Using the media (and more) for citizen engagement

1. Using the media (and more)for citizen engagement Dennis Hetzel | Executive Director Ohio Newspaper Association Nov. 7, 2012

2. This is how reporters used to seethemselves.

3. This is called a typewriter. Journalists’ respect peaked in the 1970s.(And there were great films about them.)How would Watergate be covered today?

4. Editors used to be like symphony conductors.They had the rights to the music.Everyone followed their batons.

5. Now, news is more like improv jazz. And the audience is partof the performance.

6. For many of us, it looks like this.Likecool.com

7. 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.

8. However,you know that the digital divide is real.

9. 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 strategy Have a free media strategy Have a social media strategy Have an “all other” strategy

10. The good news and bad news about press releasesfrom 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.)

11. Delivery methods evolve;elements of news haven’t changed.Hone your message. Audience Impact Proximity Timeliness Prominence Oddity Conflict

12. 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 sources They are “format-agnostic” … using tools that best convey information They adeptly manage interaction and take maximum advantage of it The goal: Be the “first stop” or the “first click.”

13. A few social media tips Yes, you should. Facebook by far most important. Twitter has value. Pinterest is increasing in importance rapidly. Don’t forget YouTube. Nothing beats a viral video. 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. Identify key organizations or people that attract members of your target audience. Engage. Remember the saying about the heat in the kitchen. People LOVE photos.

14. 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.

15. 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

16. Newspapers Preferred Source For Legal Advertisements Base: Ohioans Who Have Ever Seen Public Notice Advertising (4,060,800) • Q20. How would you prefer to receive legal advertisements, including proposed budgets, notice of public hearings, taxation, etc.? Would you prefer to receive them…? In a printed newspaper On the Internet or online In the mail Some other way Prefer not to receive them Public Notice Advertising Don’t know 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

17. Most Ohioans Support Funding Legal Advertising Base: Total Ohio Adults (8,828,300) • Q18. Is keeping the public informed of government activities through legal and public notices a worthwhile use of government funds? PERCENT SAYING LEGAL NOTICES “WORTHWHILE” EXPENSE (6,862,700)* Public Notice Advertising *(No. of adults) 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

18. Many Ohioans Actually Read Legal Ads Base: Ohioans Who Have Ever Seen Public Notice Advertising (4,060,800) • Q19. Have you ever read legal advertisements? PERCENT WHO HAVE READ LEGAL ADVERTISMENTS* Public Notice Advertising (3,418,500)* *(Among adults who have ever seen legal advertising) *(No. of adults) 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

19. Readership Higher In Newspapers Base: Total Ohio Adults Who Have Read Legal Advertising (3,418,500) • 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: PERCENT LIKELY TO USE EACH: Printed in a newspaper On a government website Public Notice 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

20. Contact info:Dennis Hetzeldhetzel@ohionews.org614-486-6677 Thank you! Questions?