Using Traditional Media In Nontraditional Ways

Using Traditional Media in

Nontraditional WaysCommunications 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

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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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Critical Links: Community Health Workers

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Critical Links: 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