Jason Cali makes a valid point of stations incorrectly taking credit for a weather forecast that their weather people either don't make or aren't capable of making. Given the intense competition in some markets, such fudging can happen frequently; I offer a few examples. One of my former interns who was subsequently given an internship by a competitor actually called to ask my advice for a forecast. I demurred, but was told it was routine practice for that station to monitor our forecasts and "update" their own. When a radio station wanted to run a forecast contest between the various station "meteorologists" in Seattle, I agreed on the condition it was run by our local University's Department of Atmospheric Sciences, to assure the forecasts were actually developed by those involved. The other stations suddenly lost interest. Finally, after our station invested in it's own Enterprise Doppler radar, a competitor which relied on recorded NEXRAD images (marketing it as their own) actually approached a customized radar software provider we use about purchasing similar software; that station decided against the purchase when the vendor refused the stations' request to develop a phony "sweep" to make it look as though they had a live radar.

I wouldn't expect that station, or those of similar ilk to develop religion because it's the right thing to do. They will do so either because of competition or embarrassment.

A few suggestions. First, differentiate your own product. When you do a broadcast, point out how today's weather compares with what you actually forecast. When your forecast differs from the Weather Service or competition, point that out. This can be done positively with style and grace. Just mention that viewers may have heard one forecast elsewhere, but that your forecast is different, and then elaborate. Dropping the hint to your anchors may result in a toss that also makes this point. Viewers will begin to get the idea there's a difference. Second, use your superior professional training to offer more specific forecasts within the bounds of what our science makes possible. If your competition offers broad generalities, and you are more specific with respect to time and location, viewers will gradually pick up on that too. Third, if you do many public appearances, speeches, etc.(and you should) use those as opportunities to gently contrast your approach with the competition. Finally, if your competition engages in blatantly misleading or false claims, and you have cultivated a constructive relationship with local newspaper media critics, a subtle word or two can sometimes have some impact, as can a letter of complaint to the AMS or perhaps even the NWA with a copy forwarded to the offender and possibly the station manager. If your case is a solid one, consider forwarding such a letter to the local newspaper. I'd suggest you consult with your news director.

As a former president of our company once said, "never wrestle with a pig; you both get dirty, and the pig likes it." That doesn't mean you can't outwit them.

Jeff Renner
Senior Meteorologist
KING Television, Seattle