When the weather turns dangerous — whether it’s wildfires in Los Angeles, tornadoes in the Plains, or hurricanes on the coast — people look to someone they trust: their local meteorologist.
“They’re the ones who’ve walked you through getting to the bus stop every morning and the weekend forecast,” said Nate Johnson, vice president of weather content and operations at NBCUniversal Local.
For Johnson, weather is more than forecasts and data — it’s about connection. In addition to his role at NBCUniversal, he is also a meteorology instructor at North Carolina State University, where he teaches future scientists how to make complex weather stories meaningful to everyone.
“So when the weather is trying to kill you, that familiar face isn’t just a friendly one — it’s a trusted source of information,” he said.
Watch the video above and read Johnson’s tips below for how best to communicate science to a general audience.
Building trust through connection
At NBCUniversal Local, that trust is built through connection. With more than three dozen NBC and Telemundo stations and over 120 weather professionals across the country, local teams combine science, technology and storytelling to help communities prepare for whatever’s coming next.
“All weather is local,” Johnson said. “Our affiliates know their regions — how a storm or heat wave affects their people — and that makes all the difference.”
Science communication
Johnson’s course at N.C. State focuses on science communication, helping students learn how to share complex information with audiences who might not have a science background.
“Communicating science isn’t magic,” he said. “It’s a skill. You can teach scientists how to tell stories in ways that make sense to everyone.”
That starts with empathy and stepping out of their institutional comfort zone.
“They’ve spent years learning to talk to other scientists,” Johnson said. “But when you’re talking to the public, you can’t start with vorticity and upper-level lows. You have to start with what people really need to know, how it’s going to impact them.”
Knowing your audience
For Johnson, the key to reporting any news, including the weather, is always storytelling.
“What’s the one thing my viewers need to know?,” he said. “What data or imagery helps me tell that story?”
Sometimes that means explaining a drought and why it matters for watering the lawn. Other times, it’s giving life-saving guidance as a hurricane approaches. Johnson reminds his students and his teams to know their audience.
“Who are you talking to? What do they care about?” he said. “If it’s someone who works outside, heat matters a lot. If they’re inside all day, maybe rain doesn’t. Once you know your audience, you can make the information relevant to them.”
Meteorology is a public service
Ultimately, Johnson believes weather communication is an act of service.
“We got into science because we’re passionate about it,” he said. “But we have to lead with impact — what people need to know — and then bring them along for the science behind it.”
When people care, they pay attention, he said. “A lot of times you’ll hear, ‘Take me there, make me care,’” Johnson said. “I think it’s backwards. We have to make them care first — then we can take them there.”
For Johnson, that sense of purpose ties everything together. “Public service is the heart of everything we do,” he said. “If your North Star is taking care of your people, the rest will fall into place.”
Nate Johnson, VP of Weather Content & Operations for NBCU Local, sits for his interview with NBCU Academy. 
NBCU Academy visit’s Nate Johnson’s Media & Meteorology class at North Carolina State University. 
NBCU Academy visit’s Nate Johnson’s Media & Meteorology class at North Carolina State University. 
Students at North Carolina State University get their chance to report on the weather in Nate Johnson’s Media & Meteorology class.
