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Using Media to Promote Flood Safety: Strategies for Effective Outreach

This article explores the media strategies employed by the City of Austin to enhance flood safety awareness. It outlines a comprehensive campaign that includes paid advertising, outreach events, and radio spots to reach diverse audiences. The campaign emphasizes the importance of timely messaging, targeting drivers during adverse weather conditions, and utilizing both traditional and online media. Key insights include insights from a successful radio advertising campaign and practical tips for conducting effective press conferences.

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Using Media to Promote Flood Safety: Strategies for Effective Outreach

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  1. Extra, Extra! Read All About It! Using the Media to Promote Flood Safety By Stephanie Lott, City of Austin

  2. Getting the Message Out! • Paid Advertising • “Free” Outreach

  3. Who is the Audience? • Starting point for any media campaign • Allows you to design a more effective campaign • Test question: You battery-powered stuffed animals, where do you advertise? • Newspapers? • Billboards? • Children’s TV?

  4. Turn Around – Don’t Drown Audience? Everyone!

  5. Timing can also be a challenge.

  6. Who We Really Need to Reach People driving in the rain!

  7. Radio Advertising • Short-notice advertising • Notice by 10 a.m., 5 stations, 15-second spot, • Started running ads at 2 p.m. September 7 • Night-time ads cost as little as $5 per spot • Spanish version on top Spanish station • Traditional educational campaign • Three weeks of advertising on 4 radio stations • Included print and online ads • Used firefighter for spokesperson

  8. Did it Work? • Short Notice Ads - 120,000 adults heard ad 3 times • Spent $3,200 • Traditional Radio Ads - 600,000 adults heard ad 2 to 3 times • One fatality in Austin • 7 swift water rescues in Austin

  9. Print and Online Advertising

  10. Print and Online Advertising

  11. “Free” Media

  12. Weather is a Hot Topic

  13. No Guarantees! No Control!

  14. News Conference Tips • Have a good visual • Announce something new • Bring in partner organizations • Call the media the morning of the news conference • Remember some of the pay off will come later

  15. Outreach to Community

  16. Questions Stephanie Lott Public Information Specialist Senior City of Austin 512-974-2799 Stephanie.Lott@ci.austin.tx.us

  17. Radio Ads • Educational Ad English • Educational Ad Spanish

  18. Turn Around – Don’t Drown Audience Flood fatalities by age and gender (DSHS) Chart by Dr. Hatim Sharif for the Texas Flash Flood Coalition

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