Hearken - your public's interest - Medientage München 2017
•
0 recomendaciones•52 vistas
Presentation from Summer Fields from Hearken about how the startup helps newsrooms listening to their audiences better. Held at Medientage München 2017.
Recomendados
Más contenido relacionado
Similar a Hearken - your public's interest - Medientage München 2017
Similar a Hearken - your public's interest - Medientage München 2017 (20)
Último
Último (20)
Hearken - your public's interest - Medientage München 2017
- 1. Hearken means “listen.” We help news organizations listen to the public as a story develops from pitch to publication. Our unique model is called public-powered journalism.
- 2. How to engage your audience and build communities
- 14. “A journalist is just a hyper-engaged citizen.” Always remember: there is no such thing as “the audience.” And if there is, remember that you are part of it. — JAY ROSEN
- 16. Hearken Model
- 17. Big picture: a new story type for the evolution of journalism REACTIVE PRESS INITIATED PUBLIC POWERED
- 19. Traditional journalism story cycle COMMENTS @WEAREHEARKEN
- 22. Questions vs. “ideas” Send us your story ideas on healthcare! PR AGENTS & MARKETERS PEOPLE WITH PERSONAL IDEAS PEOPLE WITH AN AXE TO GRIND “EXCLUSIVE: Dr. Tricia Johnson is publishing a new, revolutionary gluten-free cookbook that your readers are going to love you for!” “I broke my arm playing badminton. You should do a story about how this sport is more dangerous than it looks, especially for kids. Double fracture!” “The doctors at North Hospital are a bunch of jerks and are terrible at their jobs. You need to do an exposé on their ineptitude and stupidity! IDEAS ARE NOT OFTEN ACTIONABLE ATTRACTS PEOPLE WHO WANT YOU TO DO THEIR BIDDING
- 23. Questions vs. “ideas” What have you always wondered about our healthcare system that you’d like us to cover? PEOPLE WITH QUESTIONS Is the new healthcare law harmful for people who are in between jobs? How has the recent uptick in heroin use in our county impacted local hospitals? What tax incentives could our state have provided to prevent the Jones Medical Research Lab from moving? QUESTIONS ARE ACTIONABLE INSIGHT ATTRACTS PEOPLE LOOKING FOR INFORMATION TO HELP THEM BETTER UNDERSTAND THEIR COMMUNITY AND WORLD.
- 24. IN TIMES OF GREAT UNCER QUESTIONS ARE
- 25. EVERY TIME YOU SHARE YOUR POWER, YOU GET NEW POWERS IN RETURN
- 27. What have you always wondered about Chicago, the region or its people that you’d like WBEZ to investigate?
- 28. THE PUBLIC PROVIDES A CONTINUOUS STREAM OF
- 29. How have Seattle’s urban forests dodged development? KUOW’S LOCAL WONDER KQED’S BAY CURIOUS What would really happen if a tsunami hit San Francisco? How do Montreal’s trains compare to other big cities at being on time? JOURNAL METRO CURIOCITE WLRN’S WHAT’S THE STORY? REVEAL (CENTER FOR INVESTIGATIVE REPORTING) What are the economic + political factors that affect how water is priced? Why are area kindergarten vaccination rates so low? WYSO CURIOUS What’s keeping the sunshine state from using more solar power? Hearken member stories
- 36. REPORTER GETS IN THE FIELD IMMEDIATE FEEDBACK
- 37. Hearken platform PUBLIC POWERED TECH-ENABLED COMPANY CURIOSITY MODULE CURIOSITY MODULE VOTING MODULE VOTING MODULE
- 38. Public-facing Newsroom-facing MODULES ENGAGEMENT MANAGEMENT SYSTEM
- 40. Keep your audience in the loop
- 42. Stay organized, see patterns
- 51. 51 ROI: Reporters creating better stories Hearken really provides us with a way to not make assumptions, but to actually know what audiences want. - Olivia Allen Price, KQED HEARKEN STORIES INSPIRE CREATIVITY FROM OUR REPORTERS. - Jim Gates, KUOW “Hearken helps us create stories that are more relevant, effective and more shareable.” - Andi McDaniel, WAMU
- 52. HOW TO INTRODUCE ENGAGEMENT EFFORTS TO YOUR NEWSROOM By Jenn Brandel, CEO of Hearken
- 53. WHAT IS TRUE @JenniferBrandel @wearehearken
- 54. @JenniferBrandel @wearehearken Engagement happens when members of the public are responsive to newsrooms, and newsrooms are in turn responsive to members of the public. IT’S A FEEDBACK LOOP.
- 57. STEP 1: DEFINE ENGAGEMENT Part 2: Uncover what individuals think real engagement means or looks like. Part 1: Uncover your newsroom’s definition. Part 3: Discuss and come to consensus
- 58. STEP 2: GET BUY-IN FROM MANAGEMENT What to look for • They do not fundamentally believe the audience are idiots and assholes • They are willing to try new things • They are willing to look at activities that aren’t working well and stop doing them • They will help staff prioritize engagement work
- 59. STEP 1: DEFINE ENGAGEMENT Reflect. What it would mean to our mission and to ou
- 60. STEP 2: GET BUY-IN FROM MANAGEMENT What to do • Start casual. Ask if they see potential in your project. • Come prepared. • Communicate often about your learnings.
- 61. STEP 2: FIND THE RIGHT STAFF What to look for • They show more excitement than hesitation about connecting with the public • They have an experimental “let’s just try this” mentality • They are part of the editorial decision-making meetings • They are a respected staff person
- 62. STEP 2: FIND THE RIGHT STAFF Brainstorm! Jot down names of people in your newsroom who match that description above.
- 63. STEP 3: START SMALL Make a commitment (both to your audience and to yourselves) that you can keep. Make early efforts manageable.
- 64. STEP 4: HYPOTHESIZE Create a hypothesis to test. If your idea works, what could happen? If it doesn’t, how would you know for sure?
- 65. STEP 4: HYPOTHESIZE Consider qualitative and quantitative measures for the success of your engagement efforts.
- 66. STEP 5: PUT IT ON THE CALENDAR! When you’ve got a plan and hypothesis down, schedule the work. Make the process a part of your workflow. Adjust the calendar as needed.
- 67. STEP 6: EMBRACE A CULTURE OF EXPERIMENTATION You’re in uncharted territory. Be open to trial and error! Don’t expect your audience to respond when you engage them the first time.
- 68. STEP 6: EMBRACE A CULTURE OF EXPERIMENTATION If you get little response to little outreach, don’t be surprised! Take advantage of all your platforms to reach your audience.
- 69. STEP 7: GO WHERE THEY ARE Consider your target audience. Who are they?
- 70. STEP 7: GO WHERE THEY ARE Depending on your goals for the engagement, decide which outreach will bear fruit. Then get out there!
- 71. STEP 8: BE VISIBLE, REPETITIVE, AND CONSISTENT. Show your audience you’re listening. Put opportunities front and center, give examples of how to participate.
- 72. STEP 8: BE VISIBLE, REPETITIVE, AND CONSISTENT. Being consistent is the key for developing any habit.
- 73. STEP 9: SCHEDULE TIME TO REFLECT Once a month, put time on the calendar to discuss the engagement efforts with whoever is involved and whoever makes the decision about continuing this work.
- 74. STEP 10: SHARE YOUR SUCCESS Staffers, ask your manager the best way to pass along what you’ve learned and accomplished on to others.
- 75. READY TO GET STARTED? GIVE ME YOUR EMAIL TO GET THE GUIDE! How to Introduce Engagement Efforts toYour Newsroom by Jenn Brandel
- 76. Checklist for participation How are you creating opportunities for participation? How and how often are you letting your community know they can participate? What rewards are you offering for participating? Would you act on those rewards? How are you thanking and acknowledging people for their participation? How does community participation actually influence the work you do? Where can community members see their participation mattering / influencing the work?