Tune In Your Community. Turn On Your Viewers

This is what television does best – finding the picture that tells the story – and so it is
with no small measure of pride that WFAA-TV news director John Miller uses this image to
illustrate the Dallas station’s approach to civic journalism.

The civic journalism toolbox for television journalists comes with a 17-minute video and a “how-to” booklet.

WFAA-TV’s project on drug addiction and its continuing series of reports on family issues are
among the projects spotlighted in Tune In Your Community. Turn On Your Viewers, a new training
video from the Pew Center.

The center premiered the video with a viewing and panel discussion in September at the
RadioÐTelevision News Directors Association annual convention in San Antonio.

The video was inspired by the growing efforts of television stations around the country to
use civic journalism techniques in their news reports. It focuses, in particular, on evolving
efforts of five local TV news operations, from Maine to California, to connect with viewers
using the tools of civic journalism.

“For five years now, I have watched television news departments around the country advancing
some new forms of journalism to help them connect better to their communities,” said Jan Schaffer,
the Pew Center’s executive director.

“This journalism starts where citizens start on stories, empowers citizens to play a role,
gives journalists better listening posts – and has generated excellent feedback from viewers.
There has been much growth and much evolution in these efforts. This video helps to showcase
the kind of journalism that is emerging in hopes that it can foster even more ideas and
experimentation.”

In addition to WFAA, the video draws examples from:

• WISC-TV in Madison, WI, which has pioneered collaborations with newspapers and electronic
  media statewide to explore education, land use and other issues.
  
• San Francisco station KRON-TV, which took a risk and launched a civic journalism series on
  race relations in the Bay Area during a critical ratings period.
  
• WGME-TV in Portland, ME, which gave Maine citizens a chance to respond to a rash of school
  shootings around the country through a community dialogue on how children can learn respect and
  avoid violence.
  
• Tallahassee station WCTV, which is working to build civic values in its daily report.
  

Tune in …Turn on should lay to rest the complaint that civic journalism is too difficult to
tackle on television. Each of these stations has strengthened its bond with viewers without
compromising the quality of its news shows and without jeopardizing its ratings.

The Pew Center asked the leaders of these newsrooms to share lists of practical tips for any TV
newsroom interested in establishing civic values. And the booklet that accompanies the video is
the result.

“Civic journalism can be a complex enterprise, but this booklet provides some simple do’s and
don’ts that can guide your efforts,” Schaffer said. It can serve as a step-by-step guide for
choosing stories, connecting with citizens, working with partners and building a civic newsroom
culture.