using traditional media in nontraditional ways
DESCRIPTION
Power Point presentation from Communications Network 2009 conference in New York City, "Using Traditional Media in Non Traditional WaysTRANSCRIPT
Using Traditional Media in
Nontraditional WaysCommunications Network Conference
New York, New York
October 16, 2009
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
Telling the Story
Radio and television
Media stories shape public perception
Stories create visceral reaction that propel people to action
Research Findings
Coverage on Poverty: (television, radio, print)
Episodic
Stories were short
Those in poverty were portrayed as victims or heroes
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
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
Impact
Assessing fit within larger goals
Scratching the surface
Learning from others
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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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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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http://minnesota.publicradio.org/standard/display/project_display.php?proj_identifier=2009/10/06/socialdeterminants
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http://americanradioworks.publicradio.org/features/muncie/
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Thank you.
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
