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

1. 00:00 Introduction to Brad Panovich and His Journey
2. 02:55 The Evolution of Weather Communication
3. 05:54 The Importance of Credentialing in Meteorology
4. 08:56 The Role of Trust in Weather Forecasting
5. 12:05 Break 1
6. 12:08 Navigating Social Media as a Meteorologist
7. 15:13 Handling Negativity and Criticism in the Digital Age
8. 20:13 Understanding Public Perception of Weather Forecasts
9. 23:40 Break 2
10. 24:12 The Role of Social Media in Weather Communication
11. 26:28 The Impact of AI on Meteorology
12. 30:11 Personal Reflections on the Impact of Meteorology
13. 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

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