3 Steps to Focus Your Coverage on Audience Needs
There’s no better way to focus your reporting on the issues that really matter to your audience than to ask them what they need to know. Here’s what you can do today to center your coverage for the duration:
1. Invite audience questions across channels. Questions, the atomic unit of journalism, give your reporting direction. This is more effective than simply asking people what they want to know. Craft an ask: “What questions do you have about President Trump’s diagnosis and what it means for the election?” Make sure you’re asking for questions that your newsroom is prepared to answer.
Then, post that ask across your channels. Be sure you have someone watching responses as they come in and that you have reporters standing by to begin crafting answers.
Do we have to respond to every single question asked? No. Prioritize the topics that are coming up often, that are highly relevant to your reporting, or that have important implications for your audience. It’s enough to thank the audience in your stories for their contributions, and be sure to invite them to continue the feedback loop.
Asking in action:
Online, Wisconsin Public Radio: “What Questions Do You Have About COVID-19?”
Twitter, Colorado Public Radio: "Today at 9 a.m., @ColoradoMatters is answering your questions about Colorado's #stayathomeorder. Got a Q? Tweet it using #askCM.”
Newsletter, Next Avenue: “As the coronavirus brings new uncertainty, we remain focused on publishing information that keeps you and your loved ones informed and safe….Your questions and concerns continue to guide our journalism. Please continue submitting your inquiries.”
2. Create a roundup post where you answer questions. This will be an invaluable resource in the days ahead, as you can link to this story from follow-ups to provide context and address repeat questions. Getting this roundup post created quickly is also a good way to ensure people continue to return to your organization for answers. This will also give you a hub that you can build out as the story grows, with subtopics linked from a central page. If you can, make the URL something easy to remember so you can share it on air or across third-party platforms in a memorable way.
Be clear that this will be updated regularly, and say how people can submit their questions to you.
Roundup in action:
Crosscut: “We asked readers what questions they have about the virus and the region's response to it. Crosscut reporters will be updating this page as we get more information, so if you have a question that isn't already answered, let us know.”
3. Build on the feedback loop in your coverage. We all know this story isn’t going away anytime soon. Once the initial flurry of question-asking is past, begin to tackle those audience questions that force you to dig deeper. Be sure to continue inviting questions across channels, and start seeking some new opportunities to reach new audiences. Regularly share with your audience the impact their contributions are having on your work, and the importance of that work to them.
Reporting Resources
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