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!
Bay Area: Prepare For Your Earthquake
Neighbors will most likely be the first responders in the event of a major earthquake, so getting to know your local community is essential. But people rarely think about disasters; often they just don’t have the time or interest to be prepared, despite repeated reminders over the years.
Low motivation for emergency preparedness was one of the key issues addressed at Silicon Valley Crisis Camp in March. Many such camps have been organized worldwide since the start of the Crisis Commons project last year. The project has successfully started a debate among technologists, engineers and first responders on how innovation and technologies can be used effectively in cases of emergency.
After the Haiti earthquake in January, a Crisis Camp was organized to provide the best communication tools for Haiti. Chris Blow is the web developer behind Ushahidi, non-profit software for mapping data that can take reports from SMS, email or web-based forms and put them on a map. A few hours after the earthquake, Ushahidi was used to map emergency reports, providing relatively accurate picture of what was happening on the ground. Chris Blow explains that the information was coming from a number of different sources, as well as Haitians who had access to cell phones and texted their messages to 4636:
“It requires awareness of SMS short code and the reporting cycle, so there was some slow uptake, but once it became widely known that the 4636 number was available for requesting help, it could be considered kind of 911 for Haiti.”
The establishment of Ushahidi for the Haiti earthquake led to 3,500 mapped reports, so far the largest use of Ushahidi. However, as the system is still basic, developers are working hard to improve its speed and reliability before it can be implemented in the next major emergency.
The organizer of the latest Silicon Valley Crisis Camp, Carnegie Mellon Mobility Research Center, has attracted the attention of web developers, industry, non-profit and government organizations. Matthew Bettenhausen of California Emergency Management Agency (CALEMA) was there and stressed the importance of self-reliance. For the first 72 hours of an emergency, individuals have to be prepared. Counting exclusively on government rescue is simply not enough. Martin Griss, director of Carnegie Mellon Silicon Valley, raised the question of empowering neighborhoods:
“What can you do to make neighborhood watch more effective, to get neighbors to know each other, to prepare for any kind of disaster? Even if it’s just having a list of who in your neighborhood is a doctor, or a ham radio operator, you should know. People don’t do that. Ideas are being announced about running a block party and asking the local fire department to send a fire engine, just so that neighbors can meet their fire people. This may sound like a simple idea but people don’t think about disasters. Even if they have just water at home or a small emergency supply or first-aid kit, they have made a difference. ”
It is also helpful to understand how mobile communications are changing the way people react. Facebook has been very successful in building networks with friends around the world, but ironically, is not connecting neighborhoods. Building new, geo-spatial networking tools may be essential in bringing neighborhoods closer together so that they can respond effectively when–not if–disaster strikes.
Robert Dolci, Chief of NASA’s Disaster Assistance and Rescue Team (DART), organized a tour to their training facilities and introduced various rescue techniques used in major disasters. He also called attention to cultural barriers between policemen, firefighters and EMC responders that often hinder quick and safe operation.
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