As Hurricane Frances slams into Florida, sparking a rerun of the breathless media coverage that flooded the area last month during Hurricane Charley's approach, there is tremendous temptation to tune out.
Media reports certainly helped build tensions during Charley's advance three weeks ago, as urgent warnings from law enforcement, emergency management officials and weathercasters were plastered across radio, TV and newspapers for days before the storm's landfall.
Most reporting during the Charley crisis was thorough and responsible, inspiring thousands to follow evacuation orders and seek safe shelter. Once again, TV proved its value as an instant, effective communicator, providing up-to-the-minute data as forecasters struggled to predict an unpredictable storm system.
But the admirable media response deteriorated once the danger passed - particularly on TV, where stations aired a flurry of ads claiming credit for being first to call Charley's turn and directly delivering aid to victims of the storm.
And now, following Charley's surprise turn away from the Tampa Bay area and weeks of aftermath coverage, the urge to ignore similar reports on Frances may be powerful - especially since the storm is expected to weaken substantially after making landfall on Florida's east coast.
The results from Charley's landfall should teach a different lesson. Cutting a swath of destruction from Charlotte Harbor to Daytona Beach, Charley brought damage to areas in Central Florida where Tampa Bay area evacuees had fled, certain they would be safe from the storm's wrath. As a larger, more powerful storm, Frances could spread such damage across an even wider path.
Years ago, before every local TV station had its own Doppler radar setup and a line to the National Weather Service, Floridians learned of approaching storms when boats radioed in reports of bad weather on the horizon. In today's media-drenched society, where forecasters began tracking Frances at least a week before it would make U.S. landfall, the ignorance of times long past might seem a bit blissful.
Still, we believe such early warnings shouldn't be taken for granted or ignored, no matter how many close calls we endure. There's too much danger of downplaying the crisis, just when we all should be paying the closest attention.
