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A blog dedicated to the world of broadcast and public relations

Wednesday, September 16, 2009

Case Study: Annie E. Casey Foundation’s 2009 Kids Count Data Book

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In July, the Annie E. Casey Foundation utilized radio for the release of the 20th annual KIDS COUNT Data Book.  The Foundation worked with Hager Sharp to capitalize on radio’s ability to localize national stories by completing 51 recordings and 24 interviews with national and local networks and top stations around the county.

The KIDS COUNT Data Book outlines improvements to the nation’s ability to design and evaluate programs aimed at the needs of children and families living in poverty.  Casey makes it clear that the basis for improving the outcomes of this country’s most disadvantaged children and families lies in identifying where they are, the conditions within which they live and the effectiveness of current programs to improve outcomes.  The Data Book and the new Data Center respond to this need by providing the nation with a consistent source of information about children’s well-being.

In addition to 20 years of consistent measurement across the states, data is now available at the state, county, and city level, providing policymakers with the most comprehensive source of information on children’s well-being.  The data is also perfect for radio reporters to utilize and create local reports that appeal to the interests of their listening audiences.

The Data Book was released on Tuesday, July 28, and sound bites were fed to networks and stations around the United States, to highlight their local areas.  Each sound bite was recorded by either a KIDS COUNT state grantee or another person involved in a local KIDS COUNT program.

On July 29, Laura Beavers, coordinator for the national KIDS COUNT project, and Patrick McCarthy, senior vice president of the Casey Foundation, completed a radio media tour connecting with national networks and top-tier news and talk stations.
“The 2009 results from the radio media tour exceeded our expectations,” said Sue Lin Chong, public affairs manager of the Casey Foundation.

“This year, we made a concerted and strategic effort to announce our Data Book across many platforms – broadcast, print, webinar, and social media tours.  The radio outreach had a strong impact in the rural areas, in particular. News Generation, Inc. did an outstanding job in scheduling the radio media tour for our spokespeople so that our message could reach national listeners.”

Total results from the radio outreach were more than 17 million listeners, with national airings on Metro Source, CNN Radio, Fox News Radio, and American Urban Radio Network. More information on Kids Count can be found at http://datacenter.kidscount.org.

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