Collaboration and Commonwealth

While I've worked with NAMAC for several years through The Media Consortium, a network of 45 leading independent media outlets, the Boston 2009 conference was my first chance to really learn what NAMAC is all about. It was a tremendous opportunity to meet media makers that are thinking creatively about using new technologies and emerging audiences to forge a stronger future. Many thanks to Helen, Jack and Yolanda for inviting me to participate in such an unique gathering.

We are entering a new era for media, one that is rife with challenge and opportunity. For many organizations, higher stakes means it's time to batten down the hatches and wait out the storm. But there's a great deal of opportunity out there, and media (of all genres) simply won't survive if we don't reach out, adapt, and move forward. Media makers of all kinds are struggling with the same big issues:

Financial Sustainability
Many of the organizations I spoke with at NAMAC 2009 have been hit hard by the recession and are struggling to make ends meet. Many can no longer trim the fat—their organizations simply will not function if more staffers or supplies are cut.

Technological Adaptation
People are excited about the possibilities for capturing revenue and expanding audiences that new technologies present. But adapting to incorporate these new tools can be costly and laden with risk. Many organizations don't have the time or infrastructure to invest in, say, branching out into the mobile web or building iPhone applications. At the same time, they risk being shut out of the market entirely because they haven't grown.

These are big and legitimate concerns, and the solution isn't a one-step process. By reinvesting in relationships and experimenting with small collaborations, many outlets can grow without great financial expense and less risk. The trick is not getting overwhelmed by the long road ahead. Organizations like NAMAC and The Media Consortium are providing invaluable common space and common ground for peer groups to share expertise and institutional growth.

What does a small step project look like? The Media Consortium created a series of headline widgets for our MediaWires project to help increase the audience and reach of our member's content. We're partnering with Made in L.A. to get the word out about the film and distribute the latest news about immigration reform. See the widget below! This is a low cost project that takes advantage of new technologies to increase the impact of our members' work and a great documentary film.


At NAMAC, I participated in a panel titled "Circling the Wagons: Recession-Busting Through Collaboration," in which my co-presenters and I presented case studies of our own experiences with collaboration, but also frankly discussed our challenges and successes.

In the spirit of collaboration and the commonwealth, I asked my co-panelists to talk a bit about their big points for successful collaboration and how to make it work. Kevin Cunningham, of 3Legged Dog, Ingrid Hu Dahl, of Youth Media Reporter, and jesikah maria ross, of the Art of Regional Change contributed to the below collaboration "musts."

Seek Achievable Scale
According to Ingrid, a successful collaboration starts when you're "clear about the scope of work, the overall vision, specific short/long term steps and the role of each party." It's vital to understand the staff hours, potential impact and potential roadblocks before you begin. This kind of pre-collaborating will save a lot of stress and hard work in the long run. It's also useful to engage in a test project before tying yourself too closely to another organization.

Keep Communication Open
jesikah encourages would-be collaborators to "Engage [partners] to discover and articulate their needs and values." It's also important to be flexible and keep an open mind regarding an organization's changing needs.

Mission Compatibility is Vital
According to Kevin, this is key to creating a "non-predatory structure." We've all found success in articulating organizational needs on paper—in its early days, The Media Consortium created a declaration of independent media to help state our needs and define the purpose of the organization.

Track your success
For organizations seeking financial backing through collaboration, this is especially important. Make sure to honestly evaluate each project when it reaches an end point, and note what worked.

But making rules for a collaboration is very different than actually putting a successful partnership together. It takes a lot of leg work and thoughtful evaluation to make things go. As you all go forth with new connections and ideas, don't let the energy and wisdom of the Commonwealth stay in Boston! Share, communicate and experiment. While each effort may not be a success, we will be making incremental steps to increase financial stability and technological savvy across our networks.

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Erin Polgreen
Program Associate
The Media Consortium