We could be polite and say it was just one of those embarrassing moments.
But the truth is, many listeners this morning probably judged the quarter-hour a lot more harshly.
As they should have.
It had already been snowing for an hour. And for the past 30 minutes it was coming down pretty good. And it was sticking on the roads.
That was when the live talent informed us that the snowfall would begin later today.
This of course sounded beyond ridiculous to those of us in our cars, navigating through the snow that was now coming down hard enough to make it obvious - even to fellow lead-footers - that driving conditions were rapidly deteriorating.
Surely, I’m thinking, the next time the talent came on there would be a correction, an update, a ‘report’ – something to save face.
I waited through a song, a commercial set, a discussion on an unrelated topic, and a phoner, but there was to be no face saving this break.
So I hit a button.
This show on this morning was clueless (side note: How many times would I put up with this before I removed them from my morning station "buying set?").
That the show originates from a remote studio is no excuse in the mind of listeners. Without a plan (or with a plan but with a failure to execute said plan) the talent sounded foolish.
That snow (or name your local event) is coming is fairly predictable. When it will start is probably less so. Which is all the more reason to have a plan that covers common contingencies.
Everyone looks bad when this sort of preventable thing happens: the talent, the station and radio. It supplies more fodder for our critics.
Situations like this usually have only two outcomes: your talent and station come off as relevant or ridiculous.
Have you reviewed your response and information plans recently?