and people feared it could be as damaging as Katrina had been a couple years prior.
Storm intensity and frequency does appear to be strengthening as the years go by. For example, “Hundred Year Floods” are no longer century events, but rather decade(s) occurrences. Also, a storm blew through Ontario the other day with a ferocity I haven’t witnessed in the almost 10 years I’ve lived here. It did a great deal of damage as it tracked north of where I am in Burlington, but we weren’t spared here, either. In fact, I saw something I hadn’t seen since I left the prairies years ago – a green cloud. If you’re ever unfortunate enough to see one, do yourself a favour and get as far away from it as you can! Those things can sometimes spawn tornados.
Now, the last example is weather, which is not the same as climate. The former is short term while the latter is long term. I add that because I’m not interested in entering into a climate change debate, but rather use this as an example as to why it’s more necessary than ever to make sure you have steps in place should something impact your station and with the knowledge that weather is just one potential cause.
Here, then, is the article from 6 years ago, which admittedly is dated as per specific events, but still seems to stand up with regards to the message. I hope you agree.
Have A Plan
Like most of us I watched the events surrounding Hurricane Katrina with a mixture of horror over the loss of life and mass destruction, anger over the slow and ineffective relief response, bewilderment that the world’s richest and most powerful country could be left so helpless, and complete and utter awe of Mother Nature. Personally, it left me asking the question – “Where was the plan?” Professionally, it left me asking the question – “Does your radio station have a plan for the unexpected?”
The “Where-were-you-when?” event of our time is without question 9/11. I think back to that day and how completely unprepared we all were for such a momentous and unforeseen tragedy. Let’s face it, though, outside of the intelligence community, who would have believed such evil even existed, let alone the death and destruction it wrought? In short, there will always be things that go unplanned. Radio (and the media as a whole) did manage to do an outstanding job even though we ended up devising the plan as we went along.
9/11, therefore, is the extreme. There are, however, many events that can and should be planned for. Things that don’t just happen “over there”, but can and do occur wherever you may live.
One of the most obvious is fire. Sure, there are laws requiring posted emergency exit routes and most stations do have specific plans for fire that deal with putting things on “auto-pilot”, etc. but how many on your staff actually know the routes and the procedures? “Hmmm, well there is that door in the back with the evacuation route on it and we have the fire procedures on the pegboard… it’s the one at the top right that’s turned yellow with age… blah, blah” I’m willing to bet good money that a pop-quiz on the subject would turn up some nasty results. This even goes for stations in buildings that practice regular fire drills. They are more than just impromptu coffee-breaks, y’know.
Beyond human safety, there’s the practical question of keeping the station on the air, should fire (or some other disaster) damage or possibly destroy the building. Are your computer files backed up and stored off-site? These include everything from accounting records to music databases. Does Engineering have a plan to broadcast from an alternate location, even if it means setting up shop in the broadcast hut? Katrina (and Rita) showed clearly which broadcasters had a contingency – they were the ones back up and running first.
Another emergency that is an unfortunate reflection on our times, but nevertheless needs to be planned for is an armed intruder. Having worked in a building that housed both radio and television operations, this was something that, while remote, was still very much a concern. Do you have a system in place to alert staff in case of such an occurrence? Does staff know to quickly (and very quietly) leave by the back door or other alternate entrance?
Weather, as illustrated all too clearly by Katrina is something that must be planned for.
ByrnesMedia has a client station in Corpus Christi, Texas. As of this writing, Hurricane Rita is set to make landfall in a day. I spoke with the station’s PD, Bert Clark, about his storm preparations. Here’s a guy who is prepared. He told me, in his laid-back southern drawl, “When we go into Hurricane-mode, we always ask for six volunteers to stay behind until the last possible moment. That’s done and the rest of the staff has already been evacuated. The music is off the air and it’s nothing but Hurricane info around the clock. We’ve also pulled the book promotion until at least next week.”
It’s understandable and expected that a station on the Gulf Coast would have a detailed hurricane protocol (Bert’s “Hurricane-mode” reference really says it all), but I must admit to being taken aback by how calm and confident he sounded. It seems having a plan makes his job easier… or maybe you just have to live there. By the way, Rita continues to curl away from Corpus Christi and thankfully it appears they will receive at most a glancing blow.
Fortunately most of us don’t contend with hurricanes, but what are the severe weather conditions and/or disaster possibilities inherent to your region? Depending on your location, contingencies need to be formulated and disseminated for everything from tornados to earthquakes.
One thing we in the Great White North have in abundance is snow. Personally, I hate the stuff, but our ByrnesMedia clients in Barrie, Ontario have taken snow and turned it into yet another reason for their considerable success. Their plan is not only very effective and efficient in its execution, but is a ratings-generator to boot.
For years the competition was considered the “must-listen” station when frequent, heavy snowstorms hit the area. Our client stations set about capturing that position by putting in place a “Snow Day” plan that was capable of immediately changing the stations’ direction from music-based to information-based when the situation arose. They coupled this with a supporting marketing campaign, which even included fridge magnets as a constant reminder of who gives the most comprehensive bus cancellations, school closures, highway/street conditions or closures, etc. It took a while, but perception shifted and now they’ve manufactured a positive benefit out of a negative Canadian weather event.
In smaller markets (and increasingly in larger markets) stations are often empty during overnights, evenings and weekends. What is your procedure for dealing with an emergency while in “VT mode?”
There was a horror story that happened in a smaller British Columbia community. An emergency existed and the mayor wanted the local station to broadcast instructions to area residents. After repeated unanswered telephone calls, the mayor went to the station only to find it deserted. He actually broke in to try and air his message!
Do yourself a favour and give the police and fire departments (and in the above case, the Mayor’s Office) a “Go To” telephone number of someone with authority like the GM or Engineer.
To assist in the planning process you may look at putting together a small committee (possibly headed by your Engineer) to think through what could potentially impact your station and how best to deal with it when or if it does. Department heads would be logical members for such a committee, but look around your workplace as there could be others uniquely suited to offer input. Once the document is completed, make sure everyone reads and knows it, and then add it to your new-employee handbook.
ByrnesMedia brings a great deal of experience to the issue of contingency planning. We would be more than happy to assist you in yours.
In the meantime, I would appreciate hearing about plans you have in place at your station, including the “why’s” and the “what’s” so we may share them with all our readers. Please email them to me at firstname.lastname@example.org. Together, we can help each other to “Have A Plan”.
A few months back I introduced you to Terry McArthur and Tim Morris of Mega Music Canada. Given that many stations are finalizing their budgets for the next fiscal, now would be a good time to give you a reminder of their service and how it can benefit you with your CCD expenditures.
Often cheques are simply written out to FACTOR or other traditional recipients and by no means am I saying these organizations are unworthy of additional funding. But the fact remains that there are options that exist that provide great support for developing Canadian artists that also deliver valuable marketing, promotion and branding to stations in the process. Mega Music Canada is a prime example.
Mega Music provides a turnkey solution to radio stations by providing a means to mass distribute free music via branded digital download cards. Recipients of the station’s free music are then directed to a fully customized redemption store populated with music that reflects the station’s format and playlist. Mega Music is licenced by all of the major record companies and key independents, thereby providing accessibility to the most current and in-demand Canadian artists and songs across all musical genres.
Their year end service works as follows:
For more information on how Mega Music works, you can visit their website at megadigitalmarketing.com and make sure to click on their instructional video in the “How It Works” section.
You can also contact Terry directly by emailing him at email@example.com or calling (403) 616-7339.
Aug 1-31 “Children’s Vision and Learning Month”: To remind people of the important role that good vision plays in a child’s ability to read and learn. Call 330-995-0718 or 1-888-268-37770, email firstname.lastname@example.org. Web: www.covd.org.
August 1-31 “Get Ready for Kindergarten Month”: A celebration to support a happy entry into kindergarten. Going into kindergarten is a life-changing event not only for the child, but also for parents, siblings, and educators. Call Katie Davis 914-588-2992, email email@example.com.
Aug 1-31 “Happiness Happens Month”: 14th annual celebration to encourage people to express happiness and discourage parade-raining. Sponsored by the Secret Society of Happy People. Call 972-459-7031, email firstname.lastname@example.org. See www.sohp.com .
Aug 1 “Girlfriend’s Day”: Celebrate this special day by taking your girlfriends shopping, to a play, to the movies, out to eat, to the spa and/or to the park. A fun slumber party is recommended. For info call Thelma Martin 404-849-1249 or email email@example.com.
Aug 1-7 “International Clown Week”: All over the world, clowns will be clowning around for a good cause this week.
Aug 1-7 “World Breastfeeding Week”: Breastfeeding advocates, health care professionals and social services agencies focus on the importance and benefits of breastfeeding. Email the LaLeche League of Canada at firstname.lastname@example.org. See www.lllc.ca.
Aug 1-11 “Halifax International Busker Festival”: Halifax, NS. Street performers and artists from around the world, vaudeville nights and entertainment tent. Call 902-429-1068. See www.buskers.ca.
Aug 4 “Single Working Women’s Day”: Honouring the many single working women who do it all. Call 773-571-4199 or email email@example.com.
Aug 4 “Sisters Day”: Celebrating the spirit of sisterhood. May include biological sisters, sorority sisters, sisterly friends, etc. Call Tricia Eleogram 901-681-2145. email firstname.lastname@example.org. .
Aug 5 “Civic Holiday”: The first Monday in August is observed as a holiday in seven of Canada’s 10 provinces (Manitoba, New Brunswick, Northwest Territories, Ontario, Saskatchewan have Civic Holiday. It is called British Columbia Day in BC and Heritage Day in Alberta).
Aug 5-9 “Psychic Week”: Either invite a local psychic into the control room and have some fun on the air, or phone a different psychic each day “live on the air” and when they don’t answer saying “Hi [insert your name and your station name]”, hang up on them as they can’t be very good. After all, shouldn’t they know who it is?
Aug 7 “Particularly Preposterous Packaging Day”: Buy anything lately? Did you succeed in getting the darn thing open? For info call Thomas & Ruth Roy 717-279-0184. email email@example.com.
Aug 7 “Professional Speakers Day”: A day celebrating the consummate professionals who help people through their oratorical skills. Call Jim Barber 954-476-9252, email firstname.lastname@example.org. See www.professionalspeakersday.com.
Aug 7-11 “Canadian Open Old Time Fiddle Championship”: Shelburne, ON. This event features Canada’s top fiddlers in competition for over $17,000 in prizes. Call 519-925-8620 or email email@example.com or see www.shelburnefiddlecontest.on.ca.
Aug 9-13 “Perseid Meteor Showers”: Among the best known and most spectacular meteor showers, peaking about Aug 10-12. As many as 50-100 may be seen in a single night. Wish upon a “falling star”!
Aug 10-16 “Elvis Week”: Over 75,000 fans invade Graceland and Memphis for the hundreds of events that are organized. He died Aug 16, 1977. Call Graceland at 1-800-238-2000 or www.elvis.com Payphones near the ticket-line: 901-345-9847, 901-332-9416, 901-332-9442. Also, call the ‘Elvis’ McDonalds Restaurant (in Tupelo-his birthplace) 601-844-5505.
Aug 12 “United Nations: International Youth Day”: A day to increase public awareness of the World Programme of Action to the Year 2000 and Beyond. See www.un.org.
Aug 12 “Vinyl Record Day”: Favourite songs can bring back fond memories and Vinyl Record Day encourages celebrating these music memories with family and friends. The day also seeks to recognize the tremendous cultural influence that vinyl records and album covers have had for more than 60 years and the need to preserve that audio history. Call Gary Freilberg 888-644-4567, email gary@VinylRecordDay.org.
Aug 12-16 “Weird Contest Week”: It happens in Ocean City, New Jersey. Artistic pie eating, French fry sculpting, wet t-shirt throwing and more. They have a different contest daily, so call Mark Soifer, the PR Director of Ocean City at 609-525-9300, or email firstname.lastname@example.org for some great stories.
Aug 13 “International Left-Handers Day”: Since 1992, an annual worldwide day when left-handers everywhere can celebrate their sinistrality and increase public awareness of the advantages and disadvantages of being left-handed. See www.anythinglefthanded.co.uk for info.
Aug 15 “Best Friend’s Day”: Celebrate this special day by doing something fun with your best friend. Call Thema Martin 404-849-1249, email email@example.com.
Aug 16 “Joe Miller’s Joke Day”: Joe is believed to be the first person ever to publish a joke book. Joe was a comic actor who worked at the Drury Lane Theatre and he published a 70-page book [247 Jokes] called “Joe Miller’s Jests” in England in 1739. It was revised and expanded hundreds of times and the last printing contained 1,500 jokes. A great opportunity to launch your own joke book, with money going to charity.
Aug 17 “International Geocaching Day”: To celebrate the sport of geocaching: a real-world outdoor treasure hunting game in which players search for hidden containers using a GPS-enabled device. For info, email Groundspeak, Inc. at firstname.lastname@example.org. See www.geocaching.com.
Aug 18 is “Bad Poetry Day”. Compose some really bad material and read it on the air, or have people call in with the worst material, or read a few lines of well-known poems [visit your local library] and have callers tell you what you’re really saying.
Aug 22 “Be An Angel Day”: Encourage people to do “one small act of service for someone” today. For more information on this day call Rev Jayne Howard-Feldman at 410-833-6912, email email@example.com. Web: www.earthangel4peace.com.
Aug 25 “Kiss-And-Make-Up Day”: A day to make amends and for relationships that need mending. Email Jacqueline V. Milgate for info Jacqueline825@yahoo.com.