When Hurricane Helene devastated Western North Carolina in September 2024, it left communities without power or cell service, crippling traditional communication. Asheville was left without clean drinking water for 53 days. With limited resources, BPR’s one-person audience team, Stephanie Rogers, turned to social media to fill the information void, positioning the station as a vital lifeline for the region.
Before the storm, Stephanie used social media to issue weather warnings and invite followers to share real-time images and videos — an early audience engagement strategy that proved crucial. In the storm’s immediate aftermath, she swiftly verified and republished user-generated content, offering the public and their loved ones outside the region a clearer view of the destruction.
With Internet and cell service only sporadically available, Stephanie focused on producing concise, visual-first posts optimized for skimming and sharing. Updates were broken into thematic carousels (e.g., clean water access, debris collection) with clear, actionable information in both English and Spanish. All posts were designed for maximum accessibility, with overlaid text and user-submitted photos to boost audience engagement and break through the algorithm.
Stephanie also scripted, filmed and produced short-form videos explaining complex but urgent topics: Asheville’s water treatment failure, how to safely turn off contaminated water valves, and why lead appeared in drinking water. These videos met immediate needs and addressed widespread confusion in the absence of reliable infrastructure.
In just three months, BPR’s Instagram following grew from 3,000 to over 20,000, reaching more than four million people. The station’s presence filled a critical gap, offering clarity, connection, and essential updates during a time of unprecedented local need.
