LT8: Media Coverage

Framework Component

Effectiveness & Maintenance Refers to the extent to which a learner continues to perform a behavior after a portion or all of the intervention responsible for the initial change in behavior has been removed. - Organizational Implementation Pertains to whether the intervention was delivered with fidelity or as intended and whether the essential elements known to be important to the achievement of positive outcomes were actually and consistently implemented. and Effectiveness

Indicator Description

Number of commercial and organizational outlets with estimated reach to SNAP-Ed and total audiences that reported favorable attributions to specific SNAP-Ed social marketing campaigns and policy, systems or environmental change (PSE) projects:

• Local Relating to or occurring in a particular area, city, or town. outlets (commercial TV, radio, and print)
• National outlets (commercial TV and print)
• Websites
• Social media, including those of partnering organizations (Facebook, Twitter, Pinterest)

Background and Context

Media coverage Media coverage captures the sources and amounts of mass communications generated by SNAP-Ed that build awareness, momentum, and normalization of positive community change and new social norms sought by SNAP-Ed agencies SNAP-Ed agencies include state agencies that administer SNAP, Implementing Agencies (e.g., Land-grant universities, other universities, public health departments, Indian Tribal Organizations, and nonprofit organizations), and their sub-contractors. and partners.  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 and relate to a specific SNAP-Ed activity. As this is a long-term indicator, the media coverage to be measured should relate to the length of time the activity has existed and how it's been noticed instead of coverage of a newly initiated activity.

Outcome The desired benefit, improvement, or achievement of a specific program or goal. 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, websites, and social media channels:

LT8a.	Electronic and print outlets Number of media outlets and type (print, TV, radio) that ran positive stories about SNAP-Ed social marketing campaigns and PSE projects. Audience reach, by media outlet type (print, TV, radio), in total and as SNAP-Ed segments exposed to favorable media mentions about SNAP-ED social marketing campaigns and PSE project.
LT8b.	Websites Number and reach of partner websites that feature positive content about SNAP-Ed social marketing campaigns, PSE projects, and related media coverage.
LT8c.	Social media Number and reach of SNAP-Ed Implementing Agencies and their partners who have social media sites (e.g., Facebook, Twitter, Pinterest, Instagram, TikTok) that push coverage related to social marketing campaigns and/or PSE projects to consumer intermediaries.

What to Measure

Measures for earned media show the number of people reached and the volume of messaging generated about specific SNAP-Ed efforts (PSE and social marketing). Media coverage Media coverage captures the sources and amounts of mass communications generated by SNAP-Ed that build awareness, momentum, and normalization of positive community change and new social norms sought by SNAP-Ed agencies SNAP-Ed agencies include state agencies that administer SNAP, Implementing Agencies (e.g., Land-grant universities, other universities, public health departments, Indian Tribal Organizations, and nonprofit organizations), and their sub-contractors. and partners. is used to showcase the value of local programs, increase their influence, and bring in new partners. 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 related social marketing campaigns and/or PSE changes.

This metric includes media outlet coverage only of SNAP-Ed-related social marketing campaigns 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 efforts by state and local SNAP-Ed agencies SNAP-Ed agencies include state agencies that administer SNAP, Implementing Agencies (e.g., Land-grant universities, other universities, public health departments, Indian Tribal Organizations, and nonprofit organizations), and their sub-contractors. and their partners.

Population

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Surveys and Data Collection Tools

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Key Glossary Terms

Earned media/public relations Unpaid coverage resulting from media outreach by SNAP-Ed programs/partners. , Market segments The subsets of the total/general audience broken out by demographics such as income, education, ethnicity, language, age, or geography, or by psychographic profile. , Media advocacy Technique by which stakeholders conduct activities that influence the selection of SNAP-Ed topics by the mass media and shape the discussion about these topics to create PSE change. , Media coverage Media coverage captures the sources and amounts of mass communications generated by SNAP-Ed that build awareness, momentum, and normalization of positive community change and new social norms sought by SNAP-Ed agencies SNAP-Ed agencies include state agencies that administer SNAP, Implementing Agencies (e.g., Land-grant universities, other universities, public health departments, Indian Tribal Organizations, and nonprofit organizations), and their sub-contractors. and partners. , Total audience/general market/general audience The total number of people that listen, view, read, or otherwise engage with media formats, not broken out by demographics or other segmentation.

Additional Resources or Supporting Citations

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