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?