Good morning all -- hashtag for this session is #CAJ15partner
Tara Tailleur has kicked off the session, introduced Susanne Reber
Reber: I've been thinking quite a lot about collaborations and partnerships for quite a few years... I was prepping thoughts about audiences and partnerships.
Reber: Started at CBC Radio, worked with people who cared about partnerships. Over time, worked more with TV. Moved to the U.S. (NPR) in 2009.
Reber: How did I become such a collaborator? Survival.
Reber: The CBC i-team was small when it started... it was really about pragmatism when it started.
Reber: I call it "the puff up your feathers approach" -- teaming up, adding more brains.
Reber: The next level was that journalism gets better. As I was leading teams, I started to be informed of the team on how powerful it is to have more brains. More perspective, more brains, better journalism
Reber: The projects get bigger, take longer, find more funding sources.
Reber: Then at some point, probably as I started to work in the U.S., and across all sorts of programs. Realized "it's about the audience, stupid."
Reber: Audiences -- who needs to know? The people in this example were migrant workers in the U.S., many of which were women, being abused by supervisors. For those involved, it had been going on for decades.
Reber: No journalism happening in English or Spanish... working with UC Bergman. We did this project in a direct way to reach the Spanish audience which we knew was important.
Reber: We went on Univision to speak about the project before it was released, to speak about the project at that stage.
Reber: This was to start the conversation in the community
Reber: When broadcast, it was the first time on Frontline and Univision in the U.S. for simulcast of two slightly different versions.
Reber: We also started to use offpage at CIR.
We're watching a different video in the room -- will post that link ASAP.
Reber: Talk about a challenge. Set ourselves to get to know them. Doing workshops. Story was about bankruptcy.
Reber: It was the first city to officially go bankrupt. We'd done the heavy lifting on how that happened. -- bad bonds.
Reber: These were kids that had not done poetry before. New to both mediums. They went to the national slam competition for poems they wrote on Stockton.
Reber: We also produced film, "Broken City Poets."
There's the vid we watched in the room
Reber: Whispers in the Field was the poetry written by a young UC Cal student. Her expression was that the fields kept secrets and if they could speak, these are the stories they'd tell.
Reber: As we moved on continuum to move partnerships to max, it was different forms of content and reasons.
Reber: Broken City Poets which was the film we produced-- we decided to distribute through film festival circuit. Chose that because it's a longer-tail for how a film gets out there.
Reber: The screenings allowed us to further engage the audience. Screenings in small cities. Park City Utah, etc.
Reber: Deliberate choice not to use a one-time broadcast outlet. We chose a slow, long boil to release the film.
Reber: Next project ... "bad Coroners"
Reber: We did the first massive investigation on how bad the problem with coroners was. Elected, not qualified medically for the post, etc.
Reber: It was part content and part professional development for those involved. (speaking of Rape in the Fields project on that one)
Reber: Partnerships can last many many years, but if you get it right it's a positive lasting relationship.
Reber: Ingredients of a good partnership? Trust most important, it has to be earned.
Reber: You have to be a partner and really mean it... can't go back on what you committed to.
Reber: Assumption is most of that gets worked out by those involved really quickly. As leaders, importance to make sure everyone knows that at the beginning.
Reber: I couldn't have imagined the scale of some of these projects when they started.
Reber: We had to pursuade our partners... like Frontline, which has real estate, profile. Had to convince them we'd do slam poetry with their project.