Bryan Norcross, a Weather Channel hurricane specialist, went on the air Thursday afternoon to urge viewers in Hurricane Matthew's path not to ignore warnings about the storm.
"This is like no storm in the record books," he said. "We are concerned about reports of people deciding to stay in areas under mandatory evacuation orders. This is a mistake. This is not hype. This is not hyperbole, and I am not kidding. I cannot overstate the danger of this storm."
Hurricane Matthew is poised to become a historic, dangerous, worst-case-scenario storm for Florida, which has only seen one hurricane since 2005, Hermine, which struck in early September.
No hurricane similar in scale to Matthew has struck central Florida in living memory. President Barack Obama has declared a state of emergency in the state, as flood warnings grow more catastrophic. People in areas under mandatory evacuation orders in Florida, Georgia, and South Carolina must leave for their own safety.
Watch Norcross deliver his dire warning:
In a Thursday afternoon press conference, Florida Gov. Rick Scott pointed evacuating Floridians to FL511 for updates on evacuation routes and traffic.