The Engagement Process

As you think about the story you are creating or sharing through public media, you will naturally be imagining the ways in which individuals and communities will hear or view the story, and what they will think or do in response.

 

To some extent, engagement happens whether you plan it or not, by virtue of the simple act of content distribution.  But chances are that you want to be more purposeful than that – that you have a vision for the kinds of interactions you want audiences to have with your project.

 

To achieve your vision, you will need to follow a four-step process.

• Define an opportunity or need, allies and partners, target audiences and engagement outcomes.
  

• Create an engagement plan that includes team members, engagement strategies, an evaluation plan, timeline and budget.

• Implement the plan across platforms, measuring and reporting on impact.

• Sustain the engagement over time and in new venues.

 

We provide details for each of these steps, including examples, tools and resources. A case study demonstrates how the process was followed in a successful local/national model.

 

One final note: Historically, producers finished a film or radio program and then thought about “outreach,” the one-way extension of their content through local events and educational materials. Today’s most successful media makers develop their engagement strategies before or as they develop their media products. An integrated approach improves the prospects for real impact, saves time and money, and really impresses your current and future funders!

Begin your review of the steps with Define.

 

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