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Rest of the Story - Leveraging Traditional Media to Increase Attention for Social Issues

Rest of the Story - Leveraging Traditional Media to Increase Attention for Social Issues

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Published by Daniel F. Bassill
This essay illustrates how interns and volunteers can help build communications strategies that leverage negative media and turn these stories into advertising that draws volunteers and donors to tutor/mentor programs in neighborhoods where bad news is happening.
This essay illustrates how interns and volunteers can help build communications strategies that leverage negative media and turn these stories into advertising that draws volunteers and donors to tutor/mentor programs in neighborhoods where bad news is happening.

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Published by: Daniel F. Bassill on Feb 23, 2012
Copyright:Attribution Non-commercial

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02/26/2012

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Intern Opportunity withTutor/Mentor Connection:Media Project: If it all works, whatwould it look like?
Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net
 
Vision
As many people who watch a weekly NFL game or reality TV show willvisit web sites where they begin to learn about social issues and becomemotivated to become directly involved as volunteers, donors, advocatessupporting an entire universe of organizations focused on a commonpurpose, such as helping kids born in poverty live adult lives beyondpoverty because they have jobs and livable-wage careers.Millions of citizens will travel from first exposure to an issuevia NEWSawareness into paths of Civic Engagement via the media strategies thatare developed via this internship.
The Tutor/Mentor Connection was created in 1993 to help volunteer-based tutor/mentor programsgrow in the Chicago area. It operated as part of the Cabrini Connections site based tutor/mentorprogram, a 501-c-3 non profit until June 2011. It now operates as a program of the Tutor/MentorInstitute, LLC, which was created in July 2011 to support the continued work of the T/MC inChicago and to help similar groups grow in other cities throughout the world.
Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net
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Concept:
While print, TV, Radio and Internet news reports stories of violence, poverty, poor schools, etc., civic engagementintends to solve these problems. While the reporter is animpartial witness, the commentator, editorial writer, radioshow host and TV anchor help shape the public’sunderstanding of news and their choices of ways to respond.With an internet strategy, media leaders can more consistentlylink NEWS with information and solutions so that those whobecome interested, enraged or engaged by the first wave of reporting will become informed and involved by thecommentary and internet strategies of the media outlet.
Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net
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Vance Stevens added this note
Hi Dan, the writeup of your presentation is at http://learning2gether.pbworks.com/w/.... There it confirms our start time of 8 a.m. in Chicago Feb 26. Screen sharing makes Elluminate slow, so the best way is to have a list of URLs handy and then put them into a web tour. Web cams are good to establish presence but can degrade sound if used for too long. This looks good.
Vance Stevens added this note
Hi Dan, is this what we'll be talking about at http://learning2gether.pbworks.com/w/... at 8 a.m. Chicago time tomorrow Sunday Feb 26?

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