Session Host: Caitlin Moran
\nReporter: Fiona Morgan<\/p>\n
Public Insight Network – \u201cDo more with less\u201d is no possible.
\nIdea was to do more with more: story ideas, technology, thinking
\nThe reality: PIN produced more leads and sources, but didn\u2019t increase the number of reporters to follow those leads<\/p>\n
Newsrooms must learn to not do some things so they can do other things \u2013 recognize opportunity cost
\nBusy =\/= productive<\/p>\n
Many reporters who have access to the PIN database don\u2019t use it
\nIdea has always been that PIN will help reporters do better journalism
\nIt\u2019s a \u201cmindset and a toolset\u201d<\/p>\n
What has worked to get reporters to use PIN: demonstrate success to generate enthusiasm<\/p>\n
Seattle Times: Reporters started to see the value of engagement project after attending events and developing sources, stories<\/p>\n
Strategy: Find early adopters in the newsroom who are willing to try \u2013 the weird, curious ones<\/p>\n
How do you get leadership (publishers) to buy in?<\/p>\n
Find allies in the newsroom first; congratulate them and praise them publicly on their wins<\/p>\n
Engagement IRL creates personal connections
\n> stories come out of it
\n-> not as expensive as you might expect
\nInstitutional progress in baby steps
\nNewsroom culture trumps innovative leadership
\nBottom-line terms
\n biz side wants new audiences
\n reporters want new sources & stories
\n Partners want reach of stories
\nThese are mutually reinforcing goals
\nThat lead to a strategy of live events \u2013 which are expensive
\nUse evaluation to measure success<\/p>\n
Reinforce the behavior you want to see
\nKeep on telling the story of your success
\nGive awards \u2013 PIN gives a bowling pin award to reporters<\/p>\n
Example: the \u201cnot Latino enough\u201d story idea was generated by a station news clerk. It brought great response and many new Latino\/a listeners \u2013 news clerk got the award for that idea<\/p>\n
Enthusiasm can create pressure on people with pursestrings \u2013 and that\u2019s OK<\/p>\n
\u201cWas it worth it?\u201d You can\u2019t determine the answer to that question unless you determine clear, concrete, measurable goals beforehand<\/p>\n
Need to clearly identify the role of the newsroom staff in event planning \u2013 likely not logistics<\/p>\n
Outside of a media organization, how do you motivate people to participate in engagement event? Recognize people for the contribution of their time. In Seattle, civic events recognized attendees as \u201ccitizen counsellors\u201d
\nThink about the psychological rewards of participation<\/p>\n
Another example: Yes! Magazine did a convening around mapping
\nPartnered with an existing monthly happy hour meetup, drew on their mailing list and relationships with beer\/ food providers
\nYes! Brought to that a network of happenings that that audience was interested in<\/p>\n
Ways to make things visible:
\nDigital badging \u2013 makes contributions visible
\nMapping of networks \u2013 a form of content that makes relationships visible<\/p>\n
Organizations need a \u201cconnector\u201d – someone to play the role of bridging newsroom and marketing
\n(marketing, tho??)
\nReporters ill situated to create community partnerships<\/p>\n
Ashley at PIN used an FAQ to clarify \u201cwhat you can expect from the media\u201d
\nGround rules –
\nThis gets at ethics, transparency, expectations<\/p>\n
Yes! Is trying smaller, more intimate events that will tap into the expertise of community\/readers on an issue<\/p>\n
Successful engagement has a \u201cprimo effect\u201d (primo = Spanish for cousin)
\nAs 12 people may read one physical copy of a magazine bc they pass it along, so can engagement of one person in a meaningful way generate goodwill among people in their networks<\/p>\n
When getting buy-in from publishers, could use public media numbers to extrapolate the possible bottom-line impact
\nUnderstand what metrics matter to them<\/p>\n
Can an independent nonprofit (Free Press) play that connector role? Definitely not a marketing role, more community organizing<\/p>\n
Use issue rather than \u201cmedia\u201d as conversation started to make for better convenings<\/p>\n
Capacity can mean (start with) getting people in a room to name what is needed in the community
\nConnecting is building capacity<\/p>\n","protected":false},"excerpt":{"rendered":"
Session Host: Caitlin Moran Reporter: Fiona Morgan Public Insight Network – \u201cDo more with less\u201d is no possible. Idea was to do more with more: story ideas, technology, thinking The reality: PIN produced more leads and sources, but didn\u2019t increase … Continue reading