One of the things I love about my job is the continued education I receive from working with some of the smartest media minds in the world, and that includes my own staff. My understanding of “community” and its significance to local media has evolved thanks to Seth Resler, who jumped on board Paragon a year ago to evangelize Community Building. My understanding grew from watching a documentary about the loneliness epidemic, from seeing feedback from an industry being exposed to new concepts, from the media leaders who are first to wade into unknown waters, and even from the U.S. Surgeon General. Here is what I’ve learned.
Why is “Community Building” important to local media?
Community Building serves the missions of many local media outlets and fulfills an important need in America. I was swayed by watching the documentary Join Or Die (Netflix). Some have mentioned this new article on the loneliness epidemic. If you need more convincing, the outgoing U.S. Surgeon General’s final prescription for our country is, you guessed it, rebuilding communities.
What is and is not “community?”
Building audience requires content. Building community requires space.
What is “space?”
Space is a place for a community to engage each other and can be virtual, in-person, or both.
What defines a “community?”
- Does this group have a shared mission?
- Does a space for this group already exist?
- Are we the right people to build this space?
- Can we reach people who will want to participate?
- Can we monetize this space?
What’s the difference between “Community Engagement” and “Community Building?”
Community engagement is for communities that already exist. Community building is for new communities.
Is “Community Building” Monetizable?
Yes, but monetization is not the first step. Building community is. Once communities are flourishing then there will be many revenue opportunities.
What Can You Do About It?
Now, we want to share more of what we’ve learned through online courses for those who want to open the door to Community Building at their station. The Community Launch Accelerator—a small-group program designed for public radio professionals eager to build digital communities from their audiences—offers on-demand video lessons, live group coaching calls, and access to a private online group for peer-to-peer feedback. If your station wants to create a thriving digital community but doesn’t know where to begin, then this is the ideal opportunity to get started. The course will guide you through every step of the process, including defining your community vision, hosting virtual events, launching a Facebook group, and integrating in-person events.
Registration is open now with limited spots available. Click here to get all the details and to register.
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