Five strategic priorities
In 2015, Broadcasting Board of Governors CEO and Director John Lansing worked with the BBG networks and other key stakeholders to identify five strategic priorities aimed at positioning the agency as a more impactful media organization. These priorities will maximize the agility, efficiency and impact of the BBG networks and enable the agency to more effectively address the rapidly evolving media environment.
1. A market-driven shift to digital distribution
The incredible growth of digital and social platforms has resulted in a fundamental change in the way people consume news. Although TV and radio continue to dominate in many parts of the world, the BBG must respond to audiences’ preferred media platforms and focus more on generating content and high-quality journalism on digital platforms, especially video, mobile and social networks. An aggressive, market-driven shift to digital and social media will make it easier to reach and engage younger, more urban audiences, including future leaders and influencers. These platforms also represent a shift from one-way dissemination to a more empowering and engaging audience participation.
2. Enhanced strategic cooperation between networks
Under the direction of CEO Lansing, the five BBG networks are putting unprecedented emphasis on coordination and content sharing in order to better report on the stories that matter to their audiences. In October 2015, CEO Lansing convened the U.S. International Media Coordinating Committee (ICC), comprised of the leaders of the five BBG networks, which meets biweekly to discuss coverage opportunities, share content and coordinate resources. This has already resulted in efficiencies and unprecedented cooperation, affecting audiences on six continents.
3. Targeted efforts organized by spheres of influence
While it continues to have a global footprint, the BBG is prioritizing resources to ensure that its activities are advancing U.S. foreign policy priorities and national security interests. To this end, the BBG is targeting its resources strategically to address the information needs of audiences in Russia and the Russian periphery, China and its regional issues, Iran, and Cuba, as well as those facing violent extremism.
4. Increased curation of content
The BBG is prioritizing curating, commissioning and acquiring programming to complement its original content. By partnering with compelling storytellers, documentarians and journalists producing relevant content, the BBG will provide its audiences with exceptional and relevant programming, maximize resources and improve operational efficiency.
5. Improved accountability and impact measurement
The BBG has always emphasized measuring the impact of its programs and activities, putting the audience first and holding itself accountable. The agency recently enhanced its comprehensive Impact Model to measure factors beyond audience reach and instead to assess and evaluate the impact that BBG programming actually has on the lives of its audiences and their communities. Audience loyalty, content credibility, whether and how content is shared, how much audiences engage with content and whether actions (such as a policy change or a cultural shift) are taken as a result of consuming BBG content are some of the more than 40 indicators available in the research tool. This complex combination of qualitative and quantitative research has been designed with the BBG’s unique operating environments in mind and provides a strategic roadmap for future implementation.