As I write this 850 people have been rescued in the Central Texas floods. This isn’t just a random news story to me. It’s personal.

My sister and cousins went to summer camp there, and I have been there numerous times as the little brother. We have home movies from there. It’s a real place with real people with real lives.

We forget, don’t we?

We forget what real people go through every day.

We forget the messages they are bombarded with, the struggles they face, the negative influences on their kids.

Real people perceive your radio station within the context of their own lives.

Often people tune to Christian station to get away from the negative bombarded at them in so called mainstream media, to be affirmed for the good in people, and to be reminded of the hope we can have through our faith.

The flooding in Central Texas reminds us that with tragic events heroes emerge.

“When I was a boy and I would see scary things in the news, my mother would say to me, ‘Look for the helpers. You will always find people who are helping.’ To this day, especially in times of disaster, I remember my mother’s words and I am always comforted by realizing that there are still so many helpers- so many caring people in this world.”

Fred Rogers

Legendary Texas grocery store company HEB has a disaster response team with “Helping our Neighbors in Need” clearly marked on every vehicle. And marked that way even when there is no disaster.

Rescue swimmer and Petty Officer Scott Ruskin was on his very first mission with the Coast Guard and saved 165 lives in the Central Texas floods. Not only can we share his story but it should be a part of our Brand Promise. (A future Frost Advisory).

We do that by living it out every day on our stations even when there is no major disaster. It’s not what we do, it’s WHO we are!

With every 9th caller to win a family four-pack of cardboard there is a hero.

With every mom or dad trying to surround their children with positive influences there is a hero.

With every routine traffic accident, with every mundane weather report, with every insignificant time check, someone is being a hero. Share THAT story.

But we forget, don’t we?

Our radio stations will be just as mundane as we allow them to be. Or we can look for the heroes and share those stories of the greater good.

“The Lord is near to the brokenhearted and save those who are crushed in spirit.”

Psalm 34:18