What are the top of mind issues for your audience?

Eye Off The Ball?

Issues like Right to Work, Hilary Clinton's Email and Religious Freedom Restoration Act (RFRA) generate a lot of heat, but they may be beside the point. The South Central Federation of Labor in Wisconsin polled a wide variety of Wisconsinites including middle class, working class, small business owners, people with jobs and the unemployed. They wanted to measure the importance of the "Right to Work Bill" to Wisconsinites.

Right to Work did not make the cut. What Did?

• Raising wages
• Maintaining quality schools
• Basic community improvements
• Job training opportunities
• More affordable education
• Good housing

What would have more impact in news coverage? What would make for positive outcomes? What coverage would engage the community? The six points above would have a meaningful effect on the community. Or, do we let others set the agenda? 

RFRA, Hilary's email and Right to Work certainly merit coverage, but balance is needed. I think it is important to cover the issues that resonate with the community. It is important to cover what really matters. Reporting on the issues resonate with the news consumer's values will have a lasting effect. And, think about how issues like "Right to Work" can be seen through a much broader and impactful lens like good jobs, job training, increasing incomes, etc. Talk with people in other parts of the country about what has worked and what has not worked after "Right to Work" laws have been enacted in other parts of the country.

When we launched "Where We Live" at WNPR we asked ourselves, What are the key issues that define Connecticut? We came up with a list of six. The issues have been redefined and refined since the launch in 2006, but talking about issues that resonate with the audience is key to the success of the program and the station.