This past month, we’ve seen a lot of tornadoes touch down with devastating effect across the country. In late April, an EF4 tornado with winds near the top of the 166-200 mph range killed 15 people in Arkansas. It’s at times like these that TV stations literally saves lives by warning residents to take cover […]
This past month, we’ve seen a lot of tornadoes touch down with devastating effect across the country. In late April, an EF4 tornado with winds near the top of the 166-200 mph range killed 15 people in Arkansas. It’s at times like these that TV stations literally saves lives by warning residents to take cover when the stations detect a tornado has formed. And for days afterwards, the local news coverage documents the aftermath as residents try and recover from the death and destruction brought on by the tornadoes.
After a major news story like this, many TV stations struggle to send the right message about their news coverage by creating a POP, a proof-of-performance spot that highlights their coverage. But it can be a delicate balance in a tragedy.
Ken Bauer, the creative services director at KHBS, the ABC affiliate in Northwest Arkansas, wants your opinion about some POP spots his station aired after the Arkansas tornadoes.
You can put your comments in the “comments” section on the blog or send them to me at [email protected].
Here’s Ken:
“Hi Paul, I wanted to highlight the fantastic work of our Fayetteville-Fort Smith, Arkansas team during the recent Central Arkansas tornadoes and possibly get the creative community’s input via Market Share on our approach to marketing the tragedy.
“The tornadoes struck near Mayflower and Vilonia, Arkansas. Although well outside our DMA, our excellent news team told the stories of tragedy and hope before, during and after the storms struck.”
“Our lead producer, Assistant Creative Services Director Clint Gooch, Promotion Producer Clint Fullen and I set out to tastefully “proof” our coverage while making every effort to avoid looking like opportunists. I hope we succeeded.”
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