community radio to community media
DESCRIPTION
NCME Executive Director Charles Meyer's presentation at the National Federation of Community Broadcasters COnference.TRANSCRIPT
Community Radio to Community Media:
The Big Picture
If we do not change our direction,we’ll likely end up where we’re headed.
Photo by Ian Britton, available under a Creative Commons Attribution-NonCommercial License.
Where is your station headed?
Photo by Wesley Fryer, available under a Creative Commons Attribution-ShareAlike License.
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 DemographicsPew:
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 Collaboration
Photo by Andrea Wiggins, available under a Creative Commons Attribution-NonCommercial License.
Technology
Photo by Tony Buser, available under a Creative Commons Attribution-ShareAlike License.
Promise: the future will not look like 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 relevanceand local value
Engage your community.
Connected.MediaEngage.org
Establish common understanding:
What do we mean by…• Engagement• Outreach• Promotion
Outreach
or
Engagement
Community engagement means
working collaborativelyto discover, understand
and addresscommunity needs and
aspirations.
Outreach
or
Engagement
Broadcast and outreach are one-way.
Engagement is two-way.
Engagement taps into networked relationships.
Communities are networked conversations.
Relationships Matter
Photo by Edalisse Hirst, available under a Creative Commons Attribution License.
Engagement = understanding community needs and aspirations.
= cultivating authentic relationships with citizens, civic leaders, potential donors.
= authentic relationships built on trust, shared experiences and mutual goals.
Outreach Engagement
• Extension of an organization’s core service (value-added)
• One to many
• Talking to people
• Approaches audience with answers
• Integrated with an organization’s culture, strategy and practices
• Builds a pathway for dialogue
• Listening to people
• Works with the community to identify solutions.
If the focus is on you, your station or what you
do, it’s probably promotion.
(and that’s important, too)
Engaging requiresa completely different
orientation from broadcastingor outreach or promotion.
ANDEngaging informs
all of those activities.
“If you’re truly listening to the community, you’ll learn something you didn’t expect, and you’ll have to rethink your position or approach.”- Mikel Ellcessor, WDET, Detroit
Discuss
Cultivate an Engagement Ethos
Deeply engaged organizations have community interactions
that are authentic, meaningful and responsive to community needs
Turn outward toward your community
Focus on possibilities not problems
Listen actively to seek insight from the diverse voices in your community
Understand your strengths and apply them strategically to address what you learn through listening
Constantly cultivate and sustain relationships in every level 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?
What made you successful in the past is not what will make you successful in the future.
Photo by d.billy, available under a Creative Commons Attribution License.
Engaged
=
Relevant
=
Sustainable
Thank You.
MediaEngage.org