Public Media Innovation
PMI Program Updates
Tuesday, June 30, 2009
June 30 Webinar: Our Northwest
Mary Hawkins, former PD at Northwest Public Radio, walked our webinar audience through "Our Northwest," an ambitious effort to generate original content and a stronger community among the 100,000 listeners to the radio service of Washington State University, whose listenership ranges from eastern Washington to eastern Idaho and northern Oregon.
Here are the takeaways she offered as a guide for others to follow:
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Aggregating/organizing online content to complement on-air features is perceived by listeners as adding value to public radio/television services.
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Sustainability, especially in the area of organic food consumption and gardening, seems to be gaining traction in the minds of our listeners. Our Organic Northwest continued to find an audience, even when it was not featured or promoted on-air.
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Practical information, like where to find great local organic produce, seems to trump even the more pressing “bigger” issues like climate change and impending water shortages.
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There is great content to be gleaned from governmental and university websites. Often the best stuff isn’t prominent in search engines.
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Regional/local content partners and subject experts are abundant. This sort of project, where the stakes are a bit lower than in the crunch of everyday radio production, is a great way to “audition” personalities for future use on-air.
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"Our Northwest" was developed with a staff of several interns who contributed significantly to the look and feel. It helped make NWPR relevant for our students while providing a place for this information to live and grow.
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"Our Northwest" utilized a blogging service (Typepad), customizing it with CSS for a unique look and feel. We then interconnected the blogs under subject areas – with a “home blog” as our main link from www.nwpr.org. This allowed us the flexibility to redesign, move content, add and subtract features, etc. This may be a good alternative for organizations with few web support staff.
SLIDES FROM MARY'S WEBINAR:
Our Northwest ppt 
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