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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
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03/05/2015

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How Do We Keep Attention Focused

on Social Orgs Long Enough For Them
to have and Impact? What Roles Might
Youth and Interns Take?
Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net
Vision
Millions of people watch a weekly sports event or reality TV show every
day. Our vision is this same number of people will visit web sites like
http://www.tutormentorexchange.net, where they begin to learn about
social issues and become motivated to become directly involved as
volunteers, donors, advocates supporting an entire universe of
organizations focused on a common purpose, such as helping kids born in
poverty move through school and into adult lives and careers.
Our vision is that millions of citizens will travel from first exposure to an
issue via NEWS awareness into paths of life-long Civic Engagement as a
result of the ideas we share in the following pages..
The Tutor/Mentor Connection was created in 1993 to help volunteer-based tutor/mentor programs
grow in the Chicago area. It operated as part of the Cabrini Connections site based tutor/mentor
program, a 501-c-3 non profit until June 2011. It now operates as a program of the Tutor/Mentor
Institute, LLC, which was created in July 2011 to support the continued work of the T/MC in
Chicago 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
Pg. 2
Challenge:
Youth living in areas of highly
concentrated poverty need
continuous support to move from
birth to work. Volunteer-based
tutor/mentor programs are one
valuable resource. These programs
also need continuous support.
Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net
Pg. 3
Maps of big cities like Chicago
show where poverty is
concentrated. Tutor/mentor
programs are needed in all of
these areas...for many years.
Concept:
While print, TV, Radio and Internet news report stories of violence,
poverty, poor schools, etc., civic engagement intends to solve these
problems. While the reporter is an impartial witness, the commentator,
editorial writer, radio show host and TV anchor help shape the public’s
understanding of news and their choices of ways to respond.
However, this does not draw needed resources to all neighborhoods,
nor keep attention focused on a daily basis.
With an internet strategy, media leaders can more consistently link NEWS
with information and solutions so that those who become interested,
enraged or engaged by the first wave of reporting will become informed
and involved by the commentary 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
Pg. 4
New Media:
The Internet and mobile phones with cameras and video recorders enable anyone
to report and comment on the activities going on around them. This creates new
opportunities to follow negative news with analysis, learning, brainstorming and
innovation that generates greater attention to the work being done by social benefit
organizations to solve the problems the media report.
Recent events have proven that social media can be used to bring together large
numbers of people for short term activities. Our goal is to develop social media
strategies that bring large and growing numbers of people together on an on-going
basis to build support for activities that require longer involvement.
We focus on creating a broad distribution of volunteer-based tutor/mentor
programs operating high poverty areas of big cities. Such programs have the
potential to involve a growing number of non-poverty adults in wide ranging
efforts intended to help kids born in poverty go more successfully through school
and into productive jobs and careers.
Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net
Pg. 5
Challenge:
Adults involved in leading volunteer-based tutor/mentor
programs often are tasked with many different
responsibilities. Few have the time, or the talent, to write
stories about what they do, or that follow negative news
reports with stories showing what others could do to help
them.
Adults who are volunteers, board members, political and
business leaders don’t have the time to dig deeply into
information available on the internet that would make them
more sophisticated in how they use their time, talent and
treasure to support youth serving organizations in different
parts of a city.
Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net
Pg. 6
Why Not Involve Young People?
These are two out of dozens of visualizations created by interns working
with Tutor/Mentor Connection and Tutor/Mentor Institute, LLC since
2006. View these and others at
http://www.tutormentorexchange.net/definition-of-
issues/ideasanimation
Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net
Pg. 7
Youth from many schools could do stories:
These maps show the
large number of public
and private high schools
in Chicago where youth
could be creating stories
that draw attention to non-
school tutor/mentor
programs in their
neighborhoods.
See examples of such
stories in blog articles at
http://tutormentor.blogspot.
com/search/label/violence
Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net
Pg. 8
What it might look like:
Follow up stories, might look like this, which is
a story Tutor/Mentor Connection created in 1996
using a map to show where a child was slain in
Chicago, and whether or not there are any
tutor/mentor programs in the area.
Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net
Pg. 9
When stories like this appear in
local media they raise attention and
hopefully motivate readers to want
to get involved in solving the
problem. Follow up stories might
look like this.
On the
Following
Pages….
We illustrate what
media, or business
web sites, might
look like, by
adding a Rest of
the Story Tab.
Research
Solutions
Tutor/Mentor
Programs
Today’s
NEWS and
The REST of
the Story
The link in the text leads to t his box
If Youth Are Creating Stories
Can we motivate the media to point to them when they do commentary?
Get Informed
Donations
Volunteering
Forums
Pg. 10
Home Page: xx Media
Featured news of the day
Xxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxx
Current Events/Features
Xxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxx
Sports, Classifieds, etc.
Xxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxx
Special
section
Special
section
Special
section
Help Your
Neighbor
This is the box we want to see on the home page
Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net
Pg. 11
Home Page: xx blogger, business, etc
Featured information about org
Xxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxx
Commentary on Current Events/Features
Xxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxx
Special events related to org
Xxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxx
Special
section
Special
section
Special
section
Help Your
Neighbor
This is the box we want to see on the home page
Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net
Pg. 12
Message from
Publisher, CEO, Pastor
While we report the news as it breaks, we
also seek to solve problems and meet the
challenges of our community,.
At xx media, we think it is every citizen’s
responsibility to work toward a greater
Chicago. We think it’s our role, as a news
organization, to help our readers be more
informed, and find causes where they can
get involved..
Featured story from Today’s News
Our news section shows how xx was shot and killed in the xx neighborhood
last night. Click HERE to learn more about youth violence and its solutions.
Environment
Education
Poverty
Youth
Development
The link in the text leads to t his box
Help Your Community
When This Box is selected, this is where it leads:
Causes
Health Issues
Crime &
Justice
Etc.
Pg. 13
It is everyone’s
responsibility to help
all youth in this
region grow up safely
and reach their full
potential.
Click any box to the left and learn
more
Featured story from Today’s News
Our news section shows how xx was shot and killed in the xx neighborhood
last night. Click HERE to learn more about youth violence and its solutions.
Research
Solutions
Service
Providers
Map showing
where today’s
news
occurred
The link in the text leads to t his box
Youth Development
When This Box is selected, this is where it leads:
Get Informed
Donations
Volunteering
Forums
Pg. 14
The media needs to point to
maps, showing where great
programs are needed. Writers
need to emphasis that the city
needs good programs in every
poverty neighborhood, not just a
few great programs in a few
places
Click any box to the left and learn
more
Featured story from Today’s News
Our news section shows how xx was shot and killed in the xx neighborhood
last night. Click HERE to learn more about youth violence and its solutions.
Research
Solutions
Service
Providers
Map showing
where today’s
news
occurred
The link in the text leads to t his box
Youth Programs Needed in Many Places
When This Box is selected, this is where it leads:
Get Informed
Donations
Volunteering
Forums
Pg. 15
Featured story
from Today’s
News
This map shows how xx was
shot and killedlast night.
Click HERE to learn more
about youth violence and its
solutions.
Research
Solutions
Tutor/Mentor
Programs
Service
providers in
this area
The link in the text leads to t his box
The Rest of the Story
Learn what you can do to help raise Chicago’s youth.
Get Informed
Donations
Volunteering
Forums
Pg. 16
Learn to
Make
Your own
Maps
This map was
made using
Chicago
Tutor/Mentor
Program
Locator’s
Interactive map
Research
Solutions
Tutor/Mentor
Programs
Service
providers in
this area
The link in the text leads to t his box
The Rest of the Story
Learn what you can do to help raise Chicago’s youth.
Get Informed
Donations
Volunteering
Forums
Chicago Program Locator:
http://www.tutormentorprogramlocator.net
Pg. 17
As youth and
volunteers use
videos and blogs to
show what they do
in their own
programs, media
and bloggers can
point to these
stories to help them
attract more
support for their
efforts.
Links in the Program
Locator point to
program web sites and
blog articles.
Research
Solutions
Tutor/Mentor
Programs
Service
providers in
this area
The link in the text leads to t his box
Teach Youth Orgs to tell The Rest of the Story
Learn what youth can do to help raise visibility.
Get Informed
Donations
Volunteering
Forums
Chicago Program Locator:
http://www.tutormentorprogramlocator.net
Pg. 18
Research
Solutions
Leaders
Local,
National
Resources
These logos are just a few of the youth
organizations found at http://tinyurl.com/TMI-
ChiProgramLinks
Tutor/Mentor Programs
All Need to Have Teams of Writer/Producers Telling their Stories.
Get Informed
Donations
Volunteering
Forums
Pg. 19
Volunteers from
business, media,
film and training
companies, etc. can
mentor youth to
create and tell
interesting, and
effective stories.
This opens a who new
range of mentors and
career options for youth
who get involved.
Learn more about tutoring/mentoring
Profiles of local tutors/mentors
Youth served by local programs
Blog articles, videos of local programs
Events…and
Research
Solutions
Leaders
Local,
National
Resources
Including www.tutormentorexchange.net
Tutor/Mentor Programs
When this link is clicked, we just want to be one of the links
Get Informed
Donations
Volunteering
Forums
Pg. 20
Getting this info on the Web is Step #1
Getting people to look at it is an on-going challenge:
Reporters, commentators, editorial writers, radio and TV personalities
must be educated to weave web references into their personal
journalism. Bloggers and social media volunteers can model this
strategy and teach it to mainstream media.
At any time a talk show host can refer a listener to a section of the
station’s web site where the listener can go to find more information, and
to find ways to be part of the solution.
Stations that do this regularly will teach listeners to go to these sections
of the web site for information even when the news is not focusing on
this issue.
Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net
Pg. 21
Use personal and organizational leadership, web site and communications to connect
members of your network to T/M programs in all parts of Chicago on a consistent, on-going
basis, using Internet directories such as http://tinyurl.com/TMI-ChiProgramLinks as
resource for finding programs.
Elected
leader
college
you
faith business media
Property of Tutor/Mentor Connection, 800 W. Huron, Chicago, Il. 60642 Email for permission to use: tutormentor2@earthlink.net
others
volunteers
dollars
Talent &
technology
Pg 22
Focus Stories on a Distribution of Resources
Volunteers, talent, dollars, technology needed at each location.
Sustaining Momentum is Step #2
Convincing people to write about tutor/mentor programs regularly, and to point to programs
in all neighborhoods, will be an on-going challenge.
As more stories point to tutor/mentor programs after negative news in the mainstream
media, more people will begin to look at the web sites of these programs and learn ways
to support them. Key events organized during the year can provide “topics” for bloggers,
writers and social media to focus on, boosting traffic growth from event to event and year
to year. Remember, it takes 12 years just to go from first grade to 12
th
grade.
Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net
Pg. 23
Help Us Support this Strategy
To create a map-based information directory requires a major sponsor and on-going
revenue. Tutor/Mentor Institute, LLC seeks volunteers, partners, sponsors to help.
The Chicago Tutor/Mentor Program Locator at http://www.tutormentorprogramlocator.net is a pilot
of what’s possible. Without help from others, we cannot keep this updated, or add needed features.
Tutor/Mentor Institute, LLC offers “naming rights” to a company, foundation or benefactor willing
to make a multi year financial commitment. Similar support will be needed in every city in order to
provide the backbone knowledge and map directory suggested in this strategy.
Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net
Pg. 24
Questions we hope to answer…with your help:
If we can develop some formal programs where youth are writing follow up stories,
or creating strategy visualizations, we want to learn the following:
• Is this possible? Can we increase reach and frequency of stories focusing on tutor/mentor programs?
Can we increase and measure traffic flows?
• Who already implements such a strategy? Can we connect with them? Can we create an internet
library hosting such information, and build understanding by facilitating learning around this growing
body of knowledge?
• Will cities provide the funds to make a “program locator directory” available? Or to coach youth and
organizations to begin a “Rest of the Story” project?
• How do those who implement this strategy track and measure success?
• What are the positive returns on the social investment of such a strategy?
• What are the profit gains from a capital investment of such a strategy?
Our ability to answer the 3
rd
, 5
th
and 6
th
questions positively will provide reasons for
such strategies to be adopted by a growing number of media outlets in every city in
the country.
Tutor/Mentor Institute, LLC, Tutor/Mentor Connection, Merchandise Mart PO Box 3303, Chicago, Il. 606542 tutormentor2@earthlink.net
Pg. 25
To learn more, e-mail tutormentor2@earthlink.net
Connect with us on Twitter @tutormentorteam or
Facebook @ http://www.facebook.com/TutorMentorInstitute
Write to Tutor/Mentor Institute, LLC, Tutor/Mentor Connection
Merchandise Mart PO Box 3303, Chicago, Il. 60654
To learn more about Tutor/Mentor Institute, LLC strategies and
goals, our use of GIS maps, or the Tutor/Mentor Learning Network,
visit the Tutor/Mentor Institute Library at
www.tutormentorexchange.net.
Be our partner. Let us be your partner, coach and consultant. If
you already have youth telling these stories, send us a link to your
blog or web site.
Join us in turning this idea into a reality.
Volunteer, be an intern, be a sponsor. Invite us to speak to a group in your city or at your business.

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