Seeking Impact: Examples and Lessons Learned
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Kathy Merritt, Vice President of Content Strategy and Development at Public Radio International, shares PRI's approaches and challenges to measuring impact.
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Seeking Impact: Examples and Lessons Learned
- 1. Seeking Impact: Examples & Lessons Learned Kathy Merritt VP, Content Strategy and Development Public Radio International
- 2. Social Justice Science Content + Engagement = IMPACT
- 3. Building meaning (engagement) Make life changes Civic participation Organize and help Donate or buy Contribute to content Comment Follow and Share Learn more Consume
- 4. Building meaning (engagement) Catalyzing Transacting Subscribing Contributing Amplifying Consuming from Media Impact Project
- 5. Cancer in the Developing World • Five-part series on PRI’s The World • Looked at high prevalence of cancer in the developing world, including cancers which are treatable and preventable • Aired over one week in December 2012 • Won numerous reporting awards
- 6. @AJStream F: 66,000 @BBCWorldService F: 38,000 @Hari F: 9,000 @Viewfromthecave F: 10,000 @TheBushCenter F: 15,000 @Livestrong F: 436,000 @BoingBoing F: 156,000 @PIH F: 175,000 @Dreamhampton F: 43,000 @PulitzerCeter F: 15,000 @LivestrongCEO F: 1,115,000 @GAVIAlliance F: 18,000 Identified & listened to the community
- 11. IMPACT: Reach/Conversation/Connection 12,000 > 2,000,000 > 1,000,000 > 600 2,500,000 > 330 stations > 50
- 12. Compressed storytelling resulted in big, short- term reach Community developed did not endure Influencer networks were effective Conversation ended with the series Global topic resulted in global reach and engagement Missed opportunity for local connections and relevance What We Learned
- 13. The Ninth Month • Longer broadcast/digital publishing horizon • More responsive to our community • Connecting with local stations • Piloting audience co- creation opportunities
- 14. Promising results • 150k+ views for one of the series videos; picked up by Upworthy • 12-18 story leads from our community of 400+ interested people on Facebook • 7 stations committed to doing local reporting around pregnancy and childbirth • 50+ lullabies submitted by audience
- 15. Work in Progress • Standardizing our metrics of success –Reach: Pretty straightforward –Engagement and Impact: often dependent on specific project aims and goals • $$$/Time • Collecting stories of impact
Notas do Editor
- Like all of you, we’re deeply interested in the impact our work is having and our thinking is evolving over time.Right now, we’re using a simple formula to help us evaluate impact.
- Content plus engagement equals impact. This is not to say that content and engagement have the same weight. It could be a multiplication formula for all we know.Let me define these terms as PRI sees them: Starting from the end -- Impact means: one or more of three things:Setting a media agenda or a conversation agenda (that is, influencing what people talk about)Connecting people to one another Influencing norms or policiesand (ultimately)Affecting positive change in people’s lives and the world. It starts with Content, our goal is to Create stories that fulfill unmet content needsAnd create assets and tools that help people and organizations collaborate to shape, share and act on storiesEngagement means we :Treat Listeners as Content and Conversation CollaboratorsMake/Share Digital Storytelling and Social Media AssetsOur ladder of engagement looks like this ….
- We learned what was important. It raised issues and some insights for us, like people think Cancer in the developing world is hopeless and one of the reasons cited was that Cancer is not an infectious disease so it cant be prevented.
- We added value to the conversation:We found there were lots of pockets of people talking but no unifying way to collect them together, so we introduced a hashtag#globalcancer
- We also shared infographicsthat illuminated that more people die of cancer in the developing world than many other diseases that receive more funding and more media attention.
- And THEN we told a series of stories, one of which illuminated the fact that a sizable percentage of cancer in the developing world is actually caused by viruses (much more so in the US), so it is at least partially “preventable.”
- And we had impact, over a one week broadcast series on The World,2.5 million people were reached in broadcast on over 330 stations12,000 social mentions led to over 2,000,000 impressions of content related to our seriesOver 1 million pageviews were generated to articles/assets related to the seriesOver 600 discreet conversations were tracked across social media mentioning global cancer.Over 50 organizations were connected and participated in spreading, and sharing the content.Saw Pickup of the content by other media organizations including BBC, local public radio stations, newspapers, bloggers.
- So – what did we learn?-- I know is familiar -- You work for months on a story, it comes out and gets wide attention. But then the news cycle moves on. Unfortunately, the community we created around the issues moved on as well. Even though our aim is to create a lasting conversation, there aren’t enough resources for the care and feeding needed to sustain an engaged community around these issues. -- The same is true of our influencers. They were terrific in helping broaden and deepen the conversations on social around the issues we raised. Rwanda’s Minister of Health used our stories for one of her Minister Monday conversations on Twitter. But again, once the series had run its course, so did the work of the influencers. -- With Cancer in the Developing World, we focused more on strategies to reach and engage a national and global audience. We did that. In doing so, we missed an opportunity to help people see local connections and relevance to cancerWe have taken to heart these three key lessons and applied them to our next example…
- Starting in February 2014 and running through the end of April PRI and our daily global news program The World are undertaking an enterprise reporting project on pregnancy and childbirth among women in the developing world.Lessons learned – this time, we are lengthening the reporting window. Broadcast and web reports from our team of reporters/freelancers are coming once/week for 8 weeks. This longer horizon allows us to:-- Create an engaged community that can surface new ideas for stories we can publish online or possibly on the air, even after the enterprise reporting for the series officially ends. -- We’re working with station partners this time to bring up the subject on local news and talk programs. -- Finally, we are now piloting efforts to draw our audience in more closely. We developed an app that allows people to record and publish lullabies from around the world.
- Reach: pretty easy to get and interpret (except for podcasts!)Engagement: harder to know which are the most meaningful and what can remain standard regardless of specific projects. This means analyzing our success in engagement can be resource intensive and harder to compare among projects.Impact: most of our reporting is sustained/drumbeat. It’s more challenging for us to collect data that assesses the changes our reporting has had on people’s understanding/awareness of issues and any other actions people take beyond sharing stories & commenting on social media. We do survey people from time to time and conduct focus groups. But stories of impact are primarily anecdotal and only if people decide to tell us.We are here to learn from each of you: