Using Traditional Media In Nontraditional Ways
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Transcript of Using Traditional Media In Nontraditional Ways
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Using Traditional Media in
Nontraditional WaysCommunications Network Conference
New York, New York
October 16, 2009
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Panelists
Lisa Keske, Northwest Area Foundation
Sheila Kim, American Public Media
Keith Parker, twin cities public television
Julie Lee, Blue Cross Blue Shield of Minnesota Foundation
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Telling the Story
Radio and television
Media stories shape public perception
Stories create visceral reaction that propel people to action
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Research Findings
Coverage on Poverty: (television, radio, print)
Episodic
Stories were short
Those in poverty were portrayed as victims or heroes
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Sustained Coverage
Grants to public radio stations
Eight two-year grants to five public radio stations in our region
One three-year grant to develop feature-length radio
documentaries
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Outcome
What did we learn?
Newsrooms need increased capacity and additional funding
Stations produced more stories than required
When provided with adequate resources, creativity emerges
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Impact
Assessing fit within larger goals
Scratching the surface
Learning from others
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Panel at The Communications Network - October 16, 2009 11
American Public Media
• Nonprofit organization
• Second largest producer and distributor of public radio programming
• 20+ national programs, including A Prairie Home Companion®, Marketplace®, Performance Today®
• 780 stations carry these programs reaching an average of 16 million listeners per week around the world
• Largest owner and operator of public radio stations in the nation
• Operate 42 public radio stations and 32 translators in the Upper Midwest, California and Florida
• Regional services in Minnesota and California reach an average of about 1.4 million people a week
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Panel at The Communications Network - October 16, 2009 12
Our Mission:
… to enrich the mind and nourish the spirit, thereby
assisting our audiences to enhance their lives, expand
perspectives and strengthen their communities.
Working with Foundations:
• Mission alignment
• Editorial independence
Working with Foundations
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Panel at The Communications Network - October 16, 2009 13
http://minnesota.publicradio.org/standard/display/project_display.php?proj_identifier=2009/10/06/socialdeterminants
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Panel at The Communications Network - October 16, 2009 14
http://americanradioworks.publicradio.org/features/muncie/
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Panel at The Communications Network - October 16, 2009 15
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Panel at The Communications Network - October 16, 2009 16
Thank you.
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Partnering forbetter health
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Who we are
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Healthy Together: Creating Community with New Americans
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Growing Up Healthy: Kids and Communities
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Our objectives
> Increase awareness and understandingof social determinants of health
> Create learning opportunities
> Reframe the health story
> Be a catalyst for change
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Critical Links: Community Health Workers
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Community Health Workers
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Critical Links: Community Health Workers
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Critical Links: Community Health Workers
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Shared Values: Health and Community
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Full series
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Results
> >6,000 DVDs distributed
> Aired >70 times on tpt’s Minnesota Channel
> Clips on website, video vault and YouTube
> Facilitated screenings
> Internal uptake at Blue Cross
> Policy change
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Evaluation
Output is not the same as impact
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Tangible benefits
> Counts
> Creation of original content
> Face-to-face contacts made
> Expanded grantee capacity to promote their work
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Intangible benefits
> Increased awareness/interest
> Engaged people
> Increased discussions
> Increased will for change
> Increased action
> Community building
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Resources
> Our websites
– bcbsmnfoundation.org
– mprnewsq.org
– nwaf.org
– tpt.org
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Resources
> Other websites
– activevoice.net
– comnetwork.org
– grantcraft.org
– thefledglingfund.org
– unnaturalcauses.org
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Discussion
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10 tips for . . .
> Have a plan
> Know who you’re trying to reach and why
> Make it a part of the bigger plan
> Know what you want your audience to do
> Reach people where they are, within their own networks
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10 tips for . . .
> Clearly define roles/expectations at the outset
> Make sure your messaging addresses the 5 W’s
> Create messaging to ensure shelf life
> Respect and maintain editorial independence
> Have fun
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