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Seeking Impact:Examples & Lessons Learned
Kathy MerrittVP, Content Strategy and Development
Public Radio International
Social Justice
Science
Content + Engagement = IMPACT
Building meaning (engagement) Make life changes Civic participation Organize and help Donate or buy Contribute to content Comment Follow and Share Learn more Consume
Building meaning (engagement)
Catalyzing Transacting Subscribing Contributing Amplifying Consuming
from Media Impact Project
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
@AJStreamF: 66,000
@BBCWorldServiceF: 38,000
@HariF: 9,000
@ViewfromthecaveF: 10,000
@TheBushCenterF: 15,000
@LivestrongF: 436,000
@BoingBoingF: 156,000
@PIHF: 175,000 @Dreamhampton
F: 43,000
@PulitzerCeterF: 15,000
@LivestrongCEOF: 1,115,000
@GAVIAllianceF: 18,000
Identified & listened to the community
Surfaced issues
#hashtagged the topic
#GlobalCancer 3,650 tweets
Shared infographics
Shared untold stories
IMPACT: Reach/Conversation/Connection
12,000> 2,000,000
> 1,000,000
> 600
2,500,000 > 330 stations
> 50
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
The Ninth Month
• Longer broadcast/digital publishing horizon
• More responsive to our community
• Connecting with local stations
• Piloting audience co-creation opportunities
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
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