Cell Journalist:

Weather Applications

• Get buy-in from your weather team prior to launch—this is critical.
• Then, at least once during each program daypart (early morning, early evening, late, weekends, etc.), have your weather talent request content. Tell your audience to send images/videos to the e-mail address that you have set up.
• Be specific: ask for clouds or fog or flowers or some other theme, but don’t just say, “Send us your pictures and videos.” Viewers respond better to specific requests.
• If you have a reliable team of weather watchers, designate them as “trusted senders” so their content goes straight to the site without having to wait for admin approval.

Extended Coverage and Special Reports

• This is where stations define their position in the market. You must win the Big Story, and severe weather is frequently the biggest story of the year.
• Call to action: During extended coverage, put up a full-screen graphic and have an anchor or weathercaster request content at least once every 10 minutes.
• Better yet, put it in a lower third crawl. If you’re in a weather situation, include a call to action (send images/videos to the e-mail address that is set up) in the before and after the NWA advisory copy.
• After the fact, if you do a Proof of Performance spot, include a couple of the best shots that were sent in.