Radio and Your Community Outreach Strategy
If your news organization wants to better engage particular communities, it helps to go where they are—rather than expect them to flock to you. If your news organization is trying especially to connect better with Hispanic and African-American communities, it might be a good idea to hit the radio waves…
Recently, MarketingCharts.com reported that, according to research by Arbitron, “African Americans and Spanish-dominant Hispanics have the highest radio listening levels of all demographic groups, and continue to propel urban and Spanish-language stations to the top in major U.S. markets.”
When you’re trying to engage any community, it’s always easier to join a conversation than start one. In the case of reaching African Americans and Spanish-dominant Hispanics, consider how your news organization might build bridges or partner with local radio stations reaching these communities. This can demonstrate not just that you’re aware of them, but that you respect their media preferences and are relevant to them.
KDMC’s Total Community Coverage learning module discussed the ample possibilities for news organizations to reach out via local talk radio. But the possibilities extend beyond talk programming. If the leading radio stations reaching your local communities of difference offer mainly music or entertainment programming, talk to them to see how you might collaborate. This could include:
- Contributing to or assisting with their programming (call-in shows, reviews, relevant headlines, etc.)
- Featuring content or commentary from their staff or community in your venue (print, online, etc.)
- Joint event sponsorships, or advertising on their station.
It’s possible you and your local radio stations share several goals for reaching and serving these communities.
(Thanks to Juan Tornoe’s Hispanic Trending blog for the tip.)
