How KPCC’s ‘Unheard LA’ Events Filled Venues and Engaged New Audiences

In 2017, Southern California Public Radio (KPCC) piloted Unheard LA, a community-driven live storytelling series that featured people’s first-person accounts of real-life experiences. KPCC’s events and engagement arm, KPCC In Person, reached beyond the station’s existing audience by using the P.I.N., GroundSource, and other engagement tools to solicit story pitches and promote the event.

Public Media and Marginalized Publics

Curious City, a series produced by WBEZ Chicago Public Media, invites listeners to participate in the reporting process. Using the Hearken digital engagement platform, listeners ask and then vote on questions that are turned into radio stories. Over a year, Curious City attempted to engage residents of Chicago areas that traditionally had few public radio listeners, mostly stigmatized African-American and Latinx neighborhoods, to participate via face-to-face outreach, outreach via community partners, or social media marketing. Using a communication infrastructure theory framework, this study draws from observations and 25 interviews with journalists, participating audience members, residents of targeted outreach areas, and partner organizations to examine best practices to combine digital and offline strategies, and the importance of pre- and post-broadcast engagement.