Scripps 4P4P - Round 2 (Texas) - Webinar #1
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Scripps 4P4P - Round 2 (Texas) - Webinar #1

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  • Explain the process. 4p4p is the vision, the direction the organization needs to go.Goals or plans are what you set out to do, how you decide to change the way you cover important local topics for digital consumptionResources – that includes us! Also technology and equipmentSkills – That’s the training we’ll develop to help you implement your plansFinally, you’ll be ready for action.We use this process in a deliberate way because if any step is missing, it usually results in frustration and less successful results.
  • Important to share information with the rest of the staff as you do your work. Get their feedback, keep them in the loopWays to evangelize: conversations, demonstrations, training, experiments, contests
  • 9 a.m. – Noon – Modeling franchise topic coverage (Committee session)Walk full committee through brainstorming for one franchise topic, launch them on small group work on topics during the afternoon.
  • 9 a.m. – Noon – Modeling franchise topic coverage (Committee session)Walk full committee through brainstorming for one franchise topic, launch them on small group work on topics during the afternoon.
  • 9 a.m. – Noon – Modeling franchise topic coverage (Committee session)Walk full committee through brainstorming for one franchise topic, launch them on small group work on topics during the afternoon.
  • 9 a.m. – Noon – Modeling franchise topic coverage (Committee session)Walk full committee through brainstorming for one franchise topic, launch them on small group work on topics during the afternoon.
  • Another kind of franchise: Franchise PlayerSports Slang. a player of great talent or popular appeal, considered vitallyimportanttoateam'ssuccessorfuture.

Scripps 4P4P - Round 2 (Texas) - Webinar #1 Scripps 4P4P - Round 2 (Texas) - Webinar #1 Presentation Transcript

  • Four Pillars, Four Platforms Scripps Community News Organizations
  • knightdigitalmediacenter.org2 Vision Plans Re- sources Skills Action From vision to action
  • KDMC process • Webinar series – Key topics in plan development • Committee homework • Check in calls • Newsroom visit 3
  • Committee homework • Identify and refine franchise topics • Connect to key audience segments to understand what information they want and where, when and why • Create personas • Develop coverage plans to serve personas on digital platforms • Explore learning needs 4
  • What about print? • Focus right now on three digital platforms – Your learning curve –Potential audience growth in non- print age groups – 18-34 & 35-54 5
  • The digital evangelist 6 codinghorror.com
  • Questions?
  • Your topics (so far) • Each newsroom team has 10 minutes • Three franchise topics – What & Why • No discussion • Follow up questions to clarify OK 8
  • Abilene Reporter News
  • Get Out Abilene Refuting the idea that Abilene is boring — a notion reinforced on popular T-shirts and bumper stickers — we aim to be the one-stop-shop for all things fun in the Big Country. Through comprehensive calendars, reviews, videos, features, top-10 columns and readers‘ choice awards, we will strive to become the definitive source on what to do in Abilene and its surrounding counties. • Primary audience: A 21-year-old white male college student who wants to party on a budget and uses his smart phone and social media to find things to do. • Secondary audience: A Hispanic married woman (24-35 years old) interested in family-friendly activities and events for her kids and affordable date nights with her husband.
  • The Big Three (Oil, Gas & Wind) Parts of the Big Country may be beginning a 20-30 year oil boom, and others have been at the frontlines of the wind energy industry for more than a decade. We‘re exploring the economic and environmental impact of Cline Shale and the effects it could have on our area, while also taking an in-depth look at the growth of wind-generated energy and its impact. • Primary audience: A married man (40-50 years old) who owns a small business in town and is interested in knowing how this energy boom could impact his business economically. • Secondary audience: A single or divorced male (18- 35 years old) on an hourly wage, interested in making much more money than he currently does.
  • Doing Our Homework We will be the eyes and ears for our audience on what is happening in our local and area schools, providing information to readers about the quality of education in the Abilene area. We‘ll take a look at individual districts, the programs they‘re providing and how they stack up to others in the area and state. • Primary audience: A young mother (28-35 years old) interested in the quality of her child‘s education and the options available. • Secondary audience: A female secondary-education teacher interested in programs and legislation that impacts her job directly.
  • San Angelo
  • Making a Living The topic: People are looking make the most of their careers in San Angelo, whether they‘re unemployed and searching for a job or looking to improve their lives and find better opportunities. We would offer content to help them find their way economically -- to the right job, the right house, the right resources, etc. We‘d like to explore some aspects with in-depth stories in the newspaper, but for the electronic platforms, we‘d like to use lists, databases and tables as well (some of which could run as info boxes in the paper). We‘d delve into topics such as the 10 highest-paying jobs in San Angelo; 10 lowest-paying jobs; top careers in demand; five degrees that can pay off in San Angelo vs. five degrees that are hard to get work in. We could also compile resources for people, telling them where to go to get temp work, to get help starting a small business and so forth.
  • Making a Living The demographic: We could see this primarily appealing to a 34-year-old white woman with a college education who wants to start her own business. Secondarily, it could appeal to a 23-year-old recent college graduate who needs to find a higher-paying job to turn into a career. 15
  • Shaping San Angelo The topic: With so much changing in San Angelo because of our water issues and incipient oil boom, the city is at a crossroads to redefine itself. We would explore, with residents‘ and officials‘ input, where the city is going and whether that‘s the direction it should be going. For example, what decisions should officials be making, and are they the decisions residents want them to make? We could involve city officials and other leaders, getting them to write columns that lay out certain issues and address how they're being approached. We could ask several officials the same question and see how many different answers we get, then ask the same thing of residents to see how the opinions compare, publishing both. We‘d encourage readers to get involved and share what they think needs to be done or considered, for publication online and perhaps in out Viewpoints section. We'd need to also encourage discussion online, perhaps doing a Cover it Live chat with officials sometimes. 16
  • Shaping San Angelo The demographic: This might primarily appeal to a 40-year-old white man with a college degree who has a long-term career and family in San Angelo and is concerned about how the city could change for the negative. Likewise, it could appeal to a 28-year-old Hispanic mother with a college education whose children are about to start school, and she‘s questioning whether her family should remain in San Angelo. 17
  • Transparency & Accountability The topic: With recent scandals surrounding multiple local officials, it could draw a lot of interest and truly be unique coverage if the Standard-Times were the source people could always count on to know what public officials (and perhaps even others, like nonprofit leaders) are doing in more detail than we've ever been able to give before. For example: How can they reach the officials who represent them? Who has the best attendance record at City Council meetings? Is the water department holding people accountable for not following water restrictions? Are local judges fair? Is money being spent the way it's supposed to be? We could have online offerings including the agendas for City Council, school board and county commission meetings, plus associated. We could ask officials to take part in Cover It Live chats with residents or aggregate their Twitter feeds (if they have Twitter). We could have meters measuring how certain projects are progressing, showing which phases have been completed and how much money they've cost of their total projected budgets. 18
  • Transparency & Accountability • The demographic: Primarily, it seems like a 50-year-old white man with a college degree, perhaps a small business owner, would be drawn to this topic. Law and order also appeals a lot to our younger non-subscribers, so we could see the secondary demographic being a 27-year- old office worker with at least some college education and time to burn online in the mornings or afternoons. 19
  • Wichita Falls
  • Meeting Meth The Topic: Meth is a topic that appears in almost every day‘s paper, from a crime standpoint, but our committee wanted to look at who is behind it, not just the dealers. Audience: • Primary: Alex Martinez, middle-class, late 20s to mid 40s, renter or first-time home owner, watching the meth epidemic in Wichita Falls encroach on his modest, relatively crime-save neighborhood. He wants to know who these users are, who is supplying the drugs, how is law enforcement solving the problem, how are these addicts getting help. • Secondary: Shirley Stanley, upper middle-class, 40s-60s, an employer, who is thinking, these are my potential workforce, taking another look at their business candidates, also their neighbors, looking at average ―Joe‖ who walks his dog down the street.
  • Water – “Lifeline” Topic: Focus on the multi-million pipeline, a guinea pig for the nation, on solving the drought, a lifeline that could impact health, economy, quality of life, and perception of hopelessness. Health effects, pipeline, economic impact of the drought, Lake levels are low, so water quality, health concerns. ‗Pros and cons of pipeline, progress of the pipeline Audience: • Primary audience: Roger Reynolds, white, late middle age, 50s, small business owner, Boy Scouts leader, church deacon, sees the water issue as the overwhelming impact of city‘s survival. • Secondary audience: Stephanie Collins, mom, 30s, whose own life may not have a huge impact on the city, but is concerned about the quality of life for her young family, the trees dying in her old neighborhood, soccer fields crisp and brown. Has endured far too many hot summers that the prospect of no water frightens her. 22
  • Heart of Wichita Falls Topic: The city has an overwhelming sense of ―to much is given, much is required,‖ with a tremendous number of nonprofits addressing critical issues throughout the city, poverty, hunger, abused and neglected children. The list goes on. The efforts seem to come as the need is seen, and successful events emerge. The charitable nature of Wichita Falls permeates. Showcasing nonprofits, timelines of their origin and impacts, crisis-to-nonprofit, concern-to- annual event. Economic impact, how nonprofit dollars alleviate what government would have to commit. Audience: • Primary audience: Pat Tucker, 50s, possible donor, an eager volunteer in search of a purpose, community minded, want to help in any way possible, but need to understand the need and the impact these groups have on the community. • Secondary audience: Ashley Miller, 30s, single mom, life is a struggle, sees no way out, looks to the newspaper for resources for work and cost savings, and instead finds a multitude of avenues where hope can be found. 23
  • Heart of Wichita Falls Topic: The city has an overwhelming sense of ―to much is given, much is required,‖ with a tremendous number of nonprofits addressing critical issues throughout the city, poverty, hunger, abused and neglected children. The list goes on. The efforts seem to come as the need is seen, and successful events emerge. The charitable nature of Wichita Falls permeates. Showcasing nonprofits, timelines of their origin and impacts, crisis-to-nonprofit, concern-to- annual event. Economic impact, how nonprofit dollars alleviate what government would have to commit. Audience: • Primary audience: Pat Tucker, 50s, possible donor, an eager volunteer in search of a purpose, community minded, want to help in any way possible, but need to understand the need and the impact these groups have on the community. • Secondary audience: Ashley Miller, 30s, single mom, life is a struggle, sees no way out, looks to the newspaper for resources for work and cost savings, and instead finds a multitude of avenues where hope can be found. 24
  • Creating the franchise
  • Franchise Topic Coverage Plan What it is: • A blue print • A commitment • A training standard • A communication tool What it isn‘t: • A rule book • Unchangeable • Perfect • Invisible
  • And… it‘s not a big story 29
  • And… it‘s not a beat 30
  • Franchise
  • 33
  • Franchise topic coverage • Highly visible • Uniquely local • Credibly authoritative • Immediately responsive • Personally focused • Sharply presented • Provides solutions • Powerfully ―told‖
  • Questions?
  • Example #1 – TC Palm Our Indian River Lagoon The lagoon is uniquely ours. It connects us, flows through our communities. It‘s why we‘re here. Prime destination for people who enjoy outdoor activities, it‘s suffering from impacts of nearby population growth. Why the lagoon? It‘s a definitive body of water and is impacted by all the waterways and its health impacts all channels of the community. 36
  • Example #2 – KnoxNews Keeping A Watchful Eye Many people in the community have told us loud and clear that crime and public safety are personal. The subject hits close to home--from the parks they frequent to the grocery stores where they shop, from where they work to where they send their kids to school. Every crime has a where. From across East Tennessee to your own backyard, we will pinpoint the information you need to stay safe. 37
  • Homework • Refine names and scope of topics • Decide on two topics to focus on during this class • Write refined descriptions for those topics • Revisit key demographics for those topics
  • Questions #1 and 2 Elements of a Franchise Coverage Plan 39 1. What is the franchise topic? (No more than 3-4 words) 2. Define the franchise topic‘s scope. (How would you explain to a reader/user what your coverage is about in a way that they see its value for their life?)
  • Questions?
  • knightdigitalmediacenter.org