From ice storms and hurricanes to terrorist attacks, broadcasters keep the public informed with the latest news and information. During times of crisis, many broadcasters devote massive resources to live coverage. Since advertising is a broadcaster’s only source of revenue, there needs to be a balance between the news of the moment and the economics of self-preservation. Three sales consultants offer their views on how to walk that tightrope. While these pieces were written in the wake of the Sept. 11, 2001, terrorist attacks, they are equally applicable to today’s emergency situations.