Crisis Communication in Action:
The 2004 Hurricane Season
Saving Lives through Impactful Community Outreach
and Actionable Science Communications
BlueTerra Partners’ founder provided continuous, trusted meteorological coverage during Hurricanes Charley, Frances, and Jeanne—turning complex forecasts into actionable guidance for communities. The clarity and responsiveness developed then now shape BlueTerra Partners’ science communication.
The Challenge
In 2004, Florida experienced four hurricanes in six weeks—one of the most intense hurricane seasons on record. In Central Florida, Charley, Frances, and Jeanne each posed distinct threats: prolonged multi-day disruption from Frances and Jeanne, and a sudden, unexpected direct hit from Charley. The challenge for broadcast meteorologists was to maintain scientific accuracy while distilling rapidly shifting forecasts into actionable guidance.
The Approach
Drawing on the meteorology team’s training and expertise, the ABC-affiliated television station in Orlando coverage relied on:
Pre-storm preparation: developing forecast scenarios, mapping impacts, and scripting communications ahead of the launch of continuous, multi-day coverage.
Rolling live updates for prolonged storms: model comparisons, radar interpretation, field reports, and ongoing safety recommendations and guidance to keep the community safe.
Rapid pivoting during Hurricane Charley: recalibrating forecasts mid-broadcast to address the storm’s sudden turn, updating expected impacts county-by-county alerting viewers in real time.
Transparency, uncertainty framing, and trust building: explaining what was known versus what remained uncertain through clear, concise messaging.
After-action learning: debrief sessions on coverage successes and gaps to iterate and improve future storm response.
Results
Viewers received locally tailored, reliable weather guidance, strengthening their ability to respond and stay safe.
The meteorology team demonstrated agility under pressure, pivoting quickly as forecasts changed—particularly during Hurricane Charley’s abrupt track shift.
The credibility of the meteorology team and station was reinforced through consistent, clear communication in prolonged high-stress environments.
Coverage improvements based on that experience shaped future weather coverage standards.
The stations’ ratings increased by approximately 30% following the storms’ coverage, and that rating increase was sustained long-term.
Why It Matters
This case illustrates how clear science communication can function as a bridge, empowering communities to make informed decisions in challenging environments. The practices tested then now inform BlueTerra Partners’ approach to its science communication work, ensuring complexity is translated into clear, concise, impactful messaging for individuals, communities, and organizations.
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We harness what we’ve learned—adaptive communication, translating complex science information, and a focus on the community—to help our partners deliver compelling, resilient messages that inspire people and inform decisionmakers.