Non-Profit Media Institute

14 June 2006

Zarrin Caldwell, OneWorld Editor (Perspectives)

J. Brady w/ Washintonpost.com

Current trends are to reach audiences directly vs. going through media gatekeepers. Internet allows for a much higher degree of niche marketing. Various kinds of “convergence” happening; what does convergence mean?

1. Technological convergence: Introduction of new tools and hand-held devices;

2. Audience convergence: Allows people to find others w/ similar interests;

3. Competitive convergence: Increasing lack of walls between media types;

4. Information convergence: All the different ways to get information, such as RSS and ability of consumers to, in essence, build their own newspapers.

What has this meant for new activities at the Post? They now offer downloadable podcasts of stories, video i-pods, they are working on building communities of interest, they have radio and TV studios at the Post, offer behind-the-scenes footage, and reporters are given cameras and video training. (Comment that journalists today have to be far more media savvy and work across platforms.)

Optimizing search engines is key as people will look for what they want and when they want it w/o caring much about the source. This poses a problem for media who could once look to loyal readers and viewers.

Other points taken from morning session speakers:

• Despite the proliferation of new media tools, these tools still need to focus on organizational goals;

• While lots of thought by NGOs goes into branding and how info. is presented, one must realize that one’s information will often be cut and put into other formats.

• The trend is now for traffic to come from deep within your site and not necessarily from the main home page.

• Find out who is blogging about the issues you are covering and build relationships with them to get more exposure for your work.

• There is a general movement away from text and decreasing open rates for on-line newsletters. Movement is toward audio and video so it’s worth experimenting w/ these.

• Tagging for key words is crucial; “no one will care if no one can find it!”

• Offering a buffet of options with fresh content is important.

• Review of the Omidyar Network’s development of collaborative tools for people to join communities. System is entirely self-policing; feedback scores given by participants allow best items to move to front pages.

Main points taken from afternoon session on case studies:

• There are a lot of resources for non-profits that are free or low-cost, such as N-Ten, Capaceteria, Ideaware, Techfinder, and Ewriters.

• NGOs should “walk, not run” with new media tools. And, don’t try to rebuild technologies that already exist.

• As opposed to the commercial sector, the currency of the non-profit sector is “trusted source relationships.”

• When working w/ overseas counterparts, understand the technology they have and can use and don’t take anything for granted.

• Presenting a problem and then offering a solution is a key, and valuable, marketing technique, as is the use of emotion. Both of these are better done w/ broadcast, however.

Cross Platform Media Case Studies

June 15, 2006

Reviewed three cross-platform case studies:

1. National Geographic program on “Book of Judas.” NBC initially involved, also launched w/ a press conference, magazine, and book. Due to religious sensitivities, NG worked with a board of religious advisors in advance (smart!). There was a weekly meeting for 8 months between research, web teams, etc… to coordinate how pieces were going to fit together.

2. PBS special on “Rx for Survival” (on global health). Six hour program was combined w/ book deal, Time magazine cover story, conference, radio program on NPR, and impact campaign w/ 30 non-profit and other groups. PBS got in very early w/ other media partners to get “buy in.” Awareness raising activities (web newsletters) started going out a full year in advance.

3. “The Hidden Cost of Gold” NY Times TV special done in conjunction w/ Frontline and Discovery Times; several stories also ran in NY Times.

Main points from this session:

• One of the best ways to “cut through the clutter” and get the audience’s attention is to coordinate release across platforms. Audiences need to hear something 8 times before they remember it. Working across platforms allows issue to percolate and have more impact.

• It’s important to start working on the Web content as soon as work starts on the documentary; can include research that didn’t go into the documentary, and links to other articles. In one case, students from UC Berkeley were brought in to help with some of this.

• Web work is key to accompany documentary because it brings in a whole different audience, esp. internationally.

• PBS admitted that they were pushing the limits of journalism and advocacy, but valued the role of “journalism w/ a conscience” and felt they learned a lot.

• Coordinating all release dates was a particular challenge in each case w/ air dates moving several times on several occasions.

E-Media Session

(Only attended ½ of this session)

Rep. from MacArthur Foundation noted that their research has shown that the new media environment has provided many more opportunities for people to contribute content, but many are still engaging w/ media in traditional ways.

Rep. from Public Interactive reviewed their provision of services to public broadcasting stations; http://www.publicinteractive.com/index.html They are working on community building elements so that audiences can engage more directly w/ the content and so that the conversation doesn’t end w/ the given broadcast. Design is meant to look and feel like a conversation, w/ the ability of pages to be localized.

Rep. from the Discovery Channel reviewed their work with Video On Demand, the launching of 3 broadband channels, and experiments with mobile phones to reach customers directly.

Rep. from Public Radio Exchange noted that they are a web-based service for distributors of radio programs. They don’t produce their own content, but serve as a clearinghouse for others’ content.