Could Citizen Reporting Be the Sweet Spot for Local Engagement?

    by Michele McLellan
    December 3, 2012
    Community foundation-supported initiatives are enabling citizens to report news in their communities. The content may not look like what some may have expected, but the contributions are increasing engagement.

    Mainstream news organizations have had mixed results with citizen news reporting. While crowdsourcing efforts such as CNN’s iReport and Help Me Investigate have yielded valuable information, many other efforts have foundered, often on journalists’ expectation that citizen-created news must look like what the professionals produce to have value.

    Fact: Citizen reporters are NOT professional journalists. In the end, though, this doesn't really seem to matter much to the citizen reporters." -Noah Erenberg

    Enter community foundation-supported initiatives to enable citizens to report news in their communities.


    Citizen Stories Engage


    Akronist.com invites contributions of all kinds.

    Projects such as Akronist.com, The Rapidian and Winnipeg’s Community News Commons are demonstrating that while they may not always walk or quack like the duck of mainstream journalism, the stories that citizens tell about themselves and their communities engage and inform nonetheless. The three projects are winners of the Knight Community Information Challenge.

    Engagement is a key word here. Generally, the professional newsroom is focused on content and has a tradition of one-way delivery of that content. As digital has opened up the pathways for two-way interaction, newsrooms are challenged to envision and implement direct engagement with people.


    The foundation-led efforts, on the other hand, generally start with a primary goal of engagement — they want local people to get involved in their community and information, and producing content is a vehicle for that.

    Engagement, then content

    Chris Miller directs Akron Digital Media Center, which trains residents in digital media, and The Akronist website, which publishes their work. Miller says engagement in civic issues is always at the forefront.

    “The focus on community engagement is an important driving force for the Akron Digital Media Center and Akronist.com,” Miller said in an e-mail. “I completely agree that the engagement should be made before the content is created, which is how we’ve approached this program from day one.”

    In Akron, citizen news engagement goes hand-in-hand with efforts by the Akron Community Foundation to focus and coordinate community players on important local issues such as homelessness.

    The foundation has convened key community stakeholders and helped non-profits, agencies and charities work together in service to larger goals. Akronist.com has reported on these efforts with articles, podcasts and videos, Miller notes. Reports that crack stereotypes are key.

    “We plan to adapt this model to other social issues, like ex-prisoner re-entry programs, food availability, working poor and mental health, to name a few,” Miller said. The foundation will use the digital tools and platforms it has created to produce PSAs and media campaigns to draw attention to these issues.

    Akronist.com and the digital media center were launched in 2011. It has trained about 700 citizen reporters. The site averages about 4,000 unique visitors a month.

    Citizen journos are not professionals


    In Winnipeg, Noah Erenberg, convenor of the Community News Commons, agrees with the notion that engagement comes first.

    “Fact: Citizen reporters are NOT professional journalists,” he said in an email. So the quality of the work varies widely and not all meet the standard of a daily newspaper. “In the end, though, this doesn’t really seem to matter much to the citizen reporters. They really just like the opportunity to publish their stuff and to tell stories about things that matter to them and people in their community.”

    The Community News Commons, a project of The Winnipeg Foundation, is the youngest of the three sites. It launched earlier this year and got a big visibility boost when a story about a local samaritan went viral. In October, the site had 4,000-plus unique visitors.


    The Rapidian, in Grand Rapids, Mich., launched more than three years ago and boasts an average of 16,000 unique monthly visitors. The site has 600 registered reporters, about 130 of them actively contributing.

    Laurie Cirivello, director of the Grand Rapids Community Media Center and publisher of The Rapidian, agrees that engagement is central.

    “Yes, we are more geared toward engagement,” Cirivello said. “We also find the citizen reporting aligns very closely with the findings of the Knight “Soul of the Community“ report. People are very interested in things that connect them with their community — place-making types of things.”

    Cirivello notes that a high level of local engagement has not yet translated into financial sustainability for The Rapidian, which was created with matching grants from the Grand Rapids Community Foundation and the Knight Community Information Challenge.

    She said advertisers want greater reach than the relatively small site can provide. The Rapidian has attracted underwiting support and recently began fundraising through a monthly “Night Out for The Rapidian,” where bars and restaurants contribute 20 percent of their nightly sales to support the site.

    Michele McLellan is a journalist and consultant who works on projects that help foster a healthy local news ecosystem. As senior leadership consultant for KDMC@USC, McLellan helped develop KDMC leadership programs in 2008-2011. She also blogs about leadership best practices at News Leadership 3.0. McLellan is also the founder of Block by Block, a network of small, entrepreneurial community news sites, and a Circuit Rider for the Knight Community Information Challenge, which encourages local foundations to support news and information projects.

    i-4a151a4a779b0bae651b2d0aa62ad0e6-KDMCLogo.pngThis post first appeared on The Community News Leadership 3.0 blog at The Knight Digital Media Center USC Annenberg":http://www.knightdigitalmediacenter.org, which is dedicated to increasing the flow of critical news and information by helping organizations and community leaders develop digital skills and strategies for the 21st Century. Follow KDMC on Twitter "KDMC or on Facebook.

    Tagged: akron digital media center akronist citizen journalism citizen reporting community news commons knight digital media center the rapidian

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