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Using the media (and more) for citizen engagement. Dennis Hetzel | Executive Director Ohio Newspaper Association Nov. 7, 2012. This is how reporters used to see themselves. This is called a typewriter. - PowerPoint PPT Presentation
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Using the media (and more)for citizen engagement
Dennis Hetzel | Executive DirectorOhio Newspaper Association
Nov. 7, 2012
This is how reporters
used to seethemselves.
Journalists’ respect peaked in the 1970s.(And there were great films about them.)How would Watergate be covered today?
This is called a typewriter.
Editors used to be like symphony conductors.
They had the rights to the music.Everyone followed their batons.
Now, news is more like improv jazz. And the audience is part
of the performance.
For many of
us, it looks
like this.Likecool.com
What audiences are doing
content is being supplemented, linked, enriched (sometimes) and transformed by
audience interaction throughout the process. Much of it is in public now.
It’s happening on multiple platforms.
However,you know that the
digital divide
is real.
Communication strategy must be multi-faceted, but ‘old media’ still
critical for your target audience
Print is NOT dead!Neither is TV or radio, though same challenges loom
Note how much $$ still spent on traditional advertising(Example: Election 2012)
Have a paid media strategyHave a free media strategy
Have a social media strategyHave an “all other” strategy
The good news and bad news about press releases
from your point of view.The Good: It’s easier than ever to have them used as
submitted.The Bad: It’s harder than ever to get the media’s
attention.Hint: Have a compelling story with visuals.
(You can deploy it, too.)
Delivery methods evolve;elements of news haven’t changed.
Hone your message.
AudienceImpact
ProximityTimeliness
ProminenceOddity
Conflict
What savvy journalists are doing these days
They’ve not just content creators. Now they’re trusted guides and experts, often
providing links to other info sourcesThey are “format-agnostic” … using tools that
best convey informationThey adeptly manage interaction and take
maximum advantage of itThe goal: Be the “first stop” or the “first click.”
A few social media tips
1. Yes, you should.2. Facebook by far most important. Twitter has value.
Pinterest is increasing in importance rapidly. Don’t forget YouTube. Nothing beats a viral video.
3. If you don’t have time to regularly post, add comments and engage in conversations, don’t bother
with your own blog or Facebook page.4. Identify key organizations or people that attract
members of your target audience. Engage.5. Remember the saying about the heat in the kitchen.
6. People LOVE photos.
Get creative. Use messaging tools beyond press releases.
• Op-ed columns and guest editorials• Letters to the editor
• Submitted photos for print and Web• Donated, sponsored or paid advertising
• Guest spots on morning TV programs• Use alternate forms: ‘Top 10’ lists, charts, photo essays
… stretch your imagination.
A few words about public notices
• Public notice a key role of government back to 1700s• Engaged citizens help government succeed
• AOR: Ohio citizens think newspapers still best• Research: About half have read newspaper notices
• Research: Most say it’s wise use of taxpayer dollars• Obviously, Internet options make sense today, too
• ONA has been proactive: PublicNoticesOhio.com• Ohio still in bottom third for broadband access
Newspapers Preferred Source For Legal AdvertisementsBase: Ohioans Who Have Ever Seen Public Notice Advertising (4,060,800)
Public Notice Advertising
Q20. How would you prefer to receive legal advertisements, including proposed budgets, notice of public hearings, taxation, etc.? Would you prefer to receive them…?
Over half (53%) of Ohio adults who have seen legal advertising prefer receiving them in a printed newspaper, more than double any other source, including the Internet.
Advertising & Media Use in Ohio May 2011
2%
2%
3%
19%
22%
53%
0% 25% 50% 75% 100%
On the Internet or online
Some other way
In a printed newspaper
In the mail
Prefer not to receive them
Don’t know
17
Most Ohioans Support Funding Legal AdvertisingBase: Total Ohio Adults (8,828,300)
Public Notice Advertising
Q18. Is keeping the public informed of government activities through legal and public notices a worthwhile use of government funds?
Almost eight in 10 Ohioans (78% or almost 6.9 million adults) say keeping the public informed of government activities through legal and public notices are a worthwhile use of government funds. Younger adults were more likely to say it is a worthwhile expense than are older adults but a wide majority of every group agreed.Advertising & Media Use in Ohio May 2011
No17%
Don't Know5%
Yes78%
PERCENT SAYING LEGAL NOTICES“WORTHWHILE” EXPENSE
*(No. of adults)
(6,862,700)*
%TOTAL 78AGE
18-34 8835-44 7445-54 7655-64 7665+ 68
18
Many Ohioans Actually Read Legal AdsBase: Ohioans Who Have Ever Seen Public Notice Advertising (4,060,800)
Public Notice Advertising
Q19. Have you ever read legal advertisements?
More than eight in 10 Ohio adults who have ever seen legal advertising (84%) have actually read these ads, true even of younger adults and higher-income households. Males were slightly more likely than females to say they have read legal advertisements.
Advertising & Media Use in Ohio May 2011
No15%
Don't Know1%
Yes84%
%TOTAL 84GENDER
Male 89Female 80
AGE18-34 8535-44 9145-54 8355-64 8665+ 78
INCOMEUnder $35,000 80$35,000-$49,999 86$50,000-$74,999 91$75,000-$99,999 76$100,000+ 80
PERCENT WHO HAVE READLEGAL ADVERTISMENTS*
*(Among adults who have ever seen legal advertising)
*(No. of adults)
(3,418,500)*
19
Readership Higher In NewspapersBase: Total Ohio Adults Who Have Read Legal Advertising (3,418,500)
Public Notice Advertising
Q23. Using a scale of 5 to 1 where five means you would be very likely to use this source and 1 means not likely at all, how likely are you to read legal advertising:
Almost half (48%) of Ohio adults who have read legal advertising say they are likely to use newspapers for these ads, much higher than the percentage (16%) who would use government websites. Advertising & Media Use in Ohio May 2011
16%
8%
48%
27%
0% 25% 50% 75% 100%
Very likely ("5"rating)Likely ("5" or "4"rating)
Printed in a newspaper
On a government website
PERCENT LIKELY TO USE EACH:
Contact info:Dennis Hetzel
dhetzel@ohionews.org614-486-6677
Thank you! Questions?
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