A Unique Partnership for a Common Goal

The partnership that exists between the National Weather Service (NWS) and the entities that disseminate its message is crucial to the agency's success and must be further developed. Local media (broadcast television, print, radio, and internet) spreads information about NWS-issued alerts, such as hazardous weather watches and warnings, in ways that the NWS cannot. Similarly, local emergency management acts on NWS hazardous weather alerts and reaches the community on a more personal level. These groups share an unwritten partnership with a common goal: to protect the public using the tools and platforms they possess. Though the goal is simple, the partnership is complex. There is uncertainty involved in the forecasting of weather, which often makes it difficult to provide information on the timelines desired by each group. With the advent of social media, information spreads more quickly, and this has to be taken into account when considering best practices. Communication will continue to change and evolve, and we must be prepared to respond. This presentation is meant to illustrate the necessity of the unique and valuable partnership between the NWS, media, and emergency management, and to discuss methods that will strengthen this collaboration and adapt to changes over time.