Partnerships, Community Engagement, Service, and Trust: What’s Working in Public Media
6:00PM Aug 24, 2023
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engagement
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my voice carrier Okay. Welcome everyone. So we're gonna, we're gonna go ahead and get started because we have just an hour and an hour is gonna go by pretty fast. So we have so many great things to talk about. So welcome to partnerships, community engagement, service, trust and what is working in public media. So I'm just gonna I am your moderator. I'm Tracy Brown. I'm the Chief Content Officer at Chicago Public Media, which is the home of WBEZ public radio station and vocal, which is an urban Alternative Music Station, which is about 15 years old. And then recently, we acquired the Chicago Sun Times, which is a legacy newspaper that just celebrated 75 years. So I joined be easy back in 2019 After spending over 25 years in newspapers, and one of the most inspiring things that when I came to Chicago was this collaborative spirit. That was in newsrooms that BZ was working with newspaper then but also ProPublica on these big investigations. And in all of my career in newspapers that had never happened in any of Dallas Atlanta, Tampa St. Pete, where I worked. So I think that you know, when I think about the long history of the competitive spirit in the news industry, and the declines that all of us are experiencing in local news, I think that partnership and collaborative spirit versus the competitive is really a good thing for all of us. So we're going to have a great conversation today. With our panel about all the things that seem to be, you know, going right in public media and seem to in some ways define public media, and the growing role of not only producing news but building relationships in our communities and in other newsrooms. So I'm going to introduce our panel to you, and I'm gonna, I'm going to introduce them and then I'm going to give each one of them an opportunity to kind of talk for a few minutes about the things that they are doing in their, in their, in their organizations. So I first is, so I'll introduce them and then I'll come back so Ashley Alvarado to my left is the Vice President of Community Engagement and Strategic Initiatives at the alias in Los Angeles. Next is Sarah Glover who is the vice president of news and civic dialogue and why why right here in Philadelphia. And last but not least is Nikko Leone who is the CEO and President of KR a in Dallas. So going to start out my first question is going to be two to Ashley. And I, you know, I think we all can agree, not only on you know that Ashley is like the goat of community engagement and public media and beyond. But Ashley talked to us I mean, tell us what does community engagement mean at your organization? And tell us about the different ways that it shows up? Sure.
Thank you very much. And thank you all for finding us. I know that this was not the most easy to find room and I appreciate your making the journey. So when I'm talking about engagement, I'm really thinking about how do we close the gaps between communities and the journalists, we're aiming to serve them? How do we think about those who are not already consuming our journalism? So it's important to make those distinctions between audience engagement, super serving the existing and addressable audience and community engagement, thinking about how you extend beyond that. They are both hugely important, related and complementary, but I like to note the distinction. And then I'm thinking about all of the ways that we signal to audiences and to community members, whether we are for them or not. And so that goes to story selection, the way we frame stories, the language we use, the distribution we use, and then again, how are we being of and with community members so it's really a more participatory and transparent process. And when we go to the next slide, I actually I'm gonna pause and say, Thank you for, for your very kind words. And I think it's important to know, when I was hired 11 years ago, it'll be 11 years next month. I was hired as the only person doing engagement in our organization. I didn't have a title and I didn't have a boss. And I'm really proud to say that we grew from me to a team and now to a department. So we've gone from one person to about 1415 people. And and so when you know, one of my favorite or one of the things I used to hear a lot was, oh, Ashley, we'd love to do that. But we're not pro publica. And the most amazing thing was when somebody said, Oh, Ashley, we love to do that, but we're not KPCC and so for all of you as you're in this room, and if there's any moment of FOMO, which is a very powerful thing to leverage by the way, please know as possible. And if you have questions or need help, I'm here. So when you have a definition as ambiguous as the one I just shared with you, it's because engagement manifests in really different ways. And so just some of the examples that we have here we did two years of a participatory photo project, and that included installations on Santa Monica promenade on the sides of buildings, in museums, thinking about how we center different voices, how we center equity and that work. So one of the things we've done is start recognizing when our sources sources and when are they contributors, and how do we make sure that we're compensating people for their time. It can also mean things like figuring out insurance policies, knowing what kind of transportation you can provide all those kinds of things. In the middle is a photo from unhurt la one of my favorite projects I've ever been a part of. And that's where we invite people to share their stories of LA. You know, we used to say explore, explore, explore La one story at a time, and really finding ways to not only share the stage with community members but trust community members, trust them to see the value of one another stories. We also have. We've really invested in the last year and a half in partnerships. And those are partnerships with civic information hubs. So thinking about how our stories we're working on getting a set of bookmarks right now in LA public libraries to support early childhood guides. We also have posters and more than 400 buses in the San Gabriel Valley to distribute information to the places where people get it. And then we've also been doing more and more partnerships with community ethnic and language media. So recognizing that part of engagement is engaged distribution and figuring out how we can support people with the information they need, where they're where they're more likely to get it. Nico has a ton of examples of what they've been doing and so I want to make sure to hold space for them. But the other thing I would just note we've done a lot of research. And sometimes that's having people over for lunch. Sometimes that's a much more concentrated human centered design approach. You can learn about all of it if you follow that QR code to our website engagement la list. And again, if anybody has questions, I'm here.
Thank you. So my next question is that gets for Nico. So talk about big partnerships. You know, just in the last few weeks, was announced that K Ara had acquired that didn't record chronicle this on top of several other partnerships that are both within and outside of public radio. And I'd love for you to talk to us first about how the acquisition came about. And then share a little bit about how K RAS philosophy on partnerships has evolved over the years.
Great, thanks, Tracy. And more than anything else, I'm just honored that these really amazing women whose work I look up to and have followed and in many ways are think Shaping the Future of Public Radio's becoming. have let me hang out with them for a little bit. And Tracy, I was smiling listening to your intro because your former employer in Dallas, the Dallas Morning News has actually become part of the family of partnerships and collaborations and I think that's such a turn for newspapers to be working together in that way. And Ashley, as you described the work you're doing an engagement that really is like that idea of how we work and within four communities really has shaped the way we think about partnerships, especially in a area like North Texas that is such sprawling with cities that have distinct identities and don't always like each other either. So maybe if we can go to the next slide or two here. Just a quick overview of our audience. North Texas is one of the fastest growing regions in the country. And even just inside the Dallas Fort Worth metro, you know, there's about five counties or larger areas about 11 More than 200 distinct cities and towns and they are not small either. I mean, these are million plus person cities, you know, suburbs, often with a quarter million people and finding out how to be present in that geography even with a pretty tremendous reach of about four and a half million people a month. It's just a tremendous challenge for us to be on the ground. And pretty quickly as we were thinking about that and thinking about engagement we can Row for K era there we've been investing in the Fort Worth report so we funded it
As for the people of Denton County, Denton County is a county of about a million people on the north side of our coverage area where we didn't have a single reporter. They had taken the paper to one day a week in print, right before the pandemic, their business model had really moved to digital. And we really saw a great opportunity to win strategy that gets us out into more parts of the community. It's not singular, it's not just about us but very centered on the audiences we're trying to serve and the right partners to serve it with so we can be on the ground and engaged with different parts of our community.
Okay. All right. Thank you know, I have lots of questions about the dinner writer chronicle because we share that in common.
You know, we recognize particularly here in this community, how we need to serve our audiences around some of the trauma that's occurring, gun violence, and things that are disproportionately impacting marginalized communities. And I really think that we can bring that perspective of not just investigative reporting and journalism but being dug into just get to the bottom of the issues of the day. And so the city council president in July following a mass shooting popped up one day and said, I think we should bring back stop and frisk. At the center of the story black men were centrally themed not just in the story but you would hear their voices throughout moving on again some more other highlights is Power because that's more powerful in terms of that expertise and reporting than other people in town so we've created this climate desk right now it literal more calls. And what I loved about that process was, it didn't force partnership because really, quite frankly, everybody wants to partner who doesn't everybody wants to get something for nothing or get something for a little bit of something, but they're gonna get more from that. So wouldn't you want a partner of course, but what was beautiful about that process was that it wasn't forced. And so we actually developed new partnerships. They were meaningful. They were narrow, we didn't try to do something with 50 people but we did really effective partnerships with like three or four people right? And and then we'd have ideas of how we can help other organizations involved in that process. The next slide. I don't know if we have this as a video I just wanted to share as we segue into community a little bit about
Everything you're talking about, you know, guns, shooting drugs, no dead. Just one parent. No fights arguments, man. Which I'll says right I used to be a school. Hungry starving. Man I get home I'm even more hungry. Like
Let me meet us there. The nice program is another powerful program where we have about a dozen community. I like to call them Grieux storytellers, journalists, but they do not have to be journalist and they are just powerful people in their community and the primary goal is to elevate them. Some of them just need the space to have a byline on who
With all the groups foundations individuals and people that we quote unquote, you know, partner with and we're proud of all these things, and we want to keep doing them, and I wanted to amplify that in addition to the list of people that you work with to also embrace the challenges because sometimes partnerships don't go as you think they should go or you got something out of it but the other person didn't feel like they got something out of it, or I think right now where we are.
Sometimes back in actually toward January or 2022. So we'd been in the Partnership for about a little over a year and a half. Having spent most of my career in newspapers I have to admit when we first started initially doing the discussions about rather I mean of course you know having spent so much time in newspaper I really understand it and I Our history of public radio is that we, you know, we appeal to a wider, more educated and wealthy audience. For us that look very different at the sun times and so I, you know, I won't go into it but I did a lot of due diligence on my part even as a newspaper veteran to get us there. So 1819 months in. It has been if you were to ask me how things are going, I would tell you, it has exceeded my expectations. In the beginning I worried a lot about culture, more so than anything, it's the two newsrooms are are very different in culture. You know, in terms of pace in terms of how we define ourselves, we're very proud at some times that we identify as being you know, scrappy, and for the working class, it BZ if you were to we say we are, you know, we give provide contextual journalism and analysis. So we go deep, but the beauty of the partnership is that it allows us to really kind of leverage our strengths in ways that we could never have imagined before. So what you see here is really awesome. Um, I really like to, you know, think that what we have done with web easy and the sun times is really transformative. We have an opportunity to like, not just be which we are. We are now the largest local news organization in the country. Together with the easy and the sun times, we have more than 200 journalists that are working in digital print broadcast and in our podcast as well. Again, I say that if a year from now, if all we are is still the largest nonprofit news local newsroom in the country, we will have squandered an opportunity to be transformative, not just in our newsrooms, but in the community as well. So you know, we these are just some projects, one of them the 20 shots and the second was a big story that we worked on. Along actually with NPR as well. That really like allowed us to do some investigative journalists. This was probably the first big investigative journalism story that we that we've done. We now have an education newsletter. The Sun Times had one prior to that and then the folks IBZ had been wanting to do one forever. But when we have now in this education this week newsletter goes out you know, once a week, but it really does kind of highlight the work that is happening in each newsrooms, but that collectively that they are also working on on together as well. Just about, I guess a month and a half or so ago, we did a big project 10 years ago, Chicago, closed 50 schools within one year. And we decided to bring our teams together to really go back and look at those not just the buildings but the people and the communities as well. And to try to find out what happens to a community when you close the school. And for a lot of those communities, it was devastating. Because you know, to have those buildings that were not repurpose for any other reason that became not a place where children learn and you think about the future, but actually became a nuisance in the community and actually places where there was no crime. And then last year was a big year that last year and this year was a big year for us in elections. So not only was there general elections and state elections, where we reelected our governor, but we were also looking forward to, you know, the mayoral race as well. So our teams that were doing, you know, politics and government, were just like running on all cylinders for like over a year. One of the things that we did together was we created folders with our audience and marketing teams and across the organization. They built a hub for us to be able to house all of the work that we were doing separately and together we did polling so for the first time, we were really able to pull we have some of the best political reporters in the state. And we were able to like really serve the community in some meaningful ways. One of the things that we did well as community engagement it really taken some of the lessons that my team has learned and even working with athletes we did a four years ago, we called it the people's I met, we call it the P What did we call it, the citizens agenda? And then we decided, You know what, though, it's really the people's agenda. And and so we took this survey we sent out that got almost 3000 people, a third of them under the age of 35, to tell us what they were interested in and what they wanted their local officials to be talking about. And we took that and we did three forums during the mayor's race. And those are the questions that we ask the candidates, not our own, but theirs. And then the last thing I'll say about the voters guide was that another thing that we really wanted to do is leverage the power of print. We published the voters guide, and we had all this data about lower voter voter outcomes or were lower voter participation. And so we printed over 300,000 copies of our voters guide and we gave them for free to every household in those zip codes. So in the you know, in so that was like a, I think a big community thing for us, but it you know, it's important for the staff as well. And then the last thing I'll just talk about is really so there are two things, it's like how do we reach? One of the things that's important to all of us when I go back to that reaching newer, younger more diverse audiences? I really feel like you have to be intentional about it. Not only do you have to be intentional about it, you have to be unapologetic about it. And so three of these things that we did here on the left on reaching new audiences. So the first one you see here is when magic happens, because an idea that we had about like growing our audience for black women. In the podcast space, one of the fastest growing demographics in podcasts is black women. And we have a lot of black women in Chicago. So why would we not create something that was for them? When magic happens is a weekly podcast. It is generational. There are three women who do it they are 23 year old 40s mid 40 something year old and then I think the Cheryl is 58 and they have weekly conversations about everything from relationships to
you know, maternal black maternal health, faith, about food about all the things that honestly that is black women, sometimes that we have and text messaging among our friends, like this is almost like that open. You know if you could open up our phones and see some of the things that we talk about and conversate and have fun within inspire each other is from that shows off is another effort that we did shoes off, started out we had three Korean American women on our staff, two who were poor reporters, and one who was a producer and they came in they had this great idea about like, what if we do this podcast about over sexualization of Asian women and the D sexualization of Asian men? It's really pop culture is for more of a national audience. We love the idea and we did one season of it. We're in talks now about whether or not we will do a second season. But these women like for the most part we gave them, you know, some time to devote to it. But it was really an opportunity to try to invoke shoes off and when magic happen is to go after audiences that aren't traditionally, you know, public public media, necessarily particularly on the on the WinMagic. What happens one, and then prison casts that is truly a community engagement kind of effort. It started out we did a podcast, an investigative podcast call. It was the fourth season of motive we spent a year first with ProPublica going inside the corrections, prisons, state prisons in Illinois, and what happens in blind spots that where there are no cameras, and it was just this thing that was happening that people were being beat up. And sometimes killed in these blind spots. So we spent a whole year telling Mark finding out what happens inside prisons. And then the reporter on that project said what would what would happen if we would tell prisoners what is happening on the outside? So we spent several months we sent surveys to, you know, inmates like what are the things that you miss about the outside, we also send it to their family. And we asked and they told us everything from I missed the sound of the train at a very specific intersection. You know what I used to live in Puerto Rico and there's this frog that thinks this certain sound or the laughter from kids or basketball bouncing on a certain cord. So we took those things and then we went out and we got the sounds we didn't just that they said I missed the train at whatever wasn't enough for us to like get a sound of a train. We went to that intersection and got that sound. We hired an audio freelancer and Puerto Rico to find that frog and get that sound. And so then what It was one of those in so we there are some requests that we do not accept, mainly because when you're doing a project like this, you also have to be mindful of the victims on the other side as well. So we want to be sensitive to that as well. So that so those are things that we're actually in the process now of doing what we call prison cast 2.0. And so we're excited about so stay tuned for what that looks like in the second iteration. And then real quickly, and then we're gonna throw some questions to you all. We also did this big. We're in the midst of doing this big project called the democracy solutions project, which for 18 months, we're looking toward the election, and not just how I how we can highlight threats against democracy, what are the things that we can do to like show a solutions aspect to the things that you know that we are saying and so we'll go to every month we do some we, you know, across the organizations of both the sun times B, C, and our top shows, we look at solutions for democracy that are all have themes. And then over the course of the next year, we're going to go to Australia and where they have like 90 something percent voter outcome, what can we learn from that? We probably are talking about also going to Canada where they are approaching immigration reform in different ways. And then the last one is solving for Chicago. It's a project that the local media Association had been doing that really brought newsrooms 20 newsrooms from in Chicago and we're looking at taking over we're actually working now to take over that project, and collaborate with big and small newsrooms and leverage our expertise and sources to be able to serve Chicago, not you know, collectively for the good of all the Chicago Sun
So what is the logistics in the absence of uncertainties? So we talked a lot about community and ethnic media partnerships, and I'm just wondering what's the logistics and the actual process of that partnership look like and especially when you're talking about legacy institutions, what's an appropriate ethical way for legacy institutions to do those partnerships without including all over the smaller
I would just say or caution, because this is just how I think about it is I sometimes hear whispers of people talking about how they might be able to acquire, like an ethnic media organization and I would just urge you to stop and say how can you support and uplift and elevate How can you invest to help them independently get out of whatever situation they might be in? And I'm not during that direct parallel. But in town, the Philadelphia Tribune is the oldest continuously published black newspaper in America, and we will continue to support that organization. So they're probably unique content partner, and they literally will be able to utilize our content almost into infinity. And that's our level of support of that institution. So and I've heard buzzes about town about other organizations that they're hitting a rough patch or whatever. And we should just stop as news leaders and say, How can we support and just ask them, What do you need and then be there to give it to them? versus thinking about how you can get something out of them? Because a lot of people just want to take diverse content and throw it on your legacy site and that's just you need to rethink that as a strategy.
who grew up in Harrisburg, and we're coming up on a really interesting opportunity to be able to expand and grow throughout Central Pennsylvania, thanks to the gifting of the Lancaster newspapers to cover it up a lot of money that comes with that. And Nikko. Keep questions that came up with some of the collaboration efforts and expanding expensive efforts that you're going through there. The newsrooms that you work with, is their centralized leadership and guidance and editing going on or are you curating content that has already created it those organizations who curate a model is very similar to what we're currently doing the public media sessions in Pennsylvania, everybody creates the content that they want. We pull in the content that works for communities. unreasonably coming from connect where all the positives are can have is extra really cool piece of networking. edited together, we decided to put the content together. And then separately, how do you expand without doing harm to the existing news organizations there because we're not looking to accelerate the demise of news right? across our region. We need to really add to what's been taken away and in some cases by those
organizations. Thanks in many ways we actually start with what Sarah just articulated is by asking what will help support those organizations? And we think about a lot of those things on a continuum, you know, our, our strategy, and so the portfolio that you put together, there's one piece that isn't new, so I didn't talk about it as much but we also brought in a classical station through a management agreement. So we've got a limited partnership, a full blown collaboration, a management agreement and an acquisition and the structure that each of those landed on, was driven by the needs of the partner as we thought about serving the community together. So we start from that place of how can we be most supportive without presuming that we know the answer to that and if you walk into that with partners with good faith with a shared goal of serving the community, I think you'll usually get to the right answer. So for where we are to your first question. We're taking more of a curation strategy, in part because we want editorial decisions to continue to be made as close to the ground in communities as possible rather than centralizing those. I don't know what it'll look like over time that deals just three weeks old. In closing, we are spending a fair amount of time kind of watching what's going on in Chicago, you know, understanding how you've put together this family of partnerships in Philadelphia, to think about what that looks like over time, but regardless of which structure we're approaching them all collaboratively first through a curation lens, while also talking to the newsrooms about how we can be supportive, what kind of training they want, what kind of platforms they'd like to be on, and that's helping guide us to decisions in both of those areas.
Versus Have you set some sort of benchmarks with these partnerships? And the second is, is there a data point or two that you're using to showcase success?
With that question to a specific person was, was that question to a specific person?
I can just say, I worked in commercial media for the most majority of my career. And I love that question because I'm extraordinarily data driven. And because of the broadcast company I worked for, for 10 years. It wasn't a day where numbers were in front of me all day and so coming into public media, there is a culture shift that I'm, I'm trying to bring some of my DNA into where I'm at, and talking about data and also talking and I found the most success that I have found is really reforming that verbiage into talking about impact versus coming in with dashboards of numbers and data because it's not really the culture of the current newsroom that I'm in but we are working toward that we definitely have goals. And I think they're, they're good and they're great. I think right now for us, increasing reach, and digital consumption is the number one thing and I don't want to go across like what platform what does that look like? So partnerships potentially for us, or I think that's a big part of it, but serving the community and audiences that is the primary indicator for us around whether that's successful.
Oh, well, while you're picking that person, just real quickly, what I'd say is, who in this room is trying to convince somebody in their organization of the importance of doing any of this kind of work? Okay, so what I would say is think about who you're trying to convince, and then think about the metrics or the information that matters to them. So if you're thinking, Okay, well, we do this kind of work, and it drives traffic this way. We do this kind of work and it ups loyalty. We're getting more people who are visiting our sites more regularly. We do this we're attracting, you know, this event series because it really centered and community looked a whole lot younger and a whole lot more diverse than they used to figure out those metrics and also, if you are doing work that you are realizing is driving sponsorships or is driving institutional giving, find that information out it gets you a better position seat at the table.
Speaking of younger audiences, so I work with something called the Center make use of documents universities role in supporting local news, as you notice something like 180 University license for university on public radio stations. Although some law enforcement on the left lot to do with the university radio station, so it's a resource that we've all been working with finances in variety of ways. People are interested in growing their relationships with university and urge them to reach out. And universities are realized that we take more responsibility for students to be at federal colleges and universities in the States.
We have a pretty strong relationship with Northwestern in Chicago, as well as University of Chicago. In fact, the solutions journalism project is actually came out of discussion that we had with the University of Chicago we did all of our forms. With the University of Chicago as well as University of Illinois, Chicago. So then the solving for Chicago has a we're working with Northwestern to really do the solutions journalism aspect of that work. So colleges and universities are a big partnership opportunity for us in Chicago.
Can I make a comment because the conference is here in Philadelphia, there were so many great there was a pre conference. There are so many great things happening. But I'm wondering if you want to come back to Philly and do more conferencing because we should be having this conversation all day. And I'm hoping to put something together possibly for the springs if you want to stay in touch, particularly around public media takeaways because I think that's something that we all need as we actually as newsletters. We need to share our takeaway and that you would get like tangible takeaways, and you know, in the continuing these conversations, and I know how we all want to support, we all want to support each other and those in the room that are we're all in this together. So with that. Thank you all for coming.
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Great. Well, thank you so much. I'm really grateful for you people who got
to just know that you'll have a six hour trial that's what I
do different verses for which was thinking about how.
