Community Radio to Community Media

Community Radio toCommunity Media: The Big Picture

Photo by Ian Britton, available under a Creative Commons Attribution-NonCommercial License.If we do not change our direction,we’ll likely end up where we’re headed.

Photo by Wesley Fryer, available under a Creative Commons Attribution- ShareAlike License.Where is your station headed?

Setting the stage…1. Stuff you already know.2. Reagan (and a promise).3. An opportunity.

Stuff you already know

The World is Changing1. Demographics2. Collaboration3. Technology

Changing Demographics Pew: Blacks and Latinos are more likely to own a mobile phone than whites. Minority internet users more likely to use digital technologies to keep up with what’s happening in their neighborhoods. Twitter use on cell phone: • White (non-Hispanic): 7% • Black (non-Hispanic): 17% • Hispanic: 12%

Trend toward CollaborationPhoto by Andrea Wiggins, available under a Creative Commons Attribution-NonCommercial License.

TechnologyPhoto by Tony Buser, available under a Creative Commons Attribution-ShareAlike License.

Promise: the future will not looklike the present or the past. Photo by crises_crs, available under a Creative Commons Attribution-NonCommercial License.

Reagan Are you better off than you were four years ago?Photo by Edalisse Hirst, available under a Creative Commons Attribution License.

Setting the stage…1. Stuff you already know: The World is changing.2. Reagan: Are you better off than four years ago? Promise: The future will be different from the past and present.3. An opportunity: How will you respond?

OpportunityIncrease… your relevance and local value Engage your community.

Connected.MediaEngage.org

Establish common understanding:What do we mean by…• Engagement• Outreach• Promotion

Outreach orEngagement

Community engagement means working collaboratively to discover, understand and address community needs and aspirations.

Outreach orEngagement

Broadcast and outreach are one-way.

Engagement is two-way.

Engagement taps into networked relationships.

Communities are networked conversations.

Relationships MatterPhoto by Edalisse Hirst, available under a Creative Commons Attribution License.

Engagement= understanding community needs andaspirations.= cultivating authentic relationships withcitizens, civic leaders, potential donors.= authentic relationships built ontrust, shared experiences and mutualgoals.

Outreach Engagement• Extension of an • Integrated with an organization’s core organization’s culture, service (value-added) strategy and practices• One to many • Builds a pathway for dialogue• Talking to people • Listening to people• Approaches audience • Works with the with answers community to identify solutions.

If the focus is on you, your station or what youdo, it’s probably promotion.(and that’s important, too)

Engaging requires a completely differentorientation from broadcasting or outreach or promotion. AND Engaging informs all of those activities.

“If you’re truly listening to thecommunity, you’ll learnsomething you didn’t expect,and you’ll have to rethink yourposition or approach.” - Mikel Ellcessor, WDET, Detroit

Discuss

Cultivate an Engagement Ethos Deeply engaged organizations have community interactionsthat are authentic, meaningful and responsive to community needs

Turn outward toward yourcommunityFocus on possibilities not problems

Listen actively to seek insightfrom the diverse voices in yourcommunity

Understand your strengthsand apply them strategicallyto address what you learnthrough listening

Constantly cultivate andsustain relationships in everylevel of the community

Work closely with others to develop shared goals Create shared value for the community

Discuss

To Do List:1. LISTEN to your community.2. Focus on community outcomes.3. Reflect on & answer three questions: 1. Role: What is our role in this community? 2. Relevance: How is our role relevant to this community today? In 3 years? 5? 3. Return: Will our role be relevant enough to generate a return that sustains it?

Photo by d.billy, available under a Creative Commons Attribution License. What made you successful in the past is not what will make you successful in the future.

Engaged = Relevant =Sustainable

Thank You.MediaEngage.org

Community Radio to Community Media

by mediaengage on Jun 20, 2012

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