On the Ground – Issue Media Group

Our “On The Ground” program helps to tell the story of the people, projects and innovations that are creating “what’s next” for communities. The program helps increase the communications capacity of the organizations and non-profits working in the area. The intended impact is for additional “solutions-oriented” media coverage, engagement and ultimately understanding of the community, resulting in awareness and investments that can contribute to the vitality and prosperity of the district.

Strategy

Our teams will use an “embedded journalism” model to maintain a presence in various communities for a period of four months or more. We focus weekly coverage on those communities to tell the story of the businesses, individuals and nonprofits working and living there.

Austin McDonald working on a robot with Lincoln High School’s Linc-Bots team. Part of our On the Ground Ypsilanti coverage. *Photo courtesy of Doug Coombe*

On The Ground Program

We identify a partner in each communities who assists in connecting and orienting a dedicated journalist with residents. In order to establish a lasting relationship with the community and the groups involved with the project, we dedicate time to researching the history of the communities and developing an editorial framework based on the interests of the community. Our journalists attend monthly communities events and convenings, and host dedicated editorial advisory conversations to engage residents and stakeholders for story ideas and networking.

Throughout the program, our local publication will produce content and manage consistent social media coverage about the community. We may also produce, cover, and promote events during the project. Our work may also include video coverage, media and academic and funder tours, or a speaker event.

IMG views this engagement as an initial investment into a community. Programs are tailored to approach the needs of each community differently and treated as the first step in creating long-term media impact in the highlighted areas.