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.

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 supplemented, linked, enriched (sometimes) and transformed by audience interaction throughout the process. Much of it is in public now. multiple platforms 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 strategy Have a free media strategy Have a social media strategy Have 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. Audience Impact Proximity Timeliness Prominence Oddity 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 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.”

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 Advertisements Base: 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 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 Advertising Base: 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 PERCENT SAYING LEGAL NOTICES “WORTHWHILE” EXPENSE *(No. of adults) (6,862,700)*

18 Many Ohioans Actually Read Legal Ads Base: 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 PERCENT WHO HAVE READ LEGAL ADVERTISMENTS* *(Among adults who have ever seen legal advertising) *(No. of adults) (3,418,500)*

19 Readership Higher In Newspapers Base: 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 Printed in a newspaper On a government website PERCENT LIKELY TO USE EACH:

Contact info: Dennis Hetzel Thank you! Questions?