Why do TV stations always send their weather reporters outside during threatening weather?

Tucker and Taz got into this conversation earlier this week and pointed out how unprepared these reporters are. Wearing the thinnest nylon jacket and a flimsy umbrella in a hurricane! "As you can see the wind is picking up!"

Why do they feel the need to send Johnny Johnson to the scene of a snow storm?? They don't send a reporter into a burning building to cover a fire do they!?