Recommendations

News media organizations interested in strengthening their relationships with their audiences and communities through digital engagement technologies such as Hearken should do so in combination with offline, face-to-face outreach. Targeted offline interactions and events offer opportunities to connect with residents who may be unaware of the outlet or unfamiliar with how or why to engage. Outreach initiatives can incorporate in-community marketing to build upon connections made by face-to-face interactions. Even low-tech, low-budget strategies such as basic flyers, street signs, hosting, and/or advertising follow-up community events, etc., may be useful to build ties with residents. Media organizations should explore collaborations with community partners to conduct outreach. Community stakeholders with aligned missions such as public libraries may make especially strong partners. These partnerships may be strengthened and made more sustainable by ensuring that all sides of the partnership benefit. For example, libraries may find value in connecting audience questions to available books, classes offered, or follow-up community events held on site. Regional media outlets should explore partnerships with hyper-local and ethnic media outlets to further the reach of engagement initiatives by exchanging content and/or cross-promoting initiatives and events. Such relationships can be mutually beneficial, as well as strengthen the local media ecosystem and storytelling network.