Using Traditional Media In Nontraditional Ways

Using Traditional Media in Nontraditional Ways
Communications 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

Panel at The Communications Network - October 16, 2009
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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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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