Forecasting Trust: Brad Panovich on Weather, Media, and Responsibility

Guest: Brad Panovich, WCNC Charlotte If you’ve lived in North Carolina for any length of time, chances are you’ve turned to one familiar face when the weather turns serious. But being a trusted meteorologist today isn’t just about what happens on TV—it’s about showing up wherever your audience is, whether that’s on-air, online, or in the middle of a rapidly evolving storm. Today on Weather Geeks, we’re joined by Brad Panovich, Chief Meteorologist at WCNC Charlotte. For decades, Brad has helped guide North Carolinians through everything from day-to-day forecasts to high-impact events—including more recent storms like Hurricane Helene—building a level of trust that goes far beyond the forecast itself. We’ll talk about how his approach to communication has evolved in the age of social media, what it takes to cut through misinformation, and how you balance urgency, clarity, and calm when people are depending on you the most. Chapters 00:00 Introduction to Brad Panovich and His Journey 02:55 The Evolution of Weather Communication 05:54 The Importance of Credentialing in Meteorology 08:56 The Role of Trust in Weather Forecasting 12:05 Break 1 12:08 Navigating Social Media as a Meteorologist 15:13 Handling Negativity and Criticism in the Digital Age 20:13 Understanding Public Perception of Weather Forecasts 23:40 Break 2 24:12 The Role of Social Media in Weather Communication 26:28 The Impact of AI on Meteorology 30:11 Personal Reflections on the Impact of Meteorology 34:26 The Educator's Role in Meteorology Resources Ohio State University Meteorology Program - https://meteo.osu.edu/ UNC Charlotte Weather Communication Course - https://physics.charlotte.edu/ Guest links Brad Panovich on Twitter - https://twitter.com/WXBrad Website - https://www.wcnc.com/ TikTok - https://www.tiktok.com/@wxbrad See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.