Superstorm hype runs out of puff

The Melbourne superstorm was hyped to the hilt but left the media and bureau looking silly

But now to Melbourne’s superstorm and the worst weather in a generation:

The bureau haven’t minced their words when it’s comes to warnings about this superstorm, they say on a scale of one to 10, this is a 10 and that we are entering uncharted territory

three months of rainfall expected to fall over a period of just 72 hours. Now if that does eventuate we can expect the Yarra River, the Maribyrnong River, to overflow, city streets to turn into rivers, so people are already starting to prepare their sandbagging …

— Channel Nine, Today Extra, 1 December, 2017

That was the warning Melbourne residents were hearing 10 days ago. The deluge of a lifetime. And the media were on board to ensure the message got through.

Into the storm

Prepare for the worst

— Herald Sun, 1 December, 2017

BE PREPARED

Threat to life: Heaviest rain in 20 years

— The Age, 1 December, 2017

So, come Friday night, TV was in position and braced for disaster. Only to find it hadn’t arrived:

*Cars driving through a puddle*

— ABC News 24, 1 December, 2017

JAYDE VINCENT: It’s not too concerning here at the moment, just some water over the crossing of the canal at Foam Road …

— Nine News, 1 December, 2017

BLAKE JOHNSON: It wasn’t as bad as predicted but it was enough to be annoying.

DRIVER: They gave me some plastic bags and I put them on my feet and was able to cross the water.

MAN: It’s a bit underwhelming, actually.

— Seven News, 1 December, 2017

Underwhelming and annoying. But, the next day Melbourne was warned not to be complacent:

Worst is yet to come

— Herald Sun, 2 December, 2017

Don’t relax, we’re not out of the water yet

— The Age, 2 December, 2017

But by Saturday night, Melbourne’s so-called superstorm had still not shown up. And the bureau was coming under fire:

JODI LEE: It was sold as the state’s worst superstorm but across Melbourne today there were more puddles than pools.

WOMAN: Well we thought it was going to be a killer storm. We’re all waiting, batten down the hatches and get Noah’s Ark out.

— Seven News, 2 December, 2017

STEVE PRICE: … They cancelled all sport. They told people to stay off the roads, people had to shut businesses because of this weather event …

— 3AW, Nights with Steve Price, 4 December, 2017

So, what was the defence? On Monday, Victoria Emergency Services were being asked by Neil Mitchell if they could be trusted next time a storm brews:

CRAIG LAPSLEY: Well I hope so, and the reason …

NEIL MITCHELL: Why would they, I mean they’d have to be a bit of bureau who cried wolf here, wouldn’t …

CRAIG LAPSLEY … I’ve had a good chat with the bureau. I think there’s some learnings out of this to get the, what I call the narrative, or the story right, because that’s important.

— 3AW, Mornings with Neil Mitchell, 4 December, 2017

It sure is, as Steve Price, who had been sceptical from the beginning, summed it up that night:

STEVE PRICE: … There is some learnings. Stop exaggerating!

— 3AW, Nights with Steve Price, 4 December, 2017

And the lesson for the media? Be a little bit more sceptical about all the hype.

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