After each round of interviews and community conversations, stop and use this section. It will help you pull together the information you are learning into knowledge the newsroom can use. This part of the work can seem quite simple and easy at first but do not be deceived by initial impressions. This can be the hardest part to do.
Get it on the table.
Generate a conversation about what the newsroom is learning.
Figure out what it all means.
Spend time to see how all the information fits together, what it means and how it connects to daily journalism. Keep asking the question: What are the real insights here?
Watch out for pitfalls.
Be aware of some of the challenges in this work.
Who to include
Make sure to include the people who did the interviews and community conversations. It is better not to hold the meeting if too few of the journalists can attend. Without enough people, the meeting can produce a skewed picture of what you are really learning.
You need to find out
After each round of interviews, use the Seven Knowledge Keys (below) as your guide to figure out what you are learning and to identify what else you need to find out.
For each of the seven keys, and the two additional points that have been added for this section, ask:
1. What do we know in the areas listed.
2. How do we know it?
3. What else do we still need to know?
Making sense of what you have heard
Sort before you draw conclusions.
Sort through each group of interviews (with newsroom, civic leaders, catalysts and citizens) before drawing any larger conclusions about what you are learning. Otherwise, you will lose important distinctions and nuance from your interviews.
Get beneath the surface.
Get beneath buzz words to what really people are really saying. When you do, you may end up in a very different place than when you started. For instance, if people mention “crime” and “education” as important issues, get them to describe their concerns. You may find that their real concern is: “How we are raising our children?”
Capture the essence.
Get to the heart or essence of what is most important about the issues, people and places you are discovering.
Compare similarities and differences equally.
Compare different pieces of what you are learning. Look for similarities and differences.
Produce a synthesis, not a record.
Many times, journalists will keep lists upon lists of what people have told them, but ultimately it is most important to produce a synthesis of that information.
Coherence comes over time.
Do not be concerned if there are gaps and holes in your knowledge and in your map. You will find that you are constantly adding new information to your map as your work and coverage unfolds over time.
Here are the seven keys you will want to keep front and center while you seek to tap into civic life and put together your civic map. While these seven keys may appear similar to the five “W’s” of journalism, be sure to look at them carefully and consider the kinds of knowledge they actually generate.
1. Civic Places – Where people get together and talk; what can you learn in each place; the norms, practices, customs and rhythms of each place.
2. Sources – The sources that people in the area/topic consider to be authentic, credible and trusted. Make sure to get beyond official layer and personal “man-on-the-street” sources.
3. Sense of Place – The history of the people, places and issues of concern; the evolution and development of these things over time; the look and feel of the area/topic.
4. People – The things that people hold valuable (such as heritage, sports, cutting edge work); the kinds of places where they tend to gather; how people talk to one another and the language they use; the norms and practices that shape their interactions.
5. Issues of Concern – The concerns, challenges and issues that people talk about; the ways in which they define those concerns; the icon or buzz phrases people use to describe their concerns; the language people use.
6. Aspirations – People’s aspirations for their area/topic, their own futures and those of others.
7. Stereotypes to watch – The preconceived notions or professional biases you may have about the area/topic you are exploring and the people and places associated with it. Check out how your early views may have changed as you do your work – and note them for others, so they can benefit too.
Plus Two Additional Points
8. Nature of Your Relationship – The perceptions that people hold of journalists and your organization; where those perceptions come from; the level of trust and credibility it holds; the kind of relationship journalists should have with people.
9. Coverage – The approach usually taken in covering this area/topic; the kind of coverage people are looking for; the nature of changes the newsroom might want to consider.