LT8: Media Coverage

Framework Component

Effectiveness & Maintenance – Organizational Implementation and Effectiveness

Indicator Description

Number and percentage of commercial and organizational outlets with estimated reach to SNAP-Ed and total audiences that reported favorable attributions to SNAP-Ed marketing and PSE projects:

  • Local outlets (commercial TV, radio, and print)
  • National outlets (commercial TV and print)
  • Web sites
  • Social media, including those of partnering organizations (Facebook, Twitter, Pinterest)

Background and Context

Media coverage by commercial and organizational outlets may be generated by the SNAP-Ed Implementing Agency, by a local awardee or affiliate, or by partners. The media coverage may result from media outreach/public relations, media advocacy, or a media outlet’s usual news, feature, or editorial practices.

Outcome Measures

Number and percentage of Implementing Agencies and states with local, statewide, or national mass media components focusing on SNAP-Ed—relevant marketing and PSE through news, Web sites, and social media channels:

LT8a. Electronic and print outlets

  • Number and percentage of media outlets that run positive stories about SNAP-Ed marketing and PSE projects
  • Audience reach, by type (print, TV, radio) in numbers and percentage of total and SNAP-Ed segments exposed to favorable media mentions about SNAP-Ed marketing and PSE projects
  • Dollar value of mentions (i.e., public relations/earned media secured) in commercial TV, radio, and print outlets
LT8b.  Websites

  • Percentage and reach of partner websites that feature positive content about SNAP-Ed marketing, media advocacy, and PSE projects
LT8c. Social media

  • Percentage and reach of SNAP-Ed Implementing Agencies with social media sites that push marketing, media advocacy, and PSE content to consumers/intermediaries (e.g., Facebook, Twitter, Pinterest)

What to Measure

Measures for earned media show the number of people reached and the volume of messaging generated about SNAP-Ed efforts to influence consumer, organization, and community expectations and norms. Media coverage can showcase the value of local programs, increase their influence, and bring in new partners. Print, electronic, and outdoor media coverage can be monetized using advertising rates provided by the outlet to demonstrate how SNAP-Ed dollars can be leveraged. In evaluation, media coverage can be added to other measures like volume of direct education and social marketing to provide estimates of the total dosage a community receives to continually improve program effectiveness. Healthy eating/physical activity tips and recipes are counted only if there is significant content about marketing and PSE changes.

This metric includes media outlet coverage only of SNAP-Ed–related marketing and PSE changes and such measures can:

  • Build on existing EARS data collection wherever possible.
  • Use conventional web and social media analytics, such as Google analytics, unique visitors, clicks, page views, downloads, and links.
  • Document SNAP-Ed–related media advocacy activities by state and local SNAP-Ed agencies and their partners.

Population

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Surveys and Data Collection Tools

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Key Glossary Terms

Additional Resources or Supporting Citations

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