{"id":4174,"date":"2019-11-08T17:26:06","date_gmt":"2019-11-08T21:26:06","guid":{"rendered":"https:\/\/www.lionpublishers.com\/?p=4174"},"modified":"2020-03-06T18:21:26","modified_gmt":"2020-03-06T22:21:26","slug":"how-to-grow-your-news-outlet-with-communities-of-color","status":"publish","type":"post","link":"https:\/\/www.lionpublishers.com\/how-to-grow-your-news-outlet-with-communities-of-color\/","title":{"rendered":"How to grow your news outlet with communities of color"},"content":{"rendered":"<p><strong><em>By Kara Meyberg Guzman<\/em><\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Newsrooms across the country are trying to figure out how to reach communities of color. The first step for those newsrooms is to figure out why, and be clear, says Manolia Charlotin, a panelist at the LION Summit 2019 session \u201cBeyond Diversity: Grow Your Business with Communities of Color.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cSometimes what I find is, my white colleagues forget that people of color are just people. You know what I mean?\u201d said Charlotin, who is the cofounder and co-director of Press On where she trains newsrooms on serving marginalized or underrepresented communities. \u201cAnd the fear of saying the wrong thing or being the only white person at the quinceanera or showing up to the Korean barbecue and being like, uh &#8230; You know, the fear.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Charlotin said she can understand why some publishers who aren\u2019t from a specific community get nervous about focusing on that community. \u201cSometimes you don\u2019t want people to feel like you\u2019re just coming in to get their business. But actually, folks do want you. They want you to court them.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s why publishers need to get over their fear and be clear about what their goal is in reaching that community. \u201cIf your goal is to expand your audience, expand the market, then you have to go to where people are at, in a collaborative, respectful way,\u201d she said.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Charlotin had other tips for independent online news publishers:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Build trust with communities of color by building relationships, not transactions. Find out how you can meet their needs.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Collaborate with publishers who already serve the community, and chase resources together. Leverage any privilege you may have to support the community. \u201cSee yourself as an agent that has access to something that they don\u2019t have access to,\u201d Charlotin said. \u201cToo frequently we see our differences as negatives rather than opportunities to collaborate.\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Choose event locations wisely. Sometimes where you decide to have a meeting dictates who will show up.\u00a0 <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<p>Another panelist was Cierra Hinton, executive director and publisher of Scalawag, a magazine serving the American South.<\/p>\n<p><span style=\"font-weight: 400;\">Before Hinton took the helm a year ago, Scalawag\u2019s leadership was all white and its readership was 86 percent white despite serving a diverse region, Hinton said.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">She shared examples of what the magazine has done since to reach more communities of color.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Have a person of color in leadership.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Shift from subscriptions to memberships, a business model that looks to the community to drive the organization and the stories. Members get a relationship, not just a magazine. \u201cCommunities of color are generally collectivist in nature,\u201d Hinton said. \u201cWe depend on trust and reciprocal relationships to survive.\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Start hosting events. It allows people to see who is running the organization and members get to know the staff and its mission. Hinton said when people attend Scalawag\u2019s events, they see a team that is black, queer and exclusively women.\u00a0 \u201cThat, in and of itself, tells them that this may be an organization that they can trust because there are people who look like them who are leading it.\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Pay attention to details, like the magazine\u2019s color scheme and the conversational voice of the stories. It should clue communities of color that the magazine is for and by them. <\/span><\/li>\n<\/ul>\n<p>Lisa Snowden-McCray, editor of Baltimore Beat, also shared examples of what her news outlet does to reach communities of color.<\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Baltimore Beat works with city schools to run a poetry class and publishes their poems on the site. Snowden-McCray said that students of color need to know that there\u2019s a path to where she is. Building that pipeline for people of color in journalism is the only way to sustain diversity in the field, she said.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">If your outlet is overwhelmingly white and you\u2019re hiring people of color, make sure they have the agency to speak up when something is wrong. It can be difficult to disagree if you\u2019re the only minority on staff, Snowden-McCray said.<\/span><\/li>\n<\/ul>\n<p>Information about the panelists and their work can be found in the <a href=\"https:\/\/guidebook.com\/guide\/167218\/event\/24722908\/\">LION Summit 2019 guidebook<\/a>.<\/p>\n<p><em>Kara Meyberg Guzman is a co-founder of Santa Cruz Local, a news podcast, newsletter and website in California. Before starting the company, she was the first woman and first person of color to serve as the top editor at the Santa Cruz Sentinel, Santa Cruz County\u2019s newspaper of record.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Kara Meyberg Guzman Newsrooms across the country are trying to figure out how to reach communities of color. The first step for those newsrooms is to figure out why, and be clear, says Manolia Charlotin, a panelist at the LION Summit 2019 session \u201cBeyond Diversity: Grow Your Business with Communities of Color.\u201d \u201cSometimes what&hellip;<\/p>\n","protected":false},"author":662,"featured_media":4184,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[2,1],"tags":[],"coauthors":[],"featured_image_urls":{"full":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2019\/11\/canva-photo-editor3.png",2000,1124,false],"thumbnail":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2019\/11\/canva-photo-editor3-150x150.png",150,150,true],"medium":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2019\/11\/canva-photo-editor3-300x169.png",300,169,true],"medium_large":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2019\/11\/canva-photo-editor3-768x432.png",768,432,true],"large":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2019\/11\/canva-photo-editor3-1024x575.png",1024,575,true],"1536x1536":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2019\/11\/canva-photo-editor3-1536x863.png",1536,863,true],"2048x2048":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2019\/11\/canva-photo-editor3.png",2000,1124,false]},"post_excerpt_stackable":"<p>By Kara Meyberg Guzman Newsrooms across the country are trying to figure out how to reach communities of color. The first step for those newsrooms is to figure out why, and be clear, says Manolia Charlotin, a panelist at the LION Summit 2019 session \u201cBeyond Diversity: Grow Your Business with Communities of Color.\u201d \u201cSometimes what I find is, my white colleagues forget that people of color are just people. You know what I mean?\u201d said Charlotin, who is the cofounder and co-director of Press On where she trains newsrooms on serving marginalized or underrepresented communities. \u201cAnd the fear of saying&hellip;<\/p>\n","category_list":"<a href=\"https:\/\/www.lionpublishers.com\/category\/news\/\" rel=\"category tag\">News<\/a>, <a href=\"https:\/\/www.lionpublishers.com\/category\/uncategorized\/\" rel=\"category tag\">Uncategorized<\/a>","author_info":{"name":"Anika Anand","url":"https:\/\/www.lionpublishers.com\/author\/anikaanand00\/"},"comments_num":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to grow your news outlet with communities of color - LION Publishers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.lionpublishers.com\/how-to-grow-your-news-outlet-with-communities-of-color\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to grow your news outlet with communities of color - LION Publishers\" \/>\n<meta property=\"og:description\" content=\"By Kara Meyberg Guzman Newsrooms across the country are trying to figure out how to reach communities of color. The first step for those newsrooms is to figure out why, and be clear, says Manolia Charlotin, a panelist at the LION Summit 2019 session \u201cBeyond Diversity: Grow Your Business with Communities of Color.\u201d \u201cSometimes what&hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.lionpublishers.com\/how-to-grow-your-news-outlet-with-communities-of-color\/\" \/>\n<meta property=\"og:site_name\" content=\"LION Publishers\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/LionPublishers\" \/>\n<meta property=\"article:published_time\" content=\"2019-11-08T21:26:06+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-03-06T22:21:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2019\/11\/canva-photo-editor3-1024x575.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"575\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Anika Anand\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@LIONPubs\" \/>\n<meta name=\"twitter:site\" content=\"@LIONPubs\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Anika Anand\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\/\/www.lionpublishers.com\/how-to-grow-your-news-outlet-with-communities-of-color\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.lionpublishers.com\/how-to-grow-your-news-outlet-with-communities-of-color\/\"},\"author\":{\"name\":\"Anika Anand\",\"@id\":\"https:\/\/www.lionpublishers.com\/#\/schema\/person\/5c835cfd8d507eaebb2d05ee59422d39\"},\"headline\":\"How to grow your news outlet with communities of color\",\"datePublished\":\"2019-11-08T21:26:06+00:00\",\"dateModified\":\"2020-03-06T22:21:26+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.lionpublishers.com\/how-to-grow-your-news-outlet-with-communities-of-color\/\"},\"wordCount\":737,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.lionpublishers.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.lionpublishers.com\/how-to-grow-your-news-outlet-with-communities-of-color\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2019\/11\/canva-photo-editor3.png\",\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.lionpublishers.com\/how-to-grow-your-news-outlet-with-communities-of-color\/\",\"url\":\"https:\/\/www.lionpublishers.com\/how-to-grow-your-news-outlet-with-communities-of-color\/\",\"name\":\"How to grow your news outlet with communities of color - 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