Desperately Engaging Audiences for Innovation Journalism
Innovation journalism stories do not always reach audiences. However, the ultimate goal of journalism is not only to reach audiences and stakeholders, but also to engage them in a public and meaningful debate – in this case – about the new value of innovations.
Public broadcasting seems a good place to start a public debate, especially when it produces programming for both radio and television. Ironically, this is only the case of a bigger public broadcaster where the odds of producing one content brand for all of the platforms are low. They too work in silos.
This is where KQED is unique. Science oriented program of Quest was the first example of bringing similarly branded content to all of the available platforms. Quest is reaching radio, television, Internet and school audiences. Furthermore, co-promotion events such as Science Café might be considered the fifth platform for communicating the new value of innovation, and another tool for strengthening the brand that communicates it.
This proves that the question of “How do we get people to listen to the radio again?” is asked incorrectly. Regardless of primary platform, whether it is radio or television, the right question is: do we understand how to reach audiences where they are today? Then: do we know how to involve them in a constructive dialog?
Though more than 3 million iPads were sold worldwide in less than 2 months, that does not necessarily mean newsrooms should be starting to invest time and money in their iPad applications yet. First, they need to have a strategy and to understand the entire set of available tools. We have learned that mainstream media still dictate much of the news; but the social media are where the echo and the debate happen.
Adding Facebook code to a news website might help not only to spread/share the stories, but might also raise the chances of a higher quality public debate. Considering that news comments rarely reach a constructive level, adding names to comments and banning anonymity probably is a step in the right direction. Understanding computer programming and the spread of memes throughout the networks might also help both journalists and editors.
Since the business model for public broadcasting is still somewhat sustainable (both in U.S.A. and Europe) and there are no pay walls for the content, the reach and the chances for the public debate we struggle for are optimized. Public broadcasters must not fight to control content but must allow its free distribution in social media.
We cannot completely agree as to whether YouTube channels strengthen the brand of a public broadcaster. In the case of Quest it appears that it does. The use of other social media tools must be considered. Bloggers and newspapers are free to embed Quest content to their websites. Paul Rogers, KQED called it the ‘dandelion effect.’ It also describes the struggle of innovation journalism.
Spread the seeds of innovation stories wherever possible (or reasonable) and start counting on a meaningful debate!
Innovation Journalism: the challenge, the opportunity
Desperately Seeking Audience for Innovation Journalism
Innovation is a cultural value, while innovation journalism provides essential information about it. But innovation journalism stories do not always reach audiences. Some editors and news organizations lack interest in the broader perspective. Innovation journalism provides this vital perspective, invaluable to informed audiences worldwide.
But Innovation Journalism needs to be ‘branded,’ not only to provide audiences quality journalism but to address all stakeholders in creating a true innovation ecosystem. ‘Innovation’ must become a news beat, building trust, providing funding and reaching critical influence across a broad spectrum of interest and involvement.
Public broadcasters, as a typical example, are still struggling to compete with commercial media. Their reaction to commercial programming varies. Some consolidated identity by focusing more strongly on traditional public-interest content. Others started competing by matching commercial channels. ZDF and RAI exemplify the two different approaches: one consolidates public-broadcasting values; the other identifies with commercial competitors.
While broadcasters face declining audiences–people no longer listen to radio or watch TV as passionately and loyally–they often ask themselves the wrong question: How do we attract young audiences? The right question is also about platforms. How do we offer content attractive to all our audiences, young and old? Vs. innovation journalism: How can innovation journalism reach all innovation stakeholders? Innovation brings irreversible changes to everyone’s lives, like it or not, so everybody should understand its context.
To raise science literacy among Northern Californians, KQED established a successful brand: QUEST. Unlike many public broadcasters, their audiences have been rising, thanks to an excellent audience approach. QUEST comes on four platforms: TV, radio, Internet and an educational program for schools. At InJo 2010, Paul Rogers (AM) and Lauren Sommer (PM) will explain how QUEST was established and produced. Other speakers will include Ian Hsu, Media Outreach Director at Stanford (AM), David Demarest, Vice President for Public Affairs, Stanford (PM), Violeta Bulc, entrepreneur and initiator of Innovation Journalism program in Slovenia and others.
No surprise that I am nominating KQED journalist and producer Sheraz Sadiq for Best Innovation Journalist. His story on Decoding Synthetic Biology exemplifies innovation journalism–journalism that gives innovation meaning and relevance. Sheraz Sadiq excels in adding both economic and social perspective on how synthetic biology is changing the world.
I will interview Sheraz Sadiq on his approach and best practices on Tuesday, June 8th, so please join us either at 10.30 AM or 2.30 PM. Prepare for spirited discussion and an examination of all the key issues.
Welcome to InJo Fellow!
Hello,
I am happy to introduce you to my new blog, a result of attending Innovation Journalism Fellowship at Stanford University and being hosted by KQED radio in San Francisco. My interests as a journalist relate to the collision of technology with the human environment at levels from individuals to cities to nations, involving a broad range of circumstances. These are the things I will report about while working at KQED.
My global perspective is this: 250,000 years of collective learning have brought the environment of our species to an intriguing level of complexity. Now is the time to promote an era of ‘collective innovation,’ but this must be communicated by competent journalists. Volkswagen calls it the ‘Fun Theory’ and one can only agree: innovation is fun everyone should have. It should be fun to collect garbage, to recycle, to use the public transport. In too many cities public transport is just funny, not fun. Trains rarely get the chance, buses are slow, cars are everywhere and mostly empty and cyclists rarely get priority. If public transport is a problem, why are so few thinking about useful solutions? Public transportation is surely a field for innovation. Technologies such as GPS systems are helping users plan and predict journeys, but have not yet reached their full potential. After decades of cities’ transportation-industry attention, passenger safety is still at risk. Reducing this risk at a minimum is something a collective innovation could solve and deserves reporters’attention.
In short, I see excellent potential in reporting on new public-service initiatives that will save cities and taxpayers a lot of time and money. And I remind myself constantly that such innovations must meet the basic criterion of cost-effectiveness or they will not be adopted.
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