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

3. Summer Fields
Engagement Consultant

4. Summer Fields
Chicagoan

8. Summer’s questions

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

15. Traditional Journalism

16. Hearken Model

17. Big picture: a new story type for
the evolution of journalism
REACTIVE PRESS
INITIATED
PUBLIC
POWERED

18. HEARKEN
MODEL
OVERVIEW

19. Traditional journalism story cycle
COMMENTS
@WEAREHEARKEN

20. Hearken story cycle

21. QUESTIONS
ARE MAGICAL

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

26. SHARING
THE POWER
OF ASKING

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

30. SHARING
THE POWER
OF ASSIGNING

32. AUTHENTIC
TARGETED
SHARING

34. SHARING
THE POWER
OF REPORTING

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

39. Customizable modules

40. Keep your audience in the loop

41. Engagement Management System

42. Stay organized, see patterns

44. Olivia Allen-Price
KQED REPORTER

45. Cultivate
your
public’s
interest

46. Eric
KQED LISTENER

48. HEARK!
NEW QUESTION!

49. Validate
your
public’s
interest

50. Satisfy
your
public’s
interest
MEDIAN
KQED
STORY
HEARKEN
STORY
11X
1:16
HEARKEN
STORY
PAGEVIEWS
TIME ON PAGE
COMMENTS
59
5:32
INDUSTRY
AVERAGE

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.

55. (Audience) Engagement Ring

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?