Relationships Are Built on Sunny Days: Uncovering Quiet Weather Communication Strategies

Abstract

Abstract This study proposes the concept of quiet weather communication and offers the first framework of quiet weather communication strategies tied to specific public outcomes (e.g., build and maintain organization–public relationships). Most of the risk communication literature focuses on severe weather communication. We posit that through defining and examining quiet weather strategic communication we can better understand how the weather enterprise can prepare communities for future severe weather. Through four virtual focus groups with 28 NWS and broadcast meteorologists, we operationalize quiet weather communication strategies (humanize the organization, provide weather education, share the love of blue skies, and showcase quiet weather trends). We then report meteorologists’ perceptions of the strengths and weaknesses of each strategy and propose future directions for research on quiet weather communication.