October 20, 2008

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.)

The Knight Digital Media Center has partnered with the Maynard Institute on this special workshop with the goal of helping news organizations develop strategies that will ensure their online content reflects meaningful interaction with “Communities of Difference.” By sharing ideas that support these communities as well as bridge them, we believe online news organizations can play a much greater role than their legacy counterparts in contributing to social and civic dialogue. Communities of Difference are defined simply as everyone who is not like me (or you). In this time of vertical associations built on personal interest and affinity, there is even greater need for horizontal connections or intersections.

This blog reflects the way four USC Annenberg graduate students interpret what they hear during the three-day workshop: Total Community in Cyberspace—Growing Your Audience. We invite you to comment on what you read or to contribute your own insight and ideas to the concepts we are discussing.

More Community at KDMC:
Leadership Seminars | Total Community Series

October 27, 2008
People Count: Diversity Trumps Demographics in Election Coverage

October 20, 2008
Radio and Your Community Outreach Strategy

October 13, 2008
Knight News Challenge: Creativity Goldmine for Reaching Communities of Difference

October 06, 2008
MySpace and Facebook: Gateway to Youth, Latinos

September 29, 2008
How Diverse Is Your County? Census Maps Tell Stories

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