Using Traditional Media In Nontraditional Ways
- 1. Using Traditional Media in Nontraditional WaysCommunications Network ConferenceNew York, New YorkOctober 16, 2009
- 2. PanelistsLisa Keske, Northwest Area Foundation
- 3. Sheila Kim, American Public Media
- 4. Keith Parker, twin cities public television
- 5. Julie Lee, Blue Cross Blue Shield of Minnesota FoundationTelling the StoryRadio and televisionMedia stories shape public perception
- 6. Stories create visceral reaction that propel people to actionResearch FindingsCoverage on Poverty: (television, radio, print)Episodic
- 8. Those in poverty were portrayed as victims or heroesSustained CoverageGrants to public radio stationsEight two-year grants to five public radio stations in our region
- 9. One three-year grant to develop feature-length radio documentaries
- 10. OutcomeWhat did we learn?Newsrooms need increased capacity and additional funding
- 11. Stations produced more stories than required
- 12. When provided with adequate resources, creativity emerges
- 14. ImpactAssessing fit within larger goals
- 16. Learning from othersPanel at The Communications Network - October 16, 200911American Public MediaNonprofit organizationSecond largest producer and distributor of public radio programming20+ 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 nationOperate 42 public radio stations and 32 translators in the Upper Midwest, California and FloridaRegional services in Minnesota and California reach an average of about 1.4 million people a week
- 17. Panel at The Communications Network - October 16, 200912Our 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
- 18. Editorial independenceWorking with Foundations
- 19. Panel at The Communications Network - October 16, 200913http://minnesota.publicradio.org/standard/display/project_display.php?proj_identifier=2009/10/06/socialdeterminants
- 20. Panel at The Communications Network - October 16, 200914http://americanradioworks.publicradio.org/features/muncie/
- 21. Panel at The Communications Network - October 16, 200915
- 22. Panel at The Communications Network - October 16, 200916Thank you.
- 25. 19Who we are
- 26. 20Healthy Together: Creating Community with New Americans
- 27. 21Growing Up Healthy: Kids and Communities
- 28. 22Our objectives Increase awareness and understandingof social determinants of healthCreate learning opportunitiesReframe the health storyBe a catalyst for change
- 30. 24
- 31. 25Critical Links: Community Health Workers
- 33. 27Critical Links: Community Health Workers
- 34. 28Critical Links: Community Health Workers
- 35. 29Shared Values: Health and Community
- 36. 30Full series
- 37. 31Results >6,000 DVDs distributedAired >70 times on tpt’s Minnesota ChannelClips on website, video vault and YouTubeFacilitated screeningsInternal uptake at Blue CrossPolicy change
- 38. 32Evaluation Output is not the same as impact
- 39. 33Tangible benefits CountsCreation of original contentFace-to-face contacts madeExpanded grantee capacity to promote their work
- 40. 34Intangible benefits Increased awareness/interestEngaged peopleIncreased discussionsIncreased will for changeIncreased actionCommunity building
- 43. 37Discussion
- 44. 3810 tips for . . .Have a planKnow who you’re trying to reach and whyMake it a part of the bigger planKnow what you want your audience to doReach people where they are, within their own networks
- 45. 3910 tips for . . .Clearly define roles/expectations at the outsetMake sure your messaging addresses the 5 W’sCreate messaging to ensure shelf lifeRespect and maintain editorial independenceHave fun