# Presentation: 028025

## FLASH FLOODS:  ARE THE MEDIA DOING ENOUGH?

- Bob Henson
- UCAR Communications
- University Corporation for Atmospheric Research
- Boulder, CO
- Thanks to:
- Paul Polger (NWS Headquarters)
- Bob Glancy (NWS/Denver)
- Andrea Johnson (UCAR Communications)

## Is there a problem?

- Flood death rates rose till 1970s, then steady
- Thus, per capita rate has actually dropped in last two decades

*However . . .*

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## Real death rates from other weather hazards have declined

- Watch/warning system instituted in 1950s.
- Tornadoes/hurricanes:  deaths rates down
- But **no** decreasing trend in flood deaths (although warnings have improved in past 10 years).

*Why the difference*?

## Floods don’t get respect!

- Threat not perceived/portrayed in media as being as serious as tornadoes/hurricanes
- Warnings aired with less regularity
- Safety messages not as ingrained               (e.g., people don't avoid danger, esp. in vehicles)

## Are floods seen as real hazard?

**Maybe not!****  From *****TV Guide***** (largest circulation magazine in America), 10/23/99**

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## Are floods seen as a real hazard?

**In Puerto Rico,   **
- "floods receive almost no attention from the local media in comparison to other kinds of disasters such as hurricanes and droughts. . .. the vast majority of the losses during hurricanes are a consequence of floods, but people have more fear of the power of the winds.”  (Perez-Lugo, 1998)

## Why might the media downplay floods?

- Floods **aren’t as dramatic** as howling winds
- Floods can be **upstaged** by other weather hazards occurring with them (e.g. Cheyenne 8/1/85, Dallas-Ft. Worth 5/5/95)

## Why might the media downplay floods?

- Flash floods can be **very localized**
- Floods may be viewed as **a point on a spectrum** (a little water vs. a lot), while tornadoes and hurricanes are viewed as discrete entities                      *(hurricanes even get names!)*

## Why might the media downplay floods?

**It’s hard to convey an entire flood in one image**

## Floods have low TV profile

- 1988 study of time needed to broadcast warnings on Oklahoma City TV stations showed big differences among weather hazards.
-   Tornadoes:  5-6 min.
-   Severe thunderstorms:  5-10 min.
-   Flash floods:  23-47 min.

## The Weather Channel

- Over 72 million viewers; ratings top CNN for major weather threats
- TWC has on-air experts for hurricanes, severe weather, and winter storms—but** **none identified on-air as a flood** **expert.
- In watch areas, TWC separates tornadoes from severe T-storms, tropical storms from hurricanes—but not floods from flash floods.

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## Vehicular risk from U.S. floods is increasing

**More light trucks being sold, **esp. sport utility vehicles (SUVs)—perceived as safer than cars in bad weather.
**Light truck sales in U.S. (millions)**
- 1992—**4.4**		1995—6.1
- 1993—5.5		1996—6.4
- 1994—5.9		1997—6.7       1998—**7.3**                    (1998 represents a 60% increase in sales over 1992)

## Do people see SUVs as safer in floods?Texas floods, 10/98:

- 16 vehicles crossed high water, causing 22 drownings
- 10 of these 16 vehicles **(62%)** were trucks/SUVs (CDC)
- Only **44%** of Texas vehicles overall are trucks/SUVs

## U.S. radio has changed

- Less government control over content w/deregulation (70s/80s)
- Most stations used to have hourly newscasts; now, most do not.
- Weather reports are much shorter, often less than 30 seconds long.

## Emergency Broadcast System

- It’s now the Emergency Alert System, changed to incorporate new technology and serve cable TV systems (those with 20K+ subscribers)
- The weather component remains **voluntary!**
- Lead stations (1 or 2 per region) agree through statewide plans to broadcast warnings (usually tornado and flash flood); others may follow
- However, no station is legally obligated to broadcast any single warning.

## Will new technology help?

- Targeted warnings through NOAA Weather Radio (SAME system)
- New technology for sending localized weather information by cell phone/pager

- What about poorer, more vulnerable citizens?
- Especially for them, radio will remain a vital way to receive warnings.

## Education of motorists:more crucial than ever

- Not every radio station will warn you!
- Two feet of water can carry away your car/truck/SUV
- Leave car for higher ground if flooding is imminent**                  **

## A message that works!

## What if this . . .

## . . . became this?