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Rest of the story: Follow Negative News With Call to Action

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Few small volunteer-based tutor/mentor programs have advertising budgets to draw attention, and resources, to themselves on a consistent basis. This article shows a strategy that involves writing follow up stories when media cover bad news (like violence, gangs, poverty, poor schools) with big headlines. It's a strategy that can engage youth, volunteers and staff.

Published in: Government & Nonprofit
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Rest of the story: Follow Negative News With Call to Action

  1. 1. How Do We Keep Attention Focused on Social Orgs Long Enough For Them to have and Impact? What Roles Might Youth and Interns Take? Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net
  2. 2. Vision Millions of people watch a weekly sports event or reality TV show every day. Our vision is this same number of people will visit web sites like http://www.tutormentorexchange.net, where they begin to learn about social issues and become motivated to become directly involved as volunteers, donors, advocates supporting an entire universe of organizations focused on a common purpose, such as helping kids born in poverty move through school and into adult lives and careers. Our vision is that millions of citizens will travel from first exposure to an issue via NEWS awareness into paths of life-long Civic Engagement as a result of the ideas we share in the following pages.. The Tutor/Mentor Connection was created in 1993 to help volunteer-based tutor/mentor programs grow in the Chicago area. It operated as part of the Cabrini Connections site based tutor/mentor program, a 501-c-3 non profit until June 2011. It now operates as a program of the Tutor/Mentor Institute, LLC, which was created in July 2011 to support the continued work of the T/MC in Chicago and to help similar groups grow in other cities throughout the world. Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net Pg. 2
  3. 3. Challenge: Youth living in areas of highly concentrated poverty need continuous support to move from birth to work. Volunteer-based tutor/mentor programs are one valuable resource. These programs also need continuous support. Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net Pg. 3 Maps of big cities like Chicago show where poverty is concentrated. Tutor/mentor programs are needed in all of these areas...for many years.
  4. 4. Concept: While print, TV, Radio and Internet news report stories of violence, poverty, poor schools, etc., civic engagement intends to solve these problems. While the reporter is an impartial witness, the commentator, editorial writer, radio show host and TV anchor help shape the public’s understanding of news and their choices of ways to respond. However, this does not draw needed resources to all neighborhoods, nor keep attention focused on a daily basis. With an internet strategy, media leaders can more consistently link NEWS with information and solutions so that those who become interested, enraged or engaged by the first wave of reporting will become informed and involved by the commentary and internet strategies of the media outlet. Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net Pg. 4
  5. 5. New Media: The Internet and mobile phones with cameras and video recorders enable anyone to report and comment on the activities going on around them. This creates new opportunities to follow negative news with analysis, learning, brainstorming and innovation that generates greater attention to the work being done by social benefit organizations to solve the problems the media report. Recent events have proven that social media can be used to bring together large numbers of people for short term activities. Our goal is to develop social media strategies that bring large and growing numbers of people together on an on-going basis to build support for activities that require longer involvement. We focus on creating a broad distribution of volunteer-based tutor/mentor programs operating high poverty areas of big cities. Such programs have the potential to involve a growing number of non-poverty adults in wide ranging efforts intended to help kids born in poverty go more successfully through school and into productive jobs and careers. Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net Pg. 5
  6. 6. Challenge: Adults involved in leading volunteer-based tutor/mentor programs often are tasked with many different responsibilities. Few have the time, or the talent, to write stories about what they do, or that follow negative news reports with stories showing what others could do to help them. Adults who are volunteers, board members, political and business leaders don’t have the time to dig deeply into information available on the internet that would make them more sophisticated in how they use their time, talent and treasure to support youth serving organizations in different parts of a city. Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net Pg. 6
  7. 7. Why Not Involve Young People? These are two out of dozens of visualizations created by interns working with Tutor/Mentor Connection and Tutor/Mentor Institute, LLC since 2006. View these and others at http://www.tutormentorexchange.net/definition-of- issues/ideasanimation Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net Pg. 7
  8. 8. Youth from many schools could do stories: These maps show the large number of public and private high schools in Chicago where youth could be creating stories that draw attention to non- school tutor/mentor programs in their neighborhoods. See examples of such stories in blog articles at http://tutormentor.blogspot. com/search/label/violence Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net Pg. 8
  9. 9. What it might look like: Follow up stories, might look like this, which is a story Tutor/Mentor Connection created in 1996 using a map to show where a child was slain in Chicago, and whether or not there are any tutor/mentor programs in the area. Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net Pg. 9 When stories like this appear in local media they raise attention and hopefully motivate readers to want to get involved in solving the problem. Follow up stories might look like this.
  10. 10. On the Following Pages…. We illustrate what media, or business web sites, might look like, by adding a Rest of the Story Tab. Research Solutions Tutor/Mentor Programs Today’s NEWS and The REST of the Story The link in the text leads to t his box If Youth Are Creating Stories Can we motivate the media to point to them when they do commentary? Get Informed Donations Volunteering Forums Pg. 10
  11. 11. Home Page: xx Media Featured news of the day Xxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxx Current Events/Features Xxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxx Sports, Classifieds, etc. Xxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxx Special section Special section Special section Help Your Neighbor This is the box we want to see on the home page Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net Pg. 11
  12. 12. Home Page: xx blogger, business, etc Featured information about org Xxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxx Commentary on Current Events/Features Xxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxx Special events related to org Xxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxx Special section Special section Special section Help Your Neighbor This is the box we want to see on the home page Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net Pg. 12
  13. 13. Message from Publisher, CEO, Pastor While we report the news as it breaks, we also seek to solve problems and meet the challenges of our community,. At xx media, we think it is every citizen’s responsibility to work toward a greater Chicago. We think it’s our role, as a news organization, to help our readers be more informed, and find causes where they can get involved.. Featured story from Today’s News Our news section shows how xx was shot and killed in the xx neighborhood last night. Click HERE to learn more about youth violence and its solutions. Environment Education Poverty Youth Development The link in the text leads to t his box Help Your Community When This Box is selected, this is where it leads: Causes Health Issues Crime & Justice Etc. Pg. 13
  14. 14. It is everyone’s responsibility to help all youth in this region grow up safely and reach their full potential. Click any box to the left and learn more Featured story from Today’s News Our news section shows how xx was shot and killed in the xx neighborhood last night. Click HERE to learn more about youth violence and its solutions. Research Solutions Service Providers Map showing where today’s news occurred The link in the text leads to t his box Youth Development When This Box is selected, this is where it leads: Get Informed Donations Volunteering Forums Pg. 14
  15. 15. The media needs to point to maps, showing where great programs are needed. Writers need to emphasis that the city needs good programs in every poverty neighborhood, not just a few great programs in a few places Click any box to the left and learn more Featured story from Today’s News Our news section shows how xx was shot and killed in the xx neighborhood last night. Click HERE to learn more about youth violence and its solutions. Research Solutions Service Providers Map showing where today’s news occurred The link in the text leads to t his box Youth Programs Needed in Many Places When This Box is selected, this is where it leads: Get Informed Donations Volunteering Forums Pg. 15
  16. 16. Featured story from Today’s News This map shows how xx was shot and killedlast night. Click HERE to learn more about youth violence and its solutions. Research Solutions Tutor/Mentor Programs Service providers in this area The link in the text leads to t his box The Rest of the Story Learn what you can do to help raise Chicago’s youth. Get Informed Donations Volunteering Forums Pg. 16
  17. 17. Learn to Make Your own Maps This map was made using Chicago Tutor/Mentor Program Locator’s Interactive map Research Solutions Tutor/Mentor Programs Service providers in this area The link in the text leads to t his box The Rest of the Story Learn what you can do to help raise Chicago’s youth. Get Informed Donations Volunteering Forums Chicago Program Locator: http://www.tutormentorprogramlocator.net Pg. 17
  18. 18. As youth and volunteers use videos and blogs to show what they do in their own programs, media and bloggers can point to these stories to help them attract more support for their efforts. Links in the Program Locator point to program web sites and blog articles. Research Solutions Tutor/Mentor Programs Service providers in this area The link in the text leads to t his box Teach Youth Orgs to tell The Rest of the Story Learn what youth can do to help raise visibility. Get Informed Donations Volunteering Forums Chicago Program Locator: http://www.tutormentorprogramlocator.net Pg. 18
  19. 19. Research Solutions Leaders Local, National Resources These logos are just a few of the youth organizations found at http://tinyurl.com/TMI- ChiProgramLinks Tutor/Mentor Programs All Need to Have Teams of Writer/Producers Telling their Stories. Get Informed Donations Volunteering Forums Pg. 19 Volunteers from business, media, film and training companies, etc. can mentor youth to create and tell interesting, and effective stories. This opens a who new range of mentors and career options for youth who get involved.
  20. 20. Learn more about tutoring/mentoring Profiles of local tutors/mentors Youth served by local programs Blog articles, videos of local programs Events…and Research Solutions Leaders Local, National Resources Including www.tutormentorexchange.net Tutor/Mentor Programs When this link is clicked, we just want to be one of the links Get Informed Donations Volunteering Forums Pg. 20
  21. 21. Getting this info on the Web is Step #1 Getting people to look at it is an on-going challenge: Reporters, commentators, editorial writers, radio and TV personalities must be educated to weave web references into their personal journalism. Bloggers and social media volunteers can model this strategy and teach it to mainstream media. At any time a talk show host can refer a listener to a section of the station’s web site where the listener can go to find more information, and to find ways to be part of the solution. Stations that do this regularly will teach listeners to go to these sections of the web site for information even when the news is not focusing on this issue. Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net Pg. 21
  22. 22. Use personal and organizational leadership, web site and communications to connect members of your network to T/M programs in all parts of Chicago on a consistent, on-going basis, using Internet directories such as http://tinyurl.com/TMI-ChiProgramLinks as resource for finding programs. Elected leader college you faith business media Property of Tutor/Mentor Connection, 800 W. Huron, Chicago, Il. 60642 Email for permission to use: tutormentor2@earthlink.net others volunteers dollars Talent & technology Pg 22 Focus Stories on a Distribution of Resources Volunteers, talent, dollars, technology needed at each location.
  23. 23. Sustaining Momentum is Step #2 Convincing people to write about tutor/mentor programs regularly, and to point to programs in all neighborhoods, will be an on-going challenge. As more stories point to tutor/mentor programs after negative news in the mainstream media, more people will begin to look at the web sites of these programs and learn ways to support them. Key events organized during the year can provide “topics” for bloggers, writers and social media to focus on, boosting traffic growth from event to event and year to year. Remember, it takes 12 years just to go from first grade to 12th grade. Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net Pg. 23
  24. 24. Help Us Support this Strategy To create a map-based information directory requires a major sponsor and on-going revenue. Tutor/Mentor Institute, LLC seeks volunteers, partners, sponsors to help. The Chicago Tutor/Mentor Program Locator at http://www.tutormentorprogramlocator.net is a pilot of what’s possible. Without help from others, we cannot keep this updated, or add needed features. Tutor/Mentor Institute, LLC offers “naming rights” to a company, foundation or benefactor willing to make a multi year financial commitment. Similar support will be needed in every city in order to provide the backbone knowledge and map directory suggested in this strategy. Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net Pg. 24
  25. 25. Questions we hope to answer…with your help: If we can develop some formal programs where youth are writing follow up stories, or creating strategy visualizations, we want to learn the following: • Is this possible? Can we increase reach and frequency of stories focusing on tutor/mentor programs? Can we increase and measure traffic flows? • Who already implements such a strategy? Can we connect with them? Can we create an internet library hosting such information, and build understanding by facilitating learning around this growing body of knowledge? • Will cities provide the funds to make a “program locator directory” available? Or to coach youth and organizations to begin a “Rest of the Story” project? • How do those who implement this strategy track and measure success? • What are the positive returns on the social investment of such a strategy? • What are the profit gains from a capital investment of such a strategy? Our ability to answer the 3rd, 5th and 6th questions positively will provide reasons for such strategies to be adopted by a growing number of media outlets in every city in the country. Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net Pg. 25
  26. 26. To learn more, e-mail tutormentor2@earthlink.net Connect with us on Twitter @tutormentorteam or Facebook @ http://www.facebook.com/TutorMentorInstitute Write to Tutor/Mentor Institute, LLC, Tutor/Mentor Connection Merchandise Mart PO Box 3303, Chicago, Il. 60654 To learn more about Tutor/Mentor Institute, LLC strategies and goals, our use of GIS maps, or the Tutor/Mentor Learning Network, visit the Tutor/Mentor Institute Library at www.tutormentorexchange.net. Be our partner. Let us be your partner, coach and consultant. If you already have youth telling these stories, send us a link to your blog or web site. Join us in turning this idea into a reality. Volunteer, be an intern, be a sponsor. Invite us to speak to a group in your city or at your business.

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