REBOOT: Online Advocacy 2.0
Michael Riksen, NPR Vice President, Policy and Representation
June 14, 2013
For the past several months, NPR and APTS have been working together to strengthen the 170 Million Americans for Public Broadcasting advocacy campaign. Our sole objective has been to make this resource a more capable and vital asset in our efforts to preserve federal funding for public broadcasting stations.
We took three steps to achieve this goal. First, we commissioned focused research into the characteristics and opinions of supporters of public broadcasting on federal funding. Next, we engaged a digital partner, The Beekeeper Group, with deep expertise in online advocacy strategy and website development, to assist us in building a more robust and effective online advocacy platform. Lastly, we identified and agreed upon a core bucket of key advocacy and social media strategies to recruit more public broadcasting supporters to our campaign, especially in regions where we need them most and where our public advocates will do us the most good.
All of this work has led us to a more unified, coherent and purposeful plan to better serve stations’ local advocacy efforts. With the insight of our research and the expertise of our digital partner, NPR and APTS will be re-launching our national grassroots efforts under a new name and a new website: Protect My Public Media.
Our efforts to protect federal funding have been rooted in enabling our supporters to take action in their communities to speak out on behalf of local stations and the programs they love. And the new website makes this task easier and more straightforward.
The new website will launch July 15. Its layout and design is more streamlined and advocacy-focused, making it easier for our supporters to take action to support the local stations and programs they love. There will be renewed focus on our social media strategy to bolster advocacy efforts in key regions, including a blog that will be co-written by NPR and APTS staff. And, we’re enabling all of these new features with mobile capability so that supporters can engage with the campaign, whether they are sitting at their computers, using a tablet, or on their phone.
Among the exciting new features within Protect My Public Media is an interactive grid of testimonials from public broadcasting supporters sharing why local stations are important to them. We know that our stations’ roles in communities are as important as ever and we’ll need your help in constructing a compelling portrait of local support across America in this interactive grid. We’d love to see and hear any tributes you’ve collected from your supporters and discuss how to use your station’s community accolades to serve the system.
Click here to learn about the NEW Protect My Public Media online campaign.