Record-Setting Irma: How to Mobilize a Hurricane-Tested Population Via Traditional and New Media

On the heels of the horrific images of Hurricane Harvey in Texas, South Florida and the Florida Keys looked warily to the east as Irma intensified into a record-setting category 5 hurricane and took aim at the Sunshine State. Yet with an influx of hundreds of thousands of new residents in recent years, and a segment of the population under the impression that they've "seen it all" and can weather any storm, this seasoned broadcast meteorologist sought novel ways to mobilize the population into life-saving action.