Media Partnerships
Traditional media—television, radio, newspapers, and magazines—can play an important role in your city initiative. Using the media effectively is a powerful way to mobilize and engage volunteers and to keep them motivated. Media partnerships can also help you tell your success stories.
Media groups, such as the Entertainment Industry Foundation (EIF), are engaged in the service movement. In the fall of 2009, EIF launched the iPartipate campaign, which coincided with the launch of the Cities of Service coalition. In October 2009, daytime, prime-time and news programs included service-related themes in their shows.
Cable companies like Clear Channel and Comcast have served as strategic partners in service initiatives that supported the Martin Luther King Jr. Day of Service and others.
Radio One was another strategic partner for the King Day of Service. Radio stations can make great partners. They are usually local and play a major role in informing the public about important issues through public service ads and live announcements.
Many of your local network affiliates and radio stations support civic engagement. Engage them in the success of your plan.
Considerations when working with the media:
- Journalists and station managers may be concerned about perceived political bias.
- Make sure that all information is nonpartisan. Avoid linking the service initiative to things that are clearly partisan or political.
- Focus on the service initiative and citizens’ roles as much as on city managers and mayors’ leadership on the project.
